Question 1

The components of a data system in a typical DSS system include all EXCEPT

Accepted Answer

A) processes used to retrieve data from internal sources. 
B) methods of receiving data from external sources. 
C) languages that allow managers to produce reports from the data. 
D) modules containing customer and competitive information. 
E) modules containing industry trend information. 
A) processes used to retrieve data from internal sources. 
B) methods of receiving data from external sources. 
C) languages that allow managers to produce reports from the data. 
D) modules containing customer and competitive information. 
E) modules containing industry trend information. C

Question 2

What system relies most on the production of preformatted reports?

Accepted Answer

A) Decision support systems 
B) Marketing information system 
C) Research project 
D) Intelligence gathering system 
E) Marketing analysis system 
A) Decision support systems 
B) Marketing information system 
C) Research project 
D) Intelligence gathering system 
E) Marketing analysis system B

Question 3

A decision support system concentrates on the design of

Accepted Answer

A) data,model,and dialog systems. 
B) preformatted reports. 
C) new products. 
D) marketing strategies. 
E) marketing tactics. 
A) data,model,and dialog systems. 
B) preformatted reports. 
C) new products. 
D) marketing strategies. 
E) marketing tactics. A

Question 4

A sophisticated software system that monitors and controls all of an organization's resource requirements,such as inventory,human resources,and production capacity is called a(n)

Accepted Answer

A) expert system. 
B) inventory model. 
C) radio frequency system. 
D) Enterprise Resource Planning system. 
E) model system. 
A) expert system. 
B) inventory model. 
C) radio frequency system. 
D) Enterprise Resource Planning system. 
E) model system.

Question 5

HCA Corporation collects data regularly from multiple sources.It asks physicians to maintain a diary,it asks patients to complete a questionnaire,and conducts telephone interviews with ex-patients.The marketing department of HCA crunches this data and presents the information to the CEO to make marketing decisions.The information is all part of HCA's

Accepted Answer

A) marketing information system. 
B) knowledge management. 
C) expert systems. 
D) data mining. 
E) model system. 
A) marketing information system. 
B) knowledge management. 
C) expert systems. 
D) data mining. 
E) model system.

Question 6

The breakdown of questions into smaller computational tasks performed simultaneously occurs during

Accepted Answer

A) concurrent processing. 
B) data warehousing. 
C) parallel processing. 
D) data mining. 
E) Enterprise Resource Planning (ERP). 
A) concurrent processing. 
B) data warehousing. 
C) parallel processing. 
D) data mining. 
E) Enterprise Resource Planning (ERP).

Question 7

Which of the following would suggest that more of a marketing information perspective rather than a project perspective on research is needed?

Accepted Answer

A) An investigation of the potential demand for a new product the firm is developing. 
B) An examination of the structure of the channels of distribution serving a market the firm is considering entering. 
C) An examination of each salesperson's performance versus the individual's sales quota for last year. 
D) The investigation of which of two pieces of advertising copy is more favorably received by consumers. 
E) An investigation to determine which of three package designs produces the greatest sales. 
A) An investigation of the potential demand for a new product the firm is developing. 
B) An examination of the structure of the channels of distribution serving a market the firm is considering entering. 
C) An examination of each salesperson's performance versus the individual's sales quota for last year. 
D) The investigation of which of two pieces of advertising copy is more favorably received by consumers. 
E) An investigation to determine which of three package designs produces the greatest sales.

Question 8

Which of the following is TRUE?

Accepted Answer

A) A marketing information system is a set of procedures and methods for the regular planned collection,analysis,and presentation of information for use in making marketing decisions. 
B) The primary difference between traditional marketing research and marketing intelligence is that the intelligence system is computer-based while the research project is a written survey. 
C) The emphasis in traditional marketing research is on continuously monitoring normal business activities such as sales,market share,and product positioning through a series of recurring research steps. 
D) The rapid growth of databases,on-line informational services,and DSS systems will eventually replace the traditional project approach to market research. 
E) One of the major benefits of an MIS system is that it generates information in a single report format that is useful for most managers. 
A) A marketing information system is a set of procedures and methods for the regular planned collection,analysis,and presentation of information for use in making marketing decisions. 
B) The primary difference between traditional marketing research and marketing intelligence is that the intelligence system is computer-based while the research project is a written survey. 
C) The emphasis in traditional marketing research is on continuously monitoring normal business activities such as sales,market share,and product positioning through a series of recurring research steps. 
D) The rapid growth of databases,on-line informational services,and DSS systems will eventually replace the traditional project approach to market research. 
E) One of the major benefits of an MIS system is that it generates information in a single report format that is useful for most managers.

