资源描述
Chapter 4 Managing Marketing Information to Gain Customer Insights1) Despite the data glut that marketing managers receive, they frequently complain that they lack _.A) enough information of the right kindB) timely informationC) accurate informationD) reliable informationE) valid informationAnswer: ADiff: 2Page Ref: 100AACSB: CommunicationSkill: ConceptObjective: 4-12) A marketing information system (MIS) consists of people and procedures to assess information needs, _, and help decision makers analyze and use the information.A) experiment to develop informationB) test market the informationC) develop the needed informationD) critique the needed informationE) question the needed informationAnswer: CDiff: 1Page Ref: 101AACSB: CommunicationSkill: ConceptObjective: 4-13) A good MIS balances the information users would _ against what they really _ and what is _.A) need; like; feasibleB) like; can afford; neededC) like to have; need; feasible to offerD) need; can afford; usefulE) use; have to use; availableAnswer: CDiff: 3Page Ref: 102Skill: ConceptObjective: 4-24) Marketers must weigh carefully the costs of additional information against the _ resulting from it.A) organizationB) benefitsC) creativityD) ethical issuesE) costAnswer: BDiff: 1Page Ref: 102Skill: ConceptObjective: 4-25) Four common sources of internal data include the accounting department, operations, the sales force, and the _.A) ownersB) stockholdersC) marketing departmentD) competitionE) WebAnswer: CDiff: 2Page Ref: 103AACSB: CommunicationSkill: ConceptObjective: 4-26) _ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.A) Marketing dataB) Marketing intelligenceC) Sales managementD) Customer intelligenceE) Competitive intelligenceAnswer: BDiff: 1Page Ref: 103Skill: ConceptObjective: 4-27) Which of the following is NOT considered a source of marketing intelligence?A) suppliersB) resellersC) key customersD) causal researchE) activities of competitorsAnswer: DDiff: 2Page Ref: 104Skill: ConceptObjective: 4-28) Which of the following is NOT a potential source for marketing intelligence?A) looking through competitors garbageB) purchasing competitors productsC) monitoring competitors salesD) collecting primary dataE) talking with purchasing agentsAnswer: DDiff: 2Page Ref: 104Skill: ConceptObjective: 4-29) What is the first step in the marketing research process? A) developing a marketing information systemB) defining the problem and research objectivesC) developing the research plan for collecting informationD) implementing the research planE) hiring an outside research specialistAnswer: BDiff: 2Page Ref: 105Skill: ConceptObjective: 4-310) Which step in the four-step 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?A) developing the research budgetB) choosing the research agencyC) choosing the research methodD) developing the research planE) comparing and contrasting primary and secondary dataAnswer: DDiff: 2Page Ref: 105Skill: ConceptObjective: 4-311) Managers often start with _ research and later follow with _ research.A) exploratory; causalB) descriptive; causalC) descriptive; exploratoryD) causal; descriptiveE) causal; exploratoryAnswer: ADiff: 3Page Ref: 106Skill: ConceptObjective: 4-312) Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with _, which is often the hardest step to take.A) developing the research planB) determining a research approachC) defining the problem and research objectivesD) selecting a research agencyE) C and DAnswer: CDiff: 2Page Ref: 106Skill: ConceptObjective: 4-313) Secondary data consists of information _.A) that already exists somewhere but is outdatedB) that does not currently exist in an organized formC) that already exists but was collected for a different purposeD) used by competitorsE) that researchers can only obtain through surveys and observationAnswer: CDiff: 1Page Ref: 107Skill: ConceptObjective: 4-314) Information collected from online databases is an example of _ data.A) primaryB) secondaryC) observationalD) experimentalE) ethnographicAnswer: BDiff: 2Page Ref: 107AACSB: Use of ITSkill: ConceptObjective: 4-315) Which form of data below can usually be obtained more quickly and at a lower cost than the others?A) primaryB) survey researchC) experimental researchD) secondaryE) observational researchAnswer: DDiff: 2Page Ref: 108Skill: ConceptObjective: 4-316) Secondary data are _.A) collected mostly via surveysB) expensive to obtainC) never purchased from outside suppliersD) always necessary to support primary dataE) not always very usableAnswer: EDiff: 2Page Ref: 109Skill: ConceptObjective: 4-317) For primary data to be useful to marketers, it must be relevant, current, unbiased, and _.A) completeB) accurateC) inexpensiveD) collected before secondary dataE) experimentalAnswer: BDiff: 2Page Ref: 109Skill: ConceptObjective: 4-318) Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to _.A) find enough secondary data to support the findingsB) orchestrate cooperation among participantsC) encourage honest responses to questionsD) generalize from the