MKG 300 Chapter 7

Isaac, a marketing manager, performs Internet searches and customer surveys to develop and analyze new information about a market his company is planning to enter. Identify the procedure that Isaac is following to get the desired information.
marketing research
Which of the following is true of marketing information system (MIS)?
it contains: multimedia data, data warehouses, decision making systems, and marketing models
A __________ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.
marketing information systems (MIS)
When an organization collects data from social media websites such as Facebook and LinkedIn, the data is considered to belong to ________ sources.
government
Regarding “marketing research” and “marketing information systems”:
none of the above
Setting up a marketing information system can be valuable to marketing managers because
most companies have much useful information, but it often isn’t available or accessible when the manager needs it.
Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market-available whenever they need it. Wayzata managers need a(n)
marketing information system
Which of the following statements about intranet is true?
a system for linking computers within a company
Jane, a marketing manager for the Grocery SuperStore retail chain, fired up a computer program that gave her ready access to information about product availability and customer buying. The program helped her immediately set prices for bananas and cherries. This type of computer program is called ________.
a decisions support system
Which of the following is true about a decision support system (DSS)?
a decision support system typically helps change raw data into more useful information (a DSS is a computer program that makes it easy for a marketing manager to get and use information as he/she is making decisions)
Juan Quito is a marketing manager at Branded Food Co.; when he wants to have an interface with a data warehouse and DSS, Juan has to review his ________, the up-to-the-minute marketing data on his computer screen, which is organized in an easy-to-read format and customized to his area of responsibility.
marketing dashboard
At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a ________.
marketing dashboard
The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.
scientific method
The scientific method in marketing research
the scientific method is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them. It guides the marketing research.
An informal study of what information is already available in the problem area is called ________.
analyzing the solution
What is the likely goal of a situation analysis?
it can help define the problem and specify what additional information, if any, is needed
During a “situation analysis,” a marketing researcher should:
do an internet search, take a closer look at information in an MIS and research phone calls or informal talks with people familiar with the industry, problem or situation
When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n) ________.
situation analysis
When a marketing manager scans a firm’s MIS to try to obtain information about why the firm’s product sales are down, this is an example of a(n):
situation analysis
A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be
part of a situation analysis
A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This “research” seems to be part of
primary data
Which of the following statements concerning secondary data is correct?
secondary data was originally collected for some other purpose
Secondary data
the information that has been collected or published already
Which of the following is NOT a secondary data source?
secondary data sources: Inside company and outside company
Searching the Internet, reviewing secondary data, and monitoring “chatter” on the web are inexpensive and informal ways for marketers to:
provide a “head’s up”
Which of the following is most consistent with the marketing research process discussed in the text?
“sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions.”
Which of the following is NOT likely to be included in a research proposal?
preliminary recommendations on how to solve the problem.
What is the role of a researcher when seeking problem-specific data through qualitative research?
seeks for subjects to share their honest thoughts on a topic without interference
The big advantage of qualitative research in marketing is:
the in-depth responses it provides
_____ are one widely used form of qualitative questioning in marketing research.
focus group interviews
identify the true statement about the role of focus groups in marketing research.
it involves simultaneously interviewing 6-10 people in an informal group setting
Which of the following is considered a limitation of the focus group interview approach?
it’s hard to measure the results objectively
A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company’s products. He is LEAST likely to get what he wants if he uses:
a mail survey
Which method of quantitative research would probably produce the best results when the questions are simple and require only quick “yes” or “no” answers?
telephone interviews
Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?
survey questionnaires
Which of the following is usually the most expensive way to collect data from consumers?
personal interviews
What is the significance of the observing method in marketing research?
researchers try to see or record what the subject does naturally. They don’t want the observing to influence the subject’s behavior.
When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.
experimental method
About ________ percent of marketing research spending is for syndicated research.
40%
______ research accounts for about 40 percent of marketing research spending.
syndicated
In the context of interpreting data, identify the most accurate statement.
this step usually involves statistics
A __________ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.
marketing information systems (MIS)
Which of the following is true of international marketing research?
if a firm is doing similar research projects in different markets around the world, a manager should establish some basic guidelines at the outset.
When conducting market research in overseas markets, which of the following is true about the local marketing researchers?
all of the above
When a marketing manager is doing similar research projects in different markets around the world, he or she should:
establish basic guidelines at the outset to compare different research projects