MRKT #4

Which of the following statements about marketing information systems is TRUE?
Select one:
a. A company needs to have a marketing information system in place to qualify for ISO 9000 quality certification.
b. A marketing information system is just another way of describing integrated marketing communications.
c. Marketing information systems as described in class are an attempt to stop computers from taking over all of the information flows within a company.
d. A marketing information system as described in class is an ideal to which many businesses aspire.
e. Marketing information systems as described in class are used by the majority of large and medium sized companies in the United States.
A marketing information system as described in class is an ideal to which many businesses aspire.
One of the major issues to consider when designing the computer systems to support a marketing information system is?
Select one:
a. Will decision makers need to be able to manipulate the data?
b. Which environments will be covered in the environmental scan.
c. Whether to rely on free information from the internet or to purchase proprietary information.
d. Acquiring licenses for syndicated market research reports.
e. How many data silos will be needed to support the functional areas in the company.
Will decision makers need to be able to manipulate the data?
One of the barriers to creating intelligence within an organization is?
Select one:
a. Not all organizations have intelligent people working for them.
b. These are all barriers to intelligence within an organization.
c. Sometimes people don’t do the paperwork asked of them.
d. Computer databases make it difficult to retrieve information in a timely manner.
e. When an organization has only one database it can be difficult to retrieve information in a timely manner.
Sometimes people don’t do the paperwork asked of them.
Which of the following is one of the three typical uses for information in a marketing information system as described in class?
Select one:
a. To serve as a resource for investors
b. To generate routine reports showing progress toward meeting marketing goals.
c. To make ad-hoc changes in the competitive environment
d. These are all uses for information in a typical marketing information system.
e. To create jobs for information technology professionals
To generate routine reports showing progress toward meeting marketing goals.
Which of the following is one of the three typical uses for information in a decision support system as described in class?
Select one:
a. To support ad-hoc or one of a kind decisions.
b. To create jobs for information technology professionals
c. To justify decisions that have already been made
d. To manipulate data in order to make the financial reports look better.
e. To persuade potential customers to try your product
To support ad-hoc or one of a kind decisions.
One of the main ADVANTAGES of a questionnaire for collecting data is?
Select one:
a. Good at capturing exactly what people want to say.
b. Response rates are usually very high.
c. The data is easy to tabulate
d. Allow you to ask follow-up questions
e. You have control over what the person is doing when completing the questionnaire
The data is easy to tabulate
Huyen wanted to answer the research question, “What causes students to be unhappy with Marketing 431?” Although no one had conducted research on marketing 431, there were hundreds of studies that had been done about why students are unhappy with college classes. Huyen was able to take advantage of this __________ data to answer her research question?
Select one:
a. Secondary
b. Random
c. Experimental
d. Pseudo
e. Primary
Secondary
Huyen wanted to answer the research question, “what causes students to be unhappy with Marketing 431”. Because nobody had done any research even remotely related to this particular question, Huyen needed to collect __________ data?
Select one:
a. Pseudo
b. Primary
c. Secondary
d. Experimental
e. Random
Primary
Which of the following research techniques is most likely to be used in exploratory research?
Select one:
a. Quasi-experiment
b. Longitudinal research.
c. Focus Groups
d. Survey questionnaire
e. Mail survey
Focus Groups
Huyen wanted to conduct market research to find out why students were unhappy with Marketing 431, probably the finest course ever to be offered by a university. In order to do this she needed to find people who were unhappy with the course. Figuring that these people would talk to each other, she used a sampling technique where she found one person who was unhappy with the course and, after asking her research questions, asked this person for the name of another person who was unhappy with the course. This technique is called _____________ sampling?
Select one:
a. Snowball
b. Random
c. Probability
d. Focus group
e. Stratified random.
Snowball
According to your instructor, what is pseudo-research?
Select one:

a. Research conducted on issues that are not important enough to justify the investment.
b. Research that is conducted before the budget has been formally approved.
c. Psuedo-research is when the researchers do not actually collect the data, but they present their findings as if they had actually done the research.
d. Research that is not conducted according to scientific principles.
e. Research that is conducted to support a decision that has already been made.

