Chapter 4 study questions – Flashcards
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Which of the following statements discussing big data is not true? A.Companies can gain timely customer information. B.Big data provides a lot more information than the managers can digest. C.Marketers can access and easily sift through the data once it is available. D.Companies that effectively tap the available glut of data can gain rich, customer insights. E.Data can be collected from blogs, tweets, and social media.
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C. marketers can access and easily sift through the data once it is available
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MIS interacts with information users in several ways which include all of the following except __________. A.providing marketing intelligence activities B.helping to conduct marketing research C.helping to develop customer insights D.assessing information needs E.providing concise information
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E. providing concise information (volume of data is challenging)
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To deliver real value to marketers, marketing information must ________. A.provide useful customer insights B.increase the company's profits C.be quantitative D.come from big data E.be obtained inexpensively
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A. provide useful customer insights
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What is the overall purpose of customer insight teams? A.To develop customer insights from which the company can create more value for customers B.To identify underperforming products C.To monitor social media while other research teams mine big data D.To collect information from a narrow range of data sources E.To use information to increase company profits
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A. to develop customer insights from which the company can create more value for customers
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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 always leads to useful customer insights. D.Analyzing big data is an easy task. E.Big data is important because marketers today need more information to make good decisions.
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B. one result of big data is that marketing managers are often overloaded and overwhelmed with information
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Much of Pinterest's success is due to how it used marketing information to ________. A.identify a unique customer insight B.send targeted email to key customers C.change the name of its website D.increase its profits E.understand that its site was not useful to businesses
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A. identify a unique customer insight
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MIS begins and ends with information users. Which of the following statements is not an advantage of MIS? A.MIS helps users in making management decisions. B.MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies. C.MIS interacts with the marketing environment to develop needed information. D.MIS helps users to analyze and use the information to develop customer insights. E.MIS interacts with the information users to assess information needs.
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B. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies
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__________ is the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace. A.USAA database B.Internal database C.Competitive marketing intelligence D.Big data E.Competitor database
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C. competitive marketing intelligence
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To develop needed information, marketing information systems utilize ________. A.marketing intelligence, marketing research, and the marketing environment B.internal databases, marketing research, and marketing managers C.internal databases, marketing intelligence, and marketing research D.marketing managers, information users, and internal databases E.internal databases, big data, and market research
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C. internal databases, marketing intelligence, and marketing research
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One advantage to using internal databases for information is that ________. A.internal information sources are easy to manage 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 is in a form that is useful for making marketing decisions
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D. they can be accessed quickly and cheaply
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Competitive marketing intelligence uses ________ data sources. A.expensive B.competitor's internal C.publicly available D.private E.internal
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C. publicly available
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Which of the following statements about competitive marketing intelligence is correct? A.Companies should not be concerned about competitors accessing publicly available information about them. B.Monitoring a competitor's website is unethical. C.The goal of competitive marketing intelligence is to improve strategic decision making. D.Marketing intermediaries are not good sources of competitive marketing intelligence. E.Marketing intelligence information is not available from the U.S. government.
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C. the goal of competitive marketing intelligence is to improve strategic decision making
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What is the first step in marketing research process? A.Implement the research plan. B.Interpret the findings. C.Define the problem. D.Report the findings. E.Develop a research plan.
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C. define the problem
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The objective of __________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A.secondary B.primary C.descriptive D.causal E.exploratory
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E. exploratory
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________ is the first step in the marketing research process. A.Interpreting and reporting the findings B.Developing the research plan C.Collecting data D.Defining the problem and research objectives E.Analyzing data
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D. define the problem and research objectives
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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.ethnographic study B.individual interview C.focus group interview D.immersion group E.experiment
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C. focus group interview
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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.An ethnographic study C.Use secondary data D.A survey E.Observation
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D. survey
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Which of the following statements about online research is correct? A.Online surveys generally have higher response rates than those conducted by mail or phone. B.Online research is feasible only for large companies. C.It is more expensive to conduct online research than to do a mail, phone, or personal interview. D.Experiments cannot be conducted online. E.Focus groups are rarely conducted online.
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A. online surveys generally have higher response rates than those conducted by mail or phone
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Many companies manage detailed information about individual customers by using all of the following methods except __________. A.big data analytics B.collecting and storing huge amounts of data C.marketing analytics D.customer relationship management E.customer touch points
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B. collecting and storing huge amounts of data
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Companies can allow key customers and value-network members to access account, product, and other data through __________. A.MIS B.CRM C.intranets D.big data E.extranets
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E. extranets
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Any contact between a customer and a company is called a ________. A.touch point B.satisfaction survey C.sales call D.service call E.purchase
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A. touch point
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Companies use ________ to manage detailed information about individual customers. A.touch points B.questionnaires C.big data D.social media E.CRM
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E. CRM
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The main purpose of CRM is to __________. A.build stronger customer relationships B.create new focus groups C.define touch points D.create new social media outlets E.conduct experimental research
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A. build stronger customer relationships
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Companies set up ________, which allow key customers and value-network members to access product, account, and other data anytime they need to. A.intranets B.social media C.wireless networks D.extranets E.websites
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D. extranets
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Small businesses and not-for-profit organizations can obtain good marketing insights through __________. A.big data B.MIS C.exploratory research D.observation research E.causal research
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D. observational research
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The marketing research industry is considering several options for responding to intrusion and privacy issues, which includes all of the following except __________. A.appointing a privacy officer B.sharing information widely C.providing value in exchange D."respondent bill of rights" initiatives E."your opinion counts" initiatives
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B. sharing information widely
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Which one of the following statements about marketing research in small businesses and non-profit organizations is correct? A.Surveys are the only research approach that can be effectively used by small businesses and non-profits. B.Only large companies can afford to conduct marketing research. C.Although the research methods used by small businesses and nonprofits are less complex and costly, they still must be conducted carefully. D.Small companies and non-profits do not need marketing information. E.Good research requires large sample sizes, which are not feasible for small businesses and non-profits.
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C. Although the research methods used by small businesses and nonprofits are less complex and costly, they still must be conducted carefully.
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Which of the following would be good advice for someone that is conducting marketing research in a foreign country? A.Globalization has slowed down, so international research is no longer necessary. B.Language translation will be easy. C.Reaching respondents in other parts of the world is more difficult than it is in the United States. D.Consumers in foreign markets generally enjoy participating in marketing research. E.You can easily find good secondary data in most foreign markets.
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C. reaching respondents in other parts of the world is more difficult than it is in the US
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According to the text, two major public policy and ethical issues in marketing research are ________. A.intrusions on consumer privacy and unsafe products B.the misuse of research findings and deceptive advertising C.international research and intrusions on consumer privacy D.intrusions on consumer privacy and the misuse of research findings E.improper sampling procedures and the misuse of research findings
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D. intrusions on consumer privacy and the misuse of research findings
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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.customer insight team B.Chief Financial Officer (CFO) C.Chief Information Officer (CIO) D.Chief Privacy Officer (CPO) E.Chief Operating Officer (COO)
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D. Chief Privacy Officer (CPO)