DSM CH4 quiz

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​_______ 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. CRM C. Touch points D. Marketing information E. Big data

A. Marketing analytics

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 descriptive​ research, surveys for exploratory​ research, and experiments for causal research. C. Observation is best suited for exploratory​ research, surveys for causal​ research, and experiments for descriptive 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 causal​ research, and experiments for exploratory research.

A. Observation is best suited for exploratory​ research, surveys for descriptive​ research, and experiments for causal research.

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

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

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. focus group interview C. individual interview D. immersion group E. ethnographic stud

B. focus group interview

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

B. the systematic collection and analysis of publicly available information

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

C. A marketing information system

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

D. To have a​ "full picture" of the subject of its study

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. an intranet B. marketing intelligence C. online marketing research D. an internal database E. marketing research

D. an internal database

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

D. touch point

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. Big data actually refers to very small data sets. E. One result of big data is that marketing managers are often overloaded and overwhelmed with information.

E. One result of big data is that marketing managers are often overloaded and overwhelmed with information


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