MyMarketingLab - Chapter 4 Questions to practice

Which of the following describes internal databases?

Electronic collections of customer and marketing information obtained from data sources within the company network

In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.

cluster

Descriptive research 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

Which term refers to the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment?

Competitive marketing intelligence

What is the second step in the marketing research process?

Developing the research plan for collecting information

__________ is used to gather preliminary information that will help define problems and suggest hypotheses.

Exploratory Research

Which of the following describes observational research?

Involves gathering primary data by observing relevant people, actions, and situations

________ is(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

What is competitive marketing intelligence?

The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment

Which of the following describes causal research?

Used to test hypotheses about cause-and-effect relationships

The third step in the marketing research process is ________.

implementing the research plan

In a stratified random sample, __________.

the population is divided into mutually exclusive groups and random samples are drawn from each group

________ is the management of detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.

Customer Relationship Management (CRM)

Which term refers to the fresh understandings of customers and the marketplace derived from marketing information?

Customer insights Customer insights are the fresh understandings of customers and the marketplace derived from marketing information. These insights become the basis for creating customer value and relationships. Marketing information systems 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. Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

How is primary data defined?

Information collected for the specific purpose at hand

Which of the following best defines secondary data?

Information that already exists somewhere having been collected for another purpose

What is survey research?

Involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior

Marketing research is best defined as __________.

Marketing research is best defined as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Exploratory research is marketing research used to gather preliminary information that will help define problems and suggest hypotheses. Descriptive research is marketing research used to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers. Causal research is marketing research used to test hypotheses about cause-and-effect relationships.

Implementing the research plan is the ________ step in the marketing research process.

Implementing the research plan is the third step in the marketing research process. The first step is defining the problem and research objectives. The second step is developing the research plan for collecting information. The fourth step is interpreting and reporting the findings.

__________ is defined as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Marketing research. Marketing research is defined as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Exploratory research is marketing research that involves gathering preliminary information that will help define problems and suggest hypotheses. Descriptive research is marketing research intended to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers. Causal research is marketing research that tests hypotheses about cause-and-effect relationships.

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

__________ involves gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Experimental Research

What is online marketing research?

The collection of primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments, and online panels and brand communities

Big data is ________.

the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies

In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.

stratified random In a stratified random sample, the population is divided into mutually exclusive groups and random samples are drawn from each group. In a simple random sample, every member of the population has a known and equal chance of selection. In a convenience sample, the researcher selects the easiest population members from which to obtain information. In a quota sample, the researcher finds and interviews a prescribed number of people in each of several categories.