Question 1

Which of the following is an example of internal data that would be included in an MIS?

Accepted Answer

A) customer information from a customer relationship management (CRM)system 
B) industry growth trends and regulatory information 
C) information about competitors' new products 
D) relevant past studies and surveys regarding specific areas of interest 
E) None of these answers is correct. 
A) customer information from a customer relationship management (CRM)system 
B) industry growth trends and regulatory information 
C) information about competitors' new products 
D) relevant past studies and surveys regarding specific areas of interest 
E) None of these answers is correct.

Question 2

A fast-food chain is redesigning its restaurants.One of the main questions faced by the chain's management is,"Should the new restaurant design include a salad bar?" A researcher in the company finds that salad bars are costly to maintain and are not a major attraction for consumers.Based on this information,management decides that it will not have a salad bar as part of the new restaurant design.Which of the following points is illustrated by this situation?

Accepted Answer

A) Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B) Situation analysis is very costly in terms of both time and money. 
C) Secondary data from sources outside the company are always better than secondary data from sources inside the company. 
D) Secondary data from private sources are always better than secondary data from government sources. 
E) Collecting primary data is always necessary in order to make good decisions. 
A) Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B) Situation analysis is very costly in terms of both time and money. 
C) Secondary data from sources outside the company are always better than secondary data from sources inside the company. 
D) Secondary data from private sources are always better than secondary data from government sources. 
E) Collecting primary data is always necessary in order to make good decisions.

Question 3

All of the following are examples of secondary data sources EXCEPT

Accepted Answer

A) previously published marketing studies. 
B) a phone survey this month of past customers. 
C) library sources. 
D) company cost data. 
E) government databases. 
A) previously published marketing studies. 
B) a phone survey this month of past customers. 
C) library sources. 
D) company cost data. 
E) government databases.

Question 4

A customer has been on a carpet company's website several times,viewing different carpets.Although the company has access to this data,by the time it analyzes the data and makes the customer a relevant offer in the form of a discount code,the customer has already purchased a carpet from another website.With regard to big data,this is a matter of

Accepted Answer

A) velocity. 
B) veracity. 
C) volume. 
D) variety. 
E) value. 
A) velocity. 
B) veracity. 
C) volume. 
D) variety. 
E) value.

Question 5

Information that has already been collected or published is called ________ data.

Accepted Answer

A) useful 
B) secondary 
C) primary 
D) free 
E) collective 
A) useful 
B) secondary 
C) primary 
D) free 
E) collective

Question 6

When a firm is doing similar research projects in different international markets,it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

Accepted Answer

A) True 
 B)False

Question 7

During the situation analysis,a marketing researcher will evaluate primary data rather than secondary data.

Accepted Answer

A) True 
 B)False

Question 8

Defining the problem is always the easiest step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements about the cost and value of information is FALSE?

Accepted Answer

A) Dependable information can be expensive. 
B) Managers rarely get all the information they would like to have. 
C) Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his or her decisions on guesswork. 
D) The cost of gathering additional information is always justified by its value. 
A) Dependable information can be expensive. 
B) Managers rarely get all the information they would like to have. 
C) Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his or her decisions on guesswork. 
D) The cost of gathering additional information is always justified by its value.

Question 10

For raw data to become useful to marketers,they must be

Accepted Answer

A) stored in a data warehouse. 
B) transformed into information and knowledge. 
C) gathered from internal company sources. 
D) gathered from external sources. 
E) communicated to executives through a formal report. 
A) stored in a data warehouse. 
B) transformed into information and knowledge. 
C) gathered from internal company sources. 
D) gathered from external sources. 
E) communicated to executives through a formal report.

Question 11

The ________ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Accepted Answer

A) decision support system 
B) situation analysis 
C) idea generation process 
D) marketing information system 
E) scientific method 
A) decision support system 
B) situation analysis 
C) idea generation process 
D) marketing information system 
E) scientific method

Question 12

Why is setting up a marketing information system considered valuable to marketing managers?

Accepted Answer

A) It helps in providing a continual flow of information whenever needed. 
B) It focuses more on primary data than secondary data. 
C) It provides generalized information and not problem-specific data. 
D) It concentrates only on numerical data and supports fast analysis. 
E) It serves as a source of information for small companies that can't afford marketing research. 
A) It helps in providing a continual flow of information whenever needed. 
B) It focuses more on primary data than secondary data. 
C) It provides generalized information and not problem-specific data. 
D) It concentrates only on numerical data and supports fast analysis. 
E) It serves as a source of information for small companies that can't afford marketing research.

Question 13

Two similar groups of consumers are shown different magazines that include the same ad; and then each consumer is asked questions about the advertised product.This seems to be a description of

Accepted Answer

A) the experimental method. 
B) a set of focus group interviews. 
C) a consumer panel research project. 
D) a set of personal interviews. 
E) None of these answers is correct. 
A) the experimental method. 
B) a set of focus group interviews. 
C) a consumer panel research project. 
D) a set of personal interviews. 
E) None of these answers is correct.

