Marketing - Chapter 4 Quiz
Marketers obtain needed marketing information from which of the following? A. Internal data, marketing intelligence, and marketing research B. Internal data, big data, and market research C. Internal data, marketing research, and marketing managers D. Marketing managers, information users, and internal databases E. Marketing intelligence, marketing research, and the marketing environment
A. Internal data, marketing intelligence, and marketing research
Which of the following describes the type of research used to help define the research problem and suggest hypotheses? A. Exploratory research B. Descriptive research C. Secondary research D. Causal research E. Primary research
A. Exploratory research
Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient MIS? A. Determine how to use the information gathered by market research B. Analyze the information gathered in market research C. Distribute necessary information to the marketing team D. Assess the information needs of the company E. Conduct surveys or focus groups to gather information
Assess the information needs of the company
A power tool company wants to give its customers access to internal, nonpublic information about how best to use its product in creative ways. What should the company create to provide customers with this information? A. A company data mine B. A company extranet C. A company intranet D. A data warehouse E. A company website
B. A company extranet
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 have a "full picture" of the subject of its study C. To keep costs down D. To guarantee the product being researched will be successful E. To ensure the data is usable
B. To have a "full picture" of the subject of its study
Which of the following correctly describes customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, and market research studies? A. Service calls B. Purchases C. Satisfaction surveys D. Touch points E. Sales calls
D. Touch points
___________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. Touch points B. CRM C. Marketing information D. Big data E. Marketing analytics
E. Marketing analytics
Which of the following information must a researcher evaluate to make certain it is relevant, accurate, and impartial? A. Survey information B. Primary information C. Focus group information D. Big data analytical information E. Secondary information
E. Secondary information
The real value of marketing information rests in the _____________________. A. customer insights it provides B. social media data it uses C. support of a company's marketing research D. marketing intelligence it uncovers E. amount of big data it analyzes
A. customer insights it provides
Which of the following BEST describes the purpose of customer insights? A. To advertise new products to customer bases B. To develop new markets of customers for the company C. To create more value for customers D. To instruct other company departments in customer service E. To represent the company to its customers
C. To create more value for customers
A company's marketing information system (MIS) is valuable because it ___________________. A. allows a company to outperform its competitors in the marketplace B. increases the likelihood that a customer will buy a product C. enables a company to use customer insights to improve relationships with customers D. ensures that the company will have good customer service E. maintains the company's internal database of customers
C. enables a company to use customer insights to improve relationships with customers
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. immersion group B. focus group C. ethnographic study D. experiment E. individual interview
B. focus group
Which types of companies would most benefit from conducting marketing research? A. Neither large multinational firms like Disney and IBM nor small local firms B. Only large multinational firms like Disney and IBM C. Both large multinational firms like Disney and IBM and small local firms D. Only medium-sized companies that are about half the size of Disney and IBM E. Only small local firms, like Beatrice's Bistro
C. Both large multinational firms like Disney and IBM and small local firms
An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his or her job? A. Compile an exhaustive resource of customer data B. Use customer data in such a way to convince customers to buy products C. Inform customers of the company's privacy policy D. Track the clicks of customers on websites E. Scour consumer financial information
C. Inform customers of the company's privacy policy
Which of the following would be good advice for someone conducting marketing research in a foreign country? A. Consumers in foreign markets generally enjoy participating in marketing research. 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. You can easily find good secondary data in most foreign markets. 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.