S/E Marketing 5.1, 5.2

What is the primary purpose of a marketing-information system?

• To create advertisements

• To collect, store, analyze, and distribute marketing data

• To design products

• To set prices

Which of the following best defines "syndicated research"?

• Research conducted by a single company for its own use

• Research conducted and sold by a research firm to multiple clients

• Research done by government agencies

• Research that is not published

What is "hard data" in marketing research?

• Data based on opinions and feelings

• Data that is qualitative and subjective

• Data that is quantitative and factual

• Data that is outdated

Who are "client-side researchers"?

• Researchers who work for research agencies

• Researchers who work within a company to conduct research for that company

• Freelance researchers

• Government researchers

Which of the following is a characteristic of a marketing-information system?

• It only collects data from competitors

• It is a structured way to gather, analyze, and report marketing data

• It is used only for financial reporting

• It is not updated regularly

What is the main role of ethics in marketing-information management?

• To increase profits

• To ensure information is collected and used responsibly

• To reduce costs

• To speed up data collection

Which of the following best describes "soft data"?

• Data that is numerical and measurable

• Data that is based on opinions, attitudes, or observations

• Data that is always accurate

• Data that is stored in hard drives

What is a "focus group" in marketing research?

• A group of researchers analyzing data

• A small group of people discussing a product or service

• A type of survey sent by email

• A group of competitors

Which term refers to a subset of a population selected for research?

• Algorithm

• Sample

• Price point

• Frequency table

What is a "frequency table" used for in marketing research?

• To display how often each value occurs in a dataset

• To set product prices

• To design advertisements

• To create focus groups