Question 14

Big data involves data sets too large and complex to work with typical database management tools.

Accepted Answer

A) True 
 B)False

Question 15

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying.She found this internal and external data in her company's

Accepted Answer

A) data warehouse. 
B) big data set. 
C) market research network. 
D) annual report. 
E) focus group. 
A) data warehouse. 
B) big data set. 
C) market research network. 
D) annual report. 
E) focus group.

Question 16

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products.He is LEAST likely to get what he wants if he uses

Accepted Answer

A) personal interviews. 
B) online focus groups. 
C) telephone interviews. 
D) a mail survey. 
A) personal interviews. 
B) online focus groups. 
C) telephone interviews. 
D) a mail survey.

Question 17

Which of the following is true about a decision support system (DSS)?

Accepted Answer

A) It is a system that focuses only on numerical data. 
B) It is a computer program that allows a marketing manager to obtain and use information. 
C) It organizes incoming information into a data warehouse. 
D) It is a place where databases are stored so that they are available when needed. 
E) It is a system for linking computers within a company. 
A) It is a system that focuses only on numerical data. 
B) It is a computer program that allows a marketing manager to obtain and use information. 
C) It organizes incoming information into a data warehouse. 
D) It is a place where databases are stored so that they are available when needed. 
E) It is a system for linking computers within a company.

Question 18

In the marketing research process,defining the problem

Accepted Answer

A) is often confused with identifying the symptoms of the problem. 
B) can be guided by the marketing strategy planning framework. 
C) may have to wait until after a situation analysis has been completed,if it is to be precise. 
D) All these answers are correct. 
A) is often confused with identifying the symptoms of the problem. 
B) can be guided by the marketing strategy planning framework. 
C) may have to wait until after a situation analysis has been completed,if it is to be precise. 
D) All these answers are correct.

Question 19

In which of the following cases does research have little value,suggesting poor planning by a manager?

Accepted Answer

A) The research does not ultimately have implications that allow a manager to take action. 
B) The research is qualitative in nature. 
C) The research has tidbits of information rather than knowledge of the whole situation. 
D) The research does not anticipate the next research step. 
A) The research does not ultimately have implications that allow a manager to take action. 
B) The research is qualitative in nature. 
C) The research has tidbits of information rather than knowledge of the whole situation. 
D) The research does not anticipate the next research step.

Question 20

Which of the following refers to an automated process of analyzing and categorizing social media to determine what type of comments are being made about a brand online?

Accepted Answer

A) sentiment analysis 
B) data warehousing 
C) situation analysis 
D) response rate 
E) consumer panel 
A) sentiment analysis 
B) data warehousing 
C) situation analysis 
D) response rate 
E) consumer panel

Which of the following is an example of internal data that would be included in an MIS?

All of the following are examples of secondary data sources EXCEPT

Information that has already been collected or published is called ________ data.

When a firm is doing similar research projects in different international markets,it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

During the situation analysis,a marketing researcher will evaluate primary data rather than secondary data.

Defining the problem is always the easiest step in the marketing research process.

Which of the following statements about the cost and value of information is FALSE?

For raw data to become useful to marketers,they must be

The ________ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Why is setting up a marketing information system considered valuable to marketing managers?

Two similar groups of consumers are shown different magazines that include the same ad; and then each consumer is asked questions about the advertised product.This seems to be a description of

Big data involves data sets too large and complex to work with typical database management tools.

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying.She found this internal and external data in her company's

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products.He is LEAST likely to get what he wants if he uses

Which of the following is true about a decision support system (DSS)?

In the marketing research process,defining the problem

In which of the following cases does research have little value,suggesting poor planning by a manager?

Which of the following refers to an automated process of analyzing and categorizing social media to determine what type of comments are being made about a brand online?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters

Exam 7: Improving Decisions With Marketing Information

Which of the following is an example of internal data that would be included in an MIS?

All of the following are examples of secondary data sources EXCEPT

Information that has already been collected or published is called ________ data.

When a firm is doing similar research projects in different international markets,it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

During the situation analysis,a marketing researcher will evaluate primary data rather than secondary data.

Defining the problem is always the easiest step in the marketing research process.

Which of the following statements about the cost and value of information is FALSE?

For raw data to become useful to marketers,they must be

The ________ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Why is setting up a marketing information system considered valuable to marketing managers?

Two similar groups of consumers are shown different magazines that include the same ad; and then each consumer is asked questions about the advertised product.This seems to be a description of

Big data involves data sets too large and complex to work with typical database management tools.

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying.She found this internal and external data in her company's

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products.He is LEAST likely to get what he wants if he uses

Which of the following is true about a decision support system (DSS)?

In the marketing research process,defining the problem

In which of the following cases does research have little value,suggesting poor planning by a manager?

Which of the following refers to an automated process of analyzing and categorizing social media to determine what type of comments are being made about a brand online?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters