Deck 5: Managing Marketing Information to Gain Customer Insights

Question 1

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Marketing data
Marketing intelligence
Sales management
Customer intelligence
Competitive intelligence

Answer 1

Marketing intelligence

Question 2

Competitor intelligence can be collected _________.
only from people outside the company
from suppliers, resellers, and customers
from monitoring the company's own website
only from internal sources
only from official corporate documents

Answer 2

from suppliers, resellers, and customers

Question 3

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?
external
LexisNexis
DataStar
internal
ProQuest

Answer 3

internal

Question 4

A good MIS balances the information users would ________ against what they really ________ and what is ________.
need; like; feasible
like; can afford; needed
like to have; need; feasible to offer
need; can afford; useful
use; have to use; available

Question 5

Marketing intelligence can help ________ to gain insights into how customers talk about and connect with their brand.
salespeople
competitors
management
marketers
purchasing agents

Question 6

Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________.
owners
stockholders
marketing department
competition
Web

Question 7

Which of the following statements is true regarding information collected by marketers?
Managers lack information.
Most managers need more information.
Many managers need better information.
Most managers are burdened by data.
Managers have the right information and they have enough of it.

Question 8

To create value for customers and build meaningful relationships with them, marketers must ultimately _________.
perform thorough ethnographic research
implement marketing intelligence
gain a deep understanding of customers' needs and wants
provide attractive promotions
make consumers loyal

Question 9

The __________ must monitor the marketing environment to provide decision makers with information they should have to better understand customers.
organization
head researcher
marketing intelligence system
marketing team
online system

Question 10

Your colleagues are confused about using the marketing research process, as they know that something is wrong but are not sure of the specific causes to investigate.They seem to be having problems with ________, which is often the hardest step to take.
developing the research plan
determining a research approach
defining the problem and research objectives
selecting a research agency to help
C and D

Question 11

__________ means having fresh understandings of customers and the marketplace derived from marketing information, which form the basis of customer value and relationships.
A marketing information system
Customer insight
An internal database
Secondary data
A focus group

Question 12

Which of the following is considered a source of marketing intelligence?
rooting through competitor's garbage
accounting records
monitoring staff e-mails
causal research
suppliers' annual reports

Question 13

Besides "management" marketing information system can also serve ________.
producers
IT companies
governments
marketing services agencies
competitors

Question 14

The real value of a company's marketing research and information system lies in the ________.
amount of data it generates
variety of contact methods it uses
efficiency with which it completes studies
quality of customer insights it provides
marketing information system it follows

Question 15

Which of the following is not a benefit of marketing research?
Marketing research provides marketers insight into customers' motivations.
Marketing research helps marketers identify customer purchase behaviours and satisfaction.
Marketing research helps marketers assess product market potential.
Marketing research provides immediate revenue for the firm.
Marketing research enables marketers see the effectiveness of their promotion activities.

Question 16

Many companies have even appointed ________, who are charged with sifting through online customer conversations and passing along key insights to marketing decision makers.
chief listening officers
researchers
marketing experts
focus groups
employees

Question 17

Which of the following statements about competitive marketing intelligence is not true?
Marketing intelligence is used to gain early warnings of competitor moves and strategies.
Marketing intelligence is used to stop competitors' new-product launches.
Marketing intelligence is used to gain awareness about new or changing markets.
Marketing intelligence is used to study potential competitive strengths and weaknesses.
Marketing intelligence can be collected from people inside the company.

Question 18

Good marketing programs begin with __________.
important customer information
an abundance of information on international market activities
lots of information
company insights
descriptive research

Question 19

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
The marketing information system
Marketing research
Exploratory research
Observational research
Causal research

Question 20

Which of the following statements regarding marketing intelligence is true?
Marketing intelligence is privately held information.
The advantage of using competitive intelligence is negligible.
All marketing intelligence is free.
Marketing intelligence is publicly available information.
Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.

Question 21

Which of the following is one of the best advantages of conducting research using telephone interviews?
control of sample
flexibility
speed of data collection
response rate
cost

Question 22

Fredia Dyck has just discovered the major advantage of survey research.She reports to her supervisor that the advantage is its ________.
flexibility
interactive design
ease to complete
understandability
simplicity

Question 23

Which of the steps in the marketing research process should be included in the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
developing the research budget
choosing the research agency
choosing the research method
developing the research plan
comparing and contrasting primary and secondary data

Question 24

Ethnographic research ________.
comes from traditional focus groups
is gathered in consumers in their natural habitat (where people live and work)
provides secondary data
is most popular in the service sector
provides data to marketers when observation is impossible

Question 25

ABC Company has decided to use mail questionnaires to collect data.Management recognizes this method has the following advantage.
flexibility
speed of data collection
control of interviewer effects
response rate
control of subject

Question 26

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?
observational research
focus groups
personal interviews
Internet surveys
questionnaires

Question 27

Information collected from online databases on the Internet is an example of ________ data.
primary
secondary
observational
experimental
ethnographic

Question 28

Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research.
exploratory; causal
descriptive; causal
descriptive; exploratory
causal; descriptive
causal; exploratory

Question 29

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 the least likely?
It may not exist.
It may not be relevant.
It may not be impartial.
It is generally more expensive to obtain than primary data.
It may not be current.

Question 30

For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________.
complete
accurate
inexpensive
collected before secondary data
experimental

Question 31

It is most accurate to say that secondary data are ________.
collected mostly via surveys
expensive to obtain
not always relevant
never purchased from outside suppliers
always necessary to support primary data

Question 32

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
descriptive
exploratory
causal
corrective
descriptive and exploratory

Question 33

Experimental research is best suited for gathering ________ information.
exploratory
causal
attitudinal
interactive
descriptive

Question 34

Which of the following is true of ethnographic research?
It is conducted within traditional focus groups.
It provides a window into customers' unconscious actions and unexpressed needs and feelings.
It provides researchers with secondary data.
It is most popular in the service sector.
It is a research option when observation is not possible.

Question 35

Survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering ________ information.
interpersonal
causal
attitudinal
descriptive
exploratory

Question 36

In the second step of the marketing research process, research objectives should be translated into specific ________.
marketing goals
information needs
dollar amounts
research methods
information sources

Question 37

Causal research is used to ________.
test hypotheses about cause-and-effect relationships
gather preliminary information that will help define problems
find information at the outset of the research process in an unstructured way
describe marketing problems or situations
quantify observations that produce insights unobtainable through other forms of research

Question 38

Secondary data consists of information ________.
that already exists somewhere but is outdated
that does not currently exist in an organized form
that already exists somewhere but was collected for another purpose
that is used by competitors
that the researcher can only obtain through surveys and observation

Question 39

Which form of data below can usually be obtained more quickly and at a lower cost than the others?
primary
survey research
secondary
experimental research
observational research

Question 40

Survey research is least likely to be conducted through which of the following?
the Web
the mail
the telephone
observation
person-to-person interactions

Question 41

Which of the following most accurately identifies the purpose of a data warehouse?
to prioritize information
to integrate information a company already has
to interpret data
to analyze data
to identify and discard old data

Question 42

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.
data warehousing
data mining
customer strategy
customer loyalty management
value network

Question 43

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?
finding a representative sample
generalizing from the results
administering the questions
orchestrating cooperation among participants
finding enough secondary data to support the findings

Question 44

The most common research instrument used is the ________.
mechanical device
live interviewer
questionnaire
telephone interviewer
moderator

Question 45

Which of the following has the highest rating for speed of data collection and compilation?
open-ended questionnaires
personal interviews
mail surveys
online surveys
ethnographic research

Question 46

Marketing information is only valuable when it is used to ________.
simplify management's job
identify a target market
please shareholders
increase efficiencies in the supply chain
gain customer insights relevant to making better marketing decisions

Question 47

You generally need to ask three questions when developing a sampling plan.Which of the questions below is one of these three?
Who should be left out of the sample (sampling exclusion)?
How should we contact the sample (sampling approach)?
Why should respondents be selected (sampling justification)?
How should participants be chosen (sampling procedure)?
none of the above

Question 48

What are the two main types of research instruments used to collect primary data?
surveys and samples
questionnaires and mechanical devices
focus groups and online databases
online panels and experiments
personal interviews and online focus groups

Question 49

Which of the following contact methods is generally the least flexible?
telephone interviewing
personal interviewing
mail questionnaires
online surveys
online panels

Question 50

Which of the following statements about neuromarketing is not accurate?
Neuromarketing measures brain activity to learn about consumer responses and feelings.
Well-known firms now hire neuromarketers.
Neuromarketing can be used to measure consumer involvement with a brand.
Responses provided by the use of neuromarketing are difficult to interpret.
Neuromarketing is regularly used as a stand-alone approach to consumer behaviour.

Question 51

What is a major drawback of probability sampling?
It can be time consuming and costly.
Sampling error cannot be measured.
The most difficult population from which to obtain information is chosen.
Everyone has an equal chance of selection.
Marketers must rely on the judgment of the researcher in respondent selection.

Question 52

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following should AMF Research Group avoid doing at the implementation phase?
interacting with respondents
providing incorrect answers
allowing unexpected research outcomes
interpreting the findings
reporting the findings

Question 53

Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments.To overcome such problems, which of the following should you try?
customer satisfaction measurement
more sophisticated software
customer relationship management
a marketing information system
decreased marketing intelligence

Question 54

Which of the following is the best advice about creating research questionnaires?
Use simple, direct, and unbiased language.
Questions should not be arranged in a particular order.
Ask difficult questions in the beginning to "weed out" uninterested respondents.
Ask personal questions in the middle of the instrument.
Avoid personal questions that may make some respondents uncomfortable.

