Study Plan Questions Chpt 4
Companies use software that integrate, analyze, and apply the mountains of individual customer data to gain ________.
a 360-degree view of customers and build stronger customer relationships
The first step in the marketing research process involves defining the problem and setting the research objectives. The most comprehensive set of objectives are _________, ___________, ____________
exploratory, descriptive, or causal research
Customer insights come from good marketing information, which contribute to creating value and meaningful customer relationships. Companies use these customer insights to develop ________.
A competitive advantage
Failure to address privacy issues could result in ______
Angry, less cooperative consumers and increased government intervention
The Council of American Survey Research Organizations (CASRO) Code of Standards and Ethics for Survey Research outlines researcher responsibilities to respondents. The most comprehensive set of responsibilities are
Confidentiality, privacy, and avoidance of harassment.
To ________ for customers and ________, marketers must first gain fresh, deep insights into what customers need and want
Create value; Build meaningful relationships with them
To analyze individual customer data, many companies have now acquired or developed special software and analysis techniques called ________ software.
Customer relationship management(CRM)
What are the four steps of the marketing research process in their correct sequence?
Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings.
The marketing information system (MIS) helps users analyze and use the information to ________, ______________, _______________.
Develop customer insights, make marketing decisions, and manage customer relationships
The second step of the marketing research process is ________.
Developing a research plan
What are the three types of objectives a marketing research project might have?
Exploratory research, descriptive research, and causal research
The third step in the marketing research process calls for implementing the marketing research plan by ________.
Gathering, processing, and analyzing the information
Marketers are viewing information not only as an input for making better decisions but also as a(n) ______________.
Important strategic asset and marketing tool
What are the three general sources from which marketers can obtain information?
Internal data, marketing intelligence, and marketing research
The second critical phase in developing a marketing information system (MIS) is developing information. The information is developed from ________, __________, and ____________.
Internal databases, marketing intelligence activities, and marketing research
The fourth step in the market research process is ________.
Interpreting and reporting the findings
According to the text, two major public policy and ethical issues in marketing research are ________.
Intrusions on consumer privacy and the misuse of research findings
Some marketers face special marketing research situations, such as those conducting research in small business, not-for-profit, or international situations. International researchers deal with great variances in ________, __________, __________, and ___________.
Levels of economic development, cultures and customs, buying patterns, and scarcity of secondary data.
What do marketers use to analyze big data?
Marketing Analytics
The marketing information system (MIS) consists of _______, __________, and ___________to generate and validate actionable customer and market insights.
People and procedures for assessing information needs, developing the needed information, and helping decision makers use the information
To deliver real value to marketers, marketing information must______
Provide useful customer insight
Marketing information has no value until it is used ________.
To make better marketing decisions
Which of the following is true regarding international marketing research?
Translating a questionnaire from one language to another is anything but easy
To gain good customer insights, marketers must effectively manage marketing information from
a wide range of sources
The marketing information system (MIS) first ________, which primarily serves the company's marketing and other managers, but it might also provide information to external partners.
Assesses information needs
Companies apply ________ to dig out meaningful patterns in big data and gain customer insights and gauge marketing performance.
Marketing analytics
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
Marketing information system