Exam 4: Managing Marketing Information to Gain Customer Insights

Competitor intelligence can be collected from people inside the company, such as executives, engineers, purchasing agents, and the sales force, as well as customers.

How do primary data differ from secondary data?

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

Which of the following is true with regard to gathering secondary data?

With current technology systems, marketers find it simple to access and sift through the data that is gathered.

For marketing information to have value, it must be available to decision makers. This may include non-routine information for special situations. Companies frequently use ________ in these instances.

Which of the following is a valid source of secondary data?

In CRM, ________ techniques are used to sort through data and locate useful findings about customers.

What type of research would be the most useful to determine if a 20-percent decrease in price for a high-end sedan would result in an increase in purchases sufficient to offset the reduced price? Why?

________ refers to the measurement of brain activity to learn how consumers feel and respond.

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

Jaime Gonzalez owns a small publishing company in Utah and has a very restrictive budget for the market research he currently needs to conduct. He requires a large sample size for his research in order to arrive at insightful conclusions. Additionally, he wants to have excellent control over his sample. Keeping in mind his restrictive budget and other specifications, which of the following methods of contact would you advise Jaime to use?

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people as they used their dishwashers in their homes. In this instance, the designers were conducting ________.

Happy Pets, a company manufacturing pet foods and accessories, created a membership club for its regular customers called "I Love My Pet." This group consists of animal lovers selected by the company to complete product-related polls, chat with product developers, and provide feedback about specific products. Which of the following best describes "I Love My Pet"?

In a company, the job of a chief privacy officer is to ________.

Often, international researchers must collect their own primary data because ________.

Neuromarketing involves measuring brain activity to learn how consumers feel and respond.

Which of the following is true about customer relationship management (CRM)?

While collecting sensitive customer data, market researchers should adhere to all of the following guidelines EXCEPT ________.

Primary data consist of ________.