Question 1

The primary purpose of dialog systems is to allow the marketing manager to

Accepted Answer

A) write programs to control the flow of information between various modules in the DSS. 
B) communicate via electronic mail with their salespeople. 
C) interact with the DSS to target and manipulate relevant information contained in the DSS data base. 
D) collect data from primary sources and add it to the data base. 
E) collect data from secondary sources and add it to the data base. 
A) write programs to control the flow of information between various modules in the DSS. 
B) communicate via electronic mail with their salespeople. 
C) interact with the DSS to target and manipulate relevant information contained in the DSS data base. 
D) collect data from primary sources and add it to the data base. 
E) collect data from secondary sources and add it to the data base.

Question 2

All of the following are true of the CIO EXCEPT:

Accepted Answer

A) He or she serves as the liaison between the firm's top management and its information systems department. 
B) He or she is much more concerned with the firm's outlook than with daily activities of a department. 
C) He or she typically knows more about the business in general than the managers of the information systems department. 
D) All of the above statements are true regarding the CIO. 
E) All of the above statements are false regarding the CIO. 
A) He or she serves as the liaison between the firm's top management and its information systems department. 
B) He or she is much more concerned with the firm's outlook than with daily activities of a department. 
C) He or she typically knows more about the business in general than the managers of the information systems department. 
D) All of the above statements are true regarding the CIO. 
E) All of the above statements are false regarding the CIO.

Question 3

The Daily World newspaper has an advanced decision support system that tracks the addresses of all subscribers.Using this database,the manager plans to manipulate the information to determine which areas of town should be targeted for potential customers.Such ____ will help the manager gain a better understanding of an important marketing issue for The Daily World.

Accepted Answer

A) ratios 
B) groupings 
C) procedures 
D) models 
E) planning 
A) ratios 
B) groupings 
C) procedures 
D) models 
E) planning

Question 4

Which of the following is true of dialog systems?

Accepted Answer

A) They put data at the decision maker's fingertips. 
B) They include large amounts of data gathered from a single source. 
C) They allow managers to interact with programmers to request data. 
D) Both a and b are true. 
E) Only b and c are true. 
A) They put data at the decision maker's fingertips. 
B) They include large amounts of data gathered from a single source. 
C) They allow managers to interact with programmers to request data. 
D) Both a and b are true. 
E) Only b and c are true.

Question 5

Last year Jason's Deli installed a decision support system that included all the procedures that allow the marketing manager to conduct any type of analysis.While looking at the customer database,the marketing manager able to discover an interesting relationship between sales and payment method.Such a system is called a(n)

Accepted Answer

A) hypothesis. 
B) model system. 
C) manipulation. 
D) procedure. 
E) expert system. 
A) hypothesis. 
B) model system. 
C) manipulation. 
D) procedure. 
E) expert system.

Question 6

Historically,one problem with a research project emphasis to gathering marketing intelligence has been its "____________________" orientation.

Accepted Answer

The answer of Historically,one problem with a research project emphasis...

Question 7

An MIS needs analysis investigates

Accepted Answer

A) the form in which managers need information. 
B) the types of information managers need. 
C) the types of decisions managers make. 
D) All of the above are investigated. 
E) None of the above are investigated. 
A) the form in which managers need information. 
B) the types of information managers need. 
C) the types of decisions managers make. 
D) All of the above are investigated. 
E) None of the above are investigated.

Question 8

As CEO of a high-tech firm in Silicon Valley,John Smith likes to regularly tap into his frontline sales force to determine what they know about their customers,products,and marketplace.An effort to systematically collect such information and make it accessible to others within the organization and channel members is called

Accepted Answer

A) data mining. 
B) knowledge management. 
C) parallel processing. 
D) human resourcing. 
E) expert systems. 
A) data mining. 
B) knowledge management. 
C) parallel processing. 
D) human resourcing. 
E) expert systems.

Question 9

The set of procedures and methods for the regular planned collection,analysis and presentation of information for use in making marketing decisions.This describes

Accepted Answer

A) decision support systems. 
B) marketing information systems. 
C) research projects. 
D) verbal presentations. 
E) written presentations. 
A) decision support systems. 
B) marketing information systems. 
C) research projects. 
D) verbal presentations. 
E) written presentations.

Question 10

A decision support system has three major components;a data-driven system,a model-driven system,and a dialog-driven system.

Accepted Answer

A) True 
 B)False

Question 11

Data systems most commonly hold information relating to

Accepted Answer

A) existing customers. 
B) prospective customers. 
C) competitors. 
D) suppliers. 
E) All of the above may be held in a data system. 
A) existing customers. 
B) prospective customers. 
C) competitors. 
D) suppliers. 
E) All of the above may be held in a data system.

Question 12

Compare and contrast DSS and MIS.

Accepted Answer

Both are concerned with improving inform

Question 13

To design a marketing information system,analysts need to know

Accepted Answer

A) what types of decisions each decision maker regularly makes. 
B) what types of special studies are periodically requested. 
C) what information is necessary to make decisions. 
D) the frequency with which information is expected. 
E) Analysts need to know all of the above. 
A) what types of decisions each decision maker regularly makes. 
B) what types of special studies are periodically requested. 
C) what information is necessary to make decisions. 
D) the frequency with which information is expected. 
E) Analysts need to know all of the above.

Question 14

The systems approach to marketing research is most accurately compared to a

Accepted Answer

A) flashbulb. 
B) candle. 
C) strobe light. 
D) lantern. 
E) flame. 
A) flashbulb. 
B) candle. 
C) strobe light. 
D) lantern. 
E) flame.

Question 15

Expert systems

Accepted Answer

A) include the procedures used to capture and the methods used to store the data. 
B) include all the routines that allow the user to manipulate the data to conduct the kind of analysis the individual desires. 
C) are also called language systems. 
D) are computer based artificial intelligence systems. 
E) are none of the above. 
A) include the procedures used to capture and the methods used to store the data. 
B) include all the routines that allow the user to manipulate the data to conduct the kind of analysis the individual desires. 
C) are also called language systems. 
D) are computer based artificial intelligence systems. 
E) are none of the above.

Question 16

Which of the following is TRUE?

Accepted Answer

A) One of the problems with the systems approach is its nonrecurring nature. 
B) Most discussions of marketing research focus on the project approach. 
C) The DSS is primarily responsible for storing information. 
D) The MIS is primarily responsible for problems within the marketing function. 
E) Customer exit and reentry into a database make data storage a primary concern. 
A) One of the problems with the systems approach is its nonrecurring nature. 
B) Most discussions of marketing research focus on the project approach. 
C) The DSS is primarily responsible for storing information. 
D) The MIS is primarily responsible for problems within the marketing function. 
E) Customer exit and reentry into a database make data storage a primary concern.

Question 17

A decision support system consists of

Accepted Answer

A) dialog systems. 
B) model systems. 
C) data systems. 
D) All of the above. 
E) Only b and c above. 
A) dialog systems. 
B) model systems. 
C) data systems. 
D) All of the above. 
E) Only b and c above.

Question 18

The first step in designing a Marketing Information System is

Accepted Answer

A) collecting as much data as possible. 
B) determining which decision makers will use the system. 
C) selecting the computer hardware needed for the system. 
D) identifying possible sources of the necessary data. 
E) hiring a special design team to put the system together. 
A) collecting as much data as possible. 
B) determining which decision makers will use the system. 
C) selecting the computer hardware needed for the system. 
D) identifying possible sources of the necessary data. 
E) hiring a special design team to put the system together.

Question 19

Databases containing both current and historical information are called

Accepted Answer

A) data warehouses. 
B) data mines. 
C) data portals. 
D) expert systems. 
E) data models. 
A) data warehouses. 
B) data mines. 
C) data portals. 
D) expert systems. 
E) data models.

Question 20

The stop-and-go chain of convenient stores uses scanners that provide massive amounts of data to the marketing managers.Since it would take so much time for even well-trained analysts to summarize the major trends of the data,the store uses a computer-based artificial intelligence system to attempt to model how experts process information to solve problems.Such a system is a(n)

Accepted Answer

A) model system. 
B) data system. 
C) support system. 
D) expert system. 
E) dialog system. 
A) model system. 
B) data system. 
C) support system. 
D) expert system. 
E) dialog system.

The primary purpose of dialog systems is to allow the marketing manager to

All of the following are true of the CIO EXCEPT:

Which of the following is true of dialog systems?

Historically,one problem with a research project emphasis to gathering marketing intelligence has been its "____________________" orientation.

An MIS needs analysis investigates

The set of procedures and methods for the regular planned collection,analysis and presentation of information for use in making marketing decisions.This describes

A decision support system has three major components;a data-driven system,a model-driven system,and a dialog-driven system.

Data systems most commonly hold information relating to

Compare and contrast DSS and MIS.

To design a marketing information system,analysts need to know

The systems approach to marketing research is most accurately compared to a

Expert systems

Which of the following is TRUE?

A decision support system consists of

The first step in designing a Marketing Information System is

Databases containing both current and historical information are called

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 primary purpose of dialog systems is to allow the marketing manager to

All of the following are true of the CIO EXCEPT:

Which of the following is true of dialog systems?

Historically,one problem with a research project emphasis to gathering marketing intelligence has been its "____________________" orientation.

An MIS needs analysis investigates

The set of procedures and methods for the regular planned collection,analysis and presentation of information for use in making marketing decisions.This describes

A decision support system has three major components;a data-driven system,a model-driven system,and a dialog-driven system.

Data systems most commonly hold information relating to

Compare and contrast DSS and MIS.

To design a marketing information system,analysts need to know

The systems approach to marketing research is most accurately compared to a

Expert systems

Which of the following is TRUE?

A decision support system consists of

The first step in designing a Marketing Information System is

Databases containing both current and historical information are called

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