Deck 2: Information Systems and Knowledge Management

Question 1

The goal of a CRM system is to describe customer relationships so that managers can access information themselves.

Answer 1

True

Question 2

Modern technology provides new ways of tracking human behavior.

Answer 2

True

Question 3

The purpose of a decision support system is to store data and transform data into information that is easily accessible to marketing managers.

Answer 3

True

Question 4

Relevant data are facts about things that cannot be changed.

Question 5

Timeliness means that the data are not more than a few years old.

Question 6

Global information systems allow management to track the whereabouts of delivery personnel.

Question 7

A data warehouse is the multitiered computer storehouse of current and historical data.

Question 8

Data, information, and intelligence all have the potential to create value to a firm through better decision making.

Question 9

A decision support system requires databases but not software.

Question 10

Web tracking is illegal.

Question 11

Electronic data interchange (EDI) refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends, allowing for more accurate predictions of consumers' opinions and actions.

Question 12

Big data is large quantities of data taken from a single source.

Question 13

Data and information can be delivered to consumers or other end users via either primary technology or secondary technology.

Question 14

Scanner data refers to the accumulated records resulting from point of sale data recordings.

Question 15

Environmental scanning entails all information gathering designed to detect changes in the external operating environment of the firm.

Question 16

A party that maintains Web sites on the World Wide Web is called a content provider.

Question 17

Google is a popular search engine.

Question 18

One way to describe marketing research is to categorize it based on the four possible functions that it serves in business: foundational, testing, issues, and validation.

Question 19

Input data can come from internal sources of the organization, but not from external sources.

Question 20

An organization's salesforce frequently provides important marketing intelligence information.

Question 21

Data files in cloud storage can only be accessed through a company's Intranet.

Question 22

Structured data openly shared between companies is called ____.

A) big data
B) open source information
C) universal product codes
D) scanner data

Question 23

Which part of the decision support system addresses exchanges between the firm and its customers?

A) customer relationship management (CRM) system
B) data warehouse
C) global information system (GIS)
D) intellectual capital system

Question 24

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?

A) internal records
B) proprietary marketing research
C) salesperson input
D) behavioral tracking

Question 25

UPC refers to bar-coded information containing product information that can be read by optical scanners.

Question 26

Proprietary marketing research refers to research projects conducted to study specific company problems.

Question 27

Which term refers to an organized collection of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities?

A) Internet
B) Intranet
C) global information system
D) global positioning satellite system

Question 28

The process that allows important day-to-day operational data to be stored and organized for simplified access is called ____.

A) global information tracking
B) data warehousing
C) proprietary marketing
D) keyword searching

Question 29

A search-engine optimizer mines data from in-store point-of-sale data recordings.

Question 30

An organization's inventory figures are a good example of ____.

A) cookies
B) internal records
C) external records
D) CRM

Question 31

Facts or recorded measures of certain phenomena (things or events) are known as ____.

A) data
B) information
C) market intelligence
D) knowledge

Question 32

The data characteristic that refers to the degree to which data represent the true situation is known as ____.

A) timeliness
B) completeness
C) quality
D) relevance

Question 33

Which characteristic is LEAST important in evaluating the value of information?

A) timeliness
B) relevance
C) completeness
D) consistency

Question 34

An organization's mailing list of current customers is an example of a ____.

A) cookie
B) script
C) database
D) hyperlink

Question 35

Market dynamism represents the rate of change in environmental and competitive factors.

Question 36

Which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?

A) knowledge
B) intellectual capital
C) market intelligence
D) decision support system

Question 37

Who provides data access directly to the end consumer for a fee?

A) content providers
B) data wholesalers
C) search engine sites
D) data retailers

Question 38

Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?

A) testing
B) issues
C) foundational
D) performance

Question 39

A small microchip used to communicate with data systems is called a(n) ____.

A) RFID
B) URL
C) NFC
D) HIPAA

Question 40

An example of behavioral tracking is ____.

A) product sales histories
B) test market results
C) supermarket scanner data
D) survey findings

Question 41

Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent?

A) scanner data
B) Internet records
C) behavioral tracking
D) Web tracking

Question 42

When a marketing manager has sufficient information to make a good decision, the information is said to be ____________________.

Question 43

Which technique covertly discovers and records the websites that consumers visit?

A) cloud storage
B) history sniffing
C) RFID rags
D) Boolean operators

Question 44

Information that is provided when a marketing manager needs it to make an important decision is said to be ____________________.

Question 45

LexisNexis is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LexisNexis is an example of a data ____.

A) compiler
B) wholesaler
C) warehouse
D) miner

Question 46

Parties that furnish information on the World Wide Web are called ____.

A) browsers
B) content providers
C) search engines
D) Intranets

Question 47

Amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site. This is an example of ____.

A) push technology
B) electronic data interchange
C) pull technology
D) a URL

Question 48

Yahoo! and Google are examples of ____.

A) home pages
B) search engines
C) ISPs
D) CRMs

Question 49

A computer-based system that helps marketing managers to solve problems through interaction with databases is known as a(n) ____________________.

Question 50

Information that is accurate, valid, and reliable is said to be of high ____________________.

Question 51

Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale, but is unable to purchase it in her size. The following year, Talbot's sends Laurie an email notifying her of a similar sweater in the same style and color. Talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications, which is an example of ____.

A) electronic data interchange
B) Web tracking
C) pull technology
D) predictive analytics

Question 52

Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment. What is Melanie performing?

A) environmental scanning
B) behavioral tracking
C) search engine marketing
D) electronic data interchange

Question 53

Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart's inventory on an as-needed basis. What term describes this function?

A) cookies
B) EDI
C) pull technology
D) data transference

Question 54

Most companies use a private data network that uses Internet standards and technology, but only allows those individuals whom the organization deems as appropriate participants to access data. This is an example of a(n) ____.

A) Intranet
B) smart network
C) internal source
D) content provider

Question 55

When you visit Web sites, most likely, a small computer file that records your Web usage history is created. This small computer file is called a(n) ____.

A) electronic data exchange
B) cookie
C) URL
D) intranet

Question 56

A Web site address that Web browsers recognize is called a(n) ____.

A) URL
B) EDI
C) DSS
D) UPC

Question 57

An Internet user sets up his computer so that it will send him regular news about his favorite professional football team. What application is in use?

A) push technology
B) pull technology
C) smart agent software
D) RFID

Question 58

In information technology, ____________________ is data formatted (structured) to support decision-making or define the relationship between two facts.

Question 59

CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database?

A) statistical database
B) financial database
C) video database
D) electronic interchange database

Question 60

Data collected in an open data partnership is ____.

A) available only to the researchers gathering the information
B) available to the consumers from whom researchers gather the information
C) made publicly available on the Internet
D) sold to the consumers from whom researchers gather the information

Question 61

Name and describe the four characteristics that help determine how valuable data may be to marketing researchers and managers.

Question 62

Parties that furnish information on the World Wide Web are called ____________________.

Question 63

Compare and contrast pull technology and push technology.

Question 64

____________________ technology refers to users requesting information from a Web page and the browser, and then determining a response.

Question 65

Define predictive analytics and discuss a marketing researcher's job in predictive analytics.

Question 66

Numerical, text, voice, and image data that enter a decision support system are known as ____________________.

Question 67

A company's private computer network that uses Internet standards, but which is accessible only by its own employees, is known as a(n) ____________________.

Question 68

A computerized directory that allows users to search the World Wide Web for information based on a keyword search is called a(n) ____________________.

Question 69

____________________ data refers to the accumulated records resulting from point of sale data recordings.

Question 70

Explain how data, information, and intelligence represent value to a firm.

Question 71

Explain what a decision support system (DSS) is and how it helps marketing managers.

Question 72

A(n) ____________________ occurs when one company's computer system is integrated with another company's computer system.

Question 73

____________________ refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends, allowing for more accurate prediction of consumers' opinions and actions.

Question 74

A Web site address that Web browsers recognize is called a(n) ____________________.

Question 75

A decision support system that gathers information about customers such as sales history and customer preferences is known as a(n) ____________________ system.