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Exam 8: Decision Support Systems and Marketing Research

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Question 101

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SCENARIOS 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 its 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 barcode 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 KEZZ.The sampling plan utilized by Cicarelli is called a(n) _____ sample.

A) convenience
B) nonprobability
C) probability
D) irregular
E) quota

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Question 102

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If a researcher wanted to look at responses to pet ownership questions as they relate to age and educational level of respondent,the analysis approach he or she would use is:

A) one-way frequency tables
B) standard deviation measures
C) cross-tabulations
D) passive people meters
E) scaled responses

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Question 103

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_____ collect data on two different projects using one questionnaire.

Mail surveys can provide more thoughtful replies than other research methods can,but they often produce low response rates.This is an important consideration because:

Which of the following statements about preparing and presenting the market research report is true?

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic.Which form of survey would allow it to do this?

To help understand why attendance at its games was so poor,the Atlanta Falcons used marketing research to gather factual information.It used in-game surveys and end-of-season surveys of ticket holders.The gathering of factual statements is an example of marketing research in its _____ role.

The only connection between database marketing and decision support systems is that they both operate on computers.

Internet samples may be classified as:

What is the difference between primary and secondary data? Name two advantages and two disadvantages for using EACH type of data.

What is scanner-based research? What two companies currently provide most of the scanner data?

SCENARIOS 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 its 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 barcode 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 Digital Divide.During the _____ of the marketing research process,Forrester Research would have discovered that the digital divided is largely due to income and educational inequities.

In the survey Murphey filled out after spending the night at a New Hampshire inn,he was asked,"Have you ever stayed at an inn before your visit here? Circle YES or NO." This is a(n) _____ question.

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

In order for a firm to become a more efficient and effective competitor,it can assess its competition.Such a competitive assessment requires a company to engage in:

_____ specialize in arranging interviews for data collection on a subcontract basis.They also conduct focus groups,mall intercepts,retail audits,and other data collection services.

Several types of analysis are common to marketing research,and _____ are the simplest,noting how many respondents answered a question a certain way.This provides a general picture of the results of the study.

_____ permit the analyst to relate the responses to one question to the response to one or more other questions when assessing marketing research data.