Exam 4: Managing Marketing Information to Gain Customer Insights

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

Because of the scarcity of good secondary data,international researchers must often collect their own primary data.An initial problem with this collection is developing good ________.

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?

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?

What is a major drawback of probability sampling?

An early warning and environmental monitoring system is called an ________ information system.

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.

Your assistant wants to use secondary data exclusively for the current marketing research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

The marketing information system can serve ________.

What is the first step in the marketing research process?

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 maximise customer loyalty.You should use customer relationship management (CRM).

A marketing information system consists of ________,equipment and procedures used to gather,sort,analyse,evaluate and distribute information to marketing decision makers.

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

Customer needs and buying motives are typically obvious to marketers.

The availability of which of the following is most problematic in international marketing research?

It costs about the same to conduct individual personal interviews and telephone interviews.

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

Like their larger counterparts,small organisations are able to obtain,with minimal effort and cost,most of which type of data?

In the second step of the marketing research process,research objectives should be translated into specific ________.

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