Exam 5: Managing Marketing Information to Gain Customer Insights

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

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. What type(s) of marketing intelligence, if any, did Jason West use in this scenario?

Discuss the makeup and functions of a marketing information system (MIS).

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

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

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

________ 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

Briefly explain the following statement: "Too much information can be as harmful as too little."

Give an example of primary data that could effectively be collected via observation.

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.

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. Could Jason have collected observational research effectively Explain.

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

You have decided to use only open-end questions on your survey.Which of the following questions would be found on your survey? Do you like chocolate? What is your gender? Do you work full- or part-time? What do you like about your school? In what month do you plant your garden?

Major suppliers and resellers are not important sources of intelligence information for marketing decision making.

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

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

The ability to reach respondents is a major concern in international marketing research.

A key advantage of conducting research using phone interviews is low cost.

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. How might Jason assure ethical conduct toward his respondents?

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 descriptive data?