Exam 1: Introduction to Marketing Research

The AMA has defined marketing research. Which of the following is NOT one of the uses of marketing research?

Andrea Livingston arrives at her desk at Western Utility Corporation, a provider of electrical power. She accesses her Lexis-Nexis computer program, which provides her with articles containing information related to the utilities industry. She discovers that a new breakthrough has occurred in solar panel technology, and this report was published during the evening in a newspaper in Europe. She immediately takes this information to her research and development department. Andrea is accessing which component of the MIS of Western Utility Corporation?

The marketing research industry has a certification program for marketing researchers and this certification program is hosted by:

Companies which have consistent product and service failures:

Marketing research is infallible.

Which of the following marketing information subsystems provides studies conducted for specific situations facing the company?

Doss is vice president of marketing research for General Mills. The chefs at General Mills bring three new cookie recipes to Doss. Doss wants to know which of these three cookie recipes would be most preferred by consumers. Which component of General Mills' MIS would Doss use in order to provide him with this information?

Marketing research projects, like the other MIS components, are continuous, running 24/7.

One of the uses of marketing research is to identify market opportunities; however, the identification of problems is not a use of marketing research, but rather a use of the firm's internal auditing system.

Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

Bob is a salesperson with the Acme Corporation. Bob has just made a large sale, and he accesses Acme's marketing information system in order to determine if the company has enough existing inventory to fill the large order. Bob is accessing which component of Acme's MIS?

Marketing research provides information collected only on consumers. Information collected on other entities such as employees, members of distribution channels, or competitors would NOT be considered marketing research.

Everyday, information about pertinent developments in the environment is gathered through the internal report system.

The information system that gathers information generated by internal reports such as orders, billing, receivables, inventory levels, and so on is called the:

Several product failures were presented in your textbook. The key reason given for the failure of Ice Breakers Pacs was:

When marketing research is used to improve marketing as a process, the research information is often published in journals such as The Journal of Marketing Research and Marketing Research.

Which of the following professional organizations serves the marketing research industry?

Marketing research is not needed if there is an adequate Decision Support System in place.

Marketing is a part of, or a subcategory of, marketing research.

Marketing has been defined as a function and set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing managers must have information in order to determine values desired by customers and how to build customer relationships. This explanation shows: