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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