Exam 5: Managing Marketing Information to Gain Customer Insights

________ means having fresh understandings of customers and the marketplace derived from marketing information, which form the basis of customer value and relationships.

Which of the following statements is true regarding information collected by marketers?

When do marketers need marketing research?

Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?

Data age quickly, so keeping the database current requires dedicated resources.

The ________ must monitor the marketing environment to provide decision makers with information they should have to better understand customers.

Good marketing intelligence cannot help marketers gain insights into how consumers talk about and connect with their brands. These insights can only be gleaned through exploratory research.

Because secondary data provide good starting points and often help to define problems and research objectives, most companies do not also need to collect primary data.

Why has consumer resentment toward marketing research been growing?

You have just extracted sales and cost data used by the accounting department for preparing financial statements. Most likely, this information is complete and in useable form to build an internal marketing database.

How can a company overcome the problem of gathering internal data for research purposes when the data is usually scattered widely across the organization?

Which of the following is irrelevant research for a small business manager deciding where to relocate within the city?

When you collect information from your company's sales transactions, costs, and cash flows, as well as shipments and inventories, you are developing an internal database.

What type(s)of marketing intelligence, if any, did Jason West use in this scenario?

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?

Which of the following most accurately identifies the purpose of a data warehouse?

A researcher is collecting data in an airport. What type of sample is most appropriate?

Consumers are most likely to willingly provide research information when researchers provide which of the following?

Malaya Ramirez is organizing marketing research in Central American countries for a large Canadian corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market?

Which of the following contact methods generally has poor flexibility?