Exam 4: Marketing Analytics: Gaining Customer Insights

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

(True/False)

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Question 21

________ research involves the gathering of primary data by asking people questions about their knowledge,attitudes,preferences and buying behaviour.

(Short Answer)

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Question 22

A marketing information system (MIS)consists of people and procedures to assess information needs,________ and help decision makers analyse and use the information.

(Multiple Choice)

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Question 23

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

(Short Answer)

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Question 24

Which of the following is NOT a potential source for marketing intelligence?

(Multiple Choice)

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Question 25

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

(Multiple Choice)

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Question 26

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

(Short Answer)

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Question 27

Experimental research is best suited for gathering ________ information.

(Multiple Choice)

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Question 28

Data mining refers to the process of unearthing insights hidden in customer data.

(True/False)

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Question 29

Good sources of marketing intelligence information include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements and web pages.

(True/False)

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Question 30

Discuss several ways in which smaller organisations can use marketing research techniques at little or no expense.

(Essay)

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Question 31

You generally need to ask three questions when developing a sampling plan.Of the items listed below,which is one of these three questions?

(Multiple Choice)

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Question 32

The huge data sets generated by information generation,collection,storage and analysis technologies are referred to as _____.

(Multiple Choice)

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Question 33

Compare and contrast closed-end questions and open-end questions for gathering data.

(Essay)

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Question 34

The real value of marketing research and information lies not in quantity but in the customer insights provided.

(True/False)

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Question 35

Customer needs and buying motives are typically obvious to marketers.

(True/False)

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Question 36

The ability to reach respondents is a major concern in international marketing research.

(True/False)

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Question 37

Which of the following is a disadvantage of online focus groups?

(Multiple Choice)

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Question 38

Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

(Multiple Choice)

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Question 39

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

(Multiple Choice)

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Question 40

Showing 21 - 40 of 172

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

________ research involves the gathering of primary data by asking people questions about their knowledge,attitudes,preferences and buying behaviour.

A marketing information system (MIS)consists of people and procedures to assess information needs,________ and help decision makers analyse and use the information.

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

Which of the following is NOT a potential source for marketing intelligence?

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

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

Experimental research is best suited for gathering ________ information.

Data mining refers to the process of unearthing insights hidden in customer data.

Good sources of marketing intelligence information include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements and web pages.

Discuss several ways in which smaller organisations can use marketing research techniques at little or no expense.

You generally need to ask three questions when developing a sampling plan.Of the items listed below,which is one of these three questions?

The huge data sets generated by information generation,collection,storage and analysis technologies are referred to as _____.

Compare and contrast closed-end questions and open-end questions for gathering data.

The real value of marketing research and information lies not in quantity but in the customer insights provided.

Customer needs and buying motives are typically obvious to marketers.

The ability to reach respondents is a major concern in international marketing research.

Which of the following is a disadvantage of online focus groups?

Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

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

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

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