Marketing Ch 4

How is primary data defined?

info collected for specific purpose in mind

Competitive marketing intelligence uses​ ________ data sources.

publicly available

In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.

stratified random

Exploratory research is __________.

used to gather preliminary information that will help define problems and suggest hypotheses

​ ________ integrates everything that a​ company's sales,​ service, and marketing teams know about individual​ customers, providing a​ 360-degree view of the customer relationship.

crm

Implementing the research plan is the __________ step in the marketing research plan.

3

A colleague needs to collect descriptive data about her​ customer's attitudes. She has not done this type of research before. What research approach would you recommend to best suit this research​ project?

A survey

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

E

__________ are people and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

Marketing information systems

Which of the following describes marketing information systems?

People and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights

​Today, many marketing managers are overloaded and sometimes overwhelmed by the amount of market information available to them.​ ________ is the general term that refers to the problems and opportunities that emerge from organizations attempting to make sense of the large complex datasets that have been amassed from a variety of sources.

big data

__________ is used to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers.

descrip

Many firms securely share relevant​ sales, inventory, product​ development, and marketing information with suppliers and other external partners via its​ ________.

extranet

Companies set up​ ________, which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to.

extranets

A​ ________ consists of people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights.

marketing information system