Marketing session 5
Which of the following statements about big data is correct?
One result of big data is that marketing managers are often overloaded and overwhelmed with information.
Which of the following would be good advice for someone that is conducting marketing research in a foreign country?
Reaching respondents in other parts of the world is more difficult than it is in the United States.
Companies use ________ to manage detailed information about individual customers.
CRM
What is the overall purpose of customer insight teams?
To develop customer insights from which the company can create more value for customers
Which one of the following statements about marketing research in small businesses and non-profit organizations is correct?
Although the research methods used by small businesses and nonprofits are less complex and costly, they still must be conducted carefully.
In response to concerns about intrusions of privacy, most large companies now appoint a ________ to safeguard the information of consumers who do business with the company.
Chief Privacy Officer (CPO)
A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of research?
Descriptive research
Nielsen gathers consumer insights through a variety of ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these examples?
Online marketing research
Which of the following statements about online research is correct?
Online surveys generally have higher response rates than those conducted by mail or phone.
The specific data that Nielsen provides to its clients for a specific purpose that has not been completed before, is most likely which type of data?
Primary
Which of the following statements about competitive marketing intelligence is correct?
The goal of competitive marketing intelligence is to improve strategic decision making.
A colleague needs to collect descriptive data about her customer's attitudes. She has not done this type of research before. What research approach would you recommend to best suit this research project?
a survey
The main purpose of CRM is to __________.
build stronger customer relationships
Nielsen is engaged in the collection and analysis of information about consumers, competitors, and developments in the marketplace. This systematic monitoring is known as __________.
competitive marketing intelligence
Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions.
customer insights
________ is the first step in the marketing research process.
defining the problem and research objectives
Companies set up ________, which allow key customers and value-network members to access product, account, and other data anytime they need to.
extranets
You and seven other people are talking with a trained moderator about your feelings and thoughts regarding a potential new product. For doing this, you receive a small payment. You are participating in a(n) ________.
focus group interview
Much of Pinterest's success is due to how it used marketing information to ________.
identify a unique customer insight
To develop needed information, marketing information systems utilize ________.
internal databases, marketing intelligence, and marketing research
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
To deliver real value to marketers, marketing information must ________.
provide useful customer insights
Competitive marketing intelligence uses ________ data sources.
publicly available
One advantage to using internal databases for information is that ________.
they can be accessed quickly and cheaply
Any contact between a customer and a company is called a ________.
touch point
