Marketing Ch 4
How is primary data defined?
info collected for specific purpose in mind
Competitive marketing intelligence uses ________ data sources.
publicly available
In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.
stratified random
Exploratory research is __________.
used to gather preliminary information that will help define problems and suggest hypotheses
________ integrates everything that a company's sales, service, and marketing teams know about individual customers, providing a 360-degree view of the customer relationship.
crm
Implementing the research plan is the __________ step in the marketing research plan.
3
A colleague needs to collect descriptive data about her customer's attitudes. She has not done this type of research before. What research approach would you recommend to best suit this research project?
A survey
Which of the following statements about big data is correct? A. Analyzing big data is an easy task. B. Big data actually refers to very small data sets. C. Analyzing big data always leads to useful customer insights. D. Big data is important because marketers today need more information to make good decisions. E. One result of big data is that marketing managers are often overloaded and overwhelmed with information.
E
__________ are people and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.
Marketing information systems
Which of the following describes marketing information systems?
People and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights
Today, many marketing managers are overloaded and sometimes overwhelmed by the amount of market information available to them. ________ is the general term that refers to the problems and opportunities that emerge from organizations attempting to make sense of the large complex datasets that have been amassed from a variety of sources.
big data
__________ is used to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers.
descrip
Many firms securely share relevant sales, inventory, product development, and marketing information with suppliers and other external partners via its ________.
extranet
Companies set up ________, which allow key customers and value-network members to access product, account, and other data anytime they need to.
extranets
A ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.
marketing information system