Question 1

Transforming today's vast,ever-increasing volume of consumer information into actionable marketing ________ is the number-one challenge for digital-age marketers.

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Question 2

Why is it important for the statement of the problem and the research objectives to guide the entire research process?

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Question 3

Marketing managers today need not just more information,but ________ information.

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Question 4

Briefly discuss the advantages / benefits of each of the research contact methods.

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Question 5

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?
A)customer satisfaction measurement
B)more sophisticated software
C)customer relationship management
D)a marketing information system
E)decreased marketing intelligence

Accepted Answer

Customer relationship management (CRM) systems are designed to consolidate customer data from multiple sources and provide a comprehensive view of each customer's interactions with the company. By implementing a CRM system, companies can better manage customer information and improve customer service and retention.

Question 6

Carefully distinguish between marketing intelligence and a Marketing Information System (MIS).

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Question 7

An up-market accommodation hotel wants to gain customer insights about the level of service being offered to its current customers.What recommendations would you make about suitable data collection methods?

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Question 8

________ research involves the gathering of primary data by selecting matched groups of subjects,giving them different treatments,controlling unrelated factors and checking for difference in group response.

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Question 9

A(n)________ sample is one where every member of the population has a known and equal chance of selection.

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Question 10

Studies involving a lot of people and utilising statistical tools and techniques are known as ________ research.

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Question 11

Suggest ways that a researcher could evaluate information obtained from an online database.

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Question 12

A(n)________ is a segment of the population selected for marketing research to represent the population as a whole.

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Question 13

A(n)________ sample is one where the researcher selects the easiest population members from which to obtain information.

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Question 14

Sales have dropped at XYZ Corporation.Outline the preliminary information that could be used to assist the researcher to define the problem and suggest hypotheses.

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Question 15

Briefly compare the three different types of research approaches for gathering primary data.

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Question 16

Compare and contrast closed-end questions and open-end questions for gathering data.

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Question 17

When considering interview contact methods,________ interviewing has the lowest level of control of interviewer effects.

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Question 18

________ research involves the gathering of primary data by asking people questions about their knowledge,attitudes,preferences and buying behaviour.

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