BUS2 - 130 Intro to Marketing (Chapter 4)

A practice called ________ allows marketers to use online data to target ads and offers to specific customers. data analytics online listening online targeting social media tracking behavioral targeting

behavioral targeting

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases. historical internal secondary dialog external

internal

Which of the following sources constitutes the internal database of a company? supplier information the company's sales transactions reports sold by market research firms commercial online databases big data

the company's sales transactions

Secondary data consist of information collected for the specific purpose at hand. True False

False

________ is often the most difficult but most critical step in the research process. Developing the research plan Gathering secondary data Interpreting the findings Collecting and analyzing the data Defining the problem and research objectives

Defining the problem and research objectives

Which of the following is a disadvantage of secondary data? It must be purchased from commercial online databases. It is only available through Internet search engines. It is collected for another purpose. It can be obtained at a lower cost than primary data. It rarely contains all the data needed.

It rarely contains all the data needed.

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Commercialization Integrated marketing Test marketing Exclusive distribution Marketing research

Marketing research

Which of the following is an advantage of primary data? They can be accessed from existing information. They are less expensive to obtain than secondary data. They are more relevant than secondary data. They can be obtained more quickly than secondary data. They are more reflective of past problems.

They are more relevant than secondary data.

A sample is a segment of the population selected for marketing research to represent the population as a whole. True False

True

Big data refers to the huge data sets generated by sophisticated information generation, collection, storage, and analysis technologies. True False

True

Marketers don't need more information to help managers with decision making, they need better information. True False

True

The initial function of a marketing information system is ________. evaluating information from internal and external sources generating insights from market consumption patterns analyzing the results of marketing research studies assessing the information needs of a company hiring research firms to conduct market research

assessing the information needs of a company

Ethnographic research is ________. conducted in settings where people live and work a standard analysis of publicly available information used by marketers seeking quantitative data an approach that provides only secondary data most feasible when customers live in distant locations

conducted in settings where people live and work

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first? conduct exploratory and descriptive research develop a research plan determine a research approach define the problem and objectives select a research agency to collect data

define the problem and objectives

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________. causal research archival research experimental research exploratory research descriptive research

descriptive research

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. causal descriptive exploratory experimental corrective

exploratory

The final step of a marketing information system includes ________. developing information collecting data making marketing decisions developing marketing intelligence assessing information needs

making marketing decisions

Which of the following is a quantitative approach to research? in-depth interviews observational research ethnographic research marketing surveys online focus groups

marketing surveys

Information collected from commercial online databases or through Internet search engines are examples of ________ data. primary ethnographic first-hand secondary experimental

secondary

Causal research is used to ________. generate hypotheses about the causes of a marketing problem collect information on the attitudes of consumers collect information on the demographics of customers test hypotheses about cause-and-effect relationships gather preliminary data to define problems and their underlying causes

test hypotheses about cause-and-effect relationships