Marketing Midterm CH 4

data mining

In CRM, ________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers.

Internet-based surveys

In which of the following research methods does the sample size have little impact on costs?

defining the problem and research objectives

What is the first step in the marketing research process?

interpreting the findings

What is the last step in the marketing research process?

the quality of customer insights it provides

Which of the following demonstrates the real value of a company's marketing research and information system?

They are more relevant than secondary data.

Which of the following is an advantage of primary data?

utilizing internal databases to gather sales data

Which of the following is most likely the cheapest and quickest means to collect data for marketing research?

It balances the information that a firm wishes to have with the information a firm actually needs.

Which of the following is true of a good marketing information system?

It can be obtained from information that is available in the public domain.

Which of the following is true of competitive marketing intelligence?

Consumers are not always honest and open about their opinions.

Which of the following is true of focus group discussions?

the company's sales records

Which of the following sources constitutes the internal database of a company?

Primary

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

Survey research

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Marketing research

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

assessing the information needs of a company

The initial function of a marketing information system is ________.