question

Companies have tremendous amounts of information available on competitors, resellers, and other players in the marketplace, but they must also use that data to gain insight into ________ as Pinterest did successfully in creating a scrapbooking site for shared pictures.

answer

the customer

question

Marketing managers, overloaded with data and often overwhelmed by it, face the issue of ________, which refer(s) to the huge and complex data sets generated by today's sophisticated information technologies.

answer

big data

question

Innovative marketing firms are restructuring their marketing information and research functions and are creating ________, which are typically headed by a senior marketing executive with representatives from as many as two dozen of the firm's functional areas.

answer

customer insight teams

question

A firm will often employ a(n) ________, which is comprised of both 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.

answer

MIS

question

Although a marketing information system primarily serves the company's marketing and other managers, it might also provide information to external partners, such as suppliers, resellers, or marketing services agencies. An example of how the MIS can provide customer information to partners beyond the firm is ________.

answer

Walmart's Retail Link system

question

The firm's MIS is useful to the marketing managers, but it does involve one distinct disadvantage. The company must deal with what factor before obtaining, analyzing, storing, and delivering information?

answer

cost

question

Collections of consumer and market information obtained from data sources within the company's network, or internal databases, are derived from several functional areas within the firm. __________ are not sources of internal data.

answer

Syndicated databases

question

MasterCard's Conversation Suite, which monitors, analyzes, and responds in a timely way to millions of online conversations around the world, is an example of which type of market research tool?

answer

Competitive marketing intelligence

question

Managers seeking competitive intelligence can use any of the scores of online databases, some of which are free and some for which the user pays. All of the following are sources of competitor information, but one is not an online database. Which one is not an online database?

answer

Internal Employee Group

question

Essentially, the marketing research process encompasses four steps. __________ is not a step in the research process.

answer

Developing the MIS

question

A marketer defines her research objective to define and identify things within the market such as how many times a week does the customer go to the grocery store and how many bananas does the consumer purchase at a time? This is classified as which type of market research?

answer

Descriptive

question

Typically, a firm begins the research process with which type of marketing research?

answer

Exploratory

question

A marketing manager wants to know the effect of offering a coupon in different amounts in different places across the country, which he suspects are more and less price sensitive. He tests the effect on sales of four different coupon offers in ten geographic locations. The research being conducted is which type of research?

answer

casual

question

Online secondary data sources and Internet search engines provide researchers with secondary data. However, secondary data presents the researcher with several problems. __________ is not an issue encountered in using secondary data.

answer

A starting point

question

An increasing number of companies now use ethnographic research, which involves sending researchers to watch and interact with consumers in their "natural environments." For example, at Legoland, children play with the toys and are watched and recorded for how they use the blocks and what they build. This ethnographic work is a specific data collection method and is part of which research approach?

answer

Observational

question

As a result of the shortcomings of mail surveys, increasingly more marketers are now shifting to faster, more flexible, and lower-cost e-mail, online, and mobile phone surveys. Mail surveys present researchers with what other significant problem?

answer

Low response rate

question

A researcher is using a somewhat expensive data collection method that is fairly flexible, offers researchers reasonable response rates, and creates the situation in which the interviewer can skip questions or probe further with the respondent. The research is using which data collection method?

answer

Telephone interview

question

Internet-based survey research offers many advantages over traditional phone, mail, and personal interviewing approaches. Why would a researcher be advised not to use online, Internet-based survey research?

answer

Identification of the respondent

question

One of the latest trends in Web analytics and targeting takes online eavesdropping beyond behavioral targeting to social targeting. Beyond simply tracking consumer movements across online sites, social targeting does what?

answer

Mines online social connections and conversations

question

A fitness center has 1,000 members. It selects one in every ten members and conducts an online survey about customer satisfaction. Assuming a good response rate, the fitness center used which sampling plan?

answer

probability

question

A data warehouse is a database of finely detailed customer and market information that needs to be sifted through for significant pieces of information and trends. The data warehouse operates at which level?

answer

Company-wide

question

Many firms use company intranet and internal CRM systems to facilitate the process of granting access to research and intelligence information, customer contact information, and reports within the firm. Some or all of this data might also be shared with suppliers, customers, resellers, and select other network members via what delivery mechanism?

answer

extranets

question

With budgetary constraints facing small businesses, small firms can still take advantage of many marketing research options from governmental and trade agencies to diversify research approaches. _________ is(are) not feasible for the small businesses that want to conduct market research.

answer

Experimental research

question

International researchers follow the same steps as domestic researchers, from defining the research problem and developing a research plan to interpreting and reporting the results. However, these researchers often face more and different problems particularly when collecting primary data. Which of the following creates a problem for collecting secondary data internationally?

answer

Countries that have almost no research services from which to collect data

question

Firms face ethical issues in using marketing research data in many forms but primarily in two areas: the misuse of research findings and ________.

answer

intrusions on consumer privacy

question

How is primary data defined?

answer

Information collected for the specific purpose at hand

question

Which of the following best defines secondary data?

answer

Information that already exists somewhere having been collected for another purpose

question

Experimental research involves __________.

answer

Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

question

__________ is used to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers.

answer

Descriptive research

question

In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.

answer

Cluster

question

Which term refers to the fresh understandings of customers and the marketplace derived from marketing information?

answer

Customer insights

question

Developing the research plan for collecting information is the __________ step in the marketing research process.

answer

Second

question

Which of the following describes observational research?

answer

Involves gathering primary data by observing relevant people, actions, and situations

question

__________ is used to test hypotheses about cause-and-effect relationships.

answer

Casual

question

__________ is the management of detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.

answer

Customer relationship management

question

Which term refers to the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment?

answer

Competitive marketing intelligence

question

The third step in the marketing research plan is __________.

answer

implementing the research plan

question

Which of the following describes marketing information systems?

answer

People and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights

question

__________ is the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies.

answer

Big data

question

__________ is used to gather preliminary information that will help define problems and suggest hypotheses.

answer

Exploratory research

question

__________ are electronic collections of customer and marketing information obtained from data sources within the company network.

answer

Internal databases

question

In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.

answer

Stratified random

question

__________ is defined as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

answer

Marketing research

question

What is online marketing research?

answer

The collection of primary data online through Internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior

question

What is survey research?

answer

Involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior

question

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.

answer

Big data

question

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.

answer

Customer insights teams

question

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.

answer

Marketing information system

question

________ is the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace.

answer

Competitive marketing intelligence

question

The first stage of the marketing research process, which involves ________, is often the most difficult step in the research process.

answer

defining the research problem and setting research objectives

question

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.

answer

ethnographic

question

________ integrates everything that a company's sales, service, and marketing teams know about individual customers, providing a 360-degree view of the customer relationship.

answer

CRM

question

Many firms securely share relevant sales, inventory, product development, and marketing information with suppliers and other external partners via its ________.

answer

Extranet

question

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 ________.

answer

Consumer privacy

question

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.

answer

Personalization

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