chapter 4 Flashcards
Which of the following is used by firms to track information from within the organization to report on sales and marketing results? A. Syndicated research B. Reverse engineering C. Intranet D. Internal company data systems E. Market intelligence systems
internal company data systems
Which part of a marketing information system collects data on world events that might affect business? A. A market research system B. A market intelligence system C. Acquired databases D. An internal company data system E. A customer relationship management system
market intelligence system
A(n) \_\_\_\_\_\_\_\_ includes analysis and interactive software for marketing managers often within the context of a company's intranet. A. MIS B. MDSS C. case study D. MROC E. market intelligence system
MDSS
Which of the following BEST defines information collected and used in decision making? A. Consumer characteristics B. Interpreted data C. Environmental context D. Customer insights E. Areas of interest
interpreted data
Demographic and psychological information gathered directly from consumers about a specific issue is considered \_\_\_\_\_. A. primary data B. environmental context C. research design D. secondary data E. perceptual mapping
primary data
\_\_\_\_\_\_\_\_ is a marketing metric for analyzing website traffic. A. Bounce rate B. Neuromarketing C. Back-translation D. A cookie E. Internal validity
bounce rate
The technique that marketers use to generate insights for future, more rigorous studies is __________.
A. a focus group
B. exploratory research
C. a case study
D. ethnography
exploratory research
The collection, deployment, and interpretation of information that allow a business to acquire, develop, and retain its customers is known as __________.
A. cookies
B. unobtrusive measures
C. customer insights
D. bounce rates
customer insights
__________ is general information that specialized firms collect on a regular basis and then sell to other firms.
correct
A. Neuromarketing
B. Syndicated research
C. Primary data
D.Research design
syndicated research
Which of the following is an example of primary research? A. previous company research B. Customer interviews C. Company reports D. Salesperson feedback
customer interviews
\_\_\_\_\_\_\_\_\_\_ is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness. A. research design B. reverse engineering C. market research D. syndicated research
market research
What is validity?
A. The extent to which research actually measures what it was intended to measure
B. The extent to which consumers in a study are similar to a larger group in which the organization has an interest
C. The extent to which research measurement techniques are free of errors
D. The extent to which the quality of conclusions is influenced by the quality of the data
The extent to which research actually measures what it was intended to measure
Which of the following is an example of secondary research?
A. Laboratory research
B. Published research
C. Customer interviews
D. Ethnographies
published research
Which of the following best defines causal research?
A. A type of descriptive technique that involves the systematic collection of quantitative information
B. A technique that tests predicted relationships among variables in a controlled environment
C. A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations
D. A technique that attempts to understand cause-and-effect relationships
A technique that attempts to understand cause-and-effect relationships
Which of the following is a method by which marketers get information about everyday happenings in the marketing environment? A. Intranet B. Cookie C. Marketing decision support system D. Market intelligence system
market intelligence systems
What is the name for a technique that attempts to understand cause-and-effect relationships? A. descriptive research B. cross-sectional design C. Casual research D. Experiment
Casual research
Defining the research problem is the step of the market research process that involves __________.
A. writing an executive summary; describing study-related activities, results, and limitations; and providing a conclusion and recommendations
B. specifying the research objectives and identifying the consumer population of interest
C. determining whether secondary data is available and whether primary data is required
D. determining which survey methods and which observation methods are most appropriate
specifying the research objectives and identifying the consumer population of interest
Which of the following describes data?
A. The process of translating material to a foreign language and then back to the original language
B. A collection of raw, unorganized facts that needs to be processed
C. A technique that tracks the responses of the same sample of respondents over time
D. A type of descriptive technique that involves the systematic collection of quantitative information
A collection of raw, unorganized facts that needs to be processed
Which step of the market research process involves translating questionnaires and responses? A. Determining the research design B. Designing the sample C. Analyzing and interpreting the data D. Collecting the data
collecting data
Identify the last step in the market research process. A. Preparing the research report B. Designing the sample C. Collecting the data D. Analyzing and interpreting the data
preparing the research report
Which of the following describes a probability sample?
A. The extent to which consumers in the study are similar to a larger group in which the organization has an interest
B. A sample in which each member of the population has some known chance of being included
C. A sample composed of individuals who just happen to be available when and where the data is being collected
D. A sample in which personal judgment is used to select respondents
A sample in which each member of the population has some known chance of being included
Identify the first step in the market research process.
A. determining the research design
B. Defining the research problem
C. Choosing the method to collect primary data
D. Designing the sample
Defining the research problem
Which of the following is an advantage of collecting data via an online questionnaire?
A. ability to determine whether respondents are having trouble understanding the question.
B. No geographic restrictions
C. High flexibility in questioning
D. Takes lots of time
no geographic restrictions
Which of the following is the process of physically deconstructing a competitor’s product to determine how it’s put together? A. Market intelligence system B. reverse engineering C. marketing information system D. database
reverse engineering
