Exam 4: Managing Marketing Information to Gain Customer Insights

The goal of competitive marketing intelligence is to evaluate and prevent high employee turnover.

List some benefits of using secondary data.

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

Often, international researchers must collect their own primary data because ________.

Briefly explain why marketers need marketing research in addition to competitive marketing intelligence.

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

Open-end questions are especially useful in exploratory research.

Refer to the scenario below to answer the following questions. Jason West, owner of A1 Cleaning, started 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 his office cleaning services. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason knew that office cleaning was a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered over his dilemma, he realized that prior to building his competitive advantage he needed to better understand how customers assessed service quality and what they look for in a superior cleaning service. Jason developed a research plan. First, he gathered information about his competitors, primarily through pamphlets and Web sites, as well as through a few phone calls in order to find out exactly what the competitors offered in their cleaning packages. In addition, Jason obtained from the Chamber of Commerce an updated list of local corporations. He planned on sending written questionnaires to them. Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between 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. Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed. -In this scenario, which of the following is an example of primary data?

Which of the following is true about secondary data?

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace.

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Which of the following is true with regard to mail questionnaires?

Internal information is almost always sufficient for making marketing decisions.

An MIS user should most likely be able to ________.

Explain the common problems that international marketing researchers encounter.

Firms use competitive marketing intelligence to ________.

Jack owns an e-commerce Web site. What kind of a research method should he use in order to obtain valuable insights about the buying motives and behaviors of online shoppers?

Which of the following is true of ethnographic research?

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.