marketing chapter 4
Which of the following statement regarding competitive marketing intelligence is correct? A. Marketing intermediaries are not a good source of competitive marketing intelligenc B. Monitoring a competitor's website is unethical. C. Marketing intelligence information is not available from the U.S. government. D. Companies should not be concerned about competitor's accessing publicly available information about them. E. The goal of competitive marketing intelligence is to improve strategic decision making.
The goal of competitive marketing intelligence is to improve strategic decision making.
Which of the following statements about marketing information systems (MIS) is correct? A. An MIS begins and ends with information collectors. B. An MIS is focused on internal data and ignores the marketing environment. C. A good MIS must balance what users would like to have against what they really need and what is feasible to offer. D. A good MIS gives managers all the information they ask for. E. Marketing information systems provide information only to a company's internal users.
A good MIS must balance what users would like to have against what they really need and what is feasible to offer.
After defining the problem and objectives, what is the next step in the marketing research process? A. Develop the research plan. B. Collect the data. C. Analyze the data. D. Implement the plan. E. Report the findings.
Develop the research plan.
Which of the following statements about information and customer insights is correct? A. Customer insights are relatively easy to obtain. B. Customer insights have little impact on building customer relationships. C. To gain useful customer insights, "more data" is better data. D. Customer insights are useful but do not give companies a competitive advantage. E. Information to gain customer insights comes from a wide variety of sources.
Information to gain customer insights comes from a wide variety of sources.
Which of the following statements about big data is correct? A. Analyzing big data will always lead to useful customer insights. B. Analyzing big data is a very easy task. C. Big data is very important because marketers today need more information to make good decisions. D. Big data actually refers to very small data sets. E. One result of big data is that marketing managers are often overloaded with information.
One result of big data is that marketing managers are often overloaded with information.
Which of the following statements about online research is correct? A. The Internet is especially well suited to qualitative research. B. Online research is only feasible for large companies. C. Online surveys generally have higher response rates than those conducted by mail or phone. D. It is more expensive to conduct online research than using mail, phone, or personal interviews. E. Experiments cannot be conducted online.
Online surveys generally have higher response rates than those conducted by mail or phone.
Which of the following best describes a marketing information system (MIS)? A. The hardware, software, and networks that are used in collecting and analyzing data B. Data obtained from the Internet that is used to gain customer insights C. The marketing team that makes decisions based on customer insights D. People and procedures that are used to manage information to generate and validate actionable customer and market insights E. The company databases which store information
People and procedures that are used to manage information to generate and validate actionable customer and market insights
What are the two main research instruments used by marketing researchers in primary data collection? A. The telephone and the Internet B. Questionnaires and mechanical devices C. Questionnaires and the Internet D. Questionnaires and panels E. Questionnaires and surveys
Questionnaires and mechanical devices
Which of the following statements regarding conducting marketing research in a foreign country is correct? A. Good secondary data is easy to find in most foreign markets. B. Consumers in foreign markets generally enjoy participating in marketing research. C. Language translation will be easy. D. Globalization has slowed down, so international research is no longer necessary. E. Reaching respondents in other parts of the world is more difficult than it is in the United States.
Reaching respondents in other parts of the world is more difficult than it is in the United States.
Which one of the following statements about marketing research in small businesses and nonprofit organizations is correct? A. Good research requires large sample sizes which are not feasible for small businesses and nonprofits. B. Only large companies can afford to conduct marketing research. C. Surveys are the only research approach that can be effectively used by small businesses and nonprofits. D. The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully. E. Small companies and nonprofits do not need marketing information.
The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully.
Which of the following statements regarding the use of marketing information, customer relationship management (CRM), and analytics is correct? A. Marketing information is of great value even if it is not used for decision making. B. Marketing analytics is not used in customer relationship management. C. Technology alone can build profitable customer relationships. D. Social media information cannot be analyzed using marketing analytics. E. There are risks involved in using big data analytics and CRM.
There are risks involved in using big data analytics and CRM.
Which of the following is an advantage to using internal databases for information? A. The information stored in internal databases is always current. B. Internal information sources are easy to manage. C. They can be accessed quickly and cheaply. D. Internal information is accurate and complete. E. Internal information is in a form that is useful for making marketing decisions.
They can be accessed quickly and cheaply.
Survey research is the approach best suited for gathering __________. A. experimental research B. ethnographic research C. exploratory research D. causal research E. descriptive research
descriptive research
Sending observers to watch and interact with consumers in their "natural environment" is known as __________. A. ethnographic research B. on-site research C. experimental research D. a focus group E. survey research
ethnographic research
Companies setup __________ which allow key customers and value-network members to access product, account, and other data anytime they need to. A. websites B. intranets C. wireless networks D. extranets E. data warehouses
extranets
Defining the problem and research objectives is the __________ step in the marketing research process. A. fourth B. first C. second D. fifth E. third
first
You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in a(n) __________. A. immersion group B. individual interview C. focus group interview D. ethnographic study E. experiment
focus group interview
Much of Pinterest's success is due to how they used marketing information to __________. A. increase their profits B. change the name of their website C. send targeted email to key customers D. identify a unique customer insight E. understand that their site was not useful to businesses
identify a unique customer insight
To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use __________. A. touch points B. customer relationship management C. big data analytics D. big insights E. marketing analytics
marketing analytics
To develop needed information, marketing information systems utilize __________. A. internal databases, big data, and market research B. marketing managers, information users, and internal databases C. internal databases, marketing research, and marketing managers D. internal databases, marketing intelligence, and marketing research E. marketing intelligence, marketing research, and the marketing environment
internal databases, marketing intelligence, and marketing research
Some retailers use mannequins with cameras hidden in one eye to record customer demographics and shopping behavior in order to serve them better. This raises ethical concerns in terms of __________. A. intrusions on consumer privacy B. customer harassment C. deceptive advertising D. the misuse of research findings E. improper sampling procedures
intrusions on consumer privacy
Using marketing information to gain customer insights is of little value unless __________. A. it increases company profits B. it is used to make better marketing decisions C. it comes exclusively from big data D. it is obtained as cheaply as possible E. marketers gather as much information as possible
it is used to make better marketing decisions
Competitive marketing intelligence uses __________ data sources. A. competitor's internal B. publicly available C. expensive D. internal E. private
publicly available
A(n) __________ is defined as any contact between a customer and a company. A. service call B. purchase C. sales call D. satisfaction survey E. touch point
touch point
What are the three types of research objectives? A. Exploratory, descriptive, and causal B. Causal, experimental, and hypothetical C. Exploratory, formal, and casual D. Exploratory, descriptive, and definitive E. Exploratory, causal, and experimental
Exploratory, descriptive, and causal