Presentation is loading. Please wait.

Presentation is loading. Please wait.

Kotler / Armstrong, Chapter 4 A marketing information system (MIS) attempts to gather, catalog, analyze, evaluate, and distribute useful information to.

Similar presentations


Presentation on theme: "Kotler / Armstrong, Chapter 4 A marketing information system (MIS) attempts to gather, catalog, analyze, evaluate, and distribute useful information to."— Presentation transcript:

1 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

2 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

3 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

4 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

5 Kotler / Armstrong, Chapter 4 A marketing information system begins and ends with information from _____. 1.customers 2.databases 3.administrators 4.users

6 Kotler / Armstrong, Chapter 4 A marketing information system begins and ends with information from _____. 1.customers 2.databases 3.administrators 4.users

7 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

8 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

9 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

10 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

11 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

12 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

13 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

14 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

15 Kotler / Armstrong, Chapter 4 ________ research is marketing research to test hypotheses about cause-and-effect relationships. 1.Causal 2.Exploratory 3.Descriptive 4.Written

16 Kotler / Armstrong, Chapter 4 ________ research is marketing research to test hypotheses about cause-and-effect relationships. 1.Causal 2.Exploratory 3.Descriptive 4.Written

17 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

18 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

19 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

20 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

21 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

22 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

23 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

24 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

25 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

26 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

27 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

28 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

29 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

30 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

31 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

32 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

33 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

34 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

35 Kotler / Armstrong, Chapter 4 Interviewer bias is often greater with _____. 1.telephone interviews 2.mail questionnaires 3.focus groups 4.online surveys

36 Kotler / Armstrong, Chapter 4 Interviewer bias is often greater with _____. 1.telephone interviews 2.mail questionnaires 3.focus groups 4.online surveys

37 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

38 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

39 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

40 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


Download ppt "Kotler / Armstrong, Chapter 4 A marketing information system (MIS) attempts to gather, catalog, analyze, evaluate, and distribute useful information to."

Similar presentations


Ads by Google