Marketing Research Quiz Part I

Data obtained from marketing research is used to

• Identify marketing opportunities

• Solve marketing problems

• Implement marketing plans

• Monitor marketing performance

• All of the above

Marketing research is important because it helps

• determine consumers' attitudes and preferences

• test product features

• determine market size and growth potential

• All of the above

Businesses that do not pay attention to what consumers are buying and why are likely to make costly marketing mistakes.

• True

• False

Only large businesses use marketing research.

• True

• False

Marketing information systems is a set of procedures and methods that regularly generate, stores, analyzes, and distributes information for use in making marketing and other business decisions.

• True

• False

What data can be included in marketing information systems?

• Customer profile data (buying behavior, shopping patterns, customer demographics, lifestyle research)

• Company records (sales results, expenses, supplier data, production schedules)

• Government data (price trends, new regulations and laws)

• All of the above

Database marketing or customer relationship marketing (CRM) can be obtained from internal and external sources.

• True

• False

Loyalty Rewards program is an example of what type of database marketing or customer relationship marketing (CRM)?

• Internal

• External

Database marketing or Customer Relationship Marketing (CRM) is the process of designing, creating, and managing customer lists.

• True

• False

Quantitative research answer questions such as this:

• How many? or How much?

• Why? or How?