chapter 4 Marketing Research

Which of the following is true about customer relationship management (CRM)?

CRM aims to maximize customer loyalty.

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

Competitive marketing intelligence

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Experimental research

Which of the following is most likely a disadvantage of focus group interviewing?

Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.

Which of the following is a disadvantage of using information from internal databases?

Internal information may be incomplete or in the wrong form for making marketing decisions.

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

Internet search engines

Which of the following is a valid source of secondary data?

Internet search engines

Which of the following questions is an example of a closed-end question?

Would you like to try our new ice cream flavor?

Challenges of managing big data include ________.

accessing and sifting through so much data

An MIS is used to ________.

assess information needs

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?

cluster sample

The marketing department of a reputable firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

competitive marketing intelligence

Customer information is often buried deep in separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.

customer relationship management

To overcome problems in focus group interviewing, some companies employ small groups of consumers who interact directly and informally with product designers without a focus group moderator present. Such groups are known as ________.

immersion groups

Which of the following contact methods is the most cost-effective?

online surveys

Which of the following is least likely to be a tool used by small businesses?

purchasing data from Nielsen or U.S. Yankelovich MONITOR

Information collected from Internet search engines is an example of ________ data.

secondary

The research plan should be presented in a written proposal. The proposal should include all of the following EXCEPT ________.

the predicted results