ch 9 practice

Which of the following is true of marketing research?

It provides decision makers with data on the effectiveness of the current marketing mix.

Which of the following is a disadvantage of telephone interviews?

They have increasing costs due to respondent refusals to participate.

measurement error

telling a researcher that you don't drink soft drink when you actually do

includes gathering and presenting factual statements

the descriptive role of marketing research

In the context of customer relationship management (CRM), a company should identify its profitable and unprofitable customers because:

not all customers are equally important for business.

Maritz Marketing Research Loyalty Report, program mechanics refers to

the ability to earn and redeem points and quality of rewards.

Competitive intelligence (CI) refers to:

a system that helps managers assess their competition and vendors to become more efficient and effective competitors.

In the final step of the marketing research process, a researcher should:

determine why management carried out certain recommendations mentioned in the research report.

To initiate the customer relationship management (CRM) cycle, a company must:

identify customer relationships with the organization.

Marketing research for managers

Did an unforeseen change in the external environment cause the plan to fail?

To initiate CRM

Identifying customer relationships with the organization

Which of the following is true of the uses of marketing research for managers?

It allows managers to analyze different alternatives before arriving at a decision.

_____________ specifies which research questions must be answered, how and when data will be gathered, and how the data will be analyzed.

research design