Research that is conducted to support a decision that has already been made.
Sometimes technology can make it difficult to create organizational intelligence. For example?
Select one:

a. Computer databases can be designed to make data entry simple and fast.
b. Computers can make mistakes processing data.
c. Database consolidation can eliminate legacy systems.
d. Different departments may have different databases that are independent of each other.
e. Department databases have huge egos and refuse to cooperate with other databases.

Different departments may have different databases that are independent of each other.
What is the difference between data and information as discussed in class?

Select one:
a. A datum is a fact; information is a fact that is used in making a decision.
b. Data is the singular, information is the plural.
c. Data are things that are true, information is things that are believed to be true.
d. A datum is a fact based on hard evidence; information is a fact based on opinion.
e. A datum is a fact; information is a collection of facts.
Feedback

A datum is a fact; information is a fact that is used in making a decision.
Which of the following is NOT a source of internal data used in a marketing information system?
Select one:
a. Sales data
b. Scheduling information
c. Google searches
d. Customer service logs
e. Cost information
Google searches
Sometimes it is not feasible to conduct causal research because meeting all of the conditions (for example a probability sample when you aren’t sure how many people are in the population). In these cases researchers may conduct ____________ research which is almost as good.?
Select one:
a. Stratified random sample
b. Bogus
c. Psuedo
d. Ethnograpy
e. Quasi-experimental
Feedback
Quasi-experimental
Which of the following is a question that should be answered in the ‘define the problem’ stage of the market research process, well before any money is invested in the project?

Select one:
a. Should we do pseudo research?
b. What concepts will we use to illustrate the choices to participants?
c. Is there any secondary data?
d. What action will we take based on the results of the research?
e. Is the measurement valid?

What action will we take based on the results of the research?
Jiwon has successfully introduced a new kind of candy for college students at the college bookstore. Her candy is selling very well and she is thinking of marketing it nationally. She is not sure if college students are buying it because of the colorful packaging or because it has lots of caffeine. She will have to conduct ___________ research to determine which factor is responsible for college students buying so much of her candy?
Select one:
a. Descriptive
b. Pseudo
c. Focus group
d. Causal
e. Exploratory
Causal
Nick is thinking of conducting some market research to help him determine the best colors to use for his new hip-hop CD to be released in February. He knows that he can’t just ask people what colors they like. Instead he should develop three or four different examples of what the CD cover might look like. Participants could respond to these ___________ in order to signal their color preferences.
Select one:
a. Concepts
b. Colors
c. Features
d. Data
e. Information
Concepts
Yuli is the California regional manager for a suntan lotion company. Currently the company does not have a distributor in San Francisco. Yuli will use the company’s marketing information system to decide whether or not to add a distributor in Northern California. This is an example of a(n) ___________ decision?

Select one:
a. Ad-hoc
b. Knee-jerk
c. Executive
d. Data mining
e. Routine
Feedback

Ad-hoc
BruceCo’s marketing information system is powered by a Cray XMT supercomputer and features a wireless intranet that is available 24/7 for any manager equipped with a company-issued laptop computer. This is an example of the ___________ component of a marketing information system?

Select one:
a. Routine reporting
b. Computer hardware and software
c. Internal information
d. Decision makers
e. Acquired databases/internet

Computer hardware and software
BruceCo is a company that makes products for the coffee industry. Each summer, they hire a research intern from San Francisco State University to develop an industry forecast using information published by the US Department of Commerce and other government agencies. This is an example of _____________ in a marketing information system?

Select one:
a. Acquired databases/internet
b. Internal information Incorrect
c. Computer hardware and software
d. Marketing intelligence
e. Decision makers

Acquired databases/internet
Which of the following is NOT a typical application of data mining as discussed in class?

Select one:
a. Product abandonment
b. Customer retention
c. Market basket analysis.
d. Customer acquisition
e. Customer abandonment

Product abandonment
Jiwon is thinking of developing a candy specifically for college students. Before she begins manufacturing, she has decided to conduct some research to determine whether or not she should include caffeine in the candy. If the results show students prefer caffeine, she will market it as a caffeine product. If the results show students don’t care about caffeine, she will market it as an energy product. Jiwon is probably in the __________ stage of the market research process?

