Marketing an Introduction, Gary Armstrong
Chapter 4: Managing Marketing Information
Chapter 4: Managing Marketing Information
Set of flashcards Details
| Flashcards | 57 |
|---|---|
| Language | English |
| Category | Marketing |
| Level | University |
| Created / Updated | 29.04.2013 / 31.05.2022 |
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Michelle Dubois has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its __________.
For primary data to be useful to marketets, it must be relevant current, unbiased, and ________.
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 small, it may be difficult to ______.
Which of the following is not considered a source of marketing intelligence?
Information collected from online databases on the Internet is an example of ________ data.
What is the use of a datawarehouse?
A plan for primary data collection spells out the specific research approaches, contact methods, _______, and instruments that researchers will use to gather data.
Which of the following contact methods is generally the least flexible?
Carrefour sends a trained observer to watch and interact with customers as they shop in a Carrefour store. This is an example of _________.
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?
The marketing information system can serve _____.
Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.
Marketers must weigh carefully the costs of additional information against the ________ resulting from it.
______ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Managers often start with _______ research and later follow with _______ research.
Despite the data glut that marketing managers receive, they frequently complain that they lack ________.
The real value of a company's marketing research and information system lies in the _______
A good MIS balances the information users would ________ against what they really ________ and what is ________.
Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________.
Which of the following statements regarding marketing intelligence is true?
Which of the following is not a potential source for marketing intelligence?
What is the first step in the marketing research process?
Causal research is used to ________
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.
Secondary data consists of information ________.
Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is not one of them?
Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?
Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information.
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