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WorksheetsMarketing information
Total questions: 30
Worksheet time: 23mins
Four basic or main components of marketing information system are
internal records, marketing intelligence, marketing research, marketing decision support system
external records, marketing research, marketing intelligence, systems
internal records, external records, marketing research, marketing decision support system
______________ is a collection of hardware, software, data, people, and procedures that work together to produce quality information for marketing decision makers.
Marketing Information Technology
Marketing Information System
Marketing Network
Marketing Database
This involves the process and methods used to gather information, analyze it, and report findings related to marketing of goods and services
Survey Creation
Marketing Research
Advertising Selection
Marketing Discovery
A small number representative of a large group
Sample
Cohort
Analytics
Data Mining
The first step in Marketing Research is to
Collect the Data
Identify and Define the Problem
Develop the Process for Data Collection
Analyze & Report the Data
Data is_____________
a collection of facts and figures
useful if it is organised
unprocessed information
All of the above
Following is not the method of primary data collection...
Questionnaire
Interview
Observation
Publications
This type of marketing research is used to determine the effectiveness of media efforts for a company, brand, or product.
Market research
Product research
Advertising/Media research
Attitude/Opinion research
This type of marketing research tries to determine consumers opinions by using methods such as surveys or focus groups.
Market
Product
Advertising/Media
Consumer Behaviour
_______ data refers to the data which is readily available.
Secondary
Primary
Outdated
_______ data is the first hand information collected for research.
Secondary
Primary
Outdated
Due to data mining, firms are in better position to provide customized product.
True
False
Data mining helps in discovering interesting and useful patterns and relationships in large volumes of data.
True
False
With the recent explosion of information technologies, _____.
most marketing managers are overloaded with data and often overwhelmed by it
it has become more difficult and expensive to obtain primary data
companies have ceased to maintain internal databases
companies have ceased to feel the need for marketing information systems
Jannon, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Jannon is using _____.
internal databases
descriptive research
data warehouses
ethnographic research
Which of the following is an advantage of using an internal database?
Data always remains current in internal databases.
Internal databases can be accessed more quickly and cheaply than other information sources.
Internal databases require less maintenance efforts.
Information obtained from internal databases is almost always sufficient for making marketing decisions.
Which of the following is a disadvantage of using information from internal databases?
It is not possible to verify information obtained from internal databases.
Using information from internal databases leads to biased research findings.
Internal information may be incomplete or in the wrong form for making marketing decisions.
Internal databases do not support highly sophisticated technologies that make it difficult to store large volumes of data.
Which of the following is NOT a method of gathering good marketing intelligence?
sending out teams of trained observers to mingle with customers
interviewing competitors' employees to learn as much "inside information" as possible
purchasing merchandise from competing sites to analyze and compare their assortment, speed, and service quality
searching specific competitor names, events, or trends to see what comes up
Firms use competitive marketing intelligence to _____.
create and sustain market monopolies
counter the adverse effects of organizational anarchy
gain early warnings of competitor moves and strategies
strengthen weak ties with industry competitors
Which of the following is true with regard to marketing research?
The marketing research process requires assessing macroeconomic forces.
Marketing research gives marketers insights into customer motivations.
The marketing research process depends primarily on sophisticated internal databases.
Marketing research eliminates the need for a SWOT analysis.
In _____ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.
exploratory
descriptive
analytic
causal
The goal of _____ research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.
exploratory
causal
descriptive
statistical
Park Dahye, a marketing manager, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Park is involved in _____ research.
exploratory
descriptive
causal
ethnographic
Secondary data consist of _____.
information collected for the specific purpose at hand
information that already exists somewhere, having been collected for another purpose
information collected from conducting personal, in-depth interviews
data that is unreliable and unsuitable for the purpose of making marketing decisions
Primary data consist of _____.
data obtained from the public domain
information that already exists somewhere, having been collected for another purpose
information collected for the specific purpose at hand
information that is the least expensive and the easiest to obtain
Commercial online databases are rich sources for obtaining _____.
primary data
secondary data
customer insights
Which of the following is true about secondary data?
Unlike primary data, it can be obtained by using direct surveys and questionnaires by the company.
It can be obtained more quickly and at a lower cost than primary data.
It requires more effort compared to gathering primary data.
It is always current and, unlike primary data, it does not have to be updated.
_____ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Experimental research
Observational research
Survey research
Descriptive research
