DSM CH4 quiz
_______ consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. Marketing analytics B. CRM C. Touch points D. Marketing information E. Big data
A. Marketing analytics
Which of the following BEST describes the research relationships? A. Observation is best suited for exploratory research, surveys for descriptive research, and experiments for causal research. B. Observation is best suited for descriptive research, surveys for exploratory research, and experiments for causal research. C. Observation is best suited for exploratory research, surveys for causal research, and experiments for descriptive research. D. Observation is best suited for causal research, surveys for exploratory research, and experiments for descriptive research. E. Observation is best suited for descriptive research, surveys for causal research, and experiments for exploratory research.
A. Observation is best suited for exploratory research, surveys for descriptive research, and experiments for causal research.
To develop needed information, marketing information systems utilize _________. A. internal databases, marketing intelligence, and marketing research B. marketing intelligence, marketing research, and the marketing environment C. marketing managers, information users, and internal databases D. internal databases, marketing research, and marketing managers E. internal databases, big data, and market research
A. internal databases, marketing intelligence, and marketing research
You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange, you receive a small payment. You are participating in a(n) ________. A. experiment B. focus group interview C. individual interview D. immersion group E. ethnographic stud
B. focus group interview
Competitive marketing intelligence is primarily responsible for _____________. A. using primary data over secondary B. the systematic collection and analysis of publicly available information .C. defining the problem D. developing the research plan E. implementing the research plan
B. the systematic collection and analysis of publicly available information
What is MIS? A. Customer relationship management B. Competitive marketing intelligence C. A marketing information system D. An internal database E. A customer insights team
C. A marketing information system
Why is it important for a company to collect both primary and secondary data when conducting marketing research? A. To ensure the data is usable B. To avoid complaints that the study is not reliable C. To guarantee the product being researched will be successful D. To have a "full picture" of the subject of its study E. To keep costs down
D. To have a "full picture" of the subject of its study
Many companies build extensive electronic collections of consumer and market information obtained from data sources within the company's network. This is known as ___________. A. an intranet B. marketing intelligence C. online marketing research D. an internal database E. marketing research
D. an internal database
Any contact between a customer and a company is called a(n) _________. A. sales call B. purchase C. satisfaction survey D. touch point E. service call
D. touch point
Which of the following statements about big data is correct? A. Analyzing big data is a very easy task. B. Big data is very important because marketers today need more information to make good decisions. C. Analyzing big data will always lead to useful customer insights. D. Big data actually refers to very small data sets. E. One result of big data is that marketing managers are often overloaded and overwhelmed with information.
E. One result of big data is that marketing managers are often overloaded and overwhelmed with information
