Exam 7: Improving Decisions With Marketing Information

Gift Mart sent out promotional coupons to customers based on data gathered from a loyalty card program.Information from Gift Mart's loyalty card program is considered

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

Which of the following is most consistent with the marketing research process discussed in the text?

Which of the following is likely to be part of a situation analysis?

________ concerns the extent to which data measure what they are intended to measure.

Marketing managers find data in raw form very useful.

Which of the following is NOT a good example of the observation method of marketing research?

Which of the following would be a source of primary data?

Quantitative research

A good situation analysis is usually expensive and takes more time,compared with more formal research efforts such as a large-scale survey.

Qualitative research seeks clear yes or no answers.

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

How often should external data for an MIS be collected?

The scientific method in marketing research

The response rate is the percentage of people contacted who complete a given questionnaire.

During a situation analysis,a marketing researcher should

What is a marketing model?

Often the most difficult step in the marketing research process is

Which of the following is usually the most expensive way to collect data from consumers?

To conduct marketing research,the first thing a marketing manager should do if one of his firm's products drops in sales volume is to