Marketing session 5

Which of the following statements about big data is​ correct?

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

Which of the following would be good advice for someone that is conducting marketing research in a foreign​ country?

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

Companies use​ ________ to manage detailed information about individual customers.

CRM

What is the overall purpose of customer insight​ teams?

To develop customer insights from which the company can create more value for customers

Which one of the following statements about marketing research in small businesses and​ non-profit organizations is​ correct?

Although the research methods used by small businesses and nonprofits are less complex and​ costly, they still must be conducted carefully.

In response to concerns about intrusions of​ privacy, most large companies now appoint a​ ________ to safeguard the information of consumers who do business with the company.

Chief Privacy Officer​ (CPO)

A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of​ research?

Descriptive research

Nielsen gathers consumer insights through a variety of​ ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these​ examples?

Online marketing research

Which of the following statements about online research is​ correct?

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

The specific data that Nielsen provides to its clients for a specific purpose that has not been completed​ before, is most likely which type of​ data?

Primary

Which of the following statements about competitive marketing intelligence is​ correct?

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

A colleague needs to collect descriptive data about her​ customer's attitudes. She has not done this type of research before. What research approach would you recommend to best suit this research​ project?

a survey

The main purpose of CRM is to​ __________.

build stronger customer relationships

Nielsen is engaged in the collection and analysis of information about​ consumers, competitors, and developments in the marketplace. This systematic monitoring is known as​ __________.

competitive marketing intelligence

Nielsen gathers data on millions of people to help marketers gain​ __________ to use to create strategic marketing decisions.

customer insights

________ is the first step in the marketing research process.

defining the problem and research objectives

Companies set up​ ________, which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to.

extranets

You and seven other people are talking with a trained moderator about your feelings and thoughts regarding 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 it used marketing information to​ ________.

identify a unique customer insight

To develop needed​ information, marketing information systems utilize​ ________.

internal​ databases, marketing​ intelligence, and marketing research

According to the​ text, two major public policy and ethical issues in marketing research are​ ________.

intrusions on consumer privacy and the misuse of research findings

To deliver real value to​ marketers, marketing information must​ ________.

provide useful customer insights

Competitive marketing intelligence uses​ ________ data sources.

publicly available

One advantage to using internal databases for information is that​ ________.

they can be accessed quickly and cheaply

Any contact between a customer and a company is called a​ ________.

touch point