Marketing Exam 4

A not-for-profit firm uses a small convenience sample to gather data on customer reactions. It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm. This is an example of ________.

informal surveys

________ is often the most difficult but most critical step in the research process.

Defining the problem and research objectives

________ is the final step in the marketing research process.

Interpreting and reporting the findings

Which of the following statements about international marketing research is true?

Language translation in international marketing research typically increases costs and raises the risk of errors.

________ data consist of information collected for the specific purpose at hand.

Primary

An effective MIS assesses information needs, develops needed information, and distributes the information to help managers with decision making.

True

The initial function of a marketing information system is ________.

assessing the information needs of a company

In most marketing research projects, what type of research is conducted first?

exploratory

Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance.

marketing analytics

Information collected from commercial online databases or through Internet search engines are examples of ________ data.

secondary