Select one:
a. Take action based on the findings
b. Set research objectives Incorrect
c. Develop the research plan
d. Answer specific questions
e. Define the problem

Define the problem
One of the main DISADVANTAGES of interactive data collection is?

Select one:
a. You are unable to follow up with specific questions
b. Response rates tend to be very low.
c. You have the ability to restate the question if the participant doesnt understand it.
d. It is much less expensive than other data collection techniques.
e. Different interviewers may be inconsistent in how they ask the questions.

Different interviewers may be inconsistent in how they ask the questions.
One of the main ADVANTAGES of observational data collection is?
Select one:
a. It is easy to interpret observational data.
b. You have the ability to ask follow up questions.
c. The data collection is done by machines such as a video camera or tape recorder.
d. Observational data is less expensive than questionnaire data
e. People frequently are unaware or unable to say what their true motivation is.
People frequently are unaware or unable to say what their true motivation is.
____________ attempts to identify new business opportunities by analyzing data from past transactions?
Select one:
a. Environmental scanning
b. Routine reporting
c. Quarterly reporting
d. Data mining
e. Exception reporting
Data mining
Doc Robertson Designs is a high end fashion boutique for professional men. As part of their data mining program, they identified customers who had spent more than $1,000 on merchandise in the past and who had not made a purchase in the past 18 months. These customers were invited to an invitation-only sales event where they could purchase anything in the store for 35% off. This is an example of using data mining for _________?

Select one:
a. Customer retention
b. New product development
c. Customer abandonment
d. Market basket analysis
e. Customer acquisition
Feedback

Customer retention
Niles is the marketing manager for Hang Five, a manufacturer of half-price surfboards. He just learned that the largest supplier of surfboard blanks has just declared bankruptcy and that in 30 days the supplier would no longer be able to provide surfboard blanks for Hang Five. Niles is likely to rely on the ___________ feature of the company’s marketing information system to help solve this problem?
Select one:

a. Data mining
b. Acquired databases/internet
c. Legacy systems
d. Decision Support System
e. Exceptions reporting
Feedback

Decision Support System
What is the difference between a research objective and a management objective as described in your text?

Select one:
a. A research objective provides an answer to a specific question, a management objective may require several sources of infornmation
b. A research objective provides information, a management objective can only use information that has been provided.
c. A research objective is usually short-term, while a management objective is usually long-term
d. All of these are differences between a research objective and a management objective.
e. A research project and a management project may have the same objective

A research objective provides an answer to a specific question, a management objective may require several sources of infornmation
Every time Jiwon goes to the candy counter at the bookstore, they never have exactly what she wants and she believes that there is an opportunity to develop a candy specifically for college students. Because she is not sure what features college students look for in candy, she should conduct __________ research to better understand how college students feel about candy?
Select one:
a. Pseudo
b. Causal
c. Exploratory
d. Descriptive
e. Experimental
Exploratory
The major advantage of secondary data is that?
Select one:
a. It is up to date
b. Gives you control over the methodology
c. It answers your specific research question
d. It is immediately available.
e. It is external to the organization
It is immediately available.
Which of the following research techniques is most likely to be used in descriptive research?
Select one:
a. Focus group
b. Survey questionnaire
c. Observation study
d. Ethnography
e. One-on-one depth interviews
Survey questionnaire
Lands End is a successful mail order catalog company. In order to expand their business, they decided to open retail outlets where customers could visit and actually see the merchandise. By analyzing the zip codes from past mail order shipments, they were able to locate the new stores in areas where many of their customers already lived. This is an example of?

Select one:
a. Data manipulation
b. GIGO
c. Data Mining
d. Environmental scanning
e. Exception analysis

Data Mining
BruceCo is a company that makes products for the coffee industry. They subscribe to a clipping service that monitors newspapers in major cities around the world for articles related to the coffee industry. This is an example of _____________ in a marketing information system?

Select one:
a. Computer hardware and software
b. Internal information
c. Acquired databases/internet
d. Marketing intelligence
e. Decision makers

Marketing intelligence
Yuli is the California regional manager for a suntan lotion company. Tomorrow morning she must meet with her supervisor for her annual performance review. In preparation for the meeting, she prints a copy of a routine ____________ showing her performance for the year compared to her goals.

