Chapter 4.

Managing Market Information to Gain Customer Insights

1. A marketing information system (MIS) attempts to gather, catalog, analyze, evaluate, and distribute
useful information to decision makers in the marketing effort.
true
false
2. In a marketing information system, the first step is _____.
a. distributing data to managers
b. forming focus groups
c. determining the marketing mix
d. assessing information needs
3. A marketing information system begins and ends with information from _____.
a. customers
b. databases
c. administrators
d. users
4. Marketing managers can access and work with information in the _______ database to identify
opportunities and threats and to evaluate performance.
a. internal
b. external
c. cost
d. profit
5. 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
6. The systematic collection and analysis of publicly available information about your competitors is
referred to as _____.
a. marketing concept
b. marketing strategy
c. marketing intelligence
d. focus groups
7. The marketing research process includes four steps. The final step of this process is _____.
a. defining your problem
b. developing a plan to collect data
c. collecting and analyzing data
d. interpreting and reporting your findings
8. ________ research is marketing research to test hypotheses about cause-and-effect relationships.
a. Causal
b. Exploratory

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 c. Descriptive
d. Written
9. What is often the hardest step in the marketing research process?
a. defining the problem
b. developing the research plan
c. implementing the research plan
d. reporting the findings
10. The objective of _____ is to gather preliminary information that will help define the problem and
suggest reasons.
a. causal research
b. competitive research
c. descriptive research
d. exploratory research
11. _____ consist(s) of information that already exists, having been collected prior to the research plan.
a. Primary data
b. Secondary data
c. Exploratory data
d. Focus groups
12. Research approaches, contact methods, sampling plans, and research instruments are decisions that
need to be made in the ______ data collection process.
a. secondary
b. primary
c. external
d. internal
13. The three types of research approaches a marketer may use are _____, _____, and _____.
a. surveys; observations; historic reviews
b. observations; surveys; databases
c. observations; experiments; surveys
d. experiments; databases; surveys
14. A company desiring to know about people’s knowledge and attitudes can often find out through
survey research (descriptive information).
true
false
15. If a marketer wanted to collect large amounts of information at a low cost per respondent, she could
use _____.
a. personal interviews
b. mail questionnaires
c. focus groups
d. approach interviews

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16. If a marketer wanted to collect information quickly and allow for flexible answers, he should use
_____.
a. telephone interviews
b. mail questionnaires
c. focus groups
d. approach interviews
17. Interviewer bias is often greater with _____.
a. telephone interviews
b. mail questionnaires
c. focus groups
d. online surveys
18. If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use _____.
a. telephone interviews
b. mail questionnaires
c. focus groups
d. online surveys
19. Which of the following is not one of the decisions a marketer must make when designing a sample?
a. who should be sampled
b. how many people should be sampled
c. how the people in the sample should be chosen
d. what type of research method should be utilized