Chapter 2. Marketing Information System And Marketing Research

True or False?

Starbucks wants to know how customers would react to a new breakfast menu item, they should use marketing intelligence.

False

True or False?

Nowadays, marketers don’t need more information; they need better information. And they need to make better use of the information they already have.

False

True or False?

The customer service department keeps records of customer satisfaction or service problems. It is a source of marketing research information.

False

True or False?

The real value of marketing information lies in how it is used—in the customer insights that it provides.

True

True or False?

The marketing world is filled to the brim with information from innumerable sources.

True

Fill in each blank with NO MORE THAN THREE words.

To test hypotheses about cause-and-effect relationships, the research can be classified as a ___ research

causal

Fill in each blank with NO MORE THAN THREE words.

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

descriptive

Fill in each blank with NO MORE THAN THREE words.

___ is the method in which the researcher selects the easiest population members from which to obtain information.

Convenience sample

Fill in each blank with NO MORE THAN THREE words.

A ___ is a research instrument consisting of a series of questions for the purpose of gathering information from respondents.

questionnaire

Fill in each blank with NO MORE THAN THREE words.

To create value for customers and build meaningful relationships with them, marketers must first gain fresh, deep  ___ into what customers need and want. 

insights

Fill in each blank with NO MORE THAN THREE words.

___must be conducted to have good information for making marketing decision.

Marketing research

Fill in each blank with NO MORE THAN THREE words.

Normally, the hardest step in the research process is defining the problem and research ___

objectives

Match these terms with their definitions.

statistical and/or qualitative consideration of date gatherd by research

data analysis

Match these terms with their definitions.

the population is divided into mutually exclusive groups and random samples are drawn from each group

Stratified random sample

Match these terms with their definitions.

every member of the population has a known and equal chance of selection

Simple random sample

Match these terms with their definitions.

The letter written by the client to the marketing research firm

Authorization Letter

Match these terms with their definitions.

it is where the results of the study are reported in details

Findings

Match these terms with their definitions.

collecting primary data online through internet and mobile surveys, online focus groups, consumer tracking, experiments, or online panels and brand communities

online marketing research