Chapter 4 Questions
Today's marketers see information not only as a tool for input for better decision-making, but also as ___________________________.
An important strategic asset and marketing tool.
What is the correct sequence of the four steps of the marketing research process?
Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings.
There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of objectives?
Exploratory research, descriptive research, and causal research.
What are the three general sources from which marketers can obtain information?
Internal data, marketing intelligence, and marketing research.
Two major public policy and ethical issues in marketing research are ________.
Intrusions on consumer privacy and misuse of research findings.
A __________________________ consists of 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.
Marketing information system,
Software and analytical techniques that integrate, analyze, and apply the mountains of individual customer data to gain a 360-degree view of customers enable companies to ________________________.
Practice customer relationship management.
Companies need meaningful customer insights so they can _____________________________.
Produce superior value for their customers.
Which of the following is NOT true regarding international marketing research?
The cost of international research is lower.
Marketing information is of no value until it is used for what purpose?
To make better marketing decisions.