Exam 5: Managing Marketing Information to Gain Customer Insights

Good marketing programs begin with ________.

Briefly explain the following statement: "Too much information can be as harmful as too little."

How did Jason know he needed marketing research?

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. Jason 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. Though 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. Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed. -What types of contact methods did Jason utilize in this scenario?

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

Which of the following statements about competitive marketing intelligence is false?

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

Give an example of primary data that could effectively be collected via observation.

Choose the statement that is a typical consumer concern about intrusion on consumer privacy.

Which of the steps in the marketing research process includes the following: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?

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

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

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

Which of the following is one of the best advantages of conducting research using telephone interviews?

You want to determine whether no-smoking policies have affected employee morale in Canada in the past two decades. Are any secondary data likely available? Why?

The ability to reach respondents is a concern in some countries.

The most common research instrument used is the ________.

Your firm faces determined marketing intelligence efforts by competitors. Managers are likely to instruct employees on how to take steps to protect information.

In what way(s)did Jason's project require causal research?

Patti Love is making a presentation to the owners of her company. She is trying to convince them to conduct some current marketing research. Which of the following would be excluded from her argument to conduct marketing research?