test 5 – Flashcard
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despite the data glut that marketing managers recieve, they frequently complain that they lack
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enough information of the right kind
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which of the following statements is NOT true regarding information collected by marketers?
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managers have the RIGHT information oand they have enough of it
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a marketing information system (MIS) consists of people and procedures to assess information needs, _______, and help decision makers analyze and use the information
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develop the needed information
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a real value of a company's marketing research and information system lies in the
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quality of customer insights it provides
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the marketing information system can serve ______.
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all the above (companys marketing managers, suppliers, resellers, marketing services agencies)
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a good MIS balances the information users would _______ against what they really _________ and what is ________.
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like to have, need, feasible to offer
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marketers must weigh carefully the costs of additional information against the ______ resulting from it
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benefits
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four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the
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marketing department
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marketing information from which type of database can be accessed more quickly and cheaply than other information sources
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internal
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_________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
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marketing intelligence
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which of the following statements regarding marketing intelligence is true?
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marketing intelligence is publicly available information
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which of the following is not considered a source of marketing intelligence
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causal research
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which of the following is not a potential source for marketing intelligence
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primary data
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through which of these sources of information is a competitor least likely to reveal intelligence information
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internal marketing meetings
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which of the following is an example of a free online database that a company could access in order to develop marketing intelligence
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US security and Exchange commissions database
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faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following
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training employees on protecting company information
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_______ is 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 the first step in the marketing research process
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defining the problem and research objectives
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your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. he seems to be having problems with ________, which is often the hardest step to take.
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defining the problem and research objectives
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which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings
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developing the research plan
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causal research is used to
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test hypotheses about cause and effect relationships
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of the following combinations, managers would be most likely to start with ________ researach and later follow with _____ research.
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exploratory; causal
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the objective of ______ research is to gather preliminary information that will help define the problem and suggest hypotheses
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exploratory
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in the second step of the marketing research process, research objectives should be translated into specific _____
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information needs
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secondary data consists of information ______.
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that already exists somewhere but was collected for another purpose
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information collected from online databases on the internet is an example of _____ data.
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secondary
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which form of data below can usually be obtained more and quickly and at a lower cost than the others
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secondary
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it is most accurate to say that secondary data are _____.
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not always very usable
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your assistant wants to use secondary data exclusively for the current marketing research project. You advise him that the use of secondary data has some potential problems. which of the following is not one of them?
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it is generally more expensive to obtain than primary data
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for secondary data to be useful to marketers, it must be relevant, current, unbiased, and _____.
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accurate
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which method could a marketing researcher use to obtain information that people are unwilling or unable to provide
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observational research
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ethnographic research _______.
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is gathered where people live and work
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which of the following is true of ethnographic research
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it provides fresher and better insight into customer behavior than traditional approaches do
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survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering _______ information.
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descriptive
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Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ______.
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flexibility
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survey research is least likely to be conducted through which of the following
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observation
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experimental research is best suited for gathering ______ info.
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causal
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ABC company has decided to use mail questionnaires to collect data. management recognizes this method has all the following advantages EXCEPT which one?
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has an average response rate
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which of the following is NOT a disadvantage of telephone interviews?
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interviewers may explain or probe more deeply on some questions
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which of the following contact methods is generally the least flexible
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mail questionnaires
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which contact method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements
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personal interviewing
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focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is small, a researcher would be most concerned about which of the following
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generalizing from the results
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which of the following is a disadvantage of online focus groups
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the internet format can restrict respondent's expressiveness.
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which of the following is not an advantage of Web based research
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control over who respondents are
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which of the following has the highest rating for speed of data collection and compilation?
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online surveys
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marketing researchers usually draw conclusions about large groups of consumers by studying a small ______ of total consumer population.
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sample
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you generally need to ask three questions when developing a sampling plan. which of the questions below is one of these three
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how should participants be chosen
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what is a major drawback of probability sampling
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it can be time consuming
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what are the two main types of research instruments used to collect primary data
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questionnaires and mechanical devices
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the most common research instrument used is the _____.
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questionnaire
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which of the following is the best advice about creating questionnaires
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use simple and direct language
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after a research instrument is selected, the next step isn the marketing research process is ____.
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implementing the research plan
