Principles of marketing - Chapter 4
Competitive marketing intelligence uses __________ data sources. A. publicly available B. private C. competitor's internal D. expensive E. internal
Answer: A
Companies setup __________ which allow key customers and value-network members to access product, account, and other data anytime they need to. A. extranets B. websites C. data warehouses D. intranets E. wireless networks
Answer: A
Which of the following statement regarding competitive marketing intelligence is correct? A. The goal of competitive marketing intelligence is to improve strategic decision making. B. Companies should not be concerned about competitor's accessing publicly available information about them. C. Monitoring a competitor's website is unethical. D. Marketing intermediaries are not a good source of competitive marketing intelligence E. Marketing intelligence information is not available from the U.S. government.
Answer: A
Which of the following statements about big data is correct? A. One result of big data is that marketing managers are often overloaded with information. B. Big data is very important because marketers today need more information to make good decisions. C. Analyzing big data is a very easy task. D. Big data actually refers to very small data sets. E. Analyzing big data will always lead to useful customer insights.
Answer: A
Which of the following statements about online research is correct? A. Online surveys generally have higher response rates than those conducted by mail or phone. B. Experiments cannot be conducted online. C. It is more expensive to conduct online research than using mail, phone, or personal interviews. D. Online research is only feasible for large companies. E. The Internet is especially well suited to qualitative research.
Answer: A
Which of the following statements regarding conducting marketing research in a foreign country is correct? A. Reaching respondents in other parts of the world is more difficult than it is in the United States. B. Language translation will be easy. C. Consumers in foreign markets generally enjoy participating in marketing research. D. Globalization has slowed down, so international research is no longer necessary. E. Good secondary data is easy to find in most foreign markets.
Answer: A
Defining the problem and research objectives is the __________ step in the marketing research process. A. second B. first C. fifth D. third E. fourth
Answer: B
Some firms have developed teams of people charged with developing action items from marketing information that then work with marketing decision makers to implement the action items. These groups are called __________. A. marketing researchers B. customer insights teams C. focus groups D. marketing information teams E. marketing team leads
Answer: B
To develop needed information, marketing information systems utilize __________. A. marketing managers, information users, and internal databases B. internal databases, marketing intelligence, and marketing research C. internal databases, marketing research, and marketing managers D. internal databases, big data, and market research E. marketing intelligence, marketing research, and the marketing environment
Answer: B
Using marketing information to gain customer insights is of little value unless __________. A. it is obtained as cheaply as possible B. it is used to make better marketing decisions C. marketers gather as much information as possible D. it comes exclusively from big data E. it increases company profits
Answer: B
Which of the following statements about information and customer insights is correct? A. To gain useful customer insights, "more data" is better data. B. Information to gain customer insights comes from a wide variety of sources. C. Customer insights are useful but do not give companies a competitive advantage. D. Customer insights are relatively easy to obtain. E. Customer insights have little impact on building customer relationships.
Answer: B
A(n) __________ is defined as any contact between a customer and a company. A. purchase B. sales call C. touch point D. service call E. satisfaction survey
Answer: C
Sending observers to watch and interact with consumers in their "natural environment" is known as __________. A. a focus group B. survey research C. ethnographic research D. on-site research E. experimental research
Answer: C
Survey research is the approach best suited for gathering __________. A. causal research B. ethnographic research C. descriptive research D. experimental research E. exploratory research
Answer: C
To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use __________. A. big data analytics B. big insights C. marketing analytics D. touch points E. customer relationship management
Answer: C
What are the three types of research objectives? A. Exploratory, descriptive, and definitive B. Exploratory, causal, and experimental C. Exploratory, descriptive, and causal D. Exploratory, formal, and casual E. Causal, experimental, and hypothetical
Answer: C
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. Small companies and nonprofits do not need marketing information. C. The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully. D. Only large companies can afford to conduct marketing research. E. Good research requires large sample sizes which are not feasible for small businesses and nonprofits.
Answer: C
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. immersion group B. experiment C. focus group interview D. ethnographic study E. individual interview
Answer: C
After defining the problem and objectives, what is the next step in the marketing research process? A. Implement the plan. B. Analyze the data. C. Report the findings. D. Develop the research plan. E. Collect the data.
Answer: D
What are the two main research instruments used by marketing researchers in primary data collection? A. Questionnaires and the Internet B. The telephone and the Internet C. Questionnaires and panels D. Questionnaires and mechanical devices E. Questionnaires and surveys
Answer: D
Which of the following best describes a marketing information system (MIS)? A. The hardware, software, and networks that are used in collecting and analyzing data B. The marketing team that makes decisions based on customer insights C. Data obtained from the Internet that is used to gain customer insights D. People and procedures that are used to manage information to generate and validate actionable customer and market insights E. The company databases which store information
Answer: D
Which of the following statements about marketing information systems (MIS) is correct? A. Marketing information systems provide information only to a company's internal users. B. A good MIS gives managers all the information they ask for. C. An MIS is focused on internal data and ignores the marketing environment. D. A good MIS must balance what users would like to have against what they really need and what is feasible to offer. E. An MIS begins and ends with information collectors.
Answer: D
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. Marketing analytics is not used in customer relationship management. C. Social media information cannot be analyzed using marketing analytics. 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.
Answer: D
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. deceptive advertising B. improper sampling procedures C. customer harassment D. the misuse of research findings E. intrusions on consumer privacy
Answer: E
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. Internal information is in a form that is useful for making marketing decisions. D. The information stored in internal databases is always current. E. They can be accessed quickly and cheaply.
Answer: E
