BUS 312 – Quiz 2 (Chp. 4) – Flashcards

*Using marketing information to gain customer insights is of little value unless​ __________.* A. it increases company profits B. marketers gather as much information as possible C. it comes exclusively from big data D. it is obtained as cheaply as possible E. it is used to make better marketing decisions

*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 with information. C. Analyzing big data is a very easy task. D. Big data is very important because marketers today need more information to make good decisions. E. Analyzing big data will always lead to useful customer insights.

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

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

*Which of the following best describes a marketing information system​ (MIS)?* A. Data obtained from the Internet that is used to gain customer insights B. People and procedures that are used to manage information to generate and validate actionable customer and market insights C. The marketing team that makes decisions based on customer insights D. The​ hardware, software, and networks that are used in collecting and analyzing data E. The company databases which store information

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

*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. extranets D. wireless networks E. data warehouses

*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. Social media information cannot be analyzed using marketing analytics. C. Marketing analytics is not used in customer relationship management. D. There are risks involved in using big data analytics and CRM. E. Technology alone can build profitable customer relationships.

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

*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. Globalization has slowed​ down, so international research is no longer necessary. C. Language translation will be easy. D. Reaching respondents in other parts of the world is more difficult than it is in the United States. E. Consumers in foreign markets generally enjoy participating in 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. improper sampling procedures B. deceptive advertising C. customer harassment D. intrusions on consumer privacy E. the misuse of research findings