Marketing Chapter 4

What is the fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships?

Customer insights

What are the four steps of the marketing research process in their correct sequence?

Define the problem and research objectives, develop the research plan, implement research plan, and interpret and report the findings

What do marketers use to analyze big data? a. customer relationship management b. marketing metrics c. marketing software d. marketing analytics e. marketing research

Marketing analytics

A(n) ____________ is people and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

Marketing information system

What are the three general sources from which marketers can obtain information?

internal data, marketing intelligence, and marketing research

A(n) ___________ refers to electronic collections of customer and marketing information obtained from data sources within the company network.

internal database

The ____________ outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.

Code of Standards and Ethics for Survey Research

___________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Competitive marketing intelligence

_____________ is a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments."

Ethnographic research

When every member of the population has a known and equal chance of selection

Simple random sample

_____________ is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Survey research

To deliver real value to marketers, marking information must ______________. a. provide useful customer insights b. be collected inexpensively c. have a positive impact on profits d. come from big data sources e. include information on competitors

a. provide useful customer insights

Why do companies use customer relationship management? a. to find new customers b. to capture and use customer data c. to avoid using big data d. to get to know their customers personally e. to maximize sales and revenue

b. to capture and use customer data

What of the following is true regarding international marketing research? a. primary data cannot be collected when conducting international marketing research. b. consumers in different countries are very alike in their attitudes toward marketing research. c. translating questionnaires from one language to another is not an easy task. d. the use of international marketing research has decreased in recent years. e. Most countries have ample sources of secondary data available for marketing researchers.

c. translating questionnaires from one language to another is not an easy task.

_____________ is marketing research to test hypotheses about cause-and-effect relationships.

casual research

In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.

cluster

What is big data?

data contained in huge and complex data sets

______________ is marketing research to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers.

descriptive research

According to the text, two major public policy and ethical issues in marketing research are ______________. a. paying research respondents and intrusions on consumer privacy b. deceptive advertising and illegal pricing c. misuse of research findings and improper sampling procedures d. intrusions on consumer privacy and inaccurate data analysis e. intrusions on consumer privacy and the misuse of research findings

e. intrusions on consumer privacy and the misuse of research findings

___________ is gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

experimental research

___________ is marketing research to gather preliminary information that will help define problems and suggest hypotheses.

exploratory research

What are the three types of objectives a marketing research project might have?

exploratory research, descriptive research, and casual research

_____________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

marketing research

The people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights compromise a ____________.

marking information system

What is gathering primary data by observing relevant people, actions, and situations?

observational research

____________ are information collected for the specific purpose at hand.

primary data

____________ refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.

quota sample

____________ are segments of the population selected for marketing research to represent the population as a whole.

samples

___________ are information that already exists somewhere, having been collected for another purpose?

secondary data

In a ___________ sample, every member of the population has a known and equal chance of selection.

simple random

In a _____________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.

stratified random