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98) A management information system (MIS) assesses information needs, develops needed
information, and helps decision makers use the information.
99) Internal databases are electronic collections of consumer and market information obtained
from data sources within a company's network.
100) Internal databases usually can be accessed more quickly and cheaply than other information
sources.
101) Data ages quickly.
102) Internal information is almost always sufficient for making marketing decisions.
103) Competitive marketing intelligence is the systematic collection and analysis of publicly
available information about consumers, competitors, and developments in the marketplace.
104) The goal of competitive marketing intelligence is to evaluate and prevent high employee
turnover.
105) The job of a chief listening officer is to sift through online customer conversations and pass
along key insights to marketing decision makers.
106) Marketing researchers can conduct their own searches of secondary data sources by using
mail questionnaires and interviewing individuals.
107) Since secondary data provide a good starting point for research and often help define
problems and research objectives, companies do not need to collect primary data.
108) Mail questionnaires can be used to collect large amounts of information at a low cost per
respondent.
109) Ethnographic research involves sending observers to watch and interact with consumers in
their natural environments.
110) Netnography research involves observing consumers in a natural context on the Internet.
111) Experimental research is best suited for gathering descriptive information.
112) The most obvious advantages that Internet-based survey research offers over mail and
personal interviewing approaches are high speed and low costs.
113) A sample is a segment of the population selected for marketing research to represent the
population as a whole.
114) Open-end questions are especially useful in exploratory research.
115) The first question in a questionnaire should be purposely made difficult and complicated to
weed out the uninterested respondents.
116) Neuromarketing involves measuring brain activity to learn how consumers feel and
respond.
117) Customer relationship management (CRM) helps manage detailed information about
individual customers and maximize customer loyalty.
118) An obvious disadvantage of using CRM is its ineffectiveness in pinpointing high-value
customers.
119) For international researchers, language is a primary obstacle.
120) Most major companies have now appointed a chief privacy officer (CPO), whose job is to
safeguard the privacy of the companies in the international business environment.
121) What is the function of a marketing information system (MIS)?
122) Marketers can obtain information from internal data and from competitive marketing
intelligence. Compare and contrast the two sources of information.
123) What are the different steps of the marketing research process? How do companies conduct
research?
124) Briefly compare the different types of research approaches for gathering primary data.
125) Describe the major contact methods used to collect information from respondents in market
research.
126) Describe the three decisions involved in designing a sample.
127) Compare and contrast closed-end questions and open-end questions for gathering data.
128) How can a company manage information on specific customers more effectively?
129) Discuss how small businesses and not-for-profit organizations can obtain market insights
economically.
130) Explain the common problems that international marketing researchers encounter.
131) Briefly explain the functions of a customer insights group.
132) What is an important characteristic of a good MIS?
133) Briefly explain why marketers need marketing research in addition to competitive
marketing intelligence.
134) What research would be the most useful to determine if a 20-percent decrease in price for a
high-end sedan would result in an increase in purchases sufficient to offset the reduced price?
Why?
135) Why is it important for managers to define the problem and establish research objectives?
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136) How does primary data differ from secondary data?
137) Identify three ways that companies can collect secondary data.
138) List some benefits of using secondary data.
139) What is observational research and when is it used?
140) What are some of the limitations of observational research?
141) Jack owns an e-commerce Web site. What kind of a research method should he use in order
to obtain valuable insights about the buying motives and behaviors of online shoppers?
142) What is experimental research and when is it used?
143) How can researchers and managers arrive at the best interpretation of research findings?
144) What is the most common CRM mistake?
145) Why do some consumers resent marketing research?
