Managing Marketing Information to Gain Customer Insights

What is the primary role of a Marketing Information System (MIS)?

Which concept refers to the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies?

According to the text's discussion on 'big data', what percentage of all the data in the world was created in just the past two years?

What is the primary objective of competitive marketing intelligence?

A marketing research project objective that aims to gather preliminary information to help define a problem and suggest hypotheses is known as what type of research?

What is a major advantage of using a company's internal databases for marketing information?

A research approach that involves sending trained observers to watch and interact with consumers in their 'natural environments' is called:

What is the most widely used method for primary data collection?

According to the case study on PepsiCo, the company restructured its marketing research departments into what kind of teams?

What is a major problem with using online surveys for marketing research?

A sample in which every member of the population has a known and equal chance of selection is called a:

What does the term 'marketing analytics' refer to?

Based on the Netflix example, what percentage of viewing activity on the platform results from its recommendations?

When conducting international marketing research, what is a common problem researchers face regarding secondary data?

What is the key ethical concern that critics raise about practices like behavioral targeting and social targeting?

In the example of the MetLife Wall CRM system, how many different company systems does it draw data from to create a consolidated customer view?

What is the first step in the marketing research process?

Which type of research is best suited for gathering causal information?

In the context of research instruments, what is a primary characteristic of closed-ended questions in a questionnaire?

A good marketing information system balances the information users would like to have against what they really need and what?

What is the primary characteristic of information classified as 'secondary data'?

Based on the USAA example, what is the company's reported customer retention rate, attributed to its skillful use of its internal database?

Which of the following is a key characteristic of focus group interviewing?

What is the primary drawback of a convenience sample?

In the context of the marketing research process, what is the final step after collecting, processing, and analyzing the information?

Which of the following research contact methods is generally the most flexible?

Based on the chapter, what percentage of the population in the United States uses the internet, making it a fertile channel for online research?

In the Kraft example, in what percentage of North American households are its classic brands found?

What is the primary purpose of Customer Relationship Management (CRM) systems in marketing?

What is a significant ethical concern regarding the misuse of research findings by companies?

Which of the following is a key characteristic of the information marketers need?

What is the primary advantage of experimental research over survey or observational research?

In international research, how many internet users per 100 people are there in Madagascar, illustrating the difficulty of reaching respondents online?

Mastercard's Conversation Suite, its digital intelligence command center, monitors brand-related conversations across how many markets and languages?

What is a major advantage of a mail questionnaire as a research contact method?

What is the primary function of a research proposal in the marketing research process?

Which of the following is an example of a mechanical research instrument?

What is the key reason that interpreting and reporting research findings should be a collaborative effort between the researcher and the marketing manager?

According to the chapter, what is the most important source of new product ideas for a company?

What is the primary characteristic of 'customer insights'?

In the Kraft marketing analytics example, the company has identified how many custom target segments?

The research approach that involves selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses is called:

What is the primary drawback of using neuromarketing techniques like EEG and MRI?

What does a good marketing information system (MIS) start and end with?

What is the primary reason marketers use crowdsourcing for new product ideas?

According to the chapter, a survey found that what percentage of Americans feel they have lost control over the collection and use of their personal data by companies?

The R-W-W framework for screening new product ideas stands for:

What type of sample involves the researcher selecting the easiest population members from which to obtain information?

In the example of Target's controversial use of a 'pregnancy prediction' score, what was the primary reason for customer backlash?

Why do marketers need to form precise age-specific segments within broader generational cohorts like 'baby boomers'?