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 SEMA.What type of research would have been done if SEMA researchers went to parking lots and counted the number of customized vehicles and noted the different ways they were customized?
A) experimental
B) probability sample
C) observation
D) nonprobability survey
E) focus research

Question

Quizplus · Accepted Answer

The type of research conducted in this scenario is observation, as the researchers are simply observing and counting the number of customized vehicles in parking lots. This is not an experimental study, as there is no manipulation of variables, and it is not a probability sample or nonprobability survey, as the researchers are not selecting specific individuals to participate. It is also not focus research, as the researchers are not gathering in-depth information from a specific population.

SCENARIOS Sav-More Supermarkets