Marketing Chapter 4

reaching respondents in other parts of the world is more difficult than it is in the United States

WOFTS regarding conducting marketing research in a foreign country is correct?

the research methods of small businesses and nonprofit are less complex and less costly, but they still must be conducted carefully

WOTFS about marketing research in small business and nonprofit organizations is correct?

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

WOTFS about online research is correct?

the goal of competitive marketing intelligence to improve strategic decision making

WOTFS regarding competitive marketing intelligence is correct?

there are ricks involved in using big data analytics and CRM

WOTFS regarding the use of marketing information, customer relationship management, and analytics is correct?

touch point

a ________________ is defined as any contact between a customer and a company?

develop the research plan

after developing the problem, what should the next step be in the marketing research process?

extranets

companies setup____________ which allow key customers and value-network members to access product, account, and other data anytime they need to

publicly available

competitive marketing intelligence uses________ data sources

first

defining the problems and research objectives is the______________ step in the marketing research process

identify a unique customer insight

much of pinterest's success is due to how they used marketing information to_________

ethnographic research

sending observers to watch and interact with consumers in their natural environment is known as_______?

intrusions on consumers privacy

some retailers use mannequins with camera hidden in one eye to record customer demographics and shopping behavior in order too serve them better. This raises ethical concerns in terms of___________?

descriptive research

survey research is the approach best suited for gathering______________?

internal databases, marketing intelligence, and marketing research

to develop needed information, marketing information systems utilize____________

marketing analytics

to learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use__________?

it is used to make better marketing decisions

using marketing information to gain customer insights is to little value unless____________

exploratory, descriptive, casual

what are the three types of research objectives?

questionaries and mechanical devices

what are the two main research instruments used by marketing researchers in primary data collected?

information to gain customer insights comes from a wide variety of sources

which h of the following statements about information and customers insights is correct?

people and procedures that are used to manage information to generate and validate actionable customer and market insights

which of the following best describes a marketing information system?

one result of big data is that marketing managers are often overloaded with information

which of the following statements about big data is correct?

a good MIS must balance what users would like to have against what they really need and what is feasible to offer

which of the following statements about marketing information systems is correct?

focus group interview

you and seven other people are talking with a trained moderator about your feelings and thoughts about a particular new product. What are you participating in?