Marketing - Chapter 4 Quiz

Marketers obtain needed marketing information from which of the​ following? A. Internal​ data, marketing​ intelligence, and marketing research B. Internal​ data, big​ data, and market research C. Internal​ data, marketing​ research, and marketing managers D. Marketing​ managers, information​ users, and internal databases E. Marketing​ intelligence, marketing​ research, and the marketing environment

A. Internal​ data, marketing​ intelligence, and marketing research

Which of the following describes the type of research used to help define the research problem and suggest​ hypotheses? A. Exploratory research B. Descriptive research C. Secondary research D. Causal research E. Primary research

A. Exploratory research

​Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient​ MIS? A. Determine how to use the information gathered by market research B. Analyze the information gathered in market research C. Distribute necessary information to the marketing team D. Assess the information needs of the company E. Conduct surveys or focus groups to gather information

Assess the information needs of the company

A power tool company wants to give its customers access to​ internal, nonpublic information about how best to use its product in creative ways. What should the company create to provide customers with this​ information? A. A company data mine B. A company extranet C. A company intranet D. A data warehouse E. A company website

B. A company extranet

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research? A. To avoid complaints that the study is not reliable B. To have a​ "full picture" of the subject of its study C. To keep costs down D. To guarantee the product being researched will be successful E. To ensure the data is usable

B. To have a​ "full picture" of the subject of its study

Which of the following correctly describes customer​ purchases, sales force​ contacts, service and support​ calls, web and social media site​ visits, satisfaction​ surveys, credit and payment​ interactions, and market research​ studies? A. Service calls B. Purchases C. Satisfaction surveys D. Touch points E. Sales calls

D. Touch points

​___________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. Touch points B. CRM C. Marketing information D. Big data E. Marketing analytics

E. Marketing analytics

Which of the following information must a researcher evaluate to make certain it is​ relevant, accurate, and​ impartial? A. Survey information B. Primary information C. Focus group information D. Big data analytical information E. Secondary information

E. Secondary information

The real value of marketing information rests in the​ _____________________. A. customer insights it provides B. social media data it uses C. support of a​ company's marketing research D. marketing intelligence it uncovers E. amount of big data it analyzes

A. customer insights it provides

Which of the following BEST describes the purpose of customer​ insights? A. To advertise new products to customer bases B. To develop new markets of customers for the company C. To create more value for customers D. To instruct other company departments in customer service E. To represent the company to its customers

C. To create more value for customers

A​ company's marketing information system​ (MIS) is valuable because it​ ___________________. A. allows a company to outperform its competitors in the marketplace B. increases the likelihood that a customer will buy a product C. enables a company to use customer insights to improve relationships with customers D. ensures that the company will have good customer service E. maintains the​ company's internal database of customers

C. enables a company to use customer insights to improve relationships with customers

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

B. focus group

Which types of companies would most benefit from conducting marketing​ research? A. Neither large multinational firms like Disney and IBM nor small local firms B. Only large multinational firms like Disney and IBM C. Both large multinational firms like Disney and IBM and small local firms D. Only​ medium-sized companies that are about half the size of Disney and IBM E. Only small local​ firms, like​ Beatrice's Bistro

C. Both large multinational firms like Disney and IBM and small local firms

An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his or her​ job? A. Compile an exhaustive resource of customer data B. Use customer data in such a way to convince customers to buy products C. Inform customers of the​ company's privacy policy D. Track the clicks of customers on websites E. Scour consumer financial information

C. Inform customers of the​ company's privacy policy

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

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