Exam 4: Managing Marketing Information to Gain Customer Insights

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

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

________ is the systematic collection and analysis of publicly available information about consumers,competitors and developments in the marketing environment.

When considering interview contact methods,________ interviewing has the lowest level of control of interviewer effects.

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

Data that consists of information collected for the specific purpose at hand is known as ________ data.

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

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Consumer touch points include customer purchases,sales-force contacts,service and support calls,website visits,satisfaction surveys,credit and payment interactions,market research studies - every contact between the customer and the company.

The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the internet.

Marketing research is the systematic design,collection,analysis and reporting of data directly relevant to a specific marketing situation facing an organisation.

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

Many major companies have created the position of ________ to address concerns about the privacy of customers.

Marketers must weigh carefully the costs of additional information against the ________ resulting from it.

Which of the following statements is NOT true regarding information collected by marketers?

Which of the following is NOT a disadvantage of telephone interviews?

A marketing analyst has a limited budget for the market research he needs to conduct;however,the sample size for his research is quite large.Which of the following methods of contact would provide him with the most cost-effective way to reach a large sample of potential customers?

'In today's hypercompetitive world,' states a marketing expert,'the race for competitive advantage is really a race for customer and market ________'.

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.