MKT101 chapter 4 part 1

A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.

• experiment to develop information

• develop the needed information

• test market the information

• critique the needed information

A good MIS balances the information users would ________ against what they really ________ and what is ________.

• need; like; feasible

• like; can analyze; needed

• like to have; need; feasible to offer

• need; can afford; used by the competition

Which of the following is NOT a potential source for competitive marketing intelligence?

• looking through competitors' garbage

• purchasing competitors' products

• monitoring competitors' sales

• collecting primary data

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

• Marketing research

• Competitive marketing intelligence

• The marketing information system

• Causal research

What is the first step in the marketing research process?

• developing a marketing information system

• defining the problem and research objectives

• developing the research plan for collecting information

• implementing the research plan

• hiring an outside research specialist

Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?

• developing the research budget

• choosing the research agency

• choosing the research method

• developing the research plan

• comparing and contrasting primary and secondary data

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

• exploratory

• descriptive

• causal

• primary

• secondary

The real value of a company's marketing research and information system lies in the ________.

• amount of data it generates

• variety of contact methods it uses

• efficiency with which it completes studies

• quality of customer insights it provides

• marketing information system it follows

Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases.

• online

• internal

• external

• public

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

• Marketing data

• Competitive marketing intelligence

• Sales management

• Customer intelligence