Question 9

DSS and MIS differ in all but which of the following ways?

Accepted Answer

A) Non-computer people find DSS easier to use personally than MIS. 
B) DSS is focused more on ill-structured decision situations than MIS. 
C) MIS combines models and analytic techniques with more traditional data access and retrieval functions in greater detail than DSS. 
D) MIS is less flexible and adaptable than DSS. 
E) DSS responds to managers with answers faster than MIS. 
A) Non-computer people find DSS easier to use personally than MIS. 
B) DSS is focused more on ill-structured decision situations than MIS. 
C) MIS combines models and analytic techniques with more traditional data access and retrieval functions in greater detail than DSS. 
D) MIS is less flexible and adaptable than DSS. 
E) DSS responds to managers with answers faster than MIS.

Question 10

A DSS combines all of the following EXCEPT:

Accepted Answer

A) data systems. 
B) preformatted batch reports. 
C) model systems. 
D) dialog systems. 
E) A DSS combines all of the above components. 
A) data systems. 
B) preformatted batch reports. 
C) model systems. 
D) dialog systems. 
E) A DSS combines all of the above components.

Question 11

The basic task of the data system in a DSS is to

Accepted Answer

A) capture relevant marketing data in reasonable detail and put that data in a truly accessible form. 
B) structure a problem so that is can be easily solved by a manager. 
C) provide each manager with the information they need in the exact form in which they need it. 
D) allow each manager to be able to access the particular information that is necessary to solve a given problem. 
E) organize data that the firm generates in-house. 
A) capture relevant marketing data in reasonable detail and put that data in a truly accessible form. 
B) structure a problem so that is can be easily solved by a manager. 
C) provide each manager with the information they need in the exact form in which they need it. 
D) allow each manager to be able to access the particular information that is necessary to solve a given problem. 
E) organize data that the firm generates in-house.

Question 12

Adoption of marketing information systems (MIS)is NOT generally hampered by

Accepted Answer

A) managers' reluctance to disclose their decision processes. 
B) the enthusiastic support of high-level management. 
C) the cost of the MIS system. 
D) underestimation of time necessary to complete the system. 
E) All of the above have tended to restrict the adoption of MIS. 
A) managers' reluctance to disclose their decision processes. 
B) the enthusiastic support of high-level management. 
C) the cost of the MIS system. 
D) underestimation of time necessary to complete the system. 
E) All of the above have tended to restrict the adoption of MIS.

Question 13

One of an organization's greatest assets can be what its people know about customers,its products,and its marketplace.An effort to systematically collect such information and make it accessible to others is

Accepted Answer

A) data mining. 
B) knowledge management. 
C) parallel processing. 
D) intellectual accounting. 
E) human resourcing. 
A) data mining. 
B) knowledge management. 
C) parallel processing. 
D) intellectual accounting. 
E) human resourcing.

Question 14

A fundamental difference between a MIS and a DSS is

Accepted Answer

A) they use different types of data. 
B) a DSS relies on sophisticated statistical analysis;a MIS does not. 
C) a MIS uses data that is timelier than that used by a DSS. 
D) using a MIS requires extensive training;a DSS does not. 
E) a DSS is used interactively;a MIS is not. 
A) they use different types of data. 
B) a DSS relies on sophisticated statistical analysis;a MIS does not. 
C) a MIS uses data that is timelier than that used by a DSS. 
D) using a MIS requires extensive training;a DSS does not. 
E) a DSS is used interactively;a MIS is not.

Question 15

The future of DSS systems

Accepted Answer

A) appears good given the explosion of databases. 
B) means the end for traditional marketing research projects. 
C) is enhanced by the problems with MIS systems. 
D) is based on the growth of key demographic categories like women in the workforce. 
E) Both a and c above. 
A) appears good given the explosion of databases. 
B) means the end for traditional marketing research projects. 
C) is enhanced by the problems with MIS systems. 
D) is based on the growth of key demographic categories like women in the workforce. 
E) Both a and c above.

