Exam 9: Decision Support Systems and Marketing Research

_____ is the process of planning,collecting,and analyzing data relevant to marketing decision making.The results of this analysis are then communicated to management.

Which type of interview question encourages an answer phrased in the respondent's own words?

Which of the following is a type of nonprobability sample?

What is the moderator's role in online focus groups?

The two types of online focus groups are:

Compare and contrast primary and secondary data and discuss how each is collected.

A regional supermarket chain gathers monthly information from the same consumers.It continuously monitors the in-store promotions the consumers are exposed to and records their purchases.It uses the mail to send different promotions to different areas,and consumers complete diaries recording grocery purchases in return for a small fee.This is an example of:

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n):

Discuss the four types of observation research and give an example of how each is used in marketing research.

When Wilson,a manufacturer of tennis racquets,sent a team of researchers,designers,and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet,what kind of research were they conducting?

In a survey for her marketing class,Allicia interviewed 80 randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey again using the same methodology,she discovered that 50 percent of the surveyed population in the second group found women with tans sexy.This is most likely an example of a _____ error.

Which of the following is the BEST example of an effective question on a mail survey?

Five hundred women were surveyed about their feelings about female physicians.The majority responded that they felt more relaxed with a female physician.The survey was an example of a(n)_____ sample because it used local hospital patents as survey participants.

All of the following are advantages associated with online focus groups EXCEPT:

To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off the company used marketing research to gather factual information to help understand the problem.The gathering of factual statements is an example of marketing research in its _____ role.

Media which consumers generate themselves and share among themselves is called:

Define a marketing decision support system (DSS).Name and briefly describe the four characteristics of a true DSS.

Radio One is the largest U.S.radio broadcasting company targeting Black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping.Using this research approach,known as _____ research,Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants.The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense.

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.When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking?