Exam 4: Managing Marketing Information to Gain Customer Insights

You want to determine whether no- smoking policies have impacted employee morale in the United States in the past two decades.Are any secondary data likely available? Why?

When ZIBA designers looking for ideas on how to craft a shower- cleaning tool spent 10 days in people's homes,watching consumers wash shower stalls,they were conducting

Nielsen and the MONITOR are two sources that provide .

Experimental research is best suited for gathering _ information.

Refer to the scenario below to answer the following questions. Jason West,owner of A- 1 Cleaning,began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason had seen a decline in demand for office cleaning.Surprisingly,the competitive environment appeared relatively stable with no new competitors.However,Jason knew that office cleaning is a high- frequency service that is usually performed daily;therefore,competitors must have been doing something to attract his customers.Building a competitive advantage seemed to be the only option to offset competition.But as Jason pondered his dilemma,he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service,prior to building his competitive advantage. Jason developed a research plan.First,he gathered competitor information-primarily through pamphlets and Web sites,but also from a few phone calls-to find out exactly what competitors offered in their cleaning packages.In addition,Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey. Though the list of corporations contained 141 local company names,Jason chose to survey 75 of them.To better understand customer service expectations between both small and large corporations,Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. Jason awaited the results.Though his primary focus had been on large corporations,he was flexible and would aim his efforts differently if needed. -In this scenario,which of the following is an example of primary data?

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct _ research.

In the second step of the marketing research process,research objectives should be translated into specific .

ABC Interior Designs wants to collect research data through mechanical observation.The three typical methods are video cameras,checkout scanners,and Internet surveys.

Which of the following is NOT an advantage of Web- based research?

Why is it important for the statement of the problem and the research objectives to guide the entire research process?

Larger samples typically are more expensive but do not provide more reliable results.

Marketing information is only valuable when it is used to .

Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using .

Anna Gregory just read a marketing research report about the top 25 countries that purchase American products.What would the report most likely say about international research involving these countries?

Refer to the scenario below to answer the following questions. Jason West,owner of A- 1 Cleaning,began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason had seen a decline in demand for office cleaning.Surprisingly,the competitive environment appeared relatively stable with no new competitors.However,Jason knew that office cleaning is a high- frequency service that is usually performed daily;therefore,competitors must have been doing something to attract his customers.Building a competitive advantage seemed to be the only option to offset competition.But as Jason pondered his dilemma,he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service,prior to building his competitive advantage. Jason developed a research plan.First,he gathered competitor information-primarily through pamphlets and Web sites,but also from a few phone calls-to find out exactly what competitors offered in their cleaning packages.In addition,Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey. Though the list of corporations contained 141 local company names,Jason chose to survey 75 of them.To better understand customer service expectations between both small and large corporations,Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. Jason awaited the results.Though his primary focus had been on large corporations,he was flexible and would aim his efforts differently if needed. -Jason wanted to better understand how his customers assess service quality.This is an example of a .

A marketing information system (MIS)consists of people and procedures to assess information needs,,and help decision makers analyze and use the information.

A researcher is collecting data from travelers in an airport.Why might a sample be most appropriate?

Many major companies have created the position of to address concerns about the privacy of customers.

The real value of a company's marketing research and information system lies in the .