Marketing: Chapter 4
What is the first step in marketing research process? A. Report the findings. B. Develop a research plan. C. Implement the research plan. D. Define the problem. E. Interpret the findings.
d. Define the problem
Which one of the following statements about marketing research in small businesses and nonprofit organizations is correct? A. Surveys are the only research approach that can be effectively used by small businesses and nonprofits. B. Small companies and nonprofits do not need marketing information. C. Good research requires large sample sizes which are not feasible for small businesses and nonprofits. D. The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully. E. Only large companies can afford to conduct marketing research.
d. the research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully.
Survey research is the approach best suited for gathering __________. A. descriptive research B. ethnographic research C. exploratory research D. experimental research E. causal research
descriptive research
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. experiment B. immersion group C. individual interview D. ethnographic study E. focus group interview
e. focus group interview
To develop needed information, marketing information systems utilize __________. A. marketing managers, information users, and internal databases B. internal databases, big data, and market research C. internal databases, marketing research, and marketing managers D. marketing intelligence, marketing research, and the marketing environment E. internal databases, marketing intelligence, and marketing research
e. internal databases, marketing intelligence, and marketing research
Which of the following statements discussing big data is not true? A. Marketers can access and easily sift through the data once it is available. B. Companies can gain timely customer information. C. Data can be collected from blogs, tweets, and social media. D. Big data provides a lot more information than the managers can digest. E. Companies that effectively tap the available glut of data can gain rich, customer insights.
a. Marketers can access and easily shift through the data once it is available
The objective of __________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A. exploratory B. secondary C. descriptive D. causal E. primary
a. exploratory
Which of the following statement regarding competitive marketing intelligence is correct? A. The goal of competitive marketing intelligence is to improve strategic decision making. B. Companies should not be concerned about competitor's accessing publicly available information about them. C. Marketing intermediaries are not a good source of competitive marketing intelligenc D. Marketing intelligence information is not available from the U.S. government. E. Monitoring a competitor's website is unethical.
a. the goal of competitive marketing intelligence is to improve strategic decision making
Companies can allow key customers and value-network members to access account, product, and other data through __________. A. MIS B. extranets C. big data D. intranets E. CRM
b. extranets
Much of Pinterest's success is due to how they used marketing information to __________. A. understand that their site was not useful to businesses B. identify a unique customer insight C. change the name of their website D. send targeted email to key customers E. increase their profits
b. identify a unique customer insight
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. intrusions on consumer privacy C. improper sampling procedures D. customer harassment E. deceptive advertising
b. intrusions on consumer privacy
Using marketing information to gain customer insights is of little value unless __________. A. marketers gather as much information as possible B. it is used to make better marketing decisions C. it comes exclusively from big data D. it is obtained as cheaply as possible E. it increases company profits
b. it is used to make better marketing decisions
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. People and procedures that are used to manage information to generate and validate actionable customer and market insights C. The company databases which store information D. The marketing team that makes decisions based on customer insights E. Data obtained from the Internet that is used to gain customer insights
b. people and procedures that are used to manage information to generate and validate actionable customer and market insights
__________ is the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace. A. Internal database B. Competitor database C. Competitive marketing intelligence D. Big data E. USAA database
c. Competitive marking intelligence
MIS begins and ends with information users. Which of the following statements is not an advantage of MIS? A. MIS helps users in making management decisions. B. MIS interacts with the information users to assess information needs. C. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies. D. MIS helps users to analyze and use the information to develop customer insights. E. MIS interacts with the marketing environment to develop needed information.
c. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies.
Many companies manage detailed information about individual customers by using all of the following methods except __________. A. big data analytics B. customer touch points C. collecting and storing huge amounts of data D. marketing analytics E. customer relationship management
c. collecting and storing huge amounts of data
To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use __________. A. big insights B. big data analytics C. marketing analytics D. touch points E. customer relationship management
c. marketing analytics
Small businesses and not-for-profit organizations can obtain good marketing insights through __________. A. exploratory research B. big data C. observation research D. MIS E. causal research
c. observation research
MIS interacts with information users in several ways which include all of the following except __________. A. assessing information needs B. helping to conduct marketing research C. providing concise information D. providing marketing intelligence activities E. helping to develop customer insights
c. providing concise information