[MKT 201] Chapter 4 - DSM

Which one of the following statements about market research in small businesses and non-profit organizations is correct? a) Although the research methods used by small businesses and nonprofits are less complex and costly, they still must be conducted carefully. b) Only large companies can afford to conduct marketing research. c) Good research requires large sample sizes, which are not feasible for small businesses and non-profits. d) Small companies and non-profits do not need marketing information. e) Surveys are the only research approach that can be effectively used by small businesses and non-profits.

a) Although the research methods used by small businesses and nonprofits are less complex and costly, they still must be conducted carefully.

The marketing research industry is considering several options for responding to intrusion and privacy issues, which includes all of the following except __________. a) sharing information widely b) providing value in exchange c) "your opinion counts" initiatives d) appointing a privacy officer e) "respondent bill of rights" initiates

a) sharing information widely

Any contact between a customer and a company is called a __________. a) touch point b) service call c) purchase d) sales call e) satisfaction survey

a) touch point

Companies can allow key customers and value-network members to access account, product, and other data through __________. a) CRM b) MIS c) intranets d) extranets e) big data

d) extranets

According to the text, two major public policy and ethical issues in marketing research are __________. a) international research and intrusions on consumer privacy b) the misuse of research findings and deceptive advertising c) improper sampling procedures and the misuse of research findings d) intrusions on consumer privacy and the misuse of research findings e) intrusions on consumer privacy and unsafe products

d) intrusions on consumer privacy and the misuse of research findings

To deliver real value to marketers, marketing information must __________. a) be quantitative b) come from big data c) increase the company's profits d) provide useful customer insights e) be obtained inexpensively

d) provide useful customer insights

Many companies manage detailed information about individual customers by using all of the following methods except __________. a) customer touch points b) customer relationship management c) marketing analytics d) big data analytics e) collecting and storing huge amounts of data

e) collecting and storing huge amounts of data

Small businesses and not-for-profit organizations can obtain good marketing insights through __________. a) exploratory research b) causal research c) MIS d) big data e) observation research

e) observation research

MIS interacts with information users in several ways which include all of the following except __________. a) providing marketing intelligence activities b) helping to conduct marketing research c) helping to develop customer insights d) assessing information needs e) providing concise information

e) providing concise information

MIS begins and ends with information users. Which of the following statements is not an advantage of MIS? a) MIS helps users to analyze and use the information to develop customer insights. b) MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies. c) MIS helps users in making management decisions. d) MIS interacts with the information users to assess information needs. e) MIS interacts with the marketing environment to develop needed information.

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

Which of the following statements discussing big data is not true? a) Big data provides a lot more information than the managers can digest. b) Marketers can access and easily shift through the data once it is available. c) Companies can gain timely customer information. d) Companies that effectively tap the available glut of data can gain rich, customer insights. e) Data can be collected from blogs, tweets, and social media.

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

To develop needed information, marketing information systems utilize __________. a) internal databases, marketing research, and marketing managers b) internal databases, marketing intelligence, and marketing research c) marketing managers, information users, and internal databases d) internal databases, big data, and market research e) marketing intelligence, marketing research, and the marketing environment

b) internal databases, marketing intelligence, and marketing research