Exam 4: Managing Marketing Information to Gain Customer Insights 

A) Collecting and analyzing the data
B) Developing the research plan
C) Determining a research approach
D) Engaging in secondary research
E) Interpreting and reporting the findings

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A) conducted in settings where people live and work
B) an approach that provides only secondary data
C) used by marketers seeking quantitative data
D) most feasible when customers live in distant locations
E) a standard analysis of publicly available information

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A company's internal database provides a...

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A) collect information on the demographics of customers
B) collect information on the attitudes of consumers
C) gather preliminary data to define problems and their underlying causes
D) generate hypotheses about the causes of a marketing problem
E) test hypotheses about cause-and-effect relationships

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A) It can be obtained from online databases only through subscription and a fee.
B) It can be obtained from information that is available in the public domain.
C) It can predict a firm's future but not the pattern of forces in the market.
D) It cannot be collected from internal sources of a firm such as employees and the sales force.
E) It requires inside information from a competitors' internal database.

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A) Internet-based surveys
B) observational research
C) focus groups
D) personal interviews
E) experimental research

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A) Marketing intelligence is the systematic collection, monitoring, and analysis of publicly available information.
B) The advantage of using competitive intelligence is negligible as it is based only on internal sources of data.
C) Marketing intelligence efforts are more focused on gaining insights into a firm's consumers rather than its competitors.
D) All marketing intelligence inputs are available at no cost to any potential users.
E) Marketing intelligence typically involves sensitive and confidential information kept out of the public domain.

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A) mail surveys
B) personal interviews
C) focus group interviews
D) Internet-based surveys
E) telephone surveys

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A) Traditional focus groups
B) Observational groups
C) Cross-functional groups
D) Immersion groups
E) Ethnographic groups

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Information distribution involves enteri...

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A) A scale question is an example of an open-ended question.
B) Closed-ended questions are difficult to evaluate when compared to open-end questions.
C) Open-ended questions allow respondents to choose among the best answer options available.
D) Open-ended questions are useful in exploratory research to find out what people think.
E) Closed-ended questions allow respondents to answer in their own words.

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Closed-ended questions, which include al...

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A) secondary
B) first-hand
C) ethnographic
D) experimental
E) primary

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A) ethnographic research
B) online research
C) experimental research
D) exploratory research
E) descriptive research

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A) experimental research
B) informal surveys
C) formal surveys
D) neuromarketing
E) direct marketing

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