Exam 9: Decision Support Systems and Marketing Research

You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service.You need a sample of at least 300 people who spend at least $100 weekly at the supermarket,and you don't have a lot of money to conduct the research.You should use:

When assessing the quality of secondary data,it is:

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

_____ occurs when a sample,in some ways,is not representative of the target population.

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

The last step in the marketing research process is to prepare and present the report.

Stan's job is to walk the streets of Japan and locate fads.According to Stan,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?

University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. -Refer to University Research Study. In addition to understanding potential students' attitudes and intentions regarding online degree programs,the administration has also asked the students to gather data on another project regarding the public's attitude toward the university overall. Gathering data on two different projects using one questionnaire is called a(n)_____ study.

Marketing research should not be undertaken when:

Marketing research is important to management because it helps managers in several ways.Discuss three major benefits of marketing research to managers.

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Callaway Golf Co. Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year. -Refer to Callaway Golf.The type of research gathered by the Callaway Golf research team would be called:

Callaway Golf Co. Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year. -Refer to Callaway Golf.Callaway used its contacts at golf courses around the country to find the 40 women for its study.The 40 women would most likely be called a _____ sample.

Research indicates that Americans today are concerned enough about sustaining the environment that they are willing to spend more.In fact,65 percent of the people who responded to the survey said they were willing to spend more money for environmentally-friendly goods and 65 percent also expected to increase spending this year on eco-friendly products,despite the current downward trend in retail.Companies that use the results of this study in their product development efforts are using _____ data.

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book.Possible answers were book club catalogs,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called:

Several types of analysis are common to marketing research. Which one is the simplest?

A(n)_____ gathers its information from one group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and what is subsequently purchased.This creates a huge database of marketing efforts and resultant consumer behavior.

A major limitation of the mall intercept interview is:

Sav-More Supermarkets Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free- standing insert (FSI) coupons. -Refer to Sav-More Supermarkets.Edisto decided the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the frozen food section of Sav-More.The data Edisto collected are called _____ data.