Chapter 4

The real value of marketing information lies in how it is used ________.

• in determining selling prices for products

• in analyzing budgets

• in creating advertising campaigns

• in the customer insights that it provides

The term big data refers to the ________ generated by today's sophisticated information generation, collection, storage, and analysis technologies.

• large reports

• huge and complex data sets

• information requests

• social media contacts

Which of the following is an advantage of using an internal database?

• Data always remains current in internal databases.

• Highly sophisticated equipment and techniques are not required for maintaining internal databases.

• Internal databases can be accessed more quickly and cheaply than other information sources.

• Internal databases require less maintenance efforts.

Which of the following refers to a marketing intelligence technique?

• interviewing customers randomly

• increasing the annual budget for R&D

• implementing product diversification

• benchmarking competitors' products

Which of the following is true with regard to marketing research?

• The marketing research process depends primarily on sophisticated internal databases.

• The marketing research process requires assessing macroeconomic forces.

• Marketing research gives marketers insights into customer motivations.

• Marketing research is a simple two-step process.

Which of the following is the first step in the marketing research process?

• developing a marketing information system

• defining the problem and objectives of the study

• developing the research plan

• implementing the research plan

Which of the following is the final step of the marketing research process?

• developing the research plan

• implementing the research plan

• interpreting and reporting the findings

• selecting a research agency

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

• exploratory

• statistical

• causal

• descriptive

The goal of ________ research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.

• exploratory

• statistical

• causal

• descriptive

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

• internal research

• descriptive research

• causal research

• exploratory research