chapter 4 marketing study set
Which of the following demonstrates the real value of a company's marketing research and information system?
the customer insights it provides
An effective MIS (Marketing Information System) assesses information needs, develops needed information, and distributes the information to help managers with decision making.
true
Big data refers to the huge data sets generated by sophisticated information generation, collection, storage, and analysis technologies.
true
Data collection, processing, and analysis are undertaken during which stage of the marketing research process?
implementing the research plan
A firm has a huge amount of individual customer data saved in different databases. Which of the following can be used to integrate, analyze, and apply the available information effectively?
CRM systems
________ is often the most difficult but most critical step in the research process.
Defining the problem and research objectives
________ is the final step in the marketing research process.
Interpreting and reporting the findings
Which of the following is true of competitive marketing intelligence?
It can be obtained from information that is available in the public domain.
________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Marketing research
________ outline(s) sources of existing data as well as specific research approaches, sampling plans, and measurement instruments
The research plan
Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance.
marketing analytics
The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the ________.
questionnaire
Information collected from commercial online databases or through Internet search engines are examples of ________ data.
secondary
Which of the following sources constitutes the internal database of a company?
the company's sales transactions