BMGT350 Chapter 4 quiz
survey
A colleague needs to collect descriptive data about his customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research project?
a company extranet
A power tool company wants to give its customers access to internal, non-public information about how best to use its product in creative ways. What should the company create to provide customers with this information?
subjective
A researcher must always evaluate secondary information carefully; however, the researcher does not need to ensure the evaluation is
Inform customers of the company's privacy policy.
An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his job?
touch point
Any contact between a customer and a company is called a(n)
Which kind of company would most benefit from conducting marketing research?
Both large multinationals like Disney and IBM and small locals truly need market research.
Assess the information needs of the company.
Cupcakes by Cindy is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST place for this company to start to develop an efficient MIS?
internal database
Many companies build extensive electronic collections of consumer and market information obtained from data sources within the company's network. This is known as
it enables a company to use customer insights to improve relationships with customers
The role of a company's marketing information system (MIS) is important because
internal databases, marketing intelligence, and marketing research
To develop needed information, marketing information systems utilize
To create more value for customers
Which of the following BEST describes the purpose of the customer insights team?
Reaching respondents in other parts of the world is more difficult than it is in the U.S.
Which of the following would be good advice for someone that is conducting marketing research in a foreign country?
To have a "full picture" of the subject of its study
Why is it important for a company to collect both primary and secondary data when conducting marketing research?
focus group interview
You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange, you receive a small payment. You are participating in a(n)
Send researchers door-to-door to collect the data from target consumers.
Lydia's Lights wants to extend its market into Mexico. Before jumping in, the company needs to conduct some in-depth research to gauge customer's needs, interests, and buying patterns. Which of the following is the BEST option for Lydia's Lights?
