Chapter 4

Which of the following BEST describes the research​ relationships? A. Observation is best suited for exploratory​ research, surveys for descriptive​ research, and experiments for causal research. B. Observation is best suited for exploratory​ research, surveys for causal​ research, and experiments for descriptive research. C. Observation is best suited for descriptive​ research, surveys for causal​ research, and experiments for exploratory research. D. Observation is best suited for causal​ research, surveys for exploratory​ research, and experiments for descriptive research. E. Observation is best suited for descriptive​ research, surveys for exploratory​ research, and experiments for causal research.

a

​_______ consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. Marketing analytics B. Big data C. CRM D. Touch points E. Marketing information

a

Any contact between a customer and a company is called​ a(n) _________. A. sales call B. touch point C. service call D. purchase E. satisfaction survey

b

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

b

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the​ company's network. This is known as​ ___________. A. marketing research B. marketing intelligence C. an internal database D. online marketing research E. an intranet

c

Competitive marketing intelligence is primarily responsible for​ _____________. A. defining the problem B. implementing the research plan C. using primary data over secondary D. the systematic collection and analysis of publicly available information E. developing the research plan

d

What is​ MIS? A. Competitive marketing intelligence B. A customer insights team C. An internal database D. A marketing information system E. Customer relationship management

d

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

d

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research? A. To guarantee the product being researched will be successful B. To keep costs down C. To ensure the data is usable D. To avoid complaints that the study is not reliable E. To have a​ "full picture" of the subject of its study

e

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In​ exchange, you receive a small payment. You are participating in​ a(n) ________. A. experiment B. immersion group C. individual interview D. ethnographic study E. focus group interview

e