resultsE) find a representative sampleAnswer: DDiff: 2Page Ref: 112Skill: ConceptObjective: 4-319) Marketing researchers usually draw conclusions about large groups of consumers by studying a small _ of the total consumer population.A) groupB) target groupC) populationD) sampleE) audienceAnswer: DDiff: 1Page Ref: 115Skill: ConceptObjective: 4-320) The most common research instrument used is the _.A) mechanical deviceB) live interviewerC) questionnaireD) focus groupE) people meterAnswer: CDiff: 2Page Ref: 118Skill: ConceptObjective: 4-321) In marketing research, the _ phase is generally the most expensive and most subject to error.A) exploratory researchB) planningC) interpreting the findingsD) reporting the findingsE) data collectionAnswer: EDiff: 2Page Ref: 119Skill: ConceptObjective: 4-322) AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase?A) contacting respondentsB) respondents who give biased answersC) interviewers who take shortcutsD) interpreting and reporting the findingsE) interviewers who make mistakesAnswer: DDiff: 2Page Ref: 119Skill: ConceptObjective: 4-323) Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?A) customer satisfaction managementB) more sophisticated hardwareC) customer relationship managementD) decreased marketing intelligenceE) a marketing information systemAnswer: CDiff: 1Page Ref: 120Skill: ConceptObjective: 4-424) Which of the following is true about customer relationship management (CRM)?A) It relies on information produced through primary research.B) Its aim is to maximize profit margins.C) Its aim is to increase the efficiency of each customer touchpoint.D) Its aim is to maximize customer loyalty.E) Most companies who first implemented CRM have greatly benefited from the results.Answer: DDiff: 2Page Ref: 120AACSB: CommunicationSkill: ConceptObjective: 4-425) What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? A) an intranetB) an extranetC) the InternetD) marketing researchE) marketing intelligenceAnswer: ADiff: 2Page Ref: 122AACSB: Use of ITSkill: ConceptObjective: 4-326) Marketing information is only valuable when it is used to _.A) simplify managements jobB) identify a target marketC) please shareholdersD) increase efficiencies in the supply chainE) make better marketing decisionsAnswer: EDiff: 2Page Ref: 122Skill: ConceptObjective: 4-427) Small organizations can obtain, with minimal effort, most of which type of data available to large businesses?A) observationalB) experimentalC) touch pointD) primaryE) secondaryAnswer: EDiff: 2Page Ref: 123Skill: ConceptObjective: 4-528) The availability of which of the following is most problematic in international marketing research? A) primary dataB) research specialistsC) secondary dataD) intelligence limitationsE) consumers willing to answer survey questionsAnswer: CDiff: 2Page Ref: 124AACSB: Multicultural and DiversitySkill: ConceptObjective: 4-529) An effective MIS assesses information needs, develops needed information, and helps decision makers use the information.Answer: TRUEDiff: 1Page Ref: 101AACSB: CommunicationSkill: ConceptObjective: 4-130) Too much marketing information can be as harmful as too little.Answer: TRUEDiff: 2Page Ref: 102Skill: ConceptObjective: 4-231) Your manager asked you to go through three of your competitors garbage bins to gather marketing intelligence from their discarded paperwork. One of them caught you in the act and has summoned you to court. The judge will most likely rule this to be an illegal activity and fine you and your company.Answer: FALSEDiff: 3Page Ref: 104AACSB: Ethical ReasoningSkill: ApplicationObjective: 4-232) Because secondary data provide good starting points and often help to define problems and research objectives, most companies do not also need to collect primary data.Answer: FALSEDiff: 2Page Ref: 109Skill: ConceptObjective: 4-333) Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.Answer: TRUEDiff: 1Page Ref: 116Skill: ConceptObjective: 4-334) A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.Answer: FALSEDiff: 3Page Ref: 116Skill: ConceptObjective: 4-335) Open-ended survey questions are particularly useful in exploratory research.Answer: TRUEDiff: 2Page Ref: 118AACSB: CommunicationSkill: ConceptObjective: 4-336) Interpretation of market research data should be the responsibility of the researchers, not the marketing managers.Answer: FALSEDiff: 2Page Ref: 120Skill: ConceptObjective: 4-337) Discuss the makeup and functions of a marketing information system (MIS).Answer: A typical MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. First, it interacts with information users to assess information needs. Next, it develops needed information from internal company databases, marketing intelligence activities, and marketing research. Finally, it helps users to analyze and use the information to develop customer insights, make marketing decisions, and manage customer relationships.Diff: 2Page Ref: 101-102AACSB: CommunicationSkill: ApplicationObjective: 4-1141Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
展开阅读全文