4.06 - 4.13
What is the advantage in using personal interviews to collect marketing data? (R4.12)
High flexibility
What data-collection method can be used to obtain product information during the point-of-purchase process?
Volume-tracking scanner
One basic requirement of a marketing-information management system is that it should be able to
collect, process, and store data
External marketing data comes from sources outside the business such as
trade journals.
Personal interviews are often used as a data-collection method when researchers
want to explore a certain subject
Which of the following is an example of qualitative data:
"It was so hot at the baseball game!"
Which of the following is an example of quantitative data:
"Tara graduated first in her class."
So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools:
A database
The Phineas Corporation is using internal and external information from its marketing-information management system to determine the strength of the company's current business position. What is the company conducting?
A situation analysis
How can using a database to track its customers' preferences and buying habits help a business?
Builds strong, loyal customer relationships
How can ill-designed questionnaires affect survey participants?
Can decrease their response rate
Which of the following is a technology tool that allows a business to observe a customer's Internet activities:
Cookie
Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"?
Cost-effectiveness
Which of the following is a tool used in the tracking method of data collection:
Customer loyalty cards
What is an example of a marketing-research method that is used to collect primary data? (R4.06)
Customer survey
What is the relationship between data and information?
Data are used to create information
Which function of a marketing-information management system involves collecting facts and figures from internal and external sources on an ongoing basis?
Data gathering
Which function of a marketing-information management system involves changing the format of facts and figures to make them more useful?
Data processing
Which of the following is a good source of internal data:
Enterprise resource planning systems
A purchase laboratory is a tool for which data-collection method?
Experiments
Which method of data collection allows researchers to determine cause and effect?
Experiments
What function of a marketing-information management system involves the distribution of marketing information to those who make marketing decisions?
Information reporting
What is an internal source of marketing information for a business? (R4.06)
Inventory records
Which of the following is an advantage of using the Internet for data collection:
It's easier to find willing respondents
Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:
Likert
What is an example of marketing information that a business could gather by surveying its customers? (R4.06)
Location of the company's market - where people live who want product
Which of the following statements regarding marketing research is true:
Marketing research is a component of marketing-information management.
Which of the following is most likely to help a marketer in setting up the marketing budget:
Next quarter's sales forecast
What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers? (R4.12)
Observation
Which method of data collection allows researchers to gather information about customers in a natural setting?
Observation
Which of the following is a characteristic of unstructured observation: (R4.12)
Often records a variety of behaviors
What characteristic of useful marketing information requires the information to be closely related to the situation in order to be of the most use?
Relevancy
What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?
Semantic differential
The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?
Sequential
Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?
Software that decision makers can use with minimum training
Which of the following is a disadvantage of the focus-group method for data collection
Strong personalities can "take over" the group
Which data-collection method commonly uses questionnaires as a research instrument?
Surveys
Which of the following is a true statement regarding personal interviews
They tend to be accurate and reliable
Which of the following is a true statement regarding focus groups:
They usually include six to 12 respondents
How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
To customize its marketing efforts
Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?
To track the number of times the user buys a product
When should researchers ask potentially sensitive questions during an interview?
Toward the end of the interview
Which data-collection method usually takes place online?
Tracking
Qualitative data are
descriptive
One problem researchers may have with surveys is
difficulty finding willing respondents
A marketing-information management system can help businesses to
discover new markets
Quantitative data are
factual
Focus groups are a useful data-collection tool because they
generate in-depth discussion
Qualitative data collection can be limited because it
includes a very small portion of the target market
A marketing-information management system should meet the requirements of the
individual business.
One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is (R4.12)
inexpensive
One advantage of information generated by a marketing-information management system is that the information
is presented in an organized fashion
Marketers should use multiple methods of data collection because:
it creates more reliable results.
The observation method of data collection can be difficult to conduct because
it isn't practical for certain activities
Jerry, a computer salesperson, asks each interested customer to tell him what her/his experiences have been at competing computer stores. Jerry is gathering __________ about the competition from his customers.
marketing intelligence
In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n) (R4.06)
marketing-information management system
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are
open, friendly, and nonjudgmental
The Thirst Quenchers beverage company is surveying prospective customers to determine demand for its newest soft drink. Thirst Quenchers is collecting __________ data.
primary
When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's
profitability.
Marketers at GG Unlimited are using the company's marketing-information management system (MkIS) to learn more about the effectiveness of the company's latest advertising campaign. This is an example of how the MkIS can be used to evaluate
promotional strategies.
Brandi is reviewing marketing information about the possible demand for a new product. In this instance, Brandi's marketing-information management system is most likely to be helping her to
reduce the risk of product failure.
