C HAPTER 4 MANAGING MARKETING INFORMATION CRS Questions & Answers

Copyright 2007, Prentice-Hall Inc.4-2 Within the context of the marketing information system, marketing managers can access information from all of the following sources except: 1.Competitors’ records 2.Internal records 3.Marketing intelligence 4.Marketing research studies

Copyright 2007, Prentice-Hall Inc.4-3 Within the context of the marketing information system, marketing managers can access information from all of the following sources except: 1.Competitors’ records 2.Internal records 3.Marketing intelligence 4.Marketing research studies It is not feasible to access information from competitors’ records.

Copyright 2007, Prentice-Hall Inc.4-4 A pet store offers shoppers a membership card. Members receive monthly mailings featuring coupons for the specific brand of pet food they purchased previously. This is made possible by: 1.Survey data 2.The internal database 3.Competitive intelligence 4.Observational research

Copyright 2007, Prentice-Hall Inc.4-5 A pet store offers shoppers a membership card. Members receive monthly mailings featuring coupons for the specific brand of pet food they purchased previously. This is made possible by: 1.Survey data 2.The internal database 3.Competitive intelligence 4.Observational research Member cards allow marketers to tie customer information (name, address) to purchase history in an internal database.

Copyright 2007, Prentice-Hall Inc.4-6 While leaving work late at night, you notice someone dumpster diving in the back alley. This person is most likely engaged in: 1.Experimental research 2.Data mining 3.Observational research 4.Competitive intelligence gathering

Copyright 2007, Prentice-Hall Inc.4-7 While leaving work late at night, you notice someone dumpster diving in the back alley. This person is most likely engaged in: 1.Experimental research 2.Data mining 3.Observational research 4.Competitive intelligence gathering Competitive intelligence can also be gathered via the Internet, during trade shows, or by interviewing a competitor’s employees.

Copyright 2007, Prentice-Hall Inc.4-8 A bank surveys mortgage and loan holders to learn their household size, income, age, and marital status. The bank has engaged in: 1.Descriptive research 2.Casual research 3.Exploratory research 4.Focus group research

Copyright 2007, Prentice-Hall Inc.4-9 A bank surveys mortgage and loan holders to learn their household size, income, age, and marital status. The bank has engaged in: 1.Descriptive research 2.Casual research 3.Exploratory research 4.Focus group research Descriptive research is commonly used to describe the demographics or attitudes of consumers.

Copyright 2007, Prentice-Hall Inc.4-10 If your firm was interested in learning which of two television advertising campaigns would be most effective, the company should conduct: 1.Ethnographic research 2.Secondary research 3.Observational research 4.Experimental research

Copyright 2007, Prentice-Hall Inc.4-11 If your firm was interested in learning which of two television advertising campaigns would be most effective, the company should conduct: 1.Ethnographic research 2.Secondary research 3.Observational research 4.Experimental research Experimental research determines cause and effect, such as which campaign resulted in the most favorable brand evaluations or highest purchase intentions.

Copyright 2007, Prentice-Hall Inc.4-12 When survey data must be collected quickly, the best data collection technique would be: 1.Group interviewing 2.Telephone surveying 3.Online surveying 4.Mail surveying

Copyright 2007, Prentice-Hall Inc.4-13 When survey data must be collected quickly, the best data collection technique would be: 1.Group interviewing 2.Telephone surveying 3.Online surveying 4.Mail surveying Although telephone surveys can also be used to collect data fairly quickly, Internet surveys represent the fastest method of data collection.

Copyright 2007, Prentice-Hall Inc.4-14 ___________ allows an organization’s suppliers, customers, and resellers to update account information, check purchases, and more. 1.CRM 2.An intranet 3.An extranet 4.A marketing intelligence system

Copyright 2007, Prentice-Hall Inc.4-15 ___________ allows an organization’s suppliers, customers, and resellers to update account information, check purchases, and more. 1.CRM 2.An intranet 3.An extranet 4.A marketing intelligence system Value network members and key customers access account, product, and other data on demand through extranets.

Copyright 2007, Prentice-Hall Inc.4-16 Two major public policy and ethics issues in marketing research are intrusions on consumer privacy and: 1.Cost of primary data 2.Lack of information availability 3.Misuse of research findings 4.Government interference

Copyright 2007, Prentice-Hall Inc.4-17 Two major public policy and ethics issues in marketing research are intrusions on consumer privacy and: 1.Cost of primary data 2.Lack of information availability 3.Misuse of research findings 4.Government interference The nature of the sample or the manner in which survey questions are phrased are just two factors that can impact the quality of data and the conclusions researched.