Question 1

The role of the MIS is to ________ to the decision makers in a form and at a time when they can use it for decision making.

Accepted Answer

MIS (Management Information Systems) is designed to determine what information decision makers need, acquire that necessary information, and then distribute it to them. This process ensures that decision makers have timely and relevant information to make informed decisions.

Question 2

Improving our understanding of ________ entails conducting research to expand our knowledge of marketing.

Accepted Answer

Improving our understanding of the marketing process entails conducting research to expand our knowledge of how products or services are developed, priced, promoted, and distributed to meet the needs and wants of consumers. This includes exploring topics such as consumer behavior, market segmentation, and branding, among others. While the other options (the marketing concept, the marketing planning process, and the market mix process) are all important aspects of marketing, they are more specific components of the broader marketing process.

Question 3

General Motors did research on what became the minivan-a small van suitable for families.The research did not convince them to produce it.Later,Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans,which turned out to be among the most successful models in automotive history.This example most closely demonstrates that:

Accepted Answer

The example shows that even though research was conducted, it did not convince General Motors to produce the minivan. This suggests that marketing research does not always provide management with the right answer, as shown by the success of minivans produced by Chrysler without GM's approval.

Question 4

The difference between basic research and applied research is that applied research is conducted to:

Accepted Answer

Applied research is conducted to use scientific knowledge to solve a specific problem or develop a specific product, while basic research aims to expand our overall understanding of a topic without any immediate practical application. Option A and D are incorrect as they relate to market research and consumer behavior research respectively, which are not necessarily the same as applied research. Option C is incorrect as it describes basic research, not applied research.

Question 5

An example of basic research is:

Accepted Answer

Basic research is focused on gaining knowledge and understanding of a subject, rather than solving specific problems. In this case, the winery's goal of understanding more about exporting wine is focused on gaining knowledge about a particular aspect of their business, rather than directly solving a problem.

Question 6

A ________ is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

Accepted Answer

A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute information needed by marketing decision-makers. Customer relationship management and sales information management systems are components of a marketing information system but do not fully encompass all the elements of a marketing information system. Marketing relationship management is not a commonly used term in marketing literature.

Question 7

A great deal of marketing research is conducted to determine the size of various market segments.Not only are managers interested in knowing the size of a market segment but also:

Accepted Answer

Managers are not only interested in the size of a market segment but also in knowing whether the segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment. This information is crucial for developing effective marketing strategies and identifying opportunities for growth. Therefore, option D is the best choice.

Question 8

A winery wants to know more about sales channels,product outlets,and even whether these channels are motivated.What type of research would the winery use to answer these questions?

Accepted Answer

Distribution research would be the best choice to answer the winery's questions about sales channels, product outlets, and motivation of these channels. This type of research focuses on the distribution channels used to get products to customers, including the types of intermediaries involved, the methods of transportation and storage, and the incentives used to motivate intermediaries.

Question 9

The components of the marketing information system does not include:

Accepted Answer

The components of the marketing information system include a marketing intelligence system, a marketing decision support system, and an internal reports system. While the consumer is undoubtedly an essential component of marketing, a consumer information support system is not considered a component of the marketing information system.

Question 10

The ________ that gathers data generated from information such as orders,billing,receivables,and inventory levels,etc.,is called the:

Accepted Answer

The internal reports system gathers data from the internal operations of the company such as orders, billing, receivables, inventory levels, etc. This system is used to generate reports for internal use by managers and employees to make informed decisions about the company's operations. The other options are not related to this specific function of data gathering.

Question 11

When a revolutionary new product is created,marketers use research to determine the"value"consumers perceive in the new product.The main use of this type of research would be related to:

Accepted Answer

Marketers use research to determine the value consumers perceive in a new product to conduct pricing research. This research helps them understand how much consumers are willing to pay for the product, which in turn helps in setting the product's price.

