BCOR 350 Exam 1 CH.4

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Which of the following statements about marketing information systems​ (MIS) is​ correct

A good MIS must balance what users would like to have against what they really need and what is feasible to offer

Survey research is the approach best suited for gathering _________.

Descriptive research

After defining the problem and​ objectives, what is the next step in the marketing research​ process?

Develop the research plan.

What are the three types of research​ objectives

Exploratory, descriptive and casual

Which of the following statements about information and customer insights is​ correct?

Information to gain customer insights comes from a wide variety of sources.

Which of the following statements about big data is​ correct

One result of big data is that marketing managers are often overloaded with information

Which of the following statements about online research is​ correct?

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)

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?

Questionnaires and mechanical devices

Which of the following statements regarding conducting marketing research in a foreign country is​ correct?

Reaching respondents in other parts of the world is more difficult than it is in the United States.

Which of the following statement regarding competitive marketing intelligence is​ correct

The goal of competitive marketing intelligence is to improve strategic decision making

Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct?

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?

There are risks involved in using big data analytics and CRM

Which of the following is an advantage to using internal databases for​ information

They can be accessed quickly and cheaply

Sending observers to watch and interact with consumers in their​ "natural environment" is known as​ __________.

ethnographic research

Companies setup​ __________ which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to.

extranets

Defining the problem and research objectives is the​ __________ step in the marketing research process

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) __________.

focus group interview

Much of​ Pinterest's success is due to how they used marketing information to​ __________.

identify a unique customer insight

To develop needed​ information, marketing information systems utilize​ _________

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​ __________.

intrusions on consumer privacy

Using marketing information to gain customer insights is of little value unless​ __________

it is used to make better marketing decisions

To learn more about the relationships and patterns contained in the vast amounts of data they​ collect, marketers use​ __________.

marketing analytics

Competitive marketing intelligence uses​ __________ data sources

publicly available

​A(n) __________ is defined as any contact between a customer and a company.

touch point


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