marketing ch 4

_________ 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. CRM b. marketing analytics c. big data d. marketing information e. touch points

b

a colleague needs to collect descriptive data about his customer's attitudes. he has not done this type of research before. what research approach would you recommend to best suit this research project? a. observation b. survey c. an experiment d. secondary data e. an ethnographic study

b

what do marketers use to analyze big data? a. marketing research b. marketing software c. marketing metrics d. customer relationship management e. marketing analytics

e

the 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 comprise a ___________. a. marketing information system b. marketing research department c. marketing technology system d. marketing analytic system e. marketing consulting team

a

which kind of company would most benefit from conducting marketing research? a. both large multinationals like Disney and IBM and small locals truly need market research b. only medium sized companies that are bout half the size of Disney and IBM need market research c. only small locals like Beatrice's Bistro need market research d. only large multinationals like Disney and IBM need market research e. neither large multinationals like Disney and IBM nor small locals truly need market research

a

what are the three types of objectives a marketing research project might have? a. exploratory research, descriptive research and causal research b. exploratory research, secondary research, and primary research c. demographic research, exploratory research and attitudinal research d. descriptive research, survey research and causal research e. exploratory research, descriptive research and survey research

a

which of the following statements about big data is correct? a. one result of big data is that marketing managers are often overloaded and overwhelmed with information b. big data actually refers to very small data sets c. analyzing big data is a very easy task d. big data is very important because marketers today need more information to make a good decisions. e. analyzing big data will always lead to useful customer insights

a

which of the following would be good advice for someone that is conducting marketing research in a foreign country? a. consumers in foreign markets generally enjoy participating in marketing research b. reaching respondents in other parts of the world is more difficult than it is in the US c. language translation will be easy d. globalization has slowed dow, so international research is no longer necessary e. you can easily find good secondary data in most foreign markets

b

competitive marketing intelligence is primarily responsible for ______. a. developing the research plan b. implementing the research plan c. using primary data over secondary d. the systematic collection and analysis of publicly available information e. defining the problem

d

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 __________. a. immersion group b. experiment c. individual interview d. focus group interview e. ethnographic study

d

a company is conducting market research to determine the best areas to sell its product. it has already determined its research questions. what is the next step of this company's research plan? a. determine the best method to conduct research b. analyze potential data sources c. share the data with other companies in similar situations d. define the problem e. collect the data

e

many companies build extensive collections of consumer and market information obtained from data sources within the company's network. this is known as _______. a. an intranet b. an internal database c. marketing intelligence d. online marketing research e. marketing research

b

according to the text, two major public policy and ethical issues in marketing research are ____________. a. intrusions on consumer privacy and inaccurate data analysis b. deceptive advertising and illegal pricing c. intrusions on consumer privacy and misuse of research findings d. paying research respondents and intrusions on consumer privacy e. misuse of research findings and improper sampling procedures

c

to deliver real value to marketers, marketing information must _________. a. come from big data sources b. include information on competitors c. provide useful customer insights d. be collected inexpensively e. have a positive impact on profits

c

to develop needed information, marketing information systems utilize _________. a. internal databases, big data, and market research b. internal databases, market intelligence, and marketing research c. internal databases, market research, and marketing managers d. marketing intelligence, marketing research, and the marketing environment e. marketing managers, information users, and internal databases

b

what are the three general sources from which marketers can obtain information? a. internal data, big data, and global data b. internal data, marketing intelligence, and marketing research c. competitors, the internet and the media d. marketing research, surveys, and scanners e. sale records, the internet, and internal databases

b

which of the following statements about online research is correct? a. it is more expensive to conduct online research than to do a mail, phone or personal interview b. online surveys generally have a higher response rates than those conducted by mail or phone. c. focus groups are rarely conducted online d. experiments cannot be conducted online e. online research is only feasible for large companies

b

which of the following is true regarding international marketing research? a. the use of International marketing research has decreased in the recent years. b. primary data cannot be collected when conducting international market research c. translating questionnaires from one language to another is not an easy task d. most countries have ample sources of secondary data available for marketing researchers e. consumers in different countries are very alike in their attitudes toward marketing research

c

why do companies use customer relationship management? a. to avoid using big data b. to maximize sales and revenue c. to capture and use customer data d. to find new customers e. to get to know their customers personally

c

which of the following BEST describes the research relationships? a. observation is best suited for causal research, surveys for exploratory research, and experiments for descriptive research b. observation is best suited for descriptive research, surveys for causal research, and experiments for exploratory research. c. observation is best suited for exploratory research, surveys for causal research, and experiments for descriptive research d. observation is best suited for exploratory research, surveys for descriptive research, and experiments for causal research e. observation is best suited for descriptive research, survey for exploratory research, and experiments for causal research

d

why is it important for a company to collect both primary and secondary data when conducting marketing research? a. to avoid complaints that the study is not reliable b. to ensure the data is usable c. to guarantee the product being researched will be successful d. to keep costs down e. to have a "full picture" of the subject of its study

e