Chapter 4 study questions

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.
C. marketers can access and easily sift through the data once it is available
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
E. providing concise information (volume of data is challenging)
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
A. provide useful customer insights
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
A. to develop customer insights from which the company can create more value for customers
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.
B. one result of big data is that marketing managers are often overloaded and overwhelmed with information
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
A. identify a unique customer insight
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.
B. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies
​__________ 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
C. competitive marketing intelligence
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
C. internal databases, marketing intelligence, and marketing research
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
D. they can be accessed quickly and cheaply
Competitive marketing intelligence uses​ ________ data sources.
A.expensive
B.competitor’s internal
C.publicly available
D.private
E.internal
C. publicly available
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.
C. the goal of competitive marketing intelligence is to improve strategic decision making
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.
C. define the problem
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
E. exploratory
________ 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
D. define the problem and research objectives
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
C. focus group interview
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
D. survey
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.
A. online surveys generally have higher response rates than those conducted by mail or phone
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
B. collecting and storing huge amounts of data
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
E. extranets
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
A. touch point
Companies use​ ________ to manage detailed information about individual customers.
A.touch points
B.questionnaires
C.big data
D.social media
E.CRM
E. CRM
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
A. build stronger customer relationships
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
D. extranets
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
D. observational research
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
B. sharing information widely
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.
C. Although the research methods used by small businesses and nonprofits are less complex and​ costly, they still must be conducted carefully.
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.
C. reaching respondents in other parts of the world is more difficult than it is in the US
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
D. intrusions on consumer privacy and the misuse of research findings
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)
D. Chief Privacy Officer (CPO)