Marketing CH4 Quiz

When it comes to assessing Marketing Information​ Needs, the​ "Modern Marketer"​ (as pictured in​ lecture) needed to have a blend of part​ _____________________ and part​ ____________________.

Artist & Scientist

​Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient​ MIS?

Assess the information needs of the company

As discussed in​ lecture, survey research​ (in Marketing) is most often developed to measure which of the​ following?

Attitudes

The two types of Marketing Metrics that were outlined in lecture​ are:

Channel and Performance

Which of the following is NOT a primary goal of competitive marketing​ intelligence?

Creating an understanding of the​ business-to-business environment

Which of the following describes the type of research used to help define the research problem and suggest​ hypotheses?

Exploratory research

A company is conducting market research to determine the best areas in which to sell its product. It has developed the research plan. What is the next step of this​ company's research​ plan?

Implement the plan

Marketers obtain needed marketing information from which of the​ following?

Internal data, marketing intelligence, and marketing research

According to​ lecture, most ethical issues in MIS are related to the area​ of:

Marketing Intelligence

Mark and Roberta own and manage a brand where the product they invented created a new product category. Now that their brand has been in the marketplace for a while competitors have entered. Each time a new competitor enters the​ market, Mark and Roberta buy a sample off the shelf and then take it a part in their lab to ensure they are one step a head of the competition. In terms of Marketers obtaining​ information, this is an example of developing

Marketing Intelligence

Which of the areas of MIS does Market Environment Scanning and Analyzing​ occur?

Marketing Intelligence

___________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.

Marketing analytics

Amy is a Marketing Researcher who is viewing store video and timing the amount of seconds that consumers spend in front of different product category shelved brands. Which of the following types of research discussed in lecture does this​ exemplify?

Observational research

Which of the following statements about online research is​ correct?

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

Which of the following information must a researcher evaluate and acknowledge as having a different original​ purpose, outside the current research questions trying to be answered. In other​ words, this type of research was initially done to answer different​ question(s) than what the current research frawework is trying to answer.

Secondary information

​Lydia's Lights wants to extend its market into Mexico. Before jumping​ in, the company needs to conduct some​ in-depth research to gauge​ customer's needs,​ interests, and buying patterns by having some of the researchers live and participate in the Mexican culture directly. Which of the following is the BEST option for​ Lydia's Lights?

Utilize Ethnographic methods

The real value of marketing information rests in the​ _____________________.

customer insights it provides

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) ________.

focus group

Martin and Ruby are doctors who have conducted research for a​ well-known University about the effects of eating a​ whole-grain diet on patients with diabetes. The doctors have been approached about using their research to support claims for a​ well-known, whole grain brand of cereal. Martin and Ruby are concerned that their research was not intended to support claims for a branded food product. Which of the following concepts from chapter 4 reading is at​ play?

misuse of research findings

Which of the following is NOT a step in the marketing research​ process?

Comparing research findings to other studies

Juanita owns a small​ hot-air balloon company in​ Albuquerque, New Mexico. She recently started a Facebook page for her​ company, and many of her customers are asking for​ store-sponsored hot-air balloon trips. They believe​ Juanita's expertise would make her the perfect guide. Juanita decides to host quarterly​ hot-air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Juanita's situation?

Customer insights can provide valuable information to a small businesses.

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research?

To have a "full picture" of its study

Tracking consumer movements across online sites has given Marketers insight into​ ____________________. The idea behind this concept is that movement on social networking sites is parallel to how people shop.

behavioral targeting

According to​ lecture, the ideal number of participants for a focus group​ is?

8