Kotler / Armstrong, Chapter 4

A marketing information system (MIS) attempts to gather, catalog, analyze, evaluate, and distribute useful information to decision makers in the marketing effort.

1. true

2. false

Kotler / Armstrong, Chapter 4

A marketing information system (MIS) attempts to gather, catalog, analyze, evaluate, and distribute useful information to decision makers in the marketing effort.

1. true

2. false

Kotler / Armstrong, Chapter 4

In a marketing information system, the first step is _____.

1. distributing data to managers

2. forming focus groups

3. determining the marketing mix

4. assessing information needs

Kotler / Armstrong, Chapter 4

In a marketing information system, the first step is _____.

1. distributing data to managers

2. forming focus groups

3. determining the marketing mix

4. assessing information needs

Kotler / Armstrong, Chapter 4

A marketing information system begins and ends with information from _____.

1. customers

2. databases

3. administrators

4. users

Kotler / Armstrong, Chapter 4

A marketing information system begins and ends with information from _____.

1. customers

2. databases

3. administrators

4. users

Kotler / Armstrong, Chapter 4

Marketing managers can access and work with information in the _______ database to identify opportunities and threats and to evaluate performance.

1. internal

2. external

3. cost

4. profit

Kotler / Armstrong, Chapter 4

Marketing managers can access and work with information in the _______ database to identify opportunities and threats and to evaluate performance.

1. internal

2. external

3. cost

4. profit

Kotler / Armstrong, Chapter 4

Which of the following is a problem with using internal databases?

1. The information was collected for another reason.

2. The information is in the wrong format.

3. The information may be incomplete.

4. all of the above

Kotler / Armstrong, Chapter 4

Which of the following is a problem with using internal databases?

1. The information was collected for another reason.

2. The information is in the wrong format.

3. The information may be incomplete.

4. all of the above

Kotler / Armstrong, Chapter 4

The systematic collection and analysis of publicly available information about your competitors is referred to as _____.

1. marketing concept

2. marketing strategy

3. marketing intelligence

4. focus groups

Kotler / Armstrong, Chapter 4

The systematic collection and analysis of publicly available information about your competitors is referred to as _____.

1. marketing concept

2. marketing strategy

3. marketing intelligence

4. focus groups

Kotler / Armstrong, Chapter 4

The marketing research process includes four steps. The final step of this process is _____.

1. defining your problem

2. developing a plan to collect data

3. collecting and analyzing data

4. interpreting and reporting your findings

Kotler / Armstrong, Chapter 4

The marketing research process includes four steps. The final step of this process is _____.

1. defining your problem

2. developing a plan to collect data

3. collecting and analyzing data

4. interpreting and reporting your findings

Kotler / Armstrong, Chapter 4

________ research is marketing research to test hypotheses about cause-and-effect relationships.

1. Causal

2. Exploratory

3. Descriptive

4. Written

Kotler / Armstrong, Chapter 4

________ research is marketing research to test hypotheses about cause-and-effect relationships.

1. Causal

2. Exploratory

3. Descriptive

4. Written

Kotler / Armstrong, Chapter 4

What is often the hardest step in the marketing research process?

1. defining the problem

2. developing the research plan

3. implementing the research plan

4. reporting the findings

Kotler / Armstrong, Chapter 4

What is often the hardest step in the marketing research process?

1. defining the problem

2. developing the research plan

3. implementing the research plan

4. reporting the findings

Kotler / Armstrong, Chapter 4

The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.

1. causal research

2. competitive research

3. descriptive research

4. exploratory research

Kotler / Armstrong, Chapter 4

The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.

1. causal research

2. competitive research

3. descriptive research

4. exploratory research

Kotler / Armstrong, Chapter 4

_____ consist(s) of information that already exists, having been collected prior to the research plan.

1. Primary data

2. Secondary data

3. Exploratory data

4. Focus groups

Kotler / Armstrong, Chapter 4

_____ consist(s) of information that already exists, having been collected prior to the research plan.

1. Primary data

2. Secondary data

3. Exploratory data

4. Focus groups

Kotler / Armstrong, Chapter 4

Research approaches, contact methods, sampling plans, and research instruments are decisions that need to be made in the ______ data collection process.

1. secondary

2. primary

3. external

4. internal

Kotler / Armstrong, Chapter 4

Research approaches, contact methods, sampling plans, and research instruments are decisions that need to be made in the ______ data collection process.

1. secondary

2. primary

3. external

4. internal

Kotler / Armstrong, Chapter 4

The three types of research approaches a marketer may use are _____, _____, and _____.

1. surveys; observations; historic reviews

2. observations; surveys; databases

3. observations; experiments; surveys

4. experiments; databases; surveys

Kotler / Armstrong, Chapter 4

The three types of research approaches a marketer may use are _____, _____, and _____.

1. surveys; observations; historic reviews

2. observations; surveys; databases

3. observations; experiments; surveys

4. experiments; databases; surveys

Kotler / Armstrong, Chapter 4

A company desiring to know about people’s knowledge and attitudes can often find out through survey research (descriptive information).

1. true

2. false

Kotler / Armstrong, Chapter 4

A company desiring to know about people’s knowledge and attitudes can often find out through survey research (descriptive information).

1. true

2. false

Kotler / Armstrong, Chapter 4

Experiments involving matched groups of subjects—giving them different treatments, controlling unrelated factors, and checking for different responses—is a type of _______.

1. causal information

2. descriptive information

3. secondary data

4. ethnographic research

Kotler / Armstrong, Chapter 4

Experiments involving matched groups of subjects—giving them different treatments, controlling unrelated factors, and checking for different responses—is a type of _______.

1. causal information

2. descriptive information

3. secondary data

4. ethnographic research

Kotler / Armstrong, Chapter 4

If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use _____.

1. personal interviews

2. mail questionnaires

3. focus groups

4. approach interviews

Kotler / Armstrong, Chapter 4

If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use _____.

1. personal interviews

2. mail questionnaires

3. focus groups

4. approach interviews

Kotler / Armstrong, Chapter 4

If a marketer wanted to collect information quickly and allow for flexible answers, he should use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. approach interviews

Kotler / Armstrong, Chapter 4

If a marketer wanted to collect information quickly and allow for flexible answers, he should use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. approach interviews

Kotler / Armstrong, Chapter 4

Interviewer bias is often greater with _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. online surveys

Kotler / Armstrong, Chapter 4

Interviewer bias is often greater with _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. online surveys

Kotler / Armstrong, Chapter 4

If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. online surveys

Kotler / Armstrong, Chapter 4

If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. online surveys

Kotler / Armstrong, Chapter 4

Which of the following is not one of the decisions a marketer must make when designing a sample?1. who should be sampled2. how many people should be sampled3. how the people in the sample should be

chosen4. what type of research method should be

utilized

Kotler / Armstrong, Chapter 4

Which of the following is not one of the decisions a marketer must make when designing a sample?1. who should be sampled2. how many people should be sampled3. how the people in the sample should be

chosen4. what type of research method should be

utilized