Chapter 9 Flashcards
A marketing decision support system allows managers to
gather and use marketing information
Database marketing creates a ________ that contains information on customer profiles and purchase patterns
computerized file
Which of the following is NOT an important role of marketing research
specification
All of the following are examples of secondary data EXCEPT
annual reports
If a company calls potential consumers to get their opinions, it is performing
survey reports
Which of the following is NOT an example of an open-ended question
are you male?
Which of the following is NOT an example of a close-ended question
not a yes or no questions.
WHY do you prefer to shop at this store?
A company that sends out researchers posing as actual customers is engaging in
mystery shoppers
In market research, a ________ is necessary because it is difficult to take a census of, or interview, all possible users of a certain product
sample
The term ________ refers to the group from which the research sample will be drawn
universe
In its market research, a jewelry company selects a sample with no regard to factors such as income, cultural background, or age. It thus produces a ________ sample
random sample
An apparel chain conducts market research by interviewing friends and relatives of its employees. This produces a ________ sample
convieience
Which of the following is NOT an advantage of doing market research through online focus groups
reduced cultural barriers
The ________ method of research allows firms to monitor consumer responses to marketing campaigns in a continuous fashion
scanner based research
________ is an important source of information on how to overcome a competitor’s advantage
competitive intelligence
