Question 1

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

Accepted Answer

A) deciding on the sources of data for market research 
B) planning to recover lost market share 
C) choosing the right design for market research 
D) none of the above 
A) deciding on the sources of data for market research 
B) planning to recover lost market share 
C) choosing the right design for market research 
D) none of the above

Question 2

Market information systems contain three types of information: routine market and accounting data, marketing intelligence, and marketing research.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

The following should be included in the development phase of a company's marketing program:

Accepted Answer

A) identifying problems and planning advertising. 
B) identifying problems and monitoring performance. 
C) making product and price decisions. 
D) performance evaluation and promotion decisions. 
A) identifying problems and planning advertising. 
B) identifying problems and monitoring performance. 
C) making product and price decisions. 
D) performance evaluation and promotion decisions.

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

If the information required for decision making already exists within the organization, in the form of results of a study conducted for a different problem or in the form of managerial experience and talents, marketing research is not called for.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) quality of the research 
B) market share of the product 
C) clarity of presentation 
D) political acceptability within the firm 
A) quality of the research 
B) market share of the product 
C) clarity of presentation 
D) political acceptability within the firm

Question 8

Which answer best describes a market researcher ?

Accepted Answer

A) one who is academically trained for market research 
B) one who understands the marketing process as well as the subtleties of marketing problems and opportunities 
C) one who is well trained in statistics and can design proper sampling procedures 
D) one who has a strong background in communications and advertising 
A) one who is academically trained for market research 
B) one who understands the marketing process as well as the subtleties of marketing problems and opportunities 
C) one who is well trained in statistics and can design proper sampling procedures 
D) one who has a strong background in communications and advertising

Question 9

In a market planning process, situation analysis pertains to measuring performance strategies and refining them, if necessary.

Accepted Answer

A) True 
 B)False

Question 10

In a marketing planning process, scanning the environment and identifying the threats and opportunities is

Accepted Answer

A) situation analysis. 
B) strategy development. 
C) marketing program development. 
D) opportunity analysis. 
A) situation analysis. 
B) strategy development. 
C) marketing program development. 
D) opportunity analysis.

Question 11

Database analysis includes all of the following EXCEPT

Accepted Answer

A) Extracting data from existing Databases 
B) Performing statistical analysis to better understand customers and their behavior. 
C) Database Administration 
D) Merging cleaned data with other relevant data 
A) Extracting data from existing Databases 
B) Performing statistical analysis to better understand customers and their behavior. 
C) Database Administration 
D) Merging cleaned data with other relevant data

Question 12

The marketing concept requires that profit maximization should be the goal of marketing intelligence applications

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Marketing intelligence is a form of business intelligence used in strategic planning and problem solving.

Accepted Answer

A) True 
 B)False

Question 15

Market research for any firm should be

Accepted Answer

A) internal if the firm is small 
B) external if the firm is large 
C) based on the needs of the firm 
D) none of the above 
A) internal if the firm is small 
B) external if the firm is large 
C) based on the needs of the firm 
D) none of the above

Question 16

Marketing Research is an immediate or an obvious path to finding solutions to all managerial problems.

Accepted Answer

A) True 
 B)False

Question 17

Marketing research is

Accepted Answer

A) an informational input to decisions. 
B) a link between the organization and its market environment. 
C) the specification, gathering, analyzing, and interpretation of information to help management make decisions. 
D) all of these. 
A) an informational input to decisions. 
B) a link between the organization and its market environment. 
C) the specification, gathering, analyzing, and interpretation of information to help management make decisions. 
D) all of these.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) The right to decide which questions to answer 
B) The right to know the true purpose of the research 
C) The right to give an incorrect response 
D) The right to receive the results of the research 
A) The right to decide which questions to answer 
B) The right to know the true purpose of the research 
C) The right to give an incorrect response 
D) The right to receive the results of the research

Question 20

Producers and Channels have significant knowledge about customer attitudes, preferences and changing tastes

Accepted Answer

A) True 
 B)False

Exam 1: A Decision Making Perspective on Marketing Intelligence

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

Market information systems contain three types of information: routine market and accounting data, marketing intelligence, and marketing research.

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

The following should be included in the development phase of a company's marketing program:

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

If the information required for decision making already exists within the organization, in the form of results of a study conducted for a different problem or in the form of managerial experience and talents, marketing research is not called for.

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

Which answer best describes a market researcher ?

In a market planning process, situation analysis pertains to measuring performance strategies and refining them, if necessary.

In a marketing planning process, scanning the environment and identifying the threats and opportunities is

Database analysis includes all of the following EXCEPT

The marketing concept requires that profit maximization should be the goal of marketing intelligence applications

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

Marketing intelligence is a form of business intelligence used in strategic planning and problem solving.

Market research for any firm should be

Marketing Research is an immediate or an obvious path to finding solutions to all managerial problems.

Marketing research is

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?

Producers and Channels have significant knowledge about customer attitudes, preferences and changing tastes

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Ttitude Measurement

Signing the Questionnaire

Xperimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Iscriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Ontemporary Applications of Marketing Intelligence

Atabase Marketing, E-Commerce, Relationship

Filters