Marketing Ch. 4

The initial function of a marketing information system is ________.

assessing the information needs of a company

Which of the following sources constitutes the internal database of a company?

the company's sales records

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

define the problem and objectives

What is the last step in the marketing research process?

interpreting the findings

Which of the following demonstrates the real value of a company's marketing research and information system?

the quality of customer insights it provides

_______outlines sources of existing data as well as specific research approaches, sampling plans, and measurement instruments

the research plan

Managers glean information from their company's accounting and sales records stored in the company system it is internal

true

Which of the following is most likely the cheapest and quickest means to collect data for marketing research?

utilizing internal databases to gather sales data

Which of the following is true of competitive marketing intelligence?

It can be obtained from information that is available in the public domain.

Which of the following is true of survey research?

It is the most widely used method for gathering primary data.

Which of the following statements is true of international marketing research?

Language translation in international marketing research typically increases costs and raises the risk of errors.

Which of the following is true of question formats in questionnaires?

Open-end questions are useful in exploratory research to find out what people think

Which of the following is an advantage of primary data?

They are more relevant than secondary data.

In most marketing research projects, what type of research is conducted first?

exploratory

After a research instrument is selected, the next step in the marketing research process is ________.

implementing the research plan

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases.

Internal

Which of the following is true of a good marketing information system?

It balances the information that a firm wishes to have with the information a firm actually needs.

Which of the following statements regarding marketing intelligence is true?

Marketing intelligence is the systematic collection and analysis of publicly available information.

_______is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation

Marketing research

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Survey Research

Hammond Corp. operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hammond's purpose?

competitive marketing intelligence

What is the first step in the marketing research process?

defining the problem and research objectives

________is often the most difficult but most critical step in the research process

defining the problem and research objectives

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________.

descriptive research

Which of the following is the second step of the marketing research process?

developing the research plan

Internal databases usually are more expensive to use than other market information sources

false

A(n) ________ is best suited for exploratory research.

observation

What are the two main types of research instruments used to collect primary data?

questionnaires and mechanical devices

________ is best suited for descriptive research.

survey