marketing chapter 4

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

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

Which of the following statements about marketing information systems​ (MIS) is​ correct? A. An MIS begins and ends with information collectors. B. An MIS is focused on internal data and ignores the marketing environment. C. A good MIS must balance what users would like to have against what they really need and what is feasible to offer. D. A good MIS gives managers all the information they ask for. E. Marketing information systems provide information only to a​ company's internal users.

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

After defining the problem and​ objectives, what is the next step in the marketing research​ process? A. Develop the research plan. B. Collect the data. C. Analyze the data. D. Implement the plan. E. Report the findings.

Develop the research plan.

Which of the following statements about information and customer insights is​ correct? A. Customer insights are relatively easy to obtain. B. Customer insights have little impact on building customer relationships. C. To gain useful customer​ insights, "more​ data" is better data. D. Customer insights are useful but do not give companies a competitive advantage. E. Information to gain customer insights comes from a wide variety of sources.

Information to gain customer insights comes from a wide variety of sources.

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

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

Which of the following statements about online research is​ correct? A. The Internet is especially well suited to qualitative research. B. Online research is only feasible for large companies. C. Online surveys generally have higher response rates than those conducted by mail or phone. D. It is more expensive to conduct online research than using​ mail, phone, or personal interviews. E. Experiments cannot be conducted online.

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

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. Data obtained from the Internet that is used to gain customer insights C. The marketing team that makes decisions based on customer insights D. People and procedures that are used to manage information to generate and validate actionable customer and market insights E. The company databases which store information

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

What are the two main research instruments used by marketing researchers in primary data​ collection? A. The telephone and the Internet B. Questionnaires and mechanical devices C. Questionnaires and the Internet D. Questionnaires and panels E. Questionnaires and surveys

Questionnaires and mechanical devices

Which of the following statements regarding conducting marketing research in a foreign country is​ correct? A. Good secondary data is easy to find in most foreign markets. B. Consumers in foreign markets generally enjoy participating in marketing research. C. Language translation will be easy. D. Globalization has slowed​ down, so international research is no longer necessary. E. Reaching respondents in other parts of the world is more difficult than it is in the United States.

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

Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct? A. Good research requires large sample sizes which are not feasible for small businesses and nonprofits. B. Only large companies can afford to conduct marketing research. C. Surveys are the only research approach that can be effectively used by 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. Small companies and nonprofits do not need marketing information.

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

Which of the following statements regarding the use of marketing​ information, customer relationship management​ (CRM), and analytics is​ correct? A. Marketing information is of great value even if it is not used for decision making. B. Marketing analytics is not used in customer relationship management. C. Technology alone can build profitable customer relationships. D. Social media information cannot be analyzed using marketing analytics. E. There are risks involved in using big data analytics and CRM.

There are risks involved in using big data analytics and CRM.

Which of the following is an advantage to using internal databases for​ information? A. The information stored in internal databases is always current. B. Internal information sources are easy to manage. C. They can be accessed quickly and cheaply. D. Internal information is accurate and complete. E. Internal information is in a form that is useful for making marketing decisions.

They can be accessed quickly and cheaply.

Survey research is the approach best suited for gathering​ __________. A. experimental research B. ethnographic research C. exploratory research D. causal research E. descriptive research

descriptive research

Sending observers to watch and interact with consumers in their​ "natural environment" is known as​ __________. A. ethnographic research B. ​on-site research C. experimental research D. a focus group E. survey research

ethnographic research

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

extranets

Defining the problem and research objectives is the​ __________ step in the marketing research process. A. fourth B. first C. second D. fifth E. third

first

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. immersion group B. individual interview C. focus group interview D. ethnographic study E. experiment

focus group interview

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

identify a unique customer insight

To learn more about the relationships and patterns contained in the vast amounts of data they​ collect, marketers use​ __________. A. touch points B. customer relationship management C. big data analytics D. big insights E. marketing analytics

marketing analytics

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

internal​ databases, marketing​ intelligence, and marketing research

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. intrusions on consumer privacy B. customer harassment C. deceptive advertising D. the misuse of research findings E. improper sampling procedures

intrusions on consumer privacy

Using marketing information to gain customer insights is of little value unless​ __________. A. it increases company profits 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. marketers gather as much information as possible

it is used to make better marketing decisions

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

publicly available

​A(n) __________ is defined as any contact between a customer and a company. A. service call B. purchase C. sales call D. satisfaction survey E. touch point

touch point

What are the three types of research​ objectives? A. ​Exploratory, descriptive, and causal B. ​Causal, experimental, and hypothetical C. ​Exploratory, formal, and casual D. ​Exploratory, descriptive, and definitive E. ​Exploratory, causal, and experimental

​Exploratory, descriptive, and causal