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.
true
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.
true
false

3. Kotler / Armstrong, Chapter 4
In a marketing information system, the first step is _____.
distributing data to managers
forming focus groups
determining the marketing mix
assessing information needs

4. Kotler / Armstrong, Chapter 4
In a marketing information system, the first step is _____.
distributing data to managers
forming focus groups
determining the marketing mix
assessing information needs

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

6. Kotler / Armstrong, Chapter 4
A marketing information system begins and ends with information from _____.
customers
databases
administrators
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.
internal
external
cost
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.
internal
external
cost
profit

9. Kotler / Armstrong, Chapter 4
Which of the following is a problem with using internal databases?
The information was collected for another reason.
The information is in the wrong format.
The information may be incomplete.
all of the above

10. Kotler / Armstrong, Chapter 4
Which of the following is a problem with using internal databases?
The information was collected for another reason.
The information is in the wrong format.
The information may be incomplete.
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 _____.
marketing concept
marketing strategy
marketing intelligence
focus groups

12. Kotler / Armstrong, Chapter 4
The systematic collection and analysis of publicly available information about your competitors is referred to as _____.
marketing concept
marketing strategy
marketing intelligence
focus groups

13. Kotler / Armstrong, Chapter 4
The marketing research process includes four steps. The final step of this process is _____.
defining your problem
developing a plan to collect data
collecting and analyzing data
interpreting and reporting your findings

14. Kotler / Armstrong, Chapter 4
The marketing research process includes four steps. The final step of this process is _____.
defining your problem
developing a plan to collect data
collecting and analyzing data
interpreting and reporting your findings

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

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

17. Kotler / Armstrong, Chapter 4
What is often the hardest step in the marketing research process?
defining the problem
developing the research plan
implementing the research plan
reporting the findings

18. Kotler / Armstrong, Chapter 4
What is often the hardest step in the marketing research process?
defining the problem
developing the research plan
implementing the research plan
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.
causal research
competitive research
descriptive research
exploratory research

20. Kotler / Armstrong, Chapter 4
The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.
causal research
competitive research
descriptive research
exploratory research

21. Kotler / Armstrong, Chapter 4
_____ consist(s) of information that already exists, having been collected prior to the research plan.
Primary data
Secondary data
Exploratory data
Focus groups

22. Kotler / Armstrong, Chapter 4
_____ consist(s) of information that already exists, having been collected prior to the research plan.
Primary data
Secondary data
Exploratory data
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.
secondary
primary
external
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.
secondary
primary
external
internal

25. Kotler / Armstrong, Chapter 4
The three types of research approaches a marketer may use are _____, _____, and _____.
surveys; observations; historic reviews
observations; surveys; databases
observations; experiments; surveys
experiments; databases; surveys

26. Kotler / Armstrong, Chapter 4
The three types of research approaches a marketer may use are _____, _____, and _____.
surveys; observations; historic reviews
observations; surveys; databases
observations; experiments; surveys
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).
true
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).
true
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 _______.
causal information
descriptive information
secondary data
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 _______.
causal information
descriptive information
secondary data
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 _____.
personal interviews
mail questionnaires
focus groups
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 _____.
personal interviews
mail questionnaires
focus groups
approach interviews

33. Kotler / Armstrong, Chapter 4
If a marketer wanted to collect information quickly and allow for flexible answers, he should use _____.
telephone interviews
mail questionnaires
focus groups
approach interviews

34. Kotler / Armstrong, Chapter 4
If a marketer wanted to collect information quickly and allow for flexible answers, he should use _____.
telephone interviews
mail questionnaires
focus groups
approach interviews

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

36. Kotler / Armstrong, Chapter 4
Interviewer bias is often greater with _____.
telephone interviews
mail questionnaires
focus groups
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 _____.
telephone interviews
mail questionnaires
focus groups
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 _____.
telephone interviews
mail questionnaires
focus groups
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?
who should be sampled
how many people should be sampled
how the people in the sample should be chosen
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?
who should be sampled
how many people should be sampled
how the people in the sample should be chosen
what type of research method should be utilized