Marketing 303 Chapter 4 – Flashcards

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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.
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the customer
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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.
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big data
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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.
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customer insight teams
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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.
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MIS
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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​ ________.
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​Walmart's Retail Link system
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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?
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cost
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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.
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Syndicated databases
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​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?
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Competitive marketing intelligence
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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?
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Internal Employee Group
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​Essentially, the marketing research process encompasses four steps.​ __________ is not a step in the research process.
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Developing the MIS
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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?
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Descriptive
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​Typically, a firm begins the research process with which type of marketing​ research?
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Exploratory
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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?
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casual
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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.
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A starting point
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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?
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Observational
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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?
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Low response rate
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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?
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Telephone interview
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​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?
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Identification of the respondent
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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?
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Mines online social connections and conversations
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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?
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probability
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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?
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​Company-wide
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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?
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extranets
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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.
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Experimental research
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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?
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Countries that have almost no research services from which to collect data
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Firms face ethical issues in using marketing research data in many forms but primarily in two​ areas: the misuse of research findings and​ ________.
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intrusions on consumer privacy
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How is primary data defined?
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Information collected for the specific purpose at hand
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Which of the following best defines secondary data?
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Information that already exists somewhere having been collected for another purpose
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Experimental research involves __________.
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Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
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__________ 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.
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Descriptive research
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In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.
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Cluster
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Which term refers to the fresh understandings of customers and the marketplace derived from marketing information?
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Customer insights
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Developing the research plan for collecting information is the __________ step in the marketing research process.
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Second
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Which of the following describes observational research?
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Involves gathering primary data by observing relevant people, actions, and situations
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__________ is used to test hypotheses about cause-and-effect relationships.
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Casual
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__________ is the management of detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.
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Customer relationship management
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Which term refers to the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment?
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Competitive marketing intelligence
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The third step in the marketing research plan is __________.
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implementing the research plan
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Which of the following describes marketing information systems?
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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
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__________ is the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies.
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Big data
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__________ is used to gather preliminary information that will help define problems and suggest hypotheses.
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Exploratory research
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__________ are electronic collections of customer and marketing information obtained from data sources within the company network.
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Internal databases
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In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.
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Stratified random
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__________ is defined as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
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Marketing research
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What is online marketing research?
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The collection of primary data online through Internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior
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What is survey research?
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Involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
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​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.
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Big data
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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.
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Customer insights teams
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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.
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Marketing information system
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​________ is the systematic​ monitoring, collection, and analysis of publicly available information about​ consumers, competitors, and developments in the marketplace.
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Competitive marketing intelligence
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The first stage of the marketing research​ process, which involves​ ________, is often the most difficult step in the research process.
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defining the research problem and setting research objectives
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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.
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ethnographic
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________ integrates everything that a​ company's sales,​ service, and marketing teams know about individual​ customers, providing a​ 360-degree view of the customer relationship.
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CRM
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Many firms securely share relevant​ sales, inventory, product​ development, and marketing information with suppliers and other external partners via its​ ________.
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Extranet
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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​ ________.
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Consumer privacy
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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.
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Personalization
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