MIM Systems (1)
So a business can retrieve customer and internal marketing information from a central location, it may use which technological tools?
A database
When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of which feature of businesses?
Profitability
Which is a rating scale that allows marketing researchers to determine respondents' feelings?
Likert
How can ill-designed questionnaires affect survey participants?
Can decrease their response rate
Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of which behavior?
Unethical behavior
Which is a technology tool that allows a business to observe a customer's Internet activities?
Cookie
How can using a database to track its customers' preferences and buying habits help a business?
Builds strong, loyal customer relationships
Which data-collection method can be used to obtain product information during the point-of-purchase process?
Volume-tracking scanner
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers possess which characteristics?
Open, friendly, and nonjudgmental
Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors. This demonstrates...
ethical behavior in selling
How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
To customize its marketing efforts
For marketing information managers, which is one advantage of using the Internet to do research and gather data?
It is inexpensive.
Which is a characteristic of an unstructured observation?
Often records a variety of behaviors
Which type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?
Semantic differential
Taking a client golfing is usually acceptable, as long as which situation exist?
The business relationship does not include awarding a contract.
Why do many businesses place a cookie on a user's hard drive when the user visits the business's website?
To track the number of times the user buys a product
Which is a common method of collecting research data that often involves the use of questionnaires?
Mail survey
Which is the most appropriate data collection method to use when a business wants to determine how its employees interact with customers?
Observation
The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. Which type of scale is included with this survey?
Balanced
How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?
Ethical issues can occur when the reciprocity hurts or eliminates competition.
Which characteristic of useful marketing information is represented by the statement, 'The benefits of using the information should be greater than the expense of gathering the data used to generate this information'?
Cost-effectiveness
Which is the advantage in using personal interviews to collect marketing data?
High flexibility
Which is an example of a marketing-research method that is used to collect primary data?
Customer survey
When should researchers ask potentially sensitive questions during an interview?
Toward the end of the interview
One way a business can help its salespeople demonstrate ethical behavior in selling situations is by performing which action?
Establishing gift-giving guidelines