Chapter 4 Study

Which one of the following statements about marketing research in small businesses and​ non-profit organizations is​ correct? A. Although the research methods of small businesses and nonprofits are less complex and​ costly, they still must be conducted carefully. B. Good research requires large sample​ sizes, which are not feasible for small businesses and​ non-profits. C. Only large companies can afford to conduct marketing research. D. Small companies and​ non-profits do not need marketing information. E. Surveys are the only research approach that can be effectively used by small businesses and​ non-profits.

A. Although the research methods of small businesses and nonprofits are less complex and​ costly, they still must be conducted carefully.

________ is the systematic​ monitoring, collection, and analysis of publicly available information about​ consumers, competitors, and developments in the marketplace. A. Competitive marketing intelligence B. A marketing information system C. Causal research D. Exploratory research E. Big data

A. Competitive marketing intelligence

​________ is the first step in the marketing research process. A. Defining the problem and research objectives B. Developing the research plan C. Analyzing data D. Collecting data E. Interpreting and reporting the findings

A. Defining the problem and research objectives

Which of the following would be good advice for someone that is conducting marketing research in a foreign​ country? A. Reaching respondents in other parts of the world is more difficult than it is in the United States. B. Language translation will be easy. C. Consumers in foreign markets generally enjoy participating in marketing research. D. You can easily find good secondary data in most foreign markets. E. Globalization has slowed​ down, so international research is no longer necessary.

A. Reaching respondents in other parts of the world is more difficult than it is in the United States.

Today, many marketing managers are overloaded and sometimes overwhelmed by the amount of market information available to them.​ ________ is the general term that refers to the problems and opportunities that emerge from organizations attempting to make sense of the large complex datasets that have been amassed from a variety of sources. A. big data B. marketing intelligence C. market research D. internal data E. positioning

A. big data

Any contact between a customer and a company is called a​ ________. A. touch point B. service call C. purchase D. sales call E. satisfaction survey

A. touch point

In response to concerns about intrusions of​ privacy, most large companies now appoint a​ ________ to safeguard the information of consumers who do business with the company. A. Chief Financial Officer​ (CFO) B. Chief Operating Officer​ (COO) C. Chief Information Officer​ (CIO) D. Chief Privacy Officer​ (CPO) E. customer insight team

D. Chief Privacy Officer​ (CPO)

What is the overall purpose of customer insight​ groups? A. To identify underperforming products B. To use information to increase company profits C. To monitor social media while other research teams mine big data D. To develop customer insights from which the company can create more value for customers E. To collect information from a narrow range of data sources

D. To develop customer insights from which the company can create more value for customers

To develop needed​ information, marketing information systems utilize​ ________. A. internal​ databases, big​ data, and market research B. marketing​ intelligence, marketing​ research, and the marketing environment C. marketing​ managers, information​ users, and internal databases D. internal​ databases, marketing​ research, and marketing managers E. internal​ databases, marketing​ intelligence, and marketing research

E. internal​ databases, marketing​ intelligence, and marketing research

To deliver real value to​ marketers, marketing information must​ ________. A. be quantitative B. come from big data C. be obtained inexpensively D. increase the​ company's profits E. provide useful customer insights

E. provide useful customer insights

A colleague needs to collect descriptive data about her​ customer's attitudes. She has not done this type of research before. What research approach would you recommend to best suit this research​ project? A. An experiment B. A survey C. Observation D. An ethnographic study E. Use secondary data

B. A survey

​ ________ integrates everything that a​ company's sales,​ service, and marketing teams know about individual​ customers, providing a​ 360-degree view of the customer relationship. A. A focus group B. CRM C. A commercial online database D. Neuromarketing E. Digital intelligence command center

B. CRM

Which of the following statements about big data is​ correct? A. Big data actually refers to very small data sets. B. One result of big data is that marketing managers are often overloaded and overwhelmed with information. C. Analyzing big data is an easy task. D. Big data is important because marketers today need more information to make good decisions. E. Analyzing big data always leads to useful customer insights.

B. One result of big data is that marketing managers are often overloaded and overwhelmed with information.

Which of the following statements about online research is​ correct? A. Experiments cannot be conducted online. B. Online surveys generally have higher response rates than those conducted by mail or phone. C. Focus groups are rarely conducted online. D. It is more expensive to conduct online research than to do a​ mail, phone, or personal interview. E. Online research is feasible only for large companies.

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

Companies like​ Coca-Cola and Geico have formed​ ________, typically led by a senior marketing executive and made up of experts from across the​ organization, whose purpose is to collect and analyze customer and market information from a wide variety of sources in order to identify and act upon new market opportunities. A. employee focus groups B. customer insights teams C. social media monitoring command centers D. customer advocacy groups E. marketing research departments

B. customer insights teams

Companies use​ ________ to sift through large amounts of big data and dig out interesting findings relevant to creating customer value. A. touch points B. data mining C. social media D. CRM E. data warehouses

B. data mining

Companies use​ ________ to gather company​ wide, finely detailed customer and market information and store it in a centralized and accessible location. A. social media B. data warehouses C. data mining D. CRM E. touch points

B. data warehouses

The first stage of the marketing research​ process, which involves​ ________, is often the most difficult step in the research process. A. designing the survey B. defining the research problem and setting research objectives C. implementing the marketing research plan D. developing a sampling plan E. developing a research plan for acquiring needed data

B. defining the research problem and setting research objectives

Many firms securely share relevant​ sales, inventory, product​ development, and marketing information with suppliers and other external partners via its​ ________. A. marketing information system B. extranet C. intranet D. CRM system E. data warehouse

B. extranet

Much of​ Pinterest's success is due to how it used marketing information to​ ________. A. send targeted email to key customers B. identify a unique customer insight C. increase its profits D. understand that its site was not useful to businesses E. change the name of its website

B. identify a unique customer insight

According to the​ text, two major public policy and ethical issues in marketing research are​ ________. A. improper sampling procedures and the misuse of research findings B. intrusions on consumer privacy and the misuse of research findings C. intrusions on consumer privacy and unsafe products D. international research and intrusions on consumer privacy E. the misuse of research findings and deceptive advertising

B. intrusions on consumer privacy and the misuse of research findings

One advantage to using internal databases for information is that​ ________. A. internal information is accurate and complete B. they can be accessed quickly and cheaply C. internal information sources are easy to manage D. the information stored in internal databases is always current E. internal information is in a form that is useful for making marketing decisions

B. they can be accessed quickly and cheaply

Companies set up​ ________, which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to. A. wireless networks B. websites C. extranets D. data warehouses E. intranets

C. extranets

A​ ________ consists of people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights. A. data warehouse B. customer insights team C. marketing information system D. marketing department E. CRM system

C. marketing information system

Increasing consumer privacy concerns have become a major problem for the marketing research industry. Companies face the challenge of unearthing​ valuable, but potentially sensitive consumer​ data, while also maintaining consumer trust. At the same​ time, consumers wrestle with the​ trade-offs between​ ________ and privacy. A. a more sustainable environment B. public safety C. personalization D. pricing discounts E. loyalty program points

C. personalization

Target recently made some of its customers very uneasy when it used its buying histories to figure out that it had a baby on the​ way, including accurate estimates of child gender and due date. This incident triggered an avalanche of public concern relating to​ ________. A. product safety B. anti-competitive business practices C. Big Data D. consumer privacy E. marketing information systems

D. consumer privacy

Coors insight teams interact anonymously with bar​ patrons, supermarket​ shoppers, restaurant​ diners, and convenience store clerks to gain authentic insights into how middle American consumers​ buy, drink,​ dine, and socialize around Coors and competing brands. This is an example of​ ________ research. A. experimental B. descriptive C. brand D. ethnographic E. causal

D. ethnographic

Competitive marketing intelligence uses​ ________ data sources. A. internal B. private C. competitor's internal D. publicly available E. expensive

D. publicly available

Which of the following statements about competitive marketing intelligence is​ correct? A. Marketing intelligence information is not available from the U.S. government. B. Companies should not be concerned about competitors accessing publicly available information about them. C. Monitoring a​ competitor's website is unethical. D. Marketing intermediaries are not good sources of competitive marketing intelligence. E. The goal of competitive marketing intelligence is to improve strategic decision making.

E. The goal of competitive marketing intelligence is to improve strategic decision making.

You and seven other people are talking with a trained moderator about your feelings and thoughts regarding a potential new product. For doing​ this, you receive a small payment. You are participating in​ a(n) ________. A. individual interview B. ethnographic study C. immersion group D. experiment E. focus group interview

E. focus group interview