MKT Chapter 4

Two major public policy and ethical issues in marketing research are​ ________.

intrusions on consumer privacy and misuse of research findings

What is the correct sequence of the four steps of the marketing research​ process?

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

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives?

Exploratory​ research, descriptive​ research, and causal research

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

Internal​ data, marketing​ intelligence, and marketing research

Which of the following is NOT true regarding international marketing​ research?

The cost of international research is lower.

Marketing information is of no value until it is used for what​ purpose?

To make better marketing decisions

Today's marketers see information not only as a tool for input for better​ decision-making, but also as​ _______.

an important strategic asset and marketing tool

A​ _____ consists of 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.

marketing information system

Software and analytical techniques that​ integrate, analyze, and apply the mountains of individual customer data to gain a​ 360-degree view of customers enable companies to​ _____.

practice customer relationship management

Companies need meaningful customer insights so they can ______.

produce superior value for their customers