Question 55

Which contact method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?
personal interviewing
online interviewing
phone interviewing
ethnographic research
observational research

Question 56

A successful CRM program can be expected to help a company achieve which one of the following?
providing higher levels of customer service
developing a strategy for investigating customer relations
creating general offers for a wide customer segment
understanding the competition better
understanding how to build advertisements

Question 57

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.
group
sample
population
target group
audience

Question 58

Which of the following is a disadvantage of online focus groups?
Participants must be in a central location.
The Internet format can restrict respondents' expressiveness.
Results take longer to tabulate and analyze.
The cost of online focus groups is greater than that of most other qualitative research methods.
The format of focus groups can be varied.

Question 59

Which of the following is true about customer relationship management (CRM)?
It relies on information produced through primary research.
Its aim is to maximize profit margins.
Its aim is to increase the efficiency of each customer touchpoint.
Its aim is to maximize customer loyalty.
Most companies who first implemented CRM have greatly benefited from the results.

Question 60

After a research instrument is selected, the next step in the marketing research process is ________.
selecting a sampling method
interpreting the findings
implementing the research plan
collecting secondary data
selecting a research approach

Question 61

Too much marketing information can be as harmful as too little.

Question 62

Each company must accept ________ to protect customers' best interests and their own.
chief customer loyalty manager
chief behavioural analyst
responsibility for policing the conduct of its own marketing research
ethics manager
data warehouse manager

Question 63

To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________.
customer relationship management guidelines
behaviour targeting "Do Not Track" lists
chief privacy officer job descriptions
codes of research ethics
bans against using "cookies"

Question 64

What do many researchers encounter when conducting market research in foreign countries?
Some countries have few telephones or computers, limiting access to databases to create samples.
Many countries have mail services.
Some countries have poor roads.
Many cultures over value marketing research.
Some countries do not speak English

Question 65

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
an intranet
an extranet
the Internet
marketing research
marketing intelligence

Question 66

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.
foreign trade
risks of error
response rate
need for a larger sample
reliance on primary data

Question 67

The best approach for researchers to take to protect consumer privacy includes which of the following?
Ask for as much information as possible.
Use information to maximize profit.
Avoid sharing information without the customer's permission.
Sell the information only when it is financially worthwhile.
Fully explain to the respondents how the information will be collected.

Question 68

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Question 69

According to your text, what are two current major public policy and ethical issues in marketing research?
child abuse and identifying sampling methods
intrusions on consumer privacy and misuse of research findings
misuse of research findings and locating valuable secondary data
selling of personal information to other firms and online secondary data
ethnography and the misinterpretation of it

Question 70

Choose the statement that is a typical consumer concern about intrusion on consumer privacy.
Sophisticated researchers probe our deepest secrets.
Marketers use their personal information to manipulate our buying.
Marketers build huge databases full of personal information about customers.
Marketers make too many products and services available, creating unnecessary consumer wants.
Protecting personal information is impossible.

Question 71

Behavioural targeting, the practice of ________, is being used by more and more companies.
tracking customers' activities and rewarding customer loyalty
managing customer relationships
mining and analyzing data from data warehouses
tracking consumers' online movements and using this information to target ads to them
observing and interacting with consumers in their natural environments

Question 72

Small organizations can effectively obtain and use (with minimal effort and cost) the following types of data, except __________.
experimental data
observational data
secondary data
online data
ethnographic data

Question 73

Consumers are most likely to willingly provide research information when researchers provide which of the following?
coupons
social network membership
value for the exchange
prizes
rebates

Question 74

The availability of which of the following is most problematic in international marketing research?
primary data
research specialists
secondary data
intelligence limitations
consumers willing to answer surveys

Question 75

The real value of marketing research and information lies not in quantity but in the customer insights provided.

Question 76

One challenge with using secondary data gathered by international researchers is that the data may be __________.
difficult to compare
obtained from too many domestic research services
expensive to collect
lacking credibility
collected improperly

Question 77

Companies allowing key customers and value-network members to access accounts, products, and other data, are using _______.
an extranet
an intranet
direct marketing
marketing intelligence
online research

Question 78

Customer needs and buying motives are typically obvious to marketers.

Question 79

You have been asked to locate secondary data for your small organization's research needs.Which of the following is a common source for this type of research?
third party research companies
the Canadian Small Business Administration
the Canadian Census Bureau
online surveys
Statistics Canada

Question 80

An effective MIS assesses information needs, develops needed information, and distributes the information to help managers use it in decision making.