Exam 5: Managing Marketing Information to Gain Customer Insights

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

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

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

Scenario Jason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason has seen a decline in demand for office cleaning.Surprisingly, the competitive environment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers.Building a competitive advantage seems to be the only option to offset competition.But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage. ason developed a research plan.First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages.In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey. hough the list of corporations contained 141 local company names, Jason chose to survey 75 of them.To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. ason awaited the results.Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed. In what way(s) did Jason's project require causal research?

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

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? observational research focus group research ethnographic research experimental research descriptive research

Give an example of a closed-end question.

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

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

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

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.

You have just extracted sales and cost data used by the accounting department for preparing financial statements.Most likely, this information is complete and in useable form to build an internal marketing database.

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

Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

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

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats.To achieve this goal, which of the following would be the best for your department to use? internal databases external databases marketing intelligence the Internet company reports only

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

Give two ways that a researcher should evaluate information in online databases.

Why is it difficult to obtain relevant and reliable secondary data when conducting international marketing research?

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.