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Exam 4: Managing Marketing Information to Gain Customer Insights

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Question 61

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Which of the following is true with regard to marketing research?

A) The marketing research process depends primarily on sophisticated internal databases.
B) The marketing research process requires assessing macroeconomic forces.
C) Marketing research gives marketers insights into customer motivations.
D) Marketing research eliminates the need for a SWOT analysis.
E) Marketing research is a simple two-step process.

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Question 62

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Which of the following statements is true regarding competitive marketing intelligence?

A) The advantage of using competitive marketing intelligence is negligible.
B) The goal of competitive marketing intelligence is to improve recruiting efforts.
C) Competitive marketing intelligence relies upon costly internal databases.
D) Competitive marketing intelligence relies upon publicly available information.
E) Companies using competitive marketing intelligence routinely ignore consumers' online chatter.

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Question 63

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Which of the following is most likely a disadvantage of focus group interviewing?

Commercial online databases are rich sources for obtaining ________.

What do marketers gain from gathering and analyzing information about customers and the needs and motivations of those customers?

List two benefits of using secondary data.

What is experimental research and when is it used?

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

Experimental research is best suited for gathering ________ information.

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

For international researchers, language is a primary obstacle.

Marketers can obtain information from internal data and from competitive marketing intelligence. Compare and contrast the two sources of information.

An MIS user should most likely be able to ________.

Open-ended questions are especially useful in exploratory research.

The objective of causal research is to ________.

Briefly explain the functions of a customer insights team.

What is the purpose of a data warehouse?

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

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

Refer to the scenario below to answer the following question(s) . Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months, Jason has seen a decline in demand for his office cleaning services. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason knew that office cleaning was a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered over his dilemma, he realized that prior to building his competitive advantage he needed to better understand how customers assessed service quality and what they look for in a superior cleaning service. Jason developed a research plan. First, he gathered information about his competitors, primarily through pamphlets and Web sites, as well as through a few phone calls in order to find out exactly what the competitors offered in their cleaning packages. In addition, Jason obtained from the Chamber of Commerce an updated list of local corporations. He planned on sending written questionnaires to them. Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed. -In this scenario, which of the following is an example of primary data?