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
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
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
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
Kotler / Armstrong, Chapter 4 A marketing information system begins and ends with information from _____. customers databases administrators users
Kotler / Armstrong, Chapter 4 A marketing information system begins and ends with information from _____. customers databases administrators 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. internal external cost 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. internal external cost profit
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
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
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
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
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
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
Kotler / Armstrong, Chapter 4 ________ research is marketing research to test hypotheses about cause-and-effect relationships. Causal Exploratory Descriptive Written
Kotler / Armstrong, Chapter 4 ________ research is marketing research to test hypotheses about cause-and-effect relationships. Causal Exploratory Descriptive Written
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Kotler / Armstrong, Chapter 4 Interviewer bias is often greater with _____. telephone interviews mail questionnaires focus groups online surveys
Kotler / Armstrong, Chapter 4 Interviewer bias is often greater with _____. telephone interviews mail questionnaires focus groups 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 _____. telephone interviews mail questionnaires focus groups 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 _____. telephone interviews mail questionnaires focus groups online surveys
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
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