Chapter 4 managing marketing information
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Managing marketing information to gain customer insights quizlet
D Sell the information only when it is financially worthwhile. Publishing as Prentice Hall 45 Which of the following is a disadvantage of online focus groups? Which contact method should Maryann select? The three typical methods are video cameras, checkout scanners, and Internet surveys. Interpreting and reporting the findings Further explain the first step of marketing research. D The cost of online focus groups is greater than that of most other qualitative research methods. There are many sources of free secondary data on the Web, and small firms also have access to special help collecting data from chambers of commerce, government agencies, and other organizations. Answer: Many companies are using customer relationship management CRM.
You advise him that the use of secondary data has some potential problems. D Its aim is to maximize customer loyalty. B Use information responsibly to provide value. D Everyone has an equal chance of selection.
Marketing chapter 4 test answers
Publishing as Prentice Hall You have just identified the "touch points" of the best customers in your database. Publishing as Prentice Hall 7 Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? CRM integrates everything that a company's sales, service, and marketing teams know about individual customers to provide a degree view of the customer relationship. D Marketing intelligence relies upon publicly available information. Electronic collections of consumer and market information obtained from data sources within the company network. B Use information responsibly to provide value. Next, a researcher must determine the sample size by deciding how many people need to be surveyed. The marketing research process has four steps: 1. Next, it develops needed information from internal company databases, marketing intelligence activities, and marketing research. Publishing as Prentice Hall Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population. One of them caught you in the act and has summoned you to court. A Who should be left out of the sample sampling exclusion? A Sophisticated researchers probe our deepest feelings. A looking through competitors' garbage B purchasing competitors' products C monitoring competitors' sales D collecting primary data E talking with purchasing agents Answer: D Diff: 2 Page Ref: Skill: Concept Objective: 12 Through which of these sources of information is a competitor LEAST likely to reveal intelligence information?
Answer: Many companies are using customer relationship management CRM. Publishing as Prentice Hall 25 Which form of data below can usually be obtained more quickly and at a lower cost than the others?
Jason West, owner of A-1 Cleaning, began his enterprise in There are many sources of free secondary data on the Web, and small firms also have access to special help collecting data from chambers of commerce, government agencies, and other organizations.
C There is a lack of qualified research personnel. A low cost per respondent B may encourage more honest answers C has an average response rate D no interviewer to bias respondents' answers E can collect large amounts of information Answer: C Diff: 3 Page Ref: AACSB: Communication Skill: Concept Objective: 38 Which of the following contact methods has the poorest response rate?
Therefore, the researcher may be satisfied with collecting data from whoever is willing to provide it.
C What is your best childhood memory? B Some countries have poor mail services.
D What do you like about your teacher?
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