弗羅斯特-網(wǎng)絡(luò)營(yíng)銷(xiāo)第8版英文版Ch6

CHAPTERSIX

E-MARKETINGRESEARCH

MultipleChoice

Knowledgemanagementistheprocessofmanaging________ofinformation.

creation

use

dissemination

alloftheabove

(d;Moderate;LO1;AnalyticSkills)

Acompletemarketingknowledgedatabaseincludesallthedataabout________.

customers

prospects

competitors

alloftheabove

(d;Moderate;LO1;AnalyticSkills)

Whichofthefollowingisnotapartofthemarketinginformationsystem?

assessinginformationneeds

gatheringinformation

manipulatinginformationtoalignwiththecompany’svision

disseminationinformationtomarketingdecisionmakers

(c;Difficult;LO1;AnalyticSkills)

Internalrecords________.

focusentirelyoncustomercharacteristicsandbehavior

aregenerallyunderthecontrolofthemarketingdepartment

canprovidemarketerswithinformationaboutsalesandinventorymovements

areoflittleimportancetomarketers

(c;Difficult;LO1;AnalyticSkills)

Secondarydata________.

aregenerallymorecostlytoacquireorgeneratethanprimarydata

arealwayspubliclygeneratedandavailable

arealmostalwaysderivedfromsurveysandfocusgroups

canbecollectedmorequicklyandlessexpensivelythanprimarydata

(d;Moderate;LO1;AnalyticSkills)

Primarydata________.

aregatheredforthefirsttimetosolveaspecificproblem

canbecollectedonlineusingfocusgroups,observation,interviewsandsurveyresearch

aremoreexpensiveandtimeconsumingthansecondarydatacollection

alloftheabove

(d;Moderate;LO1;AnalyticSkills)

Allofthefollowingaretrueofdataminingexcept________.

Itfocusesonhuman-madedataratherthannature

Itcanutilizecross-selldata

Itsmajortaskistosingleoutonlineopinionleaders

Evolutionaryprogrammingisasophisticatedformofdatamining

(c;Difficult;LO3;UseofInformationTechnology)

Whichofthefollowingisnotadisadvantageofonlinefocusgroupsascomparedtotraditionalfocusgroups?

onlinefocusgroupscanaccommodateonly4to8participants

nonverbalcommunicationislost

thereisaproblemofauthenticity

someparticipantscanbemoreinfluencedbyopinionsofotherparticipants

(d;Moderate;LO3;AnalyticSkills)

Responseratesfore-mailsurveysarebestwhenrespondents________.

arecalledbyathird-partyresearchorganization

usespamfilters

aremembersofspecialinterestlists

noneoftheabove

(c;Moderate;LO2;AnalyticSkills)

________is/arethebiggestdisadvantagesofonlinesurveyresearch?

Samplerepresentativenessandmeasurementvalidity

Risingcostofonlinesurveys

Responsetimeofthosewhocompletequestionnairesonline

Dataentryerrors

(a;Difficult;LO3;AnalyticSkills)

WhichofthefollowingisnotofethicalconcernregardingsurveyresearchontheInternet?

respondentsareincreasinglyupsetatgettingunsolicitede-mailforonlinesurveys

someresearchersharveste-mailaddressesfromforumswithoutpermission

opt-incommunitiesusuallycosttheclientfirmsmorethantraditionalmethods

userdataisrelativelyeasyandprofitabletosell,althoughmanyuserspreferthatitbekeptprivate

(c;Difficult;LO3;AnalyticSkills)

Client-sidedatacollectioninvolves________.

collectingdataaboutconsumersnavigationandclickbehavioratawebsite

collectinginformationaboutconsumerclickbehaviorfromtheuser’scomputer

usingcookiestomanagee-commercetools,suchasshoppingcarts

alloftheabove

(b;Difficult;LO5;AnalyticSkills)

Datawarehousesarerepositoriesfor________.

marketingdata

currentcustomerdata

accountingdata

theentireorganization’shistoricaldata

(d;Moderate;LO5;AnalyticSkills)

Dataminingallowsmarketerstouncoverdatapatternsthatcanhelpthem________.

refinemarketingmixstrategies

identifynewproductopportunities

predictconsumerbehavior

alloftheabove

(d;Easy;LO5;AnalyticSkills)

Customerprofilingcanaidinallofthefollowingexcept________.

increasingdirectmailingcostsbytargetinghigh-responsecustomers

selectingtargetgroupsforpromotionalappeals

understandingtheimportantcharacteristicsofheavyproductusers

directingdistinctivecross-sellingactivitiestoparticularcustomersegments

(a;Difficult;LO4;AnalyticSkills)

RFManalysisscansthedatabaseforallofthefollowingcriteriaexcept________.

relevancy

recency

frequency

monetaryvalue

(a;Easy;LO6;AnalyticSkills)

________canperformalldatamining,customerprofiling,andRFManalysisatanytimethroughaccesstothedatawarehouseanddistributeresultstoappropriatestaffmembers.

