Marketing Ch. 4
What are the four steps of the marketing research process in their correct sequence?
Define the problem and research objectives, develop the research plan, implement the researchplan, interpret and report the findings
What do marketers use to analyze big data?
Marketing analytics Marketing analytics consists of analysis tools, technologies, and processes that are used to dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.
Companies use software that integrate, analyze, and apply the mountains of individual customer data to gain ________.
A 360-degree view of customers and build stronger customer relationships
Customer insights come from good marketing information, which contribute to creating value and meaningful customer relationships. Companies use these customer insights to develop ________.
A competitive advantage
To gain good customer insights, marketers must effectively manage marketing information from________.
A wide range of sources
The marketing information system (MIS) first ________, which primarily serves the company's marketing and other managers, but it might also provide information to external partners.
Assesses information needs
To ________ for customers and ________, marketers must first gain fresh, deep insights into what customers need and want.
Create value; build meaningful relationships with them
What is big data?
Data contained in huge and complex data sets
To deliver real value to marketers, marketing information must _________.
Provide useful customer insights
Failure to address privacy issues could result in ________.
Angry, less cooperative consumers and increased government intervention
The Council of American Survey Research Organizations (CASRO) Code of Standards and Ethics for Survey Research outlines researcher responsibilities to respondents. Choose the most comprehensive set of responsibilities from the following.
Confidentiality, privacy, and avoidance of harassment
The first step in the marketing research process involves defining the problem and setting the research objectives. The most comprehensive set of objectives are _________, ___________, ____________.
Exploratory, descriptive, or causal research
Why do companies use customer relationship management?
To capture and use customer data
To analyze individual customer data, many companies have now acquired or developed special software and analysis techniques called ________ software.
Customer relationship management (CRM) To analyze individual customer data, many companies have now acquired or developed special software and analysis techniques —called customer relationship management (CRM).
The marketing information system (MIS) helps users analyze and use the information to ________, ______________, _______________.
Develop customer insights, make marketing decisions, and manage customer relationships
The second step of the marketing research process is ________.
Developing a research plan
What are the three types of objectives a marketing research project might have?
Exploratory research, descriptive research, and causal research
The third step in the marketing research process calls for implementing the marketing research plan by________.
Gathering, processing, and analyzing the information
Marketers are viewing information not only as an input for making better decisions but also as a(n) ______________.
Important strategic asset and marketing tool
What are the three general sources from which marketers can obtain information?
Internal data, marketing intelligence, and marketing research
The second critical phase in developing a marketing information system (MIS) is developing information. The information is developed from ________, __________, and ____________.
Internal databases, marketing intelligence activities, and marketing research
The fourth step in the market research process is ________.
Interpreting and reporting the findings
According to the text, two major public policy and ethical issues in marketing research are ________.
Intrusions on consumer privacy and the misuse of research findings
Two major public policy and ethics issues in marketing research are ________.
Intrusions on consumer privacy and the misuse of research findings
Some marketers face special marketing research situations, such as those conducting research in smallbusiness, not-for-profit, or international situations. International researchers deal with great variances in________, __________, __________, and ___________.
Levels of economic development, cultures and customs, buying patterns, and scarcity of secondary data
Companies apply ________ to dig out meaningful patterns in big data and gain customer insights and gauge marketing performance.
Marketing analytics
The people and procedures dedicated to assessing information needs, developing the neededinformation, and helping decision makers use the information to generate and validate actionable customer and market insights comprise a ________.
Marketing information system
The marketing information system (MIS) consists of _______, __________, and ___________to generate and validate actionable customer and market insights.
People and procedures for assessing information needs, developing the needed information, and helping salespersons use the information
Marketing information has no value until it is used ________.
To make better marketing decisions
Which of the following is true regarding international marketing research?
Translating questionnaires from one language to another is not an easy task.
