Chapter 4 Questions

​Today's marketers see information not only as a tool for input for better​ decision-making, but also as​ ___________________________.

An important strategic asset and marketing tool.

What is the correct sequence of the four steps of the marketing research​ process?

Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings.

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives?

Exploratory​ research, descriptive​ research, and causal research.

What are the three general sources from which marketers can obtain​ information?

Internal​ data, marketing​ intelligence, and marketing research.

Two major public policy and ethical issues in marketing research are​ ________.

Intrusions on consumer privacy and misuse of research findings.

A​ __________________________ consists of the people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights.

Marketing information system,

Software and analytical techniques that​ integrate, analyze, and apply the mountains of individual customer data to gain a​ 360-degree view of customers enable companies to​ ________________________.

Practice customer relationship management.

Companies need meaningful customer insights so they can​ _____________________________.

Produce superior value for their customers.

Which of the following is NOT true regarding international marketing​ research?

The cost of international research is lower.

Marketing information is of no value until it is used for what​ purpose?

To make better marketing decisions.