Deck 2: Alternative Approaches to Marketing Intelligence

Question 1

The feature that distinguishes MIS from a project approach to research is that

A) it can only be used by marketing managers.
B) information is collected on a regular basis.
C) it is used for a more limited set of problems.
D) the information is accurate.
E) the information is used in making marketing decisions.

Answer 1

information is collected on a regular basis.

Question 2

The customer information module of a DSS system typically includes all of the following EXCEPT

A) who uses the product.
B) where the customer buys the product.
C) unemployment information.
D) how often the customer buys the product.
E) when the customer uses the product.

Answer 2

unemployment information.

Question 3

Information concerning the effects of last fall's advertising campaign on sales of the advertised product would normally be contained in which data system module?

A) customer information module
B) economic and demographic information module
C) product information module
D) industry information module
E) competitor information module

Answer 3

customer information module

Question 4

A typical question that can be answered by using a data retrieval system in a DSS is

A) What has happened?
B) What would happen if?
C) Why did it happen?
D) Where is it likely to happen?
E) When will it happen?

Question 5

Which of the following statements is false:

A) Data mining is different from data analysis.
B) Data mining is conducted on large numbers of consumers.
C) Data mining is conducted on large numbers of variables.
D) Data mining attempts to find "nuggets" of marketing information amidst data.
E) Data mining requires tremendous data storage system and fast data access.

Question 6

Data collection in Internet marketing research follows the highest ethical standards under which of the following conditions:

A) Consumers are told if they are "red-lined."
B) Consumer participation is voluntary.
C) Consumers are informed that they may be recorded.
D) Consumers' data are not used for cross-selling.
E) Consumers' names are not stored in the same data base as their personal data.

Question 7

Which of the following do not pose ethical dilemmas for marketing researchers:

A) Misusing statistics
B) With-holding benefits from control groups
C) Charging high fees
D) Unethical behavior by a marketing research team member
E) Preserving the research participants' anonymity