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