Marketing 300 Chapter 7 – Flashcards
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A complete marketing information system should:
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- provide a good overall view on many types of problems. - allow marketing managers to get needed information while they are actually making decisions. - provide answers to specific questions. - continually gather data from internal and external sources, and from market research studies.
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Big data does not comes from which of the following sources?
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big data comes from spreadsheets, social media sites, clickstreams, and digital sensors on industrial equipment
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When getting information for marketing decisions, the marketing manager:
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- may use both internal and external sources of information. - may need to make some decisions based on incomplete information. - may need to rely on his or her own instincts to make some decisions. - should have access to ongoing information about business performance.
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Regarding "marketing research" and "marketing information systems":
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marketing information systems make information more available and more accessible.
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Setting up a marketing information system can be valuable to marketing managers because
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most companies have much useful information, but it often isn't available or accessible when the manager needs it.
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Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market—available whenever they need it. Wayzata managers need a(n)
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marketing information system
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Which of the following statements about intranets is NOT TRUE?
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Access to websites on an intranet is unrestricted.
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A decision support system
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typically helps change raw data into more useful information.
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Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.
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marketing dashboard
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At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a:
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marketing dashboard
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The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them
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scientific method
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The scientific method
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is an orderly and objective approach to judging how good an idea really is.
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Which of the following statements accurately describes the collaboration between marketing managers and market researchers?
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Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers.
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Regarding marketing managers and the development of market research:
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marketing managers may only be consumers of research
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Regarding the marketing research process, defining the problem
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may have to wait until after a situation analysis has been completed.
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During a "situation analysis," a marketing researcher should:
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study what information is already available
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Which of the following statements about doing a situation analysis is correct?
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It doesn't make sense to start a situation analysis until the problem has begun to surface
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When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n)
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situation analysis.
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When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):
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situation analysis
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Data that has already been collected or published is:
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secondary data
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Which of the following statements concerning secondary data is correct?
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Secondary data was originally collected for some other purpose.
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Secondary data
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is information that has been collected already
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Which of the following is NOT a secondary data source?
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Customer files
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Which of the following statements about using the Internet to gather secondary information is FALSE?
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Information on the Internet is readily available and very reliable
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Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:
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perform a situation analysis
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A good place for a marketing analyst to START looking for published statistical data is the:
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Statistical Abstract of the United States
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A situation analysis
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can help define the problem.
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Which of the following statements about secondary data is correct?
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Secondary data may be available much faster than primary data
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Which of the following is NOT likely to be included in a research proposal?
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preliminary recommendations on how to solve the problem
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____ is an example of a primary data source.
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Observation
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The two basic methods for obtaining primary information about customers are
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questioning and observing
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For marketers, the purpose of gathering primary data is usually
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to learn what consumer think or how they behave in certain situations
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When seeking problem-specific data through qualitative research, the researcher
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seeks for subjects to share their honest thoughts in a topic without interference
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In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except
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it limits the broad range of possible answers to ones envisioned by researchers
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The big advantage of qualitative research in marketing is
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the in-depth responses it provides.
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______ are one widely used form of qualitative questioning in marketing research.
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focus groups
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When focus group interviews are used in marketing
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The research conclusions will vary depending on who watches the interview whether online or off-line.
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Which of the following is a disadvantage of quantitative research (compared to qualitative research)?
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It is harder to get in-depth answers
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Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?
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telephone interviews
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Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?
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telephone
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Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?
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Mall intercept interviews
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The observing method in marketing research:
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is used to gather data without consumers being influenced by the process.
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When a Walmart clerk checks out a customer by scanning the bar codes of items in the customer's shopping basket, this is an example of what type of research?
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observation
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A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses
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an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared
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______ research accounts for about 40 percent of marketing research spending.
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Syndicated
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Business market researchers commonly use ______________ because of their flexibility.
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personal interviews
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