MKT 571 Final Exam 1

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Topics: Marketing
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1) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. A.
Using its own internal marketing research department B.
Buying information from database companies like A.C. Nielsen C.
Setting up their own web site D.
Using an online information service such as the internet

2) A marketing information system (MIS) consists of ___________. A.
An organized collection of comprehensive data about individual customers, prospects, or suspects that is currently accessible for marketing purposes. B.
The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation. C.
A set of procedures and sources used by managers to obtain everyday information and relevant developments in the marketing environment. D.
The people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

3) When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems. A.
Accountability information system (AIS) B.
Experiential research data C.
Marketing research D.
Marketing intelligence

4) All of the following are steps in the marketing research process EXCEPT: A.
Compare data to government sources B.
Collect the information C.
Define the problem and research objectives D.
Present the findings

5) The step in the marketing research process that includes determining who will be sampled is to _______________. A.
Collect the information B.
Develop the research plan C.
Define the problem and research objectives D.

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