Exam 5: Managing Marketing Information to Gain Customer Insights

Choose the statement that is a typical consumer concern about intrusion on consumer privacy. Sophisticated researchers probe our deepest secrets. Marketers use their personal information to manipulate our buying. Marketers build huge databases full of personal information about customers. Marketers make too many products and services available, creating unnecessary consumer wants. Protecting personal information is impossible.

The __________ must monitor the marketing environment to provide decision makers with information they should have to better understand customers. organization head researcher marketing intelligence system marketing team online system

You work in a bank and your manager asks you to open an account with a competing banking institution so that you can assess why consumers prefer the services of that bank over yours.This is an illegal practice.

You generally need to ask three questions when developing a sampling plan.Which of the questions below is one of these three? Who should be left out of the sample (sampling exclusion)? How should we contact the sample (sampling approach)? Why should respondents be selected (sampling justification)? How should participants be chosen (sampling procedure)? none of the above

Diana Dion is currently researching data sources from within her company to make marketing decisions.Diana is making use of ________ databases. external current historical internal foreign

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 secondary data did Jason collect?

Describe the basic marketing research process.

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

Each company must accept ________ to protect customers' best interests and their own. chief customer loyalty manager chief behavioural analyst responsibility for policing the conduct of its own marketing research ethics manager data warehouse manager

Which form of data below can usually be obtained more quickly and at a lower cost than the others? primary survey research secondary experimental research observational research

How might survey research be a better approach than observation research when attempting to assess customer satisfaction?

What would a researcher need to decide when designing a sample?

Consumers are most likely to willingly provide research information when researchers provide which of the following? coupons social network membership value for the exchange prizes rebates

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? an intranet an extranet the Internet marketing research marketing intelligence

It is most accurate to say that secondary data are ________. collected mostly via surveys expensive to obtain not always relevant never purchased from outside suppliers always necessary to support primary data

Behavioural targeting, the practice of ________, is being used by more and more companies. tracking customers' activities and rewarding customer loyalty managing customer relationships mining and analyzing data from data warehouses tracking consumers' online movements and using this information to target ads to them observing and interacting with consumers in their natural environments

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities. data warehousing data mining customer strategy customer loyalty management value network

Videoconferencing and Internet technology have changed how focus group interviews can be observed.

You have just identified the "touch points" of the 400 best customers in your database.At this point, you want to manage detailed information about each of them to maximize customer loyalty.You should use customer relationship management (CRM).

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide? observational research focus groups personal interviews Internet surveys questionnaires