MindTap Chapter 5

Evidence that the research that collected secondary data was done properly involves understanding what details about the data collection process? a. Definitions b. Data collection forms c. Method of sampling d. All of the above provide evidence that research was done properly.

D

Knowledge management is an effort to collect and make accessible what kind of information an organization's people possess? a. Customer information b. Product information c. Process information d. All of the above are correct.

D

What approach seeks to systematically collect organizational knowledge and make it accessible to others? a. Customer relationship management b. Human resources management c. Enterprise resource planning d. Knowledge management

D

What source of secondary data might be useful for a company seeking to understand the type of people who use its products? a. U.S. Census Bureau data b. Cost data from accounting c. An online survey of people who have purchased the products d. Product registration card data

D

Which component of a decision support system (DSS) has routines or tools for helping managers do things like make better marketing mix decisions and new product development decisions or assess alternative marketing plans? a. Data system b. Model system c. Logic system d. Dialog system

D

Which of the following are components of a decision support system (DSS)? a. The data system b. The model system c. The dialog system d. All of these are components of a decision support system.

D

Which of the following is a limitation of the systems approach? a. The cost and time required to build information systems b. Different managers have different data needs. c. Managers are limited to the data available in the system. d. All of these are limitations of the systems approach.

D

Which systems approach to providing managers with the information they need produces regular, standardized reports based on data held in a database? a. Marketing dashboards b. Decision support systems (DIS) c. Customer relationship management systems (CRM) d. Marketing information systems (MIS)

D

The element of a DSS that clearly separates it from an MIS is its model system. a. True b. False

false

The usefulness of a knowledge management system depends on the willingness of customers to share information. a. True b. False

false

Because the time from data collection to data dissemination is often long, secondary data are often out of date. a. True b. False

true

Secondary data make up most of the data held in data systems used in marketing research. a. True b. False

true

The ability to interact with the system to create customized information is the true value of a decision support system (DSS). a. True b. False

true

What is true about Customer Relationship Management (CRM)? a. It is a system for gathering all relevant information about a company's customers. b. It's goal is to better understand sales representative needs and behaviors. c. CRM cannot be part of the larger DSS of an organization. d. All of these statements about CRM are true.

A

Secondary data is typically more accurate when a. the data collection process is not disclosed. b. it comes from the primary source that originated the data. c. it comes from an anonymous, external source. d. it has been collected in support of an advocacy research effort.

B

Which systems approach makes the most sense for a manager in a dynamic marketing environment that needs data at irregular intervals? a. Marketing Dashboard b. Decision support system (DSS) c. Marketing information system (MIS) d. A systems approach does not make sense for a manager under these conditions.

B

When data that marketers need to make decisions already exist inside or outside the organization, it is known as a. primary data. b. exploratory data. c. secondary data. d. preexisting data.

C

Which component of a decision support system (DSS) has modules containing information about customers, general economic and demographic data, competitor information, and industry information such as market trends? a. Logic system b. Model system c. Data system d. Dialog system

C

Which of the following is a potential disadvantage of using secondary data? a. The time required to retrieve and use it b. The cost involved in using it c. The quality of the data d. None of these are potential disadvantages.

C