Exam 5: Managing Marketing Information to Gain Customer Insights

Sampling errors can be measured in nonprobability samples.

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. Why might Jason have purposefully avoided data collected via online research?

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct ________ research. causal experimental secondary survey exploratory

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

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

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

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price.You are involved in what type of research? exploratory descriptive causal focus group ethnographic

Your firm faces determined marketing intelligence efforts by competitors.Managers are likely to instruct employees on how to take steps to protect information.

Data age quickly, so keeping the database current requires dedicated resources.

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.

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 types of contact methods did Jason utilize in this scenario?

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

Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviours of the larger population.

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.

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

Open-ended survey questions are particularly useful in exploratory research.

Why is it important for a research plan to be presented as a written proposal?

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

__________ 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

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