Exam 2: Gathering Marketing Intelligence: The Systems Approach

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The manager of Arthur's Auto Center,while looking at the customer database,has a preconceived idea of how the database works and is able to see the interesting and worthwhile applications of the data.Such an idea is called a(n)

(Multiple Choice)

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Question 21

The routines that allow the user to manipulate the data in a DSS so as to conduct the kind of analysis the individual desires are known as the

(Multiple Choice)

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Question 22

Internal data breaches have declined and external data breaches have increased recently.

(True/False)

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Question 23

Which of the following statements regarding marketing information systems is TRUE?

(Multiple Choice)

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Question 24

A mail-order retailer found that its percent of loyal customers (those ordering $100 or more of merchandise in two consecutive years)has declined from 15 percent to 8 percent.Which form of marketing research was the retailer utilizing?

(Multiple Choice)

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Question 25

The key word that differentiates marketing information systems from marketing research projects is

(Multiple Choice)

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Question 26

Many MIS have separate data banks for

(Multiple Choice)

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Question 27

A CIO's major role is to systematically collect employee knowledge about customers,products and the marketplace.

(True/False)

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Question 28

Which of the following is true of decision support systems?

(Multiple Choice)

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Question 29

A coordinated collection of data,systems,tools,and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action is a(n)

(Multiple Choice)

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Question 30

All of the following terms are associated with the dialog system EXCEPT:

(Multiple Choice)

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Question 31

The element of a DSS that clearly separates it from an MIS is its dialog-driven system,also called a language system.

(True/False)

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Question 32

Data should only be added to a DSS database if they

(Multiple Choice)

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Question 33

____________________ is an effort to systematically collect information about customers,its products,and its marketplace and make it accessible to others in the organization.

(Short Answer)

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Question 34

Historically,one problem with a research project emphasis to gathering marketing intelligence has been

(Multiple Choice)

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Question 35

Recently many firms have added the position of CIO to their organizational charts.The primary role of the person filling this position is to

(Multiple Choice)

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Question 36

Databases allow information to be shared easily.Such accessibility poses a privacy issue for

(Multiple Choice)

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Question 37

Having a preconceived idea of how a database works and having the ability to see the interesting and worthwhile applications of the data is called a(n)____________________.

(Short Answer)

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(39)

Question 38

Which of the following is TRUE?

(Multiple Choice)

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Question 39

A firm might be expected to initiate a specific research project to supplement the DSS in which of the following situations?

(Multiple Choice)

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Question 40

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Exam 2: Gathering Marketing Intelligence: The Systems Approach

The manager of Arthur's Auto Center,while looking at the customer database,has a preconceived idea of how the database works and is able to see the interesting and worthwhile applications of the data.Such an idea is called a(n)

The routines that allow the user to manipulate the data in a DSS so as to conduct the kind of analysis the individual desires are known as the

Internal data breaches have declined and external data breaches have increased recently.

Which of the following statements regarding marketing information systems is TRUE?

A mail-order retailer found that its percent of loyal customers (those ordering $100 or more of merchandise in two consecutive years)has declined from 15 percent to 8 percent.Which form of marketing research was the retailer utilizing?

The key word that differentiates marketing information systems from marketing research projects is

Many MIS have separate data banks for

A CIO's major role is to systematically collect employee knowledge about customers,products and the marketplace.

Which of the following is true of decision support systems?

A coordinated collection of data,systems,tools,and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action is a(n)

All of the following terms are associated with the dialog system EXCEPT:

The element of a DSS that clearly separates it from an MIS is its dialog-driven system,also called a language system.

Data should only be added to a DSS database if they

____________________ is an effort to systematically collect information about customers,its products,and its marketplace and make it accessible to others in the organization.

Historically,one problem with a research project emphasis to gathering marketing intelligence has been

Recently many firms have added the position of CIO to their organizational charts.The primary role of the person filling this position is to

Databases allow information to be shared easily.Such accessibility poses a privacy issue for

Having a preconceived idea of how a database works and having the ability to see the interesting and worthwhile applications of the data is called a(n)____________________.

Which of the following is TRUE?

A firm might be expected to initiate a specific research project to supplement the DSS in which of the following situations?

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

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