Question 1

The feature that distinguishes MIS from a project approach to research is that&#10;A) it can only be used by marketing managers.&#10;B) information is collected on a regular basis.&#10;C) it is used for a more limited set of problems.&#10;D) the information is accurate.&#10;E) the information is used in making marketing decisions.

Accepted Answer

MIS (Management Information Systems) is characterized by the regular, ongoing collection of information, as opposed to project-specific research which is conducted as needed.

Question 2

The customer information module of a DSS system typically includes all of the following EXCEPT&#10;A) who uses the product.&#10;B) where the customer buys the product.&#10;C) unemployment information.&#10;D) how often the customer buys the product.&#10;E) when the customer uses the product.

Accepted Answer

The customer information module of a Decision Support System (DSS) focuses on data directly related to customer interactions with the product, such as who uses the product, where and when they buy it, and how often they use it. Unemployment information (C) is generally not included in customer information modules as it is not directly related to product usage or purchasing behavior.

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?&#10;A) customer information module&#10;B) economic and demographic information module&#10;C) product information module&#10;D) industry information module&#10;E) competitor information module

Accepted Answer

customer information module&#10;

Question 4

A typical question that can be answered by using a data retrieval system in a DSS is&#10;A) What has happened?&#10;B) What would happen if?&#10;C) Why did it happen?&#10;D) Where is it likely to happen?&#10;E) When will it happen?

Accepted Answer

A data retrieval system in a Decision Support System (DSS) is designed to provide historical data, which answers the question "What has happened?" by retrieving past records and information.

Question 5

Which of the following statements is false:&#10;A) Data mining is different from data analysis.&#10;B) Data mining is conducted on large numbers of consumers.&#10;C) Data mining is conducted on large numbers of variables.&#10;D) Data mining attempts to find &#34;nuggets&#34; of marketing information amidst data.&#10;E) Data mining requires tremendous data storage system and fast data access.

Accepted Answer

Data mining and data analysis are often used interchangeably and are closely related, but they are not fundamentally different. Data mining is a subset of data analysis, focused specifically on discovering patterns and knowledge from large datasets.

Question 6

Data collection in Internet marketing research follows the highest ethical standards under which of the following conditions:&#10;A) Consumers are told if they are &#34;red-lined.&#34;&#10;B) Consumer participation is voluntary.&#10;C) Consumers are informed that they may be recorded.&#10;D) Consumers' data are not used for cross-selling.&#10;E) Consumers' names are not stored in the same data base as their personal data.

Accepted Answer

Voluntary participation is a key ethical standard in research, ensuring that consumers have the choice to participate or not.

Question 7

Which of the following do not pose ethical dilemmas for marketing researchers:&#10;A) Misusing statistics&#10;B) With-holding benefