Chapter 4

After defining the problem and​ objectives, what is the next step in the marketing research​ process? A. Develop the research plan. B. Analyze the dat C. Report the findings. D. Collect the dat E. Implement the plan.

A. Develop the research plan.

Sending observers to watch and interact with consumers in their​ natural environment is known as​ __________. A. ethnographic research B. survey research C. ​on-site research D. a focus group E. experimental research

A. ethnographic research

To learn more about the relationships and patterns contained in the vast amounts of data they​ collect, marketers use​ __________. A. marketing analytics B. big data analytics C. big insights D. customer relationship management E. touch points

A. marketing analytics

Survey research is the approach best suited for gathering​ __________. A. causal research B. ethnographic research C. descriptive research D. exploratory research E. experimental research

C. descriptive research

What are the two main research instruments used by marketing researchers in primary data​ collection? A. Questionnaires and panels B. Questionnaires and surveys C. The telephone and the Internet D. Questionnaires and the Internet E. Questionnaires and mechanical devices

E. Questionnaires and mechanical devices

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. the misuse of research findings B. improper sampling procedures C. deceptive advertising D. customer harassment E. intrusions on consumer privacy

E. intrusions on consumer privacy

Competitive marketing intelligence uses​ __________ data sources.

Publicly available

Defining the problem and research objectives is the ____ step in the marketing research process.

first

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.

B. Information to gain customer insights comes from a wide variety of sources.

Which of the following statements discussing big data is not​ true? A. Data can be collected from​ blogs, tweets, and social media. B. Marketers can access and easily sift through the data once it is available. C. Big data provides a lot more information than the managers can digest. D. Companies can gain timely customer information. E. Companies that effectively tap the available glut of data can gain​ rich, customer insights.

B. Marketers can access and easily sift through the data once it is available.

Which of the following statement regarding competitive marketing intelligence is​ correct? A. Companies should not be concerned about​ competitor's accessing publicly available information about them. B. The goal of competitive marketing intelligence is to improve strategic decision making. C. Marketing intermediaries are not a good source of competitive marketing intelligenc D. Monitoring a​ competitor's website is unethical. E. Marketing intelligence information is not available from the U.S. government.

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

Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct? A. Only large companies can afford to conduct marketing research. B. The research methods of small businesses and nonprofits are less complex and less​ costly, but they still must be conducted carefully. C. Small companies and nonprofits do not need marketing information. D. Surveys are the only research approach that can be effectively used by small businesses and nonprofits. E. Good research requires large sample sizes which are not feasible for small businesses and nonprofits.

B. The research methods of small businesses and nonprofits are less complex and less​ costly, but they still must be conducted carefully.

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

B. focus group interview

Much of​ Pinterest's success is due to how they used marketing information to​ __________. A. change the name of their website B. identify a unique customer insight C. send targeted email to key customers D. understand that their site was not useful to businesses E. increase their profits

B. identify a unique customer insight

The marketing research industry is considering several options for responding to intrusion and privacy​ issues, which includes all of the following except​ __________. A. appointing a privacy officer B. sharing information widely C. ​"your opinion​ counts" initiatives D. providing value in exchange E. ​"respondent bill of​ rights" initiatives

B. sharing information widely

Which of the following statements about marketing information systems​ (MIS) is​ correct? A. A good MIS gives managers all the information they ask for. B. Marketing information systems provide information only to a​ company's internal users. C. An MIS begins and ends with information collectors. 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 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.

What is the first step in marketing research​ process? A. Implement the research plan. B. Interpret the findings. C. Develop a research plan. D. Define the problem. E. Report the findings.

D. Define the problem.

MIS begins and ends with information users. Which of the following statements is not an advantage of​ MIS? A. MIS interacts with the marketing environment to develop needed information. B. MIS helps users in making management decisions. C. MIS helps users to analyze and use the information to develop customer insights. D. MIS may provide information to external​ partners, such as​ suppliers, resellers, or marketing services agencies. E. MIS interacts with the information users to assess information needs.

D. MIS may provide information to external​ partners, such as​ suppliers, resellers, or marketing services agencies.

Which of the following statements about big data is​ correct? A. Big data is very important because marketers today need more information to make good decisions. B. Big data actually refers to very small data sets. C. Analyzing big data is a very easy task. D. One result of big data is that marketing managers are often overloaded with information. E. Analyzing big data will always lead to useful customer insights.

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

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. Data obtained from the Internet that is used to gain customer insights C. The company databases which store information D. People and procedures that are used to manage information to generate and validate actionable customer and market insights E. The marketing team that makes decisions based on customer insights

D. People and procedures that are used to manage information to generate and validate actionable customer and market insights

Which of the following is an advantage to using internal databases for​ information? A. The information stored in internal databases is always current. B. Internal information is accurate and complete. C. Internal information sources are easy to manage. D. They can be accessed quickly and cheaply. E. Internal information is in a form that is useful for making marketing decisions.

D. They can be accessed quickly and cheaply.

Companies can allow key customers and​ value-network members to access​ account, product, and other data through​ __________. A. intranets B. CRM C. MIS D. extranets E. big data

D. extranets

Using marketing information to gain customer insights is of little value unless​ __________. A. marketers gather as much information as possible B. it is obtained as cheaply as possible C. it increases company profits D. it comes exclusively from big data E. it is used to make better marketing decisions

E. it is used to make better marketing decisions

Which of the following statements about information and customer insights is​ correct?

Information to gain customer insight comes from a wide variety of sources

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

Internal databases, marketing intelligence, and marketing research

Which of the following statements regarding the use of marketing​ information, customer relationship management​ (CRM), and analytics is​ correct?

There are risks involved in using big data analytics and CRM

What are the 3 types of research objectives

exploratory, descriptive, and casual

Which of the following statements about online research is correct

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