4.08-4.12 Review quiz

Which is a technology tool that allows a business to observe a customer's Internet activities?

Cookie

So a business can retrieve customer and internal marketing information from a central location, it may use which technological tools?

- A database

How can using a database to track its customers' preferences and buying habits help a business?

- Builds strong, loyal customer relationships

Which is an example of a marketing-research method that is used to collect primary data?

- Customer survey

Which is the advantage in using personal interviews to collect marketing data?

- High flexibility

For marketing information managers, which is oneadvantage of using the Internet to do research and gather data?

- It is inexpensive.

Which is a common method of collecting research data that often involves the use of questionnaires?

- Mail survey

Which is the most appropriate data collection method to use when a business wants to determine how its employees interact with customers?

- Observation

Which is a characteristic of an unstructured observation?

- Often records a variety of behaviors

When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of which feature of businesses?

- Profitability

How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?

- To customize its marketing efforts

Why do many businesses place a cookie on a user's hard drive when the user visits the business's website?

- To track the number of times the user buys a product

Which data-collection method can be used to obtain product information during the point-of-purchase process?

- Volume-tracking scanner