Chapter 4: Marketing Information
Which of the following statements about marketing information systems (MIS) is correct?
A good MIS must balance what users would like to have against what they really need and what is feasible to offer
Which of the following statements about online research is correct?
Online surveys generally have higher response rates than those conducted by mail or phone
Which of the following best describes a marketing information system (MIS)
People and procedures that are used to manage information to generate and validate actionable customer and market insights
Which of the following statements regarding conducting marketing research in a foreign country is correct?
Researching respondents in other parts of the world is more difficult than it is in the United States
Which one of the following statements about marketing research in small businesses and nonprofit organizations iscorrect?
The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully
Which of the following statements regarding the use of marketing information, customer relationship management(CRM), and analytics is correct?
There are risks involved in using big data analytics and CRM
Which of the following statements about big data is correct? a. analyzing big data is a very easy task b. one result of big data is that marketing managers are often overloaded with information c. big data actually refers to very small data sets d. analyzing big data will always lead to useful customer insights e. big data is very important because marketers today need more information to make good decisions
b. one result of big data is that marketing managers are often overloaded with information
Which of the following statements about information and customer insights is correct? a. customer insights are useful but do not give companies a competitive advantage b. to gain useful customer insights, "more data" is better data c. information to gain customer insights comes from a wide variety of sources d. customer insights are relatively easy to obtain e. customer insights have little impact on building customer relationships
c. information to gain customer insights comes from a wide variety of sources
Survey research is the approach best suited for gathering ________.
descriptive research
After defining the problem and objectives, what is the next step in the marketing research process?
develop the research plan
Which of the following is an advantage to using internal databases for information? a. internal information is accurate and complete b. internal information is in a form that is useful for making marketing decisions c. internal information sources are easy to manage d. the information stored in internal databases is always current e. they can be accessed quickly and cheaply
e. they can be accessed quickly and cheaply
Sending observers to watch and interact with consumers in their natural environment is known as __________.
ethnographic research
What are the three types of research objectives?
exploratory, descriptive, casual
Companies set up ________, which allow key customers and value-network members to access product, account, and other data anytime they need to.
extranets
To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use _______.
marketing analytics
Defining the problem and research objectives is the ______ step in the marketing research process.
first
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) __________.
focus group interview
Much of Pinterest's success is due to how they used marketing information to __.
identify a unique customer insight
To develop needed information, marketing information systems utilize _________.
internal databases, marketing intelligence, and marketing research
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 __________.
intrusions on consumer privacy
Using marketing information to gain customer insights is of little value unless ____.
it is used to make better marketing decisions
Competitive marketing intelligence uses ______ data sources.
publicly available
What are the two main research instruments used by marketing researchers in primary data collection?
questionnaires and mechanical devices
Which of the following statement regarding competitive marketing intelligence is correct?
the goal of competitive marketing intelligence is to improve strategic decision making
A(n) ______ is defined as any contact between a customer and a company.
touch point