Marketing CH 4

Develop the research plan

After defining the problem and​ objectives, what is the next step in the marketing research​ process? A. Report the findings. B. Develop the research plan. C. Collect the data. D. Analyze the data. E. Implement the plan.

extranets

Companies setup​ __________ which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to. A. intranets B. extranets C. data warehouses D. websites E. wireless networks

publicly available

Competitive marketing intelligence uses​ __________ data sources. A. publicly available B. private C. expensive D. ​competitor's internal E. internal

first

Defining the problem and research objectives is the​ __________ step in the marketing research process. A. fourth B. fifth C. second D. third E. first

identify a unique customer insight

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

ethnographic research

Sending observers to watch and interact with consumers in their​ "natural environment" is known as​ __________. A. experimental research B. survey research C. ethnographic research D. ​on-site research E. a focus group

intrusions on consumer privacy

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

descriptive research

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

internal​ databases, marketing​ intelligence, and marketing research

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

marketing analytics

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

it is used to make better marketing decisions

Using marketing information to gain customer insights is of little value unless​ __________. A. it is used to make better marketing decisions B. marketers gather as much information as possible C. it is obtained as cheaply as possible D. it comes exclusively from big data E. it increases company profits

​Exploratory, descriptive, and causal

What are the three types of research​ objectives? A. ​Exploratory, formal, and casual B. ​Exploratory, descriptive, and definitive C. ​Exploratory, causal, and experimental D. ​Causal, experimental, and hypothetical E. ​Exploratory, descriptive, and causal

Questionnaires and mechanical devices

What are the two main research instruments used by marketing researchers in primary data​ collection? A. Questionnaires and surveys B. Questionnaires and panels C. Questionnaires and the Internet D. Questionnaires and mechanical devices E. The telephone and the Internet

People and procedures that are used to manage information to generate and validate actionable customer and market insights

Which of the following best describes a marketing information system​ (MIS)? A. Data obtained from the Internet that is used to gain customer insights B. The​ hardware, software, and networks that are used in collecting and analyzing data C. People and procedures that are used to manage information to generate and validate actionable customer and market insights D. The company databases which store information E. The marketing team that makes decisions based on customer insights

They can be accessed quickly and cheaply.

Which of the following is an advantage to using internal databases for​ information? A. Internal information sources are easy to manage. B. Internal information is accurate and complete. C. They can be accessed quickly and cheaply. D. The information stored in internal databases is always current. E. Internal information is in a form that is useful for making marketing decisions.

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

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

One result of big data is that marketing managers are often overloaded with information.

Which of the following statements about big data is​ correct? A. Analyzing big data is a very easy task. B. Big data actually refers to very small data sets. C. Analyzing big data will always lead to useful customer insights. D. One result of big data is that marketing managers are often overloaded with information. E. Big data is very important because marketers today need more information to make good decisions.

Information to gain customer insights comes from a wide variety of sources.

Which of the following statements about information and customer insights is​ correct? A. Information to gain customer insights comes from a wide variety of sources. B. To gain useful customer​ insights, "more​ data" is better data. C. Customer insights are useful but do not give companies a competitive advantage. D. Customer insights have little impact on building customer relationships. E. Customer insights are relatively easy to obtain.

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 marketing information systems​ (MIS) is​ correct? A. An MIS is focused on internal data and ignores the marketing environment. B. A good MIS must balance what users would like to have against what they really need and what is feasible to offer. C. A good MIS gives managers all the information they ask for. D. Marketing information systems provide information only to a​ company's internal users. E. An MIS begins and ends with information collectors.

Online surveys generally have higher response rates than those conducted by mail or phone.

Which of the following statements about online research is​ correct? A. The Internet is especially well suited to qualitative research. B. Experiments cannot be conducted online. C. It is more expensive to conduct online research than using​ mail, phone, or personal interviews. D. Online surveys generally have higher response rates than those conducted by mail or phone. E. Online research is only feasible for large companies.

Reaching respondents in other parts of the world is more difficult than it is in the United States.

Which of the following statements regarding conducting marketing research in a foreign country is​ correct? A. Globalization has slowed​ down, so international research is no longer necessary. B. Good secondary data is easy to find in most foreign markets. C. Language translation will be easy. D. Reaching respondents in other parts of the world is more difficult than it is in the United States. E. Consumers in foreign markets generally enjoy participating in marketing research.

There are risks involved in using big data analytics and CRM.

Which of the following statements regarding the use of marketing​ information, customer relationship management​ (CRM), and analytics is​ correct? A. Technology alone can build profitable customer relationships. B. Social media information cannot be analyzed using marketing analytics. C. Marketing analytics is not used in customer relationship management. D. There are risks involved in using big data analytics and CRM. E. Marketing information is of great value even if it is not used for decision making.

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

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. Good research requires large sample sizes which are not feasible for small businesses and nonprofits. C. Only large companies can afford to conduct marketing research. D. Small companies and nonprofits do not need marketing information. E. The research methods of small businesses and nonprofits are less complex and less​ costly, but they still must be conducted carefully.

focus group interview

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

touch point

​A(n) __________ is defined as any contact between a customer and a company. A. purchase B. satisfaction survey C. touch point D. sales call E. service call