Question 12

If we think of actions as strategies,what actions are required to satisfy the wants and needs of a market?

Accepted Answer

Selecting a target market and designing a marketing mix is the most appropriate action to satisfy the wants and needs of a market. It involves identifying the needs, interests, and preferences of the target market and creating a product, price, promotion, and distribution strategy to meet those needs. This helps to ensure that the product or service meets the needs of the customers and is marketed in a way that resonates with them. B, C, and D may be important actions in certain contexts, but they do not directly address the question of satisfying the wants and needs of a market.

Question 13

The ________ is the marketing information system component that provides studies conducted for specific situations facing the company.

Accepted Answer

The marketing research system is the component of the marketing information system that provides studies conducted for specific situations facing the company. Marketing research involves gathering, analyzing, and interpreting information about a market or a product/service in order to make informed business decisions.

Question 14

Maritz Research's New Vehicle Customer Study includes data collected over several years,and in recent years it has studied hybrids.Its market analysts know why drivers purchase hybrids,what makes them satisfied,what their expectations are for gas mileage,and preferences for alternative fuels.The main use of this type of research would be related to:

Accepted Answer

Maritz Research's New Vehicle Customer Study focuses on understanding drivers' preferences, satisfaction, and expectations related to hybrid cars. As such, it is primarily concerned with product research, which is focused on understanding consumer attitudes, behaviors, and preferences related to a specific product or service. While pricing, promotion, and distribution are all important elements of marketing research, they are not the primary focus of Maritz Research's study of hybrids.

Question 15

In 2014,General Mills acquired Annie's Homegrown,an organic food company,to meet a growing demand by consumers to have access to organic and natural foods.The company used marketing research to identify ways to grow the brand,promote it,and evaluated plans to market it.This is an example of what use of marketing research?

Accepted Answer

The use of marketing research by General Mills to identify ways to grow the Annie's Homegrown brand, promote it, and evaluate plans to market it is an example of generating, refining, and evaluating potential marketing actions. This falls under the category of B, which involves generating, refining, and evaluating potential marketing actions based on market research.

Question 16

Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making is the:

Accepted Answer

The collected data that can be accessed and analyzed to support decision-making is known as a Decision Support System. This system helps managers make informed decisions based on data analysis and modeling tools. A Marketing Research System is a system for gathering primary data. A Marketing Intelligence System provides a firm with information about the market and competitors, while a Consumer Information Support System helps companies manage consumer inquiries and complaints.

Question 17

Chobani launched a campaign,called"The Break You Make,"in 2015 to increase awareness of the Chobani Flip,an afternoon snack yogurt.Research determined that the campaign was very successful,with sales of Chobani Flip up 300% over the previous year.The main use of this type of research would be related to:

Accepted Answer

The campaign "The Break You Make" is related to promotion research, as it aimed to increase awareness of the Chobani Flip yogurt as an afternoon snack option. The research determined that the campaign was successful in increasing sales, which suggests that the promotion strategy was effective.

Question 18

High gasoline prices and concerns about fossil emissions bothered consumers,so Toyota developed the Prius.This is an example of what use of marketing research?

Accepted Answer

The development of the Prius in response to consumer concerns about high gasoline prices and fossil emissions indicates that Toyota used marketing research to identify marketing opportunities and problems.

Question 19

Which of the MIS systems uses both informal and formal information-gathering procedures? Informal information-gathering procedures involve activities such as scanning newspapers,magazines,and trade publications.

Accepted Answer

The Marketing intelligence system uses both informal and formal information-gathering procedures. The informal procedures involve activities such as scanning newspapers, magazines, and trade publications, while the formal procedures involve conducting surveys and collecting data from internal sources.

Question 20

The ________ is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.

Accepted Answer

The marketing intelligence system is designed to provide managers with everyday information about relevant developments in the environment. The other choices are not specifically related to obtaining external information for decision making.

Quiz 1: Introduction to Marketing Research