Select one:
a. Decision analysis
b. Ad-hoc analysis
c. Progress report
d. Exception report
e. Colbert report

Progress report
Which of the following is NOT a source of information for a typical Marketing Information System?
Select one:
a. Internal data
b. Acquired databases
c. Marketing research
d. Marketing intelligence
e. All of these are sources of information for a typical marketing information system.
All of these are sources of information for a typical marketing information system.
Tracy is thinking of marketing a new energy drink. Her key selling proposition will be that her product has tastes just as good at room temperature as it does when it is ice cold. She plans on testing whether or not students will like her new energy drink by showing pictures of her drink and the other leading brands to students outside the student union. If the majority of students prefer the picture of her product, she will go ahead with the product launch. Tracy may have a problem with the ___________ of her measurement in this market research project.
Select one:
a. Reliability
b. Validity
c. Representativeness
d. Generalizibility
e. Information
Validity
Why is it important to understand the assumptions that went into the research when you are making recommendations?

Select one:
a. Because you can’t use assumptions with advanced statistical techniques
b. So you don’t overgeneralize – or read more into the data than is actually there
c. All of these are reasons why it is important to understand the assumptions that go into a research project.
d. Because if you understand the assumptions, you can use them as excuses if the results dont come out the way you had hoped.
e. Because assumptions allow you to make inferences beyond what is indicated by a strict analysis of the data.

So you don’t overgeneralize – or read more into the data than is actually there
Yuli is the California regional manager for a suntan lotion company. Each morning a routine report identifies cities whose sales are 15% below projection for the previous day. This ____________ report allows Yuli to focus on stores that may need personal attention.
Select one:
a. Progress
b. Decision support
c. Exception
d. Ad-hoc
e. Quarterly
Exception
BruceCo is a company that makes products for the coffee industry. They subscribe to IRI’s (Information Research incorporated) marketwatch newsletter to help them understand what is happening with coffee in retail stores. This is an example of _____________ in a marketing information system?
Select one:
a. Decision makers
b. Blogs
c. Internal information
d. Syndicated reports
e. Computer hardware and software
Feedback
Syndicated reports
One of the questions you need to ask when identifying the data needed for a research project is?
Select one:

a. Should we conduct an experiment, or a quasi-experiment?
b. Is the information worth what it will cost us to obtain it?
c. All of these are questions that should be asked whin identifying the data needed for a research project.
d. Who will be responsible for collecting the data?
e. Which segments will we use for a probability sample?

Is the information worth what it will cost us to obtain it?
What is the difference between data and intelligence as discussed in class?

Select one:
a. Data is the information used to make a decision, intelligence is the outcome of a decision.
b. A datum is a fact; intelligence is a full appraisal of information.
c. A datum is a fact; intelligence is facts that are known to be true.
d. Data is filtered, intelligence is endowed with context and meaning.
e. A datum is an opinion, intelligence is a fact.

A datum is a fact; intelligence is a full appraisal of information.
Yuli is the California regional manager for a suntan lotion company. Currently the company does not have a distributor in San Francisco. Yuli will use the company’s marketing information system to decide whether or not to add a distributor in Northern California. This is an example of a(n) ___________ decision?
Select one:
a. Knee-jerk
b. Routine
c. Ad-hoc
d. Executive
e. Data mining
Ad-hoc
What is the difference between a research objective and a management objective as described in your text?
Select one:

a. A research objective provides an answer to a specific question, a management objective may require several sources of infornmation
b. All of these are differences between a research objective and a management objective.
c. A research objective provides information, a management objective can only use information that has been provided.
d. A research objective is usually short-term, while a management objective is usually long-term
e. A research project and a management project may have the same objective
Feedback

A research objective provides an answer to a specific question, a management objective may require several sources of infornmation
Which of the following IS a probability sample?

Select one:
a. Mall intercept sample
b. Snowball sample
c. Random sample
d. Convenience sample
e. Free sample

Random sample
Which of the following sampling techniques is a nonprobability sample as discussed in class?

Select one:
a. Iceberg sample
b. Stratified random sample
c. Snowball sample
d. Random sample
e. Systematic sample

Snowball sample
Which of the following is NOT a source of information for a typical Marketing Information System?
Select one:

a. Acquired databases
b. Computer systems
c. Marketing research
d. Marketing intelligence
e. Internal data

Computer systems
What would a reader expect to find in the executive summary of a research report?

Select one:
a. A recommendation based on the research
b. A one-page summary of the project including major findings.
c. A description of the methods used to collect the data.
d. Any compromises the researchers needed to make in order to complete the study
e. The analysis methods used in the report.

A one-page summary of the project including major findings.
Which of the following research techniques is most likely to be used in Causal research?

Select one:
a. Video observation
b. Case studies.
c. Controlled experiment
d. Focus groups
e. Ethnography

Controlled experiment
The computer term GIGO is used as a caution for those developing marketing information systems. This is because good decisions require?

Select one:
a. Good intelligence, global outlook
b. The cost of the information to be less than or equal to the benefit of the decision.
c. Lots of information.
d. Garbage in, Garbage out
e. Good information

Good information
The main advantage of primary data is that?

Select one:
a. It addresses your specific research question.
b. It will be error free.
c. All of these are advantages of primary data collection.
d. It is more convenient than secondary research.
e. It is less expensive than survey data.

It addresses your specific research question.
What is an information silo as described in class?

Select one:
a. A database designed to support one business function that is not integrated with other business functions.
b. An agricultural products database.
c. A piece of computer hardware used to store the information left over after data mining is complete.
d. A computer program that compares databases within a business and identifies information that may be incorrect.
e. A database designed to combine information from many functional areas and make it available to decision makers.

A database designed to support one business function that is not integrated with other business functions.
A _____________ sample means that every person in the population of interest has a known chance of being included in the research.

Select one:
a. Intercept
b. Probability
c. Convenience
d. Biased
e. Snowball

Probability
Nick is thinking of conducting some market research to help him determine the best colors to use for the cover of his new hip-hop CD to be released in February. He decides that he can invest up to $500 in this research, but he needs to get it done in the next three weeks. Nick is probably in the _______________ stage of the market research process?

Select one:
a. Define the problem
b. Set research objectives
c. Take action based on the findings
d. Develop the research plan
e. Answer specific questions

Develop the research plan
Which of the following is NOT a source of internal data used in a marketing information system?
Select one:

a. Tracking logs from the company website
b. Ordering data
c. customer service logs
d. An information silo
e. Sales data

An information silo
Which of the following statements about a decision support system is FALSE?

Select one:
a. The broader the scope of information available in a decision support system, the better.
b. It is better to wait until after you know what decision you have to support to begin developing the information to support it.
c. The person using the decision support system needs to be able import information into the software used to make the decision. to be in the network in order for decision makers to use it.
e. There is always a time constraint when making business decisions.

It is better to wait until after you know what decision you have to support to begin developing the information to support it.
A(n) ___________ is a conscious choice from among two or more alternatives?

Select one:
a. Dilemma
b. Research finding
c. Option
d. Inference.
e. Decision

Decision
Bruce is afraid he is gaining weight. He got on the scale this morning and he was 10 pounds heavier than he was last night. He got on the scale again after breakfast and he had lost 10 pounds. Just before leaving for school he got on the scale again and he was 5 pounds lighter than he was after breakfast. Clearly, there is a problem with the _________ of Bruce’s weight measurements?

Select one:
a. Reliability
b. Information
c. Measurement
d. Representativeness
e. Validity

Reliability
Which of the following is NOT a requirement for causal research?

Select one:
a. Theoretical framework
b. Probability sample
c. Focus group
d. Control group
e. Independent variable

Focus group
Tracy is thinking of marketing a new energy drink. Her target market will be parents of young children who need an energy boost in the car while driving from dance lessons to soccer games. She plans on testing whether or not people will like her new energy drink by offering free samples to students outside of the student union. If the majority of students say they like her product, she will go ahead with the product launch. Tracy may have a problem with the ___________ of her findings in this market research project.
Select one:
a. Validity
b. Reliability
c. Information
d. Representativeness Correct
e. Measurement
Representativeness