Introduction to Marketing Chapter 4

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

• e-mail messages

An MIS is used to ________.

• Generate product interest

• Develop marketing plans

• Identify demographic trends

• Assess information needs

• Test hypotheses about cause-and-effect relationships

An MIS user should most likely be able to ________.

• Implement new technology

• Increase order requests

• Develop customer insights

• Analyze employee turnover

• Establish short-term objectives

Firms use competitive marketing intelligence to ________.

• Create and sustain market monopolies

• Counter the adverse effects of organizational anarchy

• Perpetuate organizational learning

• Gain early warnings of competitor moves and strategies

• Strengthen weak ties with industry competitors

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

• True

• False

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

• Product marketing

• Strategic planning

• Marketing research

• Market segmentation

• Causal research

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

• Interpreting and reporting the findings

________ is the systematic collection and analysis of publicly available information about

consumers, competitors, and developments in the marketing environment.

• Data warehousing

• Competitive marketing intelligence

• SWOT analysis

• Ethnographic research

• Customer relationship management

The goal of competitive marketing intelligence is to evaluate and prevent high employee turnover

• True

• False

The real value of marketing research lies in the customer insights that it provides

• True

• False