Marketing: Chapter 4

What is the first step in marketing research process? A. Report the findings. B. Develop a research plan. C. Implement the research plan. D. Define the problem. E. Interpret the findings.

d. Define the problem

Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct? A. Surveys are the only research approach that can be effectively used by small businesses and nonprofits. B. Small companies and nonprofits do not need marketing information. C. Good research requires large sample sizes which are not feasible for 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. Only large companies can afford to conduct marketing research.

d. the research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully.

Survey research is the approach best suited for gathering​ __________. A. descriptive research B. ethnographic research C. exploratory research D. experimental research E. causal research

descriptive research

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. experiment B. immersion group C. individual interview D. ethnographic study E. focus group interview

e. focus group interview

To develop needed​ information, marketing information systems utilize​ __________. A. marketing​ managers, information​ users, and internal databases B. internal​ databases, big​ data, and market research C. internal​ databases, marketing​ research, and marketing managers D. marketing​ intelligence, marketing​ research, and the marketing environment E. internal​ databases, marketing​ intelligence, and marketing research

e. internal databases, marketing intelligence, and marketing research

Which of the following statements discussing big data is not​ true? A. Marketers can access and easily sift through the data once it is available. B. Companies can gain timely customer information. C. Data can be collected from​ blogs, tweets, and social media. D. Big data provides a lot more information than the managers can digest. E. Companies that effectively tap the available glut of data can gain​ rich, customer insights.

a. Marketers can access and easily shift through the data once it is available

The objective of​ __________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A. exploratory B. secondary C. descriptive D. causal E. primary

a. exploratory

Which of the following statement regarding competitive marketing intelligence is​ correct? A. The goal of competitive marketing intelligence is to improve strategic decision making. B. Companies should not be concerned about​ competitor's accessing publicly available information about them. C. Marketing intermediaries are not a good source of competitive marketing intelligenc D. Marketing intelligence information is not available from the U.S. government. E. Monitoring a​ competitor's website is unethical.

a. the goal of competitive marketing intelligence is to improve strategic decision making

Companies can allow key customers and​ value-network members to access​ account, product, and other data through​ __________. A. MIS B. extranets C. big data D. intranets E. CRM

b. extranets

Much of​ Pinterest's success is due to how they used marketing information to​ __________. A. understand that their site was not useful to businesses B. identify a unique customer insight C. change the name of their website D. send targeted email to key customers E. increase their profits

b. identify a unique customer insight

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. the misuse of research findings B. intrusions on consumer privacy C. improper sampling procedures D. customer harassment E. deceptive advertising

b. intrusions on consumer privacy

Using marketing information to gain customer insights is of little value unless​ __________. A. marketers gather as much information as possible 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. it increases company profits

b. it is used to make better marketing decisions

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. People and procedures that are used to manage information to generate and validate actionable customer and market insights C. The company databases which store information D. The marketing team that makes decisions based on customer insights E. Data obtained from the Internet that is used to gain customer insights

b. people and procedures that are used to manage information to generate and validate actionable customer and market insights

​__________ is the systematic​ monitoring, collection, and analysis of publicly available information about​ consumers, competitors, and developments in the marketplace. A. Internal database B. Competitor database C. Competitive marketing intelligence D. Big data E. USAA database

c. Competitive marking intelligence

MIS begins and ends with information users. Which of the following statements is not an advantage of​ MIS? A. MIS helps users in making management decisions. B. MIS interacts with the information users to assess information needs. C. MIS may provide information to external​ partners, such as​ suppliers, resellers, or marketing services agencies. D. MIS helps users to analyze and use the information to develop customer insights. E. MIS interacts with the marketing environment to develop needed information.

c. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies.

Many companies manage detailed information about individual customers by using all of the following methods except​ __________. A. big data analytics B. customer touch points C. collecting and storing huge amounts of data D. marketing analytics E. customer relationship management

c. collecting and storing huge amounts of data

To learn more about the relationships and patterns contained in the vast amounts of data they​ collect, marketers use​ __________. A. big insights B. big data analytics C. marketing analytics D. touch points E. customer relationship management

c. marketing analytics

Small businesses and​ not-for-profit organizations can obtain good marketing insights through​ __________. A. exploratory research B. big data C. observation research D. MIS E. causal research

c. observation research

MIS interacts with information users in several ways which include all of the following except​ __________. A. assessing information needs B. helping to conduct marketing research C. providing concise information D. providing marketing intelligence activities E. helping to develop customer insights

c. providing concise information