Exam 4: Managing Marketing Information to Gain Customer Insights

After conducting formal marketing research for your department,you summarise the data in an oral presentation to management.You are following normal marketing research steps.

Information collected from online databases on the internet is an example of ________ data.

Techniques for gathering marketing intelligence range from monitoring internet buzz or observing consumers firsthand,to quizzing the company's own employees,benchmarking competitors' products,researching the internet,lurking around industry trade shows and even rooting through rivals' trash bins.

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.Which type of research is best suited to this task?

Which of the following has the highest rating for speed of data collection and compilation?

Secondary data consists of information ________.

Currently researching data sources from within the company to make marketing decisions involves making use of ________ databases.

For secondary data to be useful to marketers,it must be relevant,current,unbiased and ________.

Experimental research is best suited for gathering ________ information.

The misuse of marketing research can harm or annoy consumers.

Transforming today's vast,ever-increasing volume of consumer information into actionable marketing ________ is the number-one challenge for digital-age marketers.

A(n)________ is a segment of the population selected for marketing research to represent the population as a whole.

A company wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners and internet surveys.

A firm is conducting marketing research to determine the best options for opening new stores.Which of the following is NOT a source of secondary data that the firm might use?

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?

Cultural differences,especially language,are NOT a major concern in international marketing research.

Marketing information from which type of database can usually be accessed more quickly and cheaply than other information sources?

Four common sources of internal data supplied to internal databases include the accounting department,operations,the salesforce and the ________.

What are the two main types of research instruments used to collect primary data?

Survey research,though used to obtain many kinds of information in a variety of situations,is the approach best suited for gathering ________ information.