Which of the following statements is NOT true regarding information collected for marketers?

A marketing information system (MIS) consists of people and procedures to assess

information needs, ________, and help decision makers analyze and use the information.

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

________ and what is ________.

Marketers must weigh carefully the costs of additional information against the ________

resulting from it.

Four common sources of internal data include the accounting department, operations, the sales

force, and the ________.

Marketing information from which type of database usually can be accessed more quickly and

cheaply than other information sources?

________ is the systematic collection and analysis of publicly available information about

consumers, competitors, and developments in the marketing environment.

Which of the following statements regarding marketing intelligence is true?

Which of the following is NOT considered a source of marketing intelligence?

Most marketers today believe they still lack a sufficient quantity of research data to make

high-quality decisions.

The real value of marketing research and information lies not in quantity but in the customer insights provided.

An effective MIS assesses information needs, develops needed information, and helps decision makers use the information.

Today, marketing managers view marketing information not only as an input for making

internal decisions but also as an input for external partners.

When you glean information from your company's accounting and sales records stored in

the company's computer system, you are developing an internal database.

You have just extracted sales and cost data used by the accounting department for preparing

financial statements. Most likely, this information is complete and in useable form to build an

internal marketing database.

It is important to note that data age quickly, so keeping the database current requires a

major effort.

ABC Interior Designs wants to collect research data through mechanical observation. The

three typical methods are video cameras, checkout scanners, and Internet surveys.

Ideally, a sample should be representative so that the researcher can make accurate

estimates of the thoughts and behaviors of the larger population.

You have just identified the "touch points" of the 400 best customers in your database. At

this point, you want to manage detailed information about each of them to maximize customer

loyalty. You should use customer relationship management (CRM).