Question 1

Marketing decision support systems require three types of software.These include: 
A) word processing systems, a spreadsheet, and a local area network system.
B) a database management system, search engine software, and a word processing system.
C) a spreadsheet, communications software, and word processing systems.
D) database management system, model base management software, and a dialog system.

Accepted Answer

Marketing decision support systems require three types of software: a database management system, model base management software, and a dialog system.

Question 2

Which of the following is true regarding marketing decision support systems? 
A) It is a popular form of marketing information system with data, tools, and techniques.
B) It requires a search engine software and a word processing system to function.
C) It is a firewall that does not permit marketers to explore external databases.
D) It is designed exclusively to handle information from internal sources.

Accepted Answer

A popular form of marketing information system is the marketing decision support system. It is a coordinated collection of data, tools, and techniques involving both computer hardware and software by which marketers gather and interpret relevant information for decision making.

Question 3

Processing of research data includes things such as: 
A) preparing observational forms for data collection.
B) obtaining and recording the maximal amount of useful information.
C) collecting data by means of a questionnaire either by mail or phone.
D) editing structuring, and coding data for statistical analysis.

Accepted Answer

Processing research data includes such things as editing and structuring data and coding them for analysis. The appropriate analysis techniques for collected data depend on the nature of the research question and the design of the research.

Question 4

Which of the following stages of the research process involves labeling data sets to avoid misinterpreting or misplacing them?
A) Performance of the research
B) Processing of research data
C) Preparation of research data
D) Planning of the research

Accepted Answer

Processing research data includes the preparation of data for analysis and its actual analysis. Data sets should be clearly labeled to ensure they are not misinterpreted or misplaced.

Question 5

Budget constraints on marketing research can lead to: 
A) wrong interpretation of the research results.
B) inappropriate inferences and conclusions.
C) incorrectly formulated sample size and design.
D) incorrect reasons regarding why the research is needed.

Accepted Answer

There are several problems that could invalidate test marketing study results.For instance, sample size and design can be incorrectly formulated because of budget constraints.

Question 6

Which of the following statements is true with regard to the stage of processing research data? 
A) This stage must ideally reveal significantly strong correlations between the variables of the study to be fruitful for the marketing research undertaken.
B) The use of judgment and insight must be minimized in interpreting results of the research as it reduces the scientific validity of the data.
C) The marketing research team must abandon the study when the results emerging from it are ambiguous and ill-defined.
D) This stage involves use of experience and knowledge to draw appropriate inferences and conclusions from data that represents small or moderate evidence.

Accepted Answer

Usually, in a marketing research study relationships among variables or differences between groups are small to moderate, and judgment and insight are needed to draw appropriate inferences and conclusions. Seldom, if ever, do marketing research studies obtain findings that are totally unambiguous.

Question 7

"Whims and Fancies" recently released a line of their home linen products at ten select retail stores in the state.The marketing team aims to sell the products on this small-scale basis to estimate consumer acceptance before releasing them across all stores where their products are sold.This approach to marketing a product is called _____.
A) internal marketing
B) test marketing
C) digital marketing
D) social marketing

Accepted Answer

This is an example of test marketing. The major goal of most test marketing is to measure new product sales on a limited basis where competitive retaliation and other factors are allowed to operate freely. In this way, future sales potential can often be estimated reasonably well.

Question 8

Which of the following is the final step of the research process?
A) Processing of research data
B) Data structuring and analysis
C) Preparation of the research report
D) Performance of the research

Accepted Answer

The preparation of the research report involves a write-up of each of the previous stages as well as the strategic recommendations from the research. The limitations of the research should be carefully noted.

Question 9

What kinds of people buy our products,where do they live,and how much do they earn are questions that aid the _____ process. 
A) marketing segmentation
B) data collection
C) environmental assessment
D) data mining

Accepted Answer

What kinds of people buy our products, where do they live, how much do they earn, and how many of them are there are segmentation questions that marketing research can help answer.

Question 10

Holly and her team have collected data from 500 respondents as a part of the survey research they have undertaken to assess the changing trends among consumers buying different kinds of baby food.They have coded and collated all the data and fed them into a computer-based statistical analysis program.The results of the analysis are being analyzed by the team presently to uncover any significant patterns of consumer preference.Holly's team is at the stage of _____.
A) performance of the research
B) preparation of the research report
C) plan of the research
D) processing of research data

Accepted Answer

A critical part of processing research data is interpreting and assessing the research results. Marketing researchers should always double-check their analysis and avoid overstating the strength of their findings.

Question 11

Which of the following best illustrates an external source of data that could be used with a marketing decision support system? 
A) Sales record divided by territory
B) Company expenditures on personal selling
C) Organizational costs on advertising
D) Information on technological advances in the field

Accepted Answer

External information is gathered from outside the organization and concerns changes in the environment that could influence marketing strategies. External information isneeded concerning changes in global economies and societies, competitors, customers, and technology.

