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Marketing PQK 3

Summer, 11

Practice Questions Chapter 3

Managing Marketing information


1. An MIS consists of people, equipment, and procedures to gather, sort, _____, evaluate, and distribute information to marketing decision makers. a. test b. test market c. analyze d. critique e. assess 2. Your firm has just developed its first successful MIS. It interacts with information users to assess information needs, develop needed information, _____ the marketing information, and help managers use it in their decision making. a. distribute b. collect c. retrieve d. store e. validate 3. The marketing information system is not limited to use by the company it serves. It may also provide information to _____. a. the government b. external partners c. various publics d. competitors e. none of the above 4. Marketers must weigh carefully the costs of additional information against the _____ resulting from it. a. uses b. benefits c. knowledge d. rewards e. cost 5. Marketing information from this type of database usually can be accessed more quickly and cheaply than other information sources. Which one is it? a. external b. MDSS c. EIS d. internal e. field representatives 6. This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called? a. marketing data b. marketing intelligence c. Web Master d. sales and sales management

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e. secondary data

7. Which of the following is not a source of marketing intelligence?


a. b. c. d. e. 8. a. b. c. d. e. suppliers resellers key customers internal company reports sales force Which of the steps in the marketing research process has been left out: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? developing the research budget choosing the research agency choosing the research method developing the research plan comparing and contrasting primary and secondary data help define the problem and suggest hypotheses. descriptive exploratory causal corrective descriptive and exploratory It is important to note that research objectives must be translated into specific _____. marketing goals information needs dollar amounts results that justify the means time allotments

9. The objective of ______________ research is to gather preliminary information that will


a. b. c. d. e. 10. a. b. c. d. e.

11. The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, _____, and instruments that researchers will use to gather new data. a. personnel b. sampling plans c. budget requirements d. all of the above e. none of the above 12. a. b. c. d. e. 13. a. b. c. d. e. Which form of data can usually be obtained more quickly and at a lower cost? primary census secondary syndicated tertiary Primary data must be relevant, current, unbiased, and _____. complete accurate inexpensive collected before secondary data valid

14. This method of research can obtain information that people are unwilling or unable to provide. a. observation b. focus groups

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c. personal interviews d. fax surveys e. questionnaires 15. Survey research, called the backbone of primary research, is the most widely used method for primary data collection and is best suited for gathering _____ information. a. personal b. preference c. attitude d. descriptive e. exploratory 16. a. b. c. d. e. Experimental research is best suited for gathering _____ information. unknown causal complicated interactive descriptive

17. Marketing researchers usually draw conclusions about large groups of consumers by studying a small _____ of the total consumer population. a. group b. sample c. population d. target group e. audience 18. a. b. c. d. e. Marketing information has no value until it is used to _____. satisfy company objectives make better marketing decisions make managements job easier please stockholders please customers

19. This source of marketing information provides ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more. What do we call this? a. intranet b. extranet c. Internet d. internal database e. marketing intelligence 20. For conservative small businesses and not-for-profit organizations, good marketing information may be collected by simple _____. a. purchase b. observation c. questioning d. surveying e. focus groups

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