Chapter 4

Which of the following statements about information and customer insights is​ correct? A. Information to gain customer insights comes from a wide variety of sources. B. To gain useful customer​ insights, "more​ data" is better data. C. Customer insights are useful but do not give companies a competitive advantage. D. Customer insights are relatively easy to obtain. E. Customer insights have little impact on building customer relationships.

A. Information to gain customer insights comes from a wide variety of sources.

Competitive marketing intelligence uses​ __________ data sources. A. publicly available B. private C. internal D. ​competitor's internal E. expensive

A. publicly available

Survey research is the approach best suited for gathering​ __________. A. experimental research B. descriptive research C. causal research D. exploratory research E. ethnographic research

B. descriptive research

Using marketing information to gain customer insights is of little value unless​ __________. A. marketers gather as much information as possible B. it is used to make better marketing decisions C. it is obtained as cheaply as possible D. it comes exclusively from big data E. it increases company profits

B. it is used to make better marketing decisions

To learn more about the relationships and patterns contained in the vast amounts of data they​ collect, marketers use​ __________. A. big insights B. marketing analytics C. big data analytics D. touch points E. customer relationship management

B. marketing analytics

Which of the following best describes a marketing information system​ (MIS)? A. The​ hardware, software, and networks that are used in collecting and analyzing data B. The marketing team that makes decisions based on customer insights C. People and procedures that are used to manage information to generate and validate actionable customer and market insights D. Data obtained from the Internet that is used to gain customer insights E. The company databases which store information

C. People and procedures that are used to manage information to generate and validate actionable customer and market insights

Which of the following statement regarding competitive marketing intelligence is​ correct? Question content area bottom Part 1 A. The goal of competitive marketing intelligence is to improve strategic decision making. B. Monitoring a​ competitor's website is unethical. C. Marketing intelligence information is not available from the U.S. government. D. Companies should not be concerned about​ competitor's accessing publicly available information about them. E. Marketing intermediaries are not a good source of competitive marketing intelligence

A. The goal of competitive marketing intelligence is to improve strategic decision making.

Which of the following statements about marketing information systems​ (MIS) is​ correct? A. Marketing information systems provide information only to a​ company's internal users. B. A good MIS must balance what users would like to have against what they really need and what is feasible to offer. C. An MIS begins and ends with information collectors. D. A good MIS gives managers all the information they ask for. E. An MIS is focused on internal data and ignores the marketing environment.

B. A good MIS must balance what users would like to have against what they really need and what is feasible to offer.

What are the two main research instruments used by marketing researchers in primary data​ collection? A. Questionnaires and surveys B. Questionnaires and mechanical devices C. Questionnaires and the Internet D. Questionnaires and panels E. The telephone and the Internet

B. Questionnaires and mechanical devices

Sending observers to watch and interact with consumers in their​ "natural environment" is known as​ __________. A. experimental research B. ethnographic research C. survey research D. a focus group E. ​on-site research

B. ethnographic research

Which of the following statements regarding conducting marketing research in a foreign country is​ correct? A. Good secondary data is easy to find in most foreign markets. B. Language translation will be easy. C. Reaching respondents in other parts of the world is more difficult than it is in the United States. D. Consumers in foreign markets generally enjoy participating in marketing research. E. Globalization has slowed​ down, so international research is no longer necessary.

C. Reaching respondents in other parts of the world is more difficult than it is in the United States.

Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct? A. Only large companies can afford to conduct marketing research. B. Good research requires large sample sizes which are not feasible for small businesses and nonprofits. C. The research methods of small businesses and nonprofits are less complex and less​ costly, but they still must be conducted carefully. D. Surveys are the only research approach that can be effectively used by small businesses and nonprofits. E. Small companies and nonprofits do not need marketing information.

C. The research methods of small businesses and nonprofits are less complex and less​ costly, but they still must be conducted carefully.

Which of the following statements regarding the use of marketing​ information, customer relationship management​ (CRM), and analytics is​ correct? A. Technology alone can build profitable customer relationships. B. Marketing analytics is not used in customer relationship management. C. There are risks involved in using big data analytics and CRM. D. Marketing information is of great value even if it is not used for decision making. E. Social media information cannot be analyzed using marketing analytics.

C. There are risks involved in using big data analytics and CRM

You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in​ a(n) __________. A. individual interview B. ethnographic study C. focus group interview D. immersion group E. experiment

C. focus group interview

To develop needed​ information, marketing information systems utilize​ __________. A. internal​ databases, big​ data, and market research B. internal​ databases, marketing​ research, and marketing managers C. internal​ databases, marketing​ intelligence, and marketing research D. marketing​ managers, information​ users, and internal databases E. marketing​ intelligence, marketing​ research, and the marketing environment

C. internal​ databases, marketing​ intelligence, and marketing research

After defining the problem and​ objectives, what is the next step in the marketing research​ process? A. Report the findings. B. Analyze the data. C. Implement the plan. D. Develop the research plan. E. Collect the data.

D. Develop the research plan.

Which of the following statements about big data is​ correct? A. Big data is very important because marketers today need more information to make good decisions. B. Big data actually refers to very small data sets. C. Analyzing big data is a very easy task. D. One result of big data is that marketing managers are often overloaded with information. E. Analyzing big data will always lead to useful customer insights.

D. One result of big data is that marketing managers are often overloaded with information.

Some firms have developed teams of people charged with developing action items from marketing information that then work with marketing decision makers to implement the action items. These groups are called​ __________. A. marketing researchers B. focus groups C. marketing information teams D. customer insights teams E. marketing team leads

D. customer insights teams

Defining the problem and research objectives is the​ __________ step in the marketing research process. A. fourth B. second C. third D. first E. fifth

D. first

​A(n) __________ is defined as any contact between a customer and a company. A. service call B. purchase C. satisfaction survey D. touch point E. sales call

D. touch point

Which of the following statements about online research is​ correct? A. The Internet is especially well suited to qualitative research. B. Experiments cannot be conducted online. C. Online research is only feasible for large companies. D. It is more expensive to conduct online research than using​ mail, phone, or personal interviews. E. Online surveys generally have higher response rates than those conducted by mail or phone.

E. Online surveys generally have higher response rates than those conducted by mail or phone

Which of the following is an advantage to using internal databases for​ information? A. Internal information sources are easy to manage. B. The information stored in internal databases is always current. C. Internal information is in a form that is useful for making marketing decisions. D. Internal information is accurate and complete. E. They can be accessed quickly and cheaply.

E. They can be accessed quickly and cheaply.

Companies setup​ __________ which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to. A. data warehouses B. intranets C. wireless networks D. websites E. extranets

E. extranets

Some retailers use mannequins with cameras hidden in one eye to record customer demographics and shopping behavior in order to serve them better. This raises ethical concerns in terms of​ __________. A. deceptive advertising B. the misuse of research findings C. customer harassment D. improper sampling procedures E. intrusions on consumer privacy

E. intrusions on consumer privacy

What are the three types of research​ objectives? A. ​Exploratory, formal, and casual B. ​Exploratory, descriptive, and definitive C. ​Causal, experimental, and hypothetical D. ​Exploratory, causal, and experimental E. ​Exploratory, descriptive, and causal

E. ​Exploratory, descriptive, and causal