Question 12

Marketing decision support systems are designed to handle information from both internal and external sources.Which of the following is an example of an internal source of data that could be used by a marketing decision support system? 
A) Company expenditure data on advertising
B) Industry expenditure data on sales promotions
C) Economic environmental change statistics
D) Global information on competitors

Accepted Answer

Internal information includes such things as sales records or expenditure data on such things as advertising, personal selling, or packaging. Internal information is particularly important for investigating the efficiency and effectiveness of various marketing strategies.

Question 13

Test marketing study results can be invalidated if:
A) test marketing areas are representative of and proportionate to the market in general.
B) pretest measurements of competitive brand sales are created.
C) test stores provide complete support to the study.
D) test-market products are advertised beyond a profitable level for the market in general.

Accepted Answer

Test marketing study results can be invalidated if test-market products are advertised or promoted beyond a profitable level for the market in general.

Question 14

Which of the following steps of the research process involves locating data or preparing observational forms or questionnaires,if the research involves collecting primary data?
A) Performance of the research
B) Processing of the research
C) Planning of the research
D) Preparation of research report

Accepted Answer

Performance of research involves preparing for data collection and actually collecting them. The tasks at this stage obviously depend on the type of research that has been selected and the type of data needed. If secondary data are to be used, they must be located, prepared for analysis, and possibly paid for. If primary data are to be collected, then observational forms, questionnaires, or other types of measures must be designed, pretested, and validated.

Question 15

_____ is the process of extracting hidden predictive information from large databases. 
A) Data mining
B) Sole sourcing
C) Internal marketing
D) Test marketing

Accepted Answer

Data mining is the extraction of hidden predictive information from large databases. The focus is on finding statistical links about consumer purchasing patterns that suggest marketing actions.

Question 16

The major goal of _____ is to measure new product sales on a limited basis where competitive retaliation and other factors are allowed to operate freely. 
A) observational research
B) test marketing
C) mathematical modeling
D) data mining

Accepted Answer

The major goal of most test marketing is to measure new product sales on a limited basis where competitive retaliation and other factors are allowed to operate freely.In this way, future sales potential can often be estimated reasonably well.

Question 17

A_____ is a complete statement of everything done in a research project and includes a write up of each of the previous stages as well as the strategic recommendations from the research. 
A) research report
B) research plan
C) research evaluation
D) research strategy

Accepted Answer

A research report is a complete statement of everything done in a research project and includes a write-up of each of the previous stages as well as the strategic recommendations from the research. Research reports should be clear and unambiguous with respect to what was done and what recommendations are made.

Question 18

The stage of performance of research involves: 
A) coding, labeling and structuring data.
B) defining the nature and purpose of collecting the data
C) analyzing and interpreting the collected data.
D) preparing for data collection and collecting it.

Accepted Answer

Performance of the research involves preparing for data collection and actually collecting them. The tasks at this stage depend on the type of research that has been selected and the type of data needed.

Question 19

In the research process,the _____ step involves obtaining and recording the maximal amount of useful information,subject to the constraints of time,money,and respondent privacy.
A) processing of data research
B) analysis of data research
C) performance of the research
D) preparation of the research report

Accepted Answer

In terms of actual data collection, a cardinal rule is to obtain and record the maximal amount of useful information, subject to the constraints of time, money, and respondent privacy.

Question 20

Which of the following pertains to the model base management software? 
A) It permits marketers to categorize and sort databases.
B) It contains routines for manipulating data.
C) It produces information to address decision-making needs.
D) It helps in retrieving data from internal and external sources.

Accepted Answer

The model base management software contains routines for manipulating data in ways that are useful for marketing decision making.

Quiz 2: Marketing Research: Process and Systems for Decision Making

Marketing decision support systems require three types of software.These include:

Which of the following is true regarding marketing decision support systems?

Processing of research data includes things such as:

Which of the following stages of the research process involves labeling data sets to avoid misinterpreting or misplacing them?

Budget constraints on marketing research can lead to:

Which of the following statements is true with regard to the stage of processing research data?

Which of the following is the final step of the research process?

What kinds of people buy our products,where do they live,and how much do they earn are questions that aid the _____ process.

Which of the following best illustrates an external source of data that could be used with a marketing decision support system?

Marketing decision support systems are designed to handle information from both internal and external sources.Which of the following is an example of an internal source of data that could be used by a marketing decision support system?

Test marketing study results can be invalidated if:

Which of the following steps of the research process involves locating data or preparing observational forms or questionnaires,if the research involves collecting primary data?

_____ is the process of extracting hidden predictive information from large databases.

The major goal of _____ is to measure new product sales on a limited basis where competitive retaliation and other factors are allowed to operate freely.

A_____ is a complete statement of everything done in a research project and includes a write up of each of the previous stages as well as the strategic recommendations from the research.

The stage of performance of research involves:

In the research process,the _____ step involves obtaining and recording the maximal amount of useful information,subject to the constraints of time,money,and respondent privacy.

Which of the following pertains to the model base management software?