Question 16

The person responsible for the ways an organization manages and shares information,including those bits of knowledge that experienced people may use without giving conscious thought to them,typically holds the title of

Accepted Answer

A) Chief Information Officer. 
B) Human Resource Director. 
C) Marketing Resources Manager. 
D) Chief Executive Officer. 
E) Chief Knowledge Officer. 
A) Chief Information Officer. 
B) Human Resource Director. 
C) Marketing Resources Manager. 
D) Chief Executive Officer. 
E) Chief Knowledge Officer.

Question 17

Both sources of marketing intelligence illuminate the darkness.The project approach is like a candle and the systems approach is like a flashbulb.

Accepted Answer

A) True 
 B)False

Question 18

The thing that most clearly differentiates DSS from MIS is

Accepted Answer

A) data systems. 
B) model systems. 
C) dialog systems. 
D) type of hardware used. 
E) cost of installation. 
A) data systems. 
B) model systems. 
C) dialog systems. 
D) type of hardware used. 
E) cost of installation.

Question 19

Discuss at least four common reasons that have restricted the adoption of a MIS.

Accepted Answer

The adoption of Marketing Information Sy

Question 20

Both DSSs and MISs are concerned with

Accepted Answer

A) improving information processing to enable better marketing decisions. 
B) incorporating features that make them easy to use in an interactive mode. 
C) flexibility and adaptability. 
D) DSS and MIS are concerned with all of the above. 
E) DSS and MIS are concerned with none of the above. 
A) improving information processing to enable better marketing decisions. 
B) incorporating features that make them easy to use in an interactive mode. 
C) flexibility and adaptability. 
D) DSS and MIS are concerned with all of the above. 
E) DSS and MIS are concerned with none of the above.

The components of a data system in a typical DSS system include all EXCEPT

What system relies most on the production of preformatted reports?

A decision support system concentrates on the design of

A sophisticated software system that monitors and controls all of an organization's resource requirements,such as inventory,human resources,and production capacity is called a(n)

The breakdown of questions into smaller computational tasks performed simultaneously occurs during

Which of the following would suggest that more of a marketing information perspective rather than a project perspective on research is needed?

Which of the following is TRUE?

DSS and MIS differ in all but which of the following ways?

A DSS combines all of the following EXCEPT:

The basic task of the data system in a DSS is to

Adoption of marketing information systems (MIS)is NOT generally hampered by

One of an organization's greatest assets can be what its people know about customers,its products,and its marketplace.An effort to systematically collect such information and make it accessible to others is

A fundamental difference between a MIS and a DSS is

The future of DSS systems

The person responsible for the ways an organization manages and shares information,including those bits of knowledge that experienced people may use without giving conscious thought to them,typically holds the title of

Both sources of marketing intelligence illuminate the darkness.The project approach is like a candle and the systems approach is like a flashbulb.

The thing that most clearly differentiates DSS from MIS is

Discuss at least four common reasons that have restricted the adoption of a MIS.

Both DSSs and MISs are concerned with

The Role of Marketing Research

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 2: Gathering Marketing Intelligence: The Systems Approach

The components of a data system in a typical DSS system include all EXCEPT

What system relies most on the production of preformatted reports?

A decision support system concentrates on the design of

A sophisticated software system that monitors and controls all of an organization's resource requirements,such as inventory,human resources,and production capacity is called a(n)

The breakdown of questions into smaller computational tasks performed simultaneously occurs during

Which of the following would suggest that more of a marketing information perspective rather than a project perspective on research is needed?

Which of the following is TRUE?

DSS and MIS differ in all but which of the following ways?

A DSS combines all of the following EXCEPT:

The basic task of the data system in a DSS is to

Adoption of marketing information systems (MIS)is NOT generally hampered by

One of an organization's greatest assets can be what its people know about customers,its products,and its marketplace.An effort to systematically collect such information and make it accessible to others is

A fundamental difference between a MIS and a DSS is

The future of DSS systems

The person responsible for the ways an organization manages and shares information,including those bits of knowledge that experienced people may use without giving conscious thought to them,typically holds the title of

Both sources of marketing intelligence illuminate the darkness.The project approach is like a candle and the systems approach is like a flashbulb.

The thing that most clearly differentiates DSS from MIS is

Discuss at least four common reasons that have restricted the adoption of a MIS.

Both DSSs and MISs are concerned with

The Role of Marketing Research

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters