Chapter 4

Which term refers to the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment?

Competitive marketing intelligence

________ is the management of detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.

Customer relationship management

__________ is used to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers.

Descriptive research

__________ is used to gather preliminary information that will help define problems and suggest hypotheses.

Exploratory research

Which of the following best defines secondary data?

Information that already exists somewhere having been collected for another purpose

________ is(are) electronic collections of customer and marketing information obtained from data sources within the company network.

Internal databases

__________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Marketing information systems

________ involves gathering primary data by observing relevant people, actions, and situations.

Observational research

________ is the collection of primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments, and online panels and brand communities.

Online marketing research

__________ consist of information collected for the specific purpose at hand.

Primary data

Which of the following describes causal research?

Used to test hypotheses about cause-and-effect relationships

Experimental research involves __________.

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

The third step in the marketing research process is ________.

implementing the research plan

Developing the research plan for collecting information is the __________ step in the marketing research process.

second

In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.

stratified random

Customer insights are best described as __________.

the fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships

Big data is ________.

the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies

In a stratified random sample, __________.

the population is divided into mutually exclusive groups and random samples are drawn from each group

In a cluster sample, __________.

the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview

Marketing research is best defined as __________.

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

Implementing the research plan is the ________ step in the marketing research process.

third