Chapter 4

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

Marketing Research

The goal of ____ research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.

descriptive research

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

descriptive research

Which of the following statements is true regarding marketing intelligence?

Competitive marketing intelligence relies upon publicly available information.

Which of the following refers to a marketing intelligence technique?

benchmarking competitors products

____ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

competitive marketing intelligence

Which of the following is the first step in the marketing process?

defining the problem and objectives of the study

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

exploratory

Firms use competitive marketing intelligence to ________.

gain early warnings of competitor moves and strategies

The term big data refers to the ____ generated by today's sophistical information generation, collection, storage, and analysis technologies.

huge and complex data sets

The real value of marketing information lies in how it is used

in the customer insights that it provides

Primary data consist of ______

information collected for the specific purpose at hand

Secondary data consist of ____

information that already exists somewhere, having been collected for another purpose

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________.

internal databases

Information collected from internet search engines is an example of ____ data.

secondary data

Which of the following is the final step of the marketing research process?

interpreting and reporting the findings

Which of the following is true about secondary data?

it can be obtained more quickly and at a lower cost than primary data.

A(n) consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information generate and validate actionable customer and market insights.

marketing information system

_______ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.

survey research

The objective of causal research is to

test hypotheses about cause and effect relationships