Kotler 2020, 4 kap.

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Questions and Answers

What is the primary purpose of a marketing information system (MIS)?

To create advertisements for new products

To train sales staff on new marketing techniques

To assess informational needs and provide actionable insights (correct)

To manage corporate finances and budgets

Who are the primary users of a marketing information system?

Marketing managers and other internal users (correct)

Consumers and market analysts

Sales representatives and wholesalers

Only external marketing agencies

Which of the following is NOT a component of a marketing information system?

Marketing research

Internal company databases

Marketing intelligence activities

Fiscal budgeting system (correct)

What challenge might managers face when designing a marketing information system?

Balancing desired information with practicality and necessity Signup and view all the answers

What is one potential issue with gathering too much information?

It can result in analysis paralysis Signup and view all the answers

How does a marketing information system interact with the marketing environment?

By developing needed information via various channels and databases Signup and view all the answers

In terms of user needs, what is important for a marketing information system to address?

The needs of all information users within the organization Signup and view all the answers

What might managers overlook when requesting information for a marketing information system?

Unfavorable consumer discussions about their brands Signup and view all the answers

What is a key advantage of using open-ended questions in surveys?

They allow respondents to express their opinions freely. Signup and view all the answers

When is it especially beneficial to use open-ended questions?

When conducting exploratory research. Signup and view all the answers

What is a significant characteristic of closed-ended questions?

They receive responses that are easier to interpret and tabulate. Signup and view all the answers

Which of the following best describes how researchers should format their questions?

Wording should be simple, direct, and unbiased. Signup and view all the answers

What type of mechanical instrument is used by Nielsen Media Research?

People meters attached to television sets. Signup and view all the answers

Which method is used in neuromarketing to understand consumer responses?

Analyzing EEG and MRI data. Signup and view all the answers

How can researchers use visitor counters effectively?

To track foot traffic in retail environments. Signup and view all the answers

Why should personal questions be asked at the end of a survey?

To avoid making respondents defensive early on. Signup and view all the answers

What is a potential risk of using consultancy reports as a secondary data source?

They provide biased information to manipulate outcomes. Signup and view all the answers

Which of the following is NOT a research approach used for gathering primary data?

Case studies Signup and view all the answers

What aspect must researchers ensure when collecting primary data?

That it is unbiased and relevant. Signup and view all the answers

What is a feature of observational research mentioned in the content?

It can include direct observation of consumer reactions. Signup and view all the answers

Why do consultancy companies provide reports for free?

To attract business for their advisory services. Signup and view all the answers

How does the Fisher-Price Play Lab contribute to primary data collection?

By observing children's reactions to new toy prototypes. Signup and view all the answers

What is the role of eye-tracking in consumer research?

It reveals valuable information about consumer behavior. Signup and view all the answers

Which statement best describes the importance of a sampling plan in primary data collection?

It influences the accuracy and relevance of the data collected. Signup and view all the answers

What is a primary concern associated with personal interviewing?

Interviewers may become biased in their questioning. Signup and view all the answers

What is a significant drawback of focus group interviewing?

It can lead to dominant personalities overshadowing others. Signup and view all the answers

What is a characteristic of individual personal interviews?

They can be conducted in various settings, such as homes and malls. Signup and view all the answers

Why may potential respondents decline to participate in telephone surveys?

They are often subjected to do-not-call lists. Signup and view all the answers

What is one benefit of focus group interviewing?

It allows marketing professionals to observe dynamics in real time. Signup and view all the answers

Which of the following best explains why data collection can be challenging?

Many consumers are fatigued by constant survey requests. Signup and view all the answers

How do trained interviewers contribute to the effectiveness of individual personal interviews?

They can navigate complex questions and build rapport. Signup and view all the answers

Which method of interviewing often involves top professionals observing behind one-way glass?

Focus group interviewing Signup and view all the answers

What type of information might a sales manager need if encountering issues with a large customer?

A summary of the account's sales and profitability over the past year. Signup and view all the answers

What is a significant limitation of marketing research mentioned in the content?

It can mislead if the marketing environment is not well understood. Signup and view all the answers

What type of customers are more likely to respond to surveys, according to the content?

Unhappy customers. Signup and view all the answers

Why is it important to analyze the marketing environment before conducting marketing research?

To see opportunities and threats that may impact results. Signup and view all the answers

Which method is mentioned as normally serving a specific purpose in marketing research?

Quantitative methods. Signup and view all the answers

What platform is indicated as a resource for accessing marketing research information?

The company intranet. Signup and view all the answers

What characteristic is common among customers who are unlikely to respond to surveys?

They belong to the average wealthy consumer segment. Signup and view all the answers

What can be a result of applying incorrect marketing strategies?

Misleading marketing research outcomes. Signup and view all the answers

What is the primary role of an MIS in relation to marketing management?

To assess and develop information needs for managers Signup and view all the answers

Which of the following is NOT a step in the marketing research process?

Launching a marketing campaign Signup and view all the answers

What is a key advantage of internal databases for the MIS?

They deliver information quickly and cheap Signup and view all the answers

Which type of research is focused on solving a specific marketing problem?

Market research Signup and view all the answers

Which characteristic must both primary and secondary data sources possess?

They must be relevant and accurate Signup and view all the answers

Which data collection method is considered a primary research method that has benefits and drawbacks?

Surveys Signup and view all the answers

What does marketing intelligence provide to companies?

Continuous information about the external marketing environment Signup and view all the answers

Which of the following is an example of secondary data collection?

Using previous sales records for analysis Signup and view all the answers

Study Notes

Chapter 4 - Marketing Research to Gain Consumer Insights

Mini Contents:
- Real Marketing: social media command centers for listening and engaging customers
- Marketing information and consumer insights
- Gaining consumer insights
- Assessing marketing information needs
- Developing marketing information
- The marketing research process
- Analyzing and using marketing information
- Big data and marketing analytics
- Ethnographic research and big data
- Real Marketing - Netflix success with big data and analytics
- Marketing research doesn't always create a whole picture
- International marketing research
- Public policy and ethics in marketing research

Chapter Preview

This chapter explores how marketers gain insights into consumers and the marketplace.
Companies develop and manage information about customers, competitors, products, and marketing programs.
Companies need insights to deliver value to customers in today's marketplace with abundant information.
Good products and marketing programs require information on where, how, when, and why consumers buy. Information on competitors, resellers, and other market forces is also needed.
Marketers must use information to gain insightful understanding of customers and the marketplace.

Learning Objectives

Explain the importance of information in gaining insights into the marketplace and customers.
Define the marketing information system and discuss its parts.
Outline the steps in the marketing research process.
Explain how companies analyze and use marketing information.

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Description

Test your understanding of marketing information systems (MIS) and their components. This quiz covers user needs, challenges managers face, and effective survey question formats. Prepare to explore how MIS interacts with the marketing environment and the significance of different question types.