Exam 1: A Decision Making Perspective on Marketing Intelligence

One of the reasons to conduct research is to satisfy curiosity or confirm the wisdom of previous decisions

Continuous information is essential, especially on key variables in the market, since the speed and direction of change can be gauged only if there are benchmarks from which to measure.

Situation analysis, in a marketing planning process, concerns scanning the environment, identifying the threats and opportunities, and assessing the competitive position.

Which of the following does not fall under the list of respondents' rights?

Performance monitoring takes place in which stage of the marketing planning process?

Before developing marketing programs, management should always have a thorough understanding of the environment of the firm.

Marketing research can only be used in issues that involve fundamental shifts in the positioning of a business.

The purpose of marketing intelligence is just to gather data

Marketing Intelligence helps decision makers in building brand equity and consciousness among the targeted customer segments.

Business intelligence BI) bridges the gap between disparate operational systems and data‐hungry end users.

If several approaches are used to address a research problem and each approach has a different kind of bias, the result of the research will be biased by the sum of the individual biases.In practice, this means reduced accuracy.

The most efficient way to analyze a market is through the use of

Extrapolation from present data is an effective forecasting procedure

Each new product idea should be considered in depth before any attempt is made to measure the market's interest in that product.

Marketing research should be undertaken only when its results will reduce uncertainty or confirm the wisdom of previous decisions.

The two main branches of study under Marketing Intelligence are Marketing Strategy and Database Marketing.

Which of the following is not a stage of marketing planning process?

Which one of the following can be termed as strategy development?

Some amount of personal bias in marketing research is acceptable as ethical research

The factor that does not influence the use of marketing research in organizations is