Transcript Survey data The internal database Competitive intelligence

CHAPTER 4
CRS Questions & Answers
MANAGING MARKETING
INFORMATION
Within the context of the marketing information
system, marketing managers can access
information from all of the following sources
except:
1.
2.
3.
4.
Competitors’ records
Internal records
Marketing intelligence
Marketing research studies
Copyright 2007, Prentice-Hall Inc.
4-2
Within the context of the marketing information
system, marketing managers can access
information from all of the following sources
except:
1.
2.
3.
4.
Competitors’ records
Internal records
Marketing intelligence
Marketing research studies
It is not feasible to access information
from competitors’ records.
Copyright 2007, Prentice-Hall Inc.
4-3
A pet store offers shoppers a membership card.
Members receive monthly mailings featuring
coupons for the specific brand of pet food they
purchased previously. This is made possible by:
1.
2.
3.
4.
Survey data
The internal database
Competitive intelligence
Observational research
Copyright 2007, Prentice-Hall Inc.
4-4
A pet store offers shoppers a membership card.
Members receive monthly mailings featuring
coupons for the specific brand of pet food they
purchased previously. This is made possible by:
1.
2.
3.
4.
Survey data
The internal database
Competitive intelligence
Observational research
Member cards allow marketers to tie customer
information (name, address) to purchase
history in an internal database.
Copyright 2007, Prentice-Hall Inc.
4-5
While leaving work late at night, you notice
someone dumpster diving in the back alley.
This person is most likely engaged in:
1.
2.
3.
4.
Experimental research
Data mining
Observational research
Competitive intelligence gathering
Copyright 2007, Prentice-Hall Inc.
4-6
While leaving work late at night, you notice
someone dumpster diving in the back alley.
This person is most likely engaged in:
1.
2.
3.
4.
Experimental research
Data mining
Observational research
Competitive intelligence gathering
Competitive intelligence can also be gathered
via the Internet, during trade shows, or by
interviewing a competitor’s employees.
Copyright 2007, Prentice-Hall Inc.
4-7
A bank surveys mortgage and loan holders to
learn their household size, income, age, and
marital status. The bank has engaged in:
1.
2.
3.
4.
Descriptive research
Casual research
Exploratory research
Focus group research
Copyright 2007, Prentice-Hall Inc.
4-8
A bank surveys mortgage and loan holders to
learn their household size, income, age, and
marital status. The bank has engaged in:
1.
2.
3.
4.
Descriptive research
Casual research
Exploratory research
Focus group research
Descriptive research is commonly used to describe the
demographics or attitudes of consumers.
Copyright 2007, Prentice-Hall Inc.
4-9
If your firm was interested in learning which of
two television advertising campaigns would be
most effective, the company should conduct:
1.
2.
3.
4.
Ethnographic research
Secondary research
Observational research
Experimental research
Copyright 2007, Prentice-Hall Inc.
4-10
If your firm was interested in learning which of
two television advertising campaigns would be
most effective, the company should conduct:
1.
2.
3.
4.
Ethnographic research
Secondary research
Observational research
Experimental research
Experimental research determines cause and effect, such
as which campaign resulted in the most favorable brand
evaluations or highest purchase intentions.
Copyright 2007, Prentice-Hall Inc.
4-11
When survey data must be collected quickly, the
best data collection technique would be:
1.
2.
3.
4.
Group interviewing
Telephone surveying
Online surveying
Mail surveying
Copyright 2007, Prentice-Hall Inc.
4-12
When survey data must be collected quickly, the
best data collection technique would be:
1.
2.
3.
4.
Group interviewing
Telephone surveying
Online surveying
Mail surveying
Although telephone surveys can also be used to
collect data fairly quickly, Internet surveys
represent the fastest method of data collection.
Copyright 2007, Prentice-Hall Inc.
4-13
___________ allows an organization’s suppliers,
customers, and resellers to update account
information, check purchases, and more.
1.
2.
3.
4.
CRM
An intranet
An extranet
A marketing intelligence system
Copyright 2007, Prentice-Hall Inc.
4-14
___________ allows an organization’s suppliers,
customers, and resellers to update account
information, check purchases, and more.
1.
2.
3.
4.
CRM
An intranet
An extranet
A marketing intelligence system
Value network members and key customers
access account, product, and other data on
demand through extranets.
Copyright 2007, Prentice-Hall Inc.
4-15
Two major public policy and ethics issues in
marketing research are intrusions on consumer
privacy and:
1.
2.
3.
4.
Cost of primary data
Lack of information availability
Misuse of research findings
Government interference
Copyright 2007, Prentice-Hall Inc.
4-16
Two major public policy and ethics issues in
marketing research are intrusions on consumer
privacy and:
1.
2.
3.
4.
Cost of primary data
Lack of information availability
Misuse of research findings
Government interference
The nature of the sample or the manner in which survey
questions are phrased are just two factors that can impact
the quality of data and the conclusions researched.
Copyright 2007, Prentice-Hall Inc.
4-17