Exam 5: Managing Customer Information to Gain Customer Insights

CRM stands for:

Among the four contact methods: Mail, Telephone, Personal and Online, which one is the best in terms of control of sample?

DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest, and Dun & Bradstreet's Online Access are examples of:

What does a typical marketing information system (MIS) do?

Telephone interviewing runs little risk of interviewer bias since the respondent cannot actually see the interviewer.

Which of the following is NOT true of online research?

Mail questionnaires are very expensive per respondent compared to other survey methods.

Discuss the four basic steps in the marketing research process.

If a menu item is estimated to bring in $300,000 in future earnings without doing any market research, but it is believed the earnings could be increased to $330,000 by spending $40,000 on research, then the marketing director should:

Qualitative research is useful to gain insight into definitions and concepts.

Secondary data:

Among the four contact methods: Mail, Telephone, Personal and Online, which one is the poorest in terms of costs?

A marketing research project where the objective is to test hypotheses about cause-and-effect relationships, is called:

If you are in a hurry to collect survey data, the worst method to use is:

A process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management, is called:

One recent study found that managers lose as much as three hours a day looking for the right information.

The single most important element in any hospitality information system is a process for:

"Customers" who are in reality undercover employees of hotel management are called:

The type of research used to gather preliminary information to help generate research hypotheses is called:

Experimental research is best suited for gathering causal information.