Marketing-Information Management (IM) Pre-test
What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?
observation
Which function of a marketing-information management system involves collecting facts and figures from internal and external sources on an ongoing basis?
data gathering
Information about marketing trends, competitors' activities, and new technology are examples of __________ marketing information.
external
Businesses often make decisions regarding changes in their product lines by analyzing data from their
sales invoices
Which of the following is an example of an internal source of secondary marketing data:
warranty agreements
What is one way that businesses use marketing information?
to develop new products
How can marketing research help a business to evaluate its promotional efforts?
By comparing the results of different forms of promotion used by the business
Which of the following statements about exploratory research is true:
It serves as a starting point for more detailed research.
The PQR Company has experienced a drop in sales for three consecutive quarters. This is an example of defining the marketing-research
problem
Which of the following is essential to all marketing research:
accuracy
Businesses conduct qualitative research when they want to obtain information about
consumers' opinions