ITpersonnel

Individualmarketingpersonnel

Datawarehouseconsultants

Transactionprocessingdatabases

(b;Difficult;LO6;AnalyticSkills)

________aretwometricscurrentlyinwidespreaduseforknowledgemanagement?

ReturnonInvestment(ROI)andTotalQualityManagement(TQM)

ReturnonAssets(ROA)andTotalCostofOwnership(TCO)

ReturnonInvestment(ROI)andTotalCostofOwnership(TCO)

ReturnonAssets(ROA)andTotalQualityManagement(TQM)

(c;Moderate;LO1;AnalyticSkills)

Theinternetisfertilegroundforprimarydatacollectionbecauseof________.

clickstreamdatacollection

electronicdatainterchange

decliningcooperationfromconsumersusingtraditionalapproaches

increasingpaymentstoresearchsubjects

(c;Moderate;LO1;AnalyticSkills)

Barcodescanners,creditcardterminals,andmanualcomputerentrybyretailclerksrepresentvariousformsof________.

virtualspacedatacollection

real-spaceprimarydatacollection

Catalinamarketing

alloftheabove

(b;Moderate;LO5;AnalyticSkills)

True/False

Informationoverloadisarealityforconsumersandmarketersalike.

True

False

(a;Easy;LO1;AnalyticSkills)

Computersandtheinternetcreateknowledge,butpeoplearetheenablersoflearning.

True

False

(b;Difficult;LO2;AnalyticSkills)

Theinternetisaconsistentsourceofhighquality,reliableinformation.

True

False

(b;Difficult;LO2;AnalyticSkills)

Experimentalresearchattemptstotestcause-and-effectrelationships.

True

False

(a;Easy;LO1;AnalyticSkills)

In-depthinterviewsarebetterconductedinpersonthanovertheweb.

True

False

(a;Difficult;LO1;AnalyticSkills)

Marketerscannotdrawaspecificprobabilitysampleofinternetusersbecausealistofallusersdoesnotexist.

True

False

(a;Moderate;LO1;AnalyticSkills)

AlthoughReallySimpleSyndication(RSS)isapowerfulinformationsharingtool,itislimitedbecauseuserscannotsubscribetoit.

True

False

(b;Difficult;LO4;UseofInformationTechnology)

Datamininginvolvestheextractionofhiddenpredictiveinformationinlargedatabasesthroughstatisticalanalysis.

True

False

(a;Easy;LO6;AnalyticSkills)

Marketingresearchisrelativelyinexpensive.

True

False

(b;Easy;LO1;AnalyticSkills)

Itismandatorythate-marketersknowthetechniques(e.g.,algorithmicobjectives)thatsearchenginesusetodirectuserstowebsitesinordertocreateeffectivewebsites.

True

False

(b;Easy;LO1;AnalyticSkills)

Injudginginformationqualityontheweb,e-marketersshouldnotbeseducedbygooddesign.

True

False

(b;Easy;LO2;AnalyticSkills)

EssayQuestions

Whatarethemostimportantinclusionsinamarketingknowledgedatabase?

Dataaboutcustomers

Prospects

Competitors

Analysesandoutputsbasedonthedata

Accesstomarketingexperts

(Easy;LO1;AnalyticSkills)

Compareandcontrastprimaryandsecondarydata.

SecondaryData

Informationnotcollectedtosolveaspecificproblem

Collectedmorequickly

Lessexpensive

Maynotmeetthemeetthee-marketersneeds

Nocontrolonqualityoftheinformation

Canbeoutdated

PrimaryData

Informationcollectedtosolvespecificproblem

Timeconsuming

Moreexpensive

Directedtomeetthee-marketersneeds

Marketerscontrolsthequality

Proprietary

Dataiscurrent

(Easy;LO1;AnalyticSkills)

Whatcane-marketerslearnaboutinternetusersthroughcontentanalysis?

Consumercharacteristics(e.g.,Facebookprofiles)

Customerpreferences(e.g.,companyandcompetitorsitetrafficandTwitterstreams)

Brandimages(e.g.,productreviewandratingsitesandGooglegroupdiscussions)

Whataretheethicalconcernsfacingonlinemarketingresearchandhowdotheyaffectdatacollection?

Unsolicitede-mailrequests,whichcanleadtonegativeresponses

Harvestingofe-mailaddresseswithoutpermission,canleadtonegativeresponseorlowresponserate

Conduct“surveys”forthepurposeofbuildingadatabaseforlatersolicitation.Leadtolowerresponserates

Issueofprivacyofdata.Resultoflowerresponserates.

(Moderate;LO2;AnalyticSkills)

Listanddefinethefourtypesofanalysisofdata