Chapter 4
Which of the following BEST describes the research relationships? A. Observation is best suited for exploratory research, surveys for descriptive research, and experiments for causal research. B. Observation is best suited for exploratory research, surveys for causal research, and experiments for descriptive research. C. Observation is best suited for descriptive research, surveys for causal research, and experiments for exploratory research. D. Observation is best suited for causal research, surveys for exploratory research, and experiments for descriptive research. E. Observation is best suited for descriptive research, surveys for exploratory research, and experiments for causal research.
a
_______ consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. Marketing analytics B. Big data C. CRM D. Touch points E. Marketing information
a
Any contact between a customer and a company is called a(n) _________. A. sales call B. touch point C. service call D. purchase E. satisfaction survey
b
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
Many companies build extensive electronic collections of consumer and market information obtained from data sources within the company's network. This is known as ___________. A. marketing research B. marketing intelligence C. an internal database D. online marketing research E. an intranet
c
Competitive marketing intelligence is primarily responsible for _____________. A. defining the problem B. implementing the research plan C. using primary data over secondary D. the systematic collection and analysis of publicly available information E. developing the research plan
d
What is MIS? A. Competitive marketing intelligence B. A customer insights team C. An internal database D. A marketing information system E. Customer relationship management
d
Which of the following statements about big data is correct? A. Analyzing big data is a very easy task. B. Big data is very important because marketers today need more information to make good decisions. C. Analyzing big data will always lead to useful customer insights. D. One result of big data is that marketing managers are often overloaded and overwhelmed with information. E. Big data actually refers to very small data sets.
d
Why is it important for a company to collect both primary and secondary data when conducting marketing research? A. To guarantee the product being researched will be successful B. To keep costs down C. To ensure the data is usable D. To avoid complaints that the study is not reliable E. To have a "full picture" of the subject of its study
e
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) ________. A. experiment B. immersion group C. individual interview D. ethnographic study E. focus group interview
e
