Marketing Research Process

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Marketing: An Introduction, 11e (Armstrong)
Chapter 4 Managing Marketing Information to Gain Customer Insights

1) Which of the following demonstrates the real value of a company's marketing research and information system? A) the amount of data it generates
B) the variety of contact methods it uses
C) the efficiency with which it implements the research plans D) the quality of customer insights it provides
E) the sampling plan it follows
Answer: D
Page Ref: 97
Difficulty: Moderate
Chapter LO: 1
AACSB: Use of information technology
Course LO: Describe the marketing research process

2) A marketing information system begins with the step of ________. A) generating insights into the consumption patterns seen in the market B) analyzing the results of marketing research studies
C) developing information from internal or external sources
D) assessing the information the company needs
E) hiring marketing research firms to conduct research for the company Answer: D
Page Ref: 97
Difficulty: Easy
Chapter LO: 1
AACSB: Use of information technology
Course LO: Describe the marketing research process

3) Which of the following is true with regard to a good MIS? A) It solely aims at maximizing the amount of data that is generated irrespective of feasibility or requirements. B) It typically uses only external sources of data for conducting marketing research. C) It consists of people and procedures dedicated to the assessment and generation of customer insights. D) It reduces the role of marketing managers in the strategic planning process by holding them responsible for marketing research only. E) It eliminates the need to assess the marketing information needs of the organization before developing the research plan. Answer: C

Page Ref: 97
Difficulty: Moderate
Chapter LO: 1
AACSB: Use of information technology
Course LO: Describe the marketing research process

4) Diane Chambers, the marketing manager for FarmFresh, is currently scanning the data collected from the cash counters of the various stores that make up its retail chain, to make sound marketing decisions. Diane is making use of ________ databases. A) external

B) secondary
C) historical
D) internal
E) dialog
Answer: D
Page Ref: 98
Difficulty: Challenging
Chapter LO: 2
AACSB: Analytic skills; Use of information technology
Course LO: Describe the marketing research process

5) Which of the following is a common source of data supplied to internal databases? A) the mass media
B) the stockholders
C) the marketing department
D) the competitors
E) the Web
Answer: C
Page Ref: 98
Difficulty: Easy
Chapter LO: 2
AACSB: Use of information technology
Course LO: Describe the marketing research process

6) Amex Retail is a small retail chain that is a facing a drop in sales following a hike in prices of some of its most popular goods. The company is currently cash-strapped and needs a quick and efficient way to determine the specific products that are responsible for this drop in sales. Amex retail should ________ as it would be the cheapest and most effective solution to Amex Retail's current requirements. A) utilize external agencies and partners

B) seek marketing intelligence inputs from high-end firms
C) seek information regarding the strategy adopted by competitors D) utilize its internal databases for sales figures
E) hire a reputed marketing research firm
Answer: D
Page Ref: 99
Difficulty: Moderate
Chapter LO: 2
AACSB: Use of information technology
Course LO: Describe the marketing research process

7) The marketing department at Hammond Corp. is attempting to track competitors' actions and obtain early warnings of the opportunities and threats in the highly competitive electronic gadgets market it operates in. To achieve this goal, which of the following would be the best source of information for the department? A) sales data from the stores that have a tying-arrangement with Hammond...
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