Exam 9: Decision Support Systems and Marketing Research

_____ is a scanner-based,sales-tracking service for the consumer packaged-goods industry.It tracks retail sales,consumer purchasing information,and promotional activity for all bar-coded products.

The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.

List in order the seven steps of the marketing research process.

When Eurasia restaurant,serving Eurasian cuisine,first opened along Chicago's Michigan Avenue,its novelty brought many diners.However,it turned off the important business lunch crowd,and sales went into decline.Before conducting any marketing research to explain the declining sales management needs to:

_____ have essentially the same advantages and disadvantages as in-home interviews.

Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joy-stick based steering mechanism.As a part of their research they built graders that included both a steering wheel and joy-stick steering mechanisms,then asked operators to use the machines for a few days.After two days of testing,several of the operators like the joysticks so well that they suggested that the steering wheel be removed to provide better visibility.This would be an example of _____ research.

A(n)_____ is characterized by the researcher's altering one or more variables-such as price or package design--while observing the effects of those alterations on another variable (usually sales).

A decision support system (DSS)involves the planning,collection,and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.

List five non-computer-based sources of competitive intelligence.

A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews,one with 10 leisure flyers and another with 10 business flyers. In each group,participants discussed what types of food,retail,and other services they wanted in the new terminal. These discussions are examples of:

Once adequate amounts of data have been collected,the researcher should present the report.

Which type of survey research method involves interviewing people in the common areas of shopping malls?

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.AMN is most likely an example of a:

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n)_____ question.

All of the following are advantages associated with the use of Internet surveys EXCEPT:

A true marketing decision support systems (DSS)possesses all of the following characteristics EXCEPT:

The population from which a sample in a marketing research study will be drawn is referred to as the:

_____ studies collect data on two different projects using one questionnaire.

One advantage of Internet surveys is dramatically reduced costs.