MAR 255 Ch 4 Quiz

Which of the following BEST describes the purpose of the customer insights​ team?

What is​ MIS?

Cupcakes by Cindy is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST place for this company to start to develop an efficient​ MIS?

Sky owns a small hot air balloon company in​ Albuquerque, New Mexico. He recently started a Facebook page for his company and many of his customers are asking for​ store-sponsored hot air balloon trips. They believe​ Sky's expertise would make him the perfect guide. Sky decides to host quarterly hot air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Sky's situation?

The role of a​ company's marketing information system​ (MIS) is important because​ ______________.

Which of the following statements about big data is​ correct?

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the​ company's network. This is known as​ ___________.

Competitive marketing intelligence uses​ _________ data sources.

To develop needed​ information, marketing information systems utilize​ _________.

Competitive marketing intelligence is primarily responsible for​ _____________.

A colleague needs to collect descriptive data about his​ customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research​ project?

Which of the following is NOT a step in the marketing research​ process?

A researcher must always evaluate secondary information​ carefully; however, the researcher does not need to ensure the evaluation is​ _________.

A company is conducting market research to determine the best areas to sell its product. It has already determined its research questions. What is the next step of this​ company's research​ plan?

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research?

Which of the following BEST describes the research​ relationships?

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In​ exchange, you receive a small payment. You are participating in​ a(n) ________.

Which of the following statements about online research is​ correct?

Any contact between a customer and a company is called​ a(n) _________.

_______ consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.

A power tool company wants to give its customers access to​ internal, non-public information about how best to use its product in creative ways. What should the company create to provide customers with this​ information?

Which of the following would be good advice for someone that is conducting marketing research in a foreign​ country?

An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his​ job?

​Lydia's Lights wants to extend its market into Mexico. Before jumping​ in, the company needs to conduct some​ in-depth research to gauge​ customer's needs,​ interests, and buying patterns. Which of the following is the BEST option for​ Lydia's Lights?

Which kind of company would most benefit from conducting marketing​ research?