4.08-4.12 Review quiz
Which is a technology tool that allows a business to observe a customer's Internet activities?
Cookie
So a business can retrieve customer and internal marketing information from a central location, it may use which technological tools?
- A database
How can using a database to track its customers' preferences and buying habits help a business?
- Builds strong, loyal customer relationships
Which is an example of a marketing-research method that is used to collect primary data?
- Customer survey
Which is the advantage in using personal interviews to collect marketing data?
- High flexibility
For marketing information managers, which is oneadvantage of using the Internet to do research and gather data?
- It is inexpensive.
Which is a common method of collecting research data that often involves the use of questionnaires?
- Mail survey
Which is the most appropriate data collection method to use when a business wants to determine how its employees interact with customers?
- Observation
Which is a characteristic of an unstructured observation?
- Often records a variety of behaviors
When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of which feature of businesses?
- Profitability
How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
- To customize its marketing efforts
Why do many businesses place a cookie on a user's hard drive when the user visits the business's website?
- To track the number of times the user buys a product
Which data-collection method can be used to obtain product information during the point-of-purchase process?
- Volume-tracking scanner