Transcript kotler04_crsr

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 sampled
2. how many people should be sampled
3. how the people in the sample should be
chosen
4. 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 sampled
2. how many people should be sampled
3. how the people in the sample should be
chosen
4. what type of research method should be
utilized