| 1. |
A _________________ consists of people, equipment,
and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers. |
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a) |
management information system |
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b) |
marketing information system |
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c) |
financial information system |
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d) |
management intelligence plan |
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| 2. |
The systematic design, collection, analysis, and
reporting of data relevant to a specific marketing situation facing an organization is
called: |
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a) |
Internal company records |
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b) |
Marketing implementation |
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c) |
Marketing research |
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d) |
Marketing intelligence |
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| 3. |
The second step of the marketing research process
is to ____________________. During this step an outline of sources of existing data,
specific research approaches, contact methods, sampling plans, and instruments that
searchers will use to gather new data are presented. |
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a) |
Defining the problem and research objectives. |
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b) |
Implementing the research plan. |
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c) |
Developing the research plan. |
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d) |
Interpreting and reporting the findings. |
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| 4. |
__________________ is information that already
exists somewhere, having been collected for another purpose. |
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a) |
Experimental information |
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b) |
External information |
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c) |
Primary data |
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d) |
Secondary data |
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| 5. |
Secondary data is information collected for the
specific purpose at hand. |
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a) |
True |
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b) |
False |
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| 6. |
International marketing researchers follow
_______________ steps as domestic researchers. |
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a) |
True |
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b) |
False |
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| 7. |
All of the following may be problems in conducting
marketing research in the world market EXCEPT: |
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a) |
a scarcity of good secondary data. |
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b) |
drawing samples from the host population. |
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c) |
contacting the sample. |
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d) |
finding anyone with knowledge of marketing, business, or commerce. |
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| 8. |
Too much information can be as harmful as too
little. |
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a) |
True |
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b) |
False |
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| 9. |
Which of the following information forms available
to the marketing manager can usually be accessed more quickly and cheaply than other
information sources? |
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a) |
Marketing intelligence |
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b) |
Marketing research |
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c) |
Customer profiles |
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d) |
Internal databases |
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| 10. |
One common misuse of marketing research findings
in contemporary business is the tendency for marketing research to: |
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a) |
become a vehicle for pitching the sponsor's products. |
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b) |
become a vehicle for discriminating in the marketplace. |
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c) |
become a means for raising prices. |
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d) |
become a means for unfair competition. |
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