Question 1

Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer?

Accepted Answer

An MDSS (Marketing Decision Support System) is specifically designed to assist with making marketing decisions, such as determining the impact of changing media schedules on reaching target users. Option D is the only question that directly pertains to making a decision about media scheduling. Options A, B, C, and E are all questions that could be answered using an MIS (Marketing Information System).

Question 2

A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch,enabling him to project market shares over time?

Accepted Answer

A

Question 3

Which of the following is NOT considered a source of market intelligence?

Accepted Answer

Causal research is a type of market research that is used to determine what causes a particular outcome or behavior. It is not considered a source of market intelligence, but rather a method of gathering information. The other options (A, B, C, and E) are all sources of market intelligence, which refer to information gathered from various sources to help businesses understand their market, competitors, and customers.

Question 4

________ is the process of collecting,analyzing,and interpreting data about customers,competitors,and the business environment to improve marketing effectiveness.

Accepted Answer

Market research involves the systematic collection, analysis, and interpretation of data about a target market, competitors, and the business environment to make informed decisions about marketing strategies and tactics. It enables businesses to understand customers' needs and preferences, identify market trends, and evaluate the effectiveness of marketing campaigns. Marketing management, competitive intelligence, and market intelligence are related concepts but not the same as market research. Internal marketing, on the other hand, focuses on promoting a company's culture, values, and goals to its employees to improve their motivation and productivity.

Question 5

A(n)________ is an internal corporate communication network that uses Internet technology to link company departments,employees,and databases.

Accepted Answer

An intranet is a private network that is used within an organization to facilitate internal communication and information sharing. It uses Internet technology such as TCP/IP protocols to link company departments, employees, and databases. Unlike the Internet, which is a public network, access to an intranet is typically restricted to authorized personnel only.

Question 6

A marketing decision support system (MDSS)is a ________.

Accepted Answer

A marketing decision support system (MDSS) is a sophisticated information system that allows marketing managers to use statistical and modeling software tools. It is designed to assist in decision making and provide insights and recommendations based on data analysis. It goes beyond a basic marketing information system (MIS) or data warehouse by providing advanced tools for analysis and decision-making.

Question 7

________ is research a single firm conducts to provide answers to specific questions.

Accepted Answer

Custom research is specifically tailored to a single firm's needs and provides answers to specific questions that the firm has. This is different from syndicated research which is conducted by a third party research firm and sold to multiple clients, and internal data which is data collected by the company itself on an ongoing basis. Perceptual tracking is a type of research that measures how consumers perceive a brand or product over time, and consumer data can refer to any data collected on consumer behavior, attitudes, and preferences.

Question 8

SwimFit produces gear for swimmers,including suits,goggles,swim caps,and ear plugs.SwimFit wants to improve the quality of its goggles to match or surpass the quality of the product category leader.Which of the following is SwimFit most likely to use to find out more about how its competitor's product is made?

Accepted Answer

Reverse engineering involves taking apart a competitor's product to understand how it is made and how it works. This would be the most effective way for SwimFit to learn about the quality of the product category leader's goggles and inform their own production process.

Question 9

A ________ is a process that determines what information marketing managers need and then gathers,sorts,analyzes,stores,and distributes relevant and timely marketing information to users.

Accepted Answer

A marketing information system is specifically designed to gather, sort, analyze, store, and distribute marketing information that is relevant to the needs of marketing managers. This system allows marketers to collect both primary and secondary data, as well as track competitive intelligence. Additionally, the system is responsible for providing timely and accurate information to decision makers so that they can make informed decisions about marketing strategies and tactics.

Question 10

Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms?

Accepted Answer

Syndicated research is general information collected by specialized firms on a regular basis and then sold to other firms. Custom research is specific to a particular firm or organization, competitive research focuses on analyzing competitors, perceptual tracking measures changes in consumer perceptions over time, and marketing decision support research provides insights for marketing decisions.

Question 11

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Accepted Answer

This is an example of custom research, as the company is conducting research specifically tailored to their product and target audience. The other options do not accurately describe this type of research.

Question 12

Nielsen compiles ratings of television shows and then sells the information to other firms.Nielsen conducts ________.

Accepted Answer

Nielsen compiles ratings and sells the information to other firms, indicating that they conduct syndicated research.

Question 13

Which of the following lists the three important components of a basic marketing information system (MIS)?

Accepted Answer

The three important components of a basic marketing information system (MIS) are data, computer hardware and software, and output for marketing decision makers. These components enable the conversion of existing data into meaningful information that can be used for marketing decisions.

Question 14

Managers of a discount retailer would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products,promotions,and even the firm's distribution system?

Accepted Answer

A company intranet is a private network accessible only to employees of the organization, and it can be used to share information such as sales data in real-time. This would be the most effective tool for managers of a discount retailer to access up-to-the-minute sales information from cash registers around the country. Secondary data refers to existing data that has already been collected, which may not be real-time or specific to the retailer in question. Prediction markets and market intelligence are more complex tools used to predict future trends, and a convenience sample refers to a non-random sampling method that may not provide representative data.

Question 15

Which of the following is NOT a major data source for a marketing information system (MIS)?

Accepted Answer

Modeling software is not a major data source for a marketing information system. The major data sources are internal company data, market intelligence, market research, and acquired databases. Modeling software may be used to analyze and interpret the data collected from these sources, but it is not a data source in itself.

Question 16

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Accepted Answer

Reverse engineering is the process of physically deconstructing a competitor's product to determine how it is put together. Ethnography is a research method that involves observing and studying a group or culture. Cross-sectional research refers to a type of study design that compares data from different groups at the same point in time. Predictive engineering involves using data and modeling to predict the performance of a product. Sampling refers to the process of selecting a subset of individuals or items from a larger population for research purposes.

Question 17

A(n)________ can use multidimensional scaling to create perceptual maps.

Accepted Answer

A marketing decision support system (MDSS) can use multidimensional scaling to create perceptual maps, which help in visualizing consumer perceptions and preferences.

Question 18

Data such as which customers buy which products,which items the company has in stock,and when the company ships items to its customer are all examples of ________.

Accepted Answer

These examples are all related to internal company data, meaning data that the company collects and uses within their own operations.

Question 19

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising.This type of report is an example of ________.

Accepted Answer

This report is a syndicated research as it is conducted by a company for multiple clients (companies) who are interested in using a performer in their advertising. The research is not specifically customized for one client, but is available for multiple clients as a standard report.

Question 20

Which of the following is the method marketers use to collect available information about what is going on in the world that is relevant to their business?

Accepted Answer

A market intelligence system is a method used by marketers to collect available information about what is going on in the world that is relevant to their business. This system gathers information on customers, competitors, and market trends to help the business make informed decisions. A marketing decision support system is a software program that helps businesses make decisions based on data analysis, while marketing management refers to the overall process of planning, executing, and analyzing marketing strategies. Longitudinal research involves studying a group of individuals or businesses over a period of time to observe changes in behavior or trends, while data mining involves using technology to analyze large amounts of data to identify patterns and relationships.

Quiz 4: Market Research