BCOR 350 Exam 1 CH.4
Which of the following statements about marketing information systems (MIS) is correct
A good MIS must balance what users would like to have against what they really need and what is feasible to offer
Survey research is the approach best suited for gathering _________.
Descriptive research
After defining the problem and objectives, what is the next step in the marketing research process?
Develop the research plan.
What are the three types of research objectives
Exploratory, descriptive and casual
Which of the following statements about information and customer insights is correct?
Information to gain customer insights comes from a wide variety of sources.
Which of the following statements about big data is correct
One result of big data is that marketing managers are often overloaded with information
Which of the following statements about online research is correct?
Online surveys generally have higher response rates than those conducted by mail or phone.
Which of the following best describes a marketing information system (MIS)
People and procedures that are used to manage information to generate and validate actionable customer and market insights
What are the two main research instruments used by marketing researchers in primary data collection?
Questionnaires and mechanical devices
Which of the following statements regarding conducting marketing research in a foreign country is correct?
Reaching respondents in other parts of the world is more difficult than it is in the United States.
Which of the following statement regarding competitive marketing intelligence is correct
The goal of competitive marketing intelligence is to improve strategic decision making
Which one of the following statements about marketing research in small businesses and nonprofit organizations is correct?
The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully.
Which of the following statements regarding the use of marketing information, customer relationship management (CRM), and analytics is correct?
There are risks involved in using big data analytics and CRM
Which of the following is an advantage to using internal databases for information
They can be accessed quickly and cheaply
Sending observers to watch and interact with consumers in their "natural environment" is known as __________.
ethnographic research
Companies setup __________ which allow key customers and value-network members to access product, account, and other data anytime they need to.
extranets
Defining the problem and research objectives is the __________ step in the marketing research process
first
You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in a(n) __________.
focus group interview
Much of Pinterest's success is due to how they used marketing information to __________.
identify a unique customer insight
To develop needed information, marketing information systems utilize _________
internal databases, marketing intelligence, and marketing research
Some retailers use mannequins with cameras hidden in one eye to record customer demographics and shopping behavior in order to serve them better. This raises ethical concerns in terms of __________.
intrusions on consumer privacy
Using marketing information to gain customer insights is of little value unless __________
it is used to make better marketing decisions
To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use __________.
marketing analytics
Competitive marketing intelligence uses __________ data sources
publicly available
A(n) __________ is defined as any contact between a customer and a company.
touch point
