Exam 9: Decision Support Systems and Marketing Research

Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes.

Many people surveyed say they are environmentally-conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

Marketing research has three functional roles.These roles are:

A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population.

_____ is essential to the success of focus-group research.

Managers must combine specific pieces of information needed to identify the marketing research problem.Their _____ is to provide insightful decision-making information.

Discuss the advantages of Internet surveys.

_____ research depends on watching what people do.

After listening to a group of middle-aged women discuss there biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

A(n)_____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Phillip Morris USA,the manufacturer of Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette has asked for marketing research to explain the reasons for the recent failure of the new cigarette.This type of research is described as:

When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data?

A(n)_____ is an interactive,flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.

Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses.A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services.With the focus groups Community Trust was collecting _____ data.

Research done by ShopLocal.com Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose,to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:

A bowling alley operator could use _____ to determine why customers do not seem to like his bowling alley's new location.

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n)_____ question.

All of the following statements explain the success of Internet marketing research EXCEPT:

An online focus group is a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his/her own frame of reference.Which of the following types of questions would best deliver such information?