Exam 1: Introduction to Marketing Research

Write a short essay explaining the differences between a marketing information system and a decision support system.

Marketing research is classified into two areas problem identification and problem solving research.

In the Kellogg's example given in your text,as a result of problem-solving research,Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market.

Competitive intelligence ________.

Marketing research helps the marketing manager link the ________ with the ________ and the customer groups.

Which of the issues listed below would be addressed using problem-solving research?

________ is a type of problem identification research.

Analytical services include designing and pretesting questionnaires,determining the best means of collecting data,designing sampling plans,and conducting statistical analysis of quantitative data.

Marketing research suppliers can be classified as internal or external.

Briefly define and discuss the six steps of the marketing research process.

Marketing research is the systematic and objective identification,collection,analysis,dissemination,and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities)in marketing.

Effective competitive intelligence is a continuous process involving the legal and ethical collection of information,analysis that avoids unwelcome conclusions,and controlled dissemination of actionable intelligence to decision makers.

In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs,marketing managers need information about ________.

Field service organizations are limited service suppliers that specialize in interviewing or specialize in collecting data through the mail or though personal or telephone interviewing.

Boeing commissioned Harris Interactive,Inc.to conduct a study to determine the aircraft preferences of fliers.Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers.

Problem identification research provides information about the marketing environment and helps diagnose a problem.

Satmetrix capitalizes on the need for "recent" marketing research by providing clients with data on a weekly basis.

International marketing research is expected to grow at a faster rate than domestic research.

When Eric Kim came to Samsung in 1999,he realized that Samsung's basic problem lay in the brand's image.Describe the state of Samsung's brand image at that time and discuss the actions Kim took to fix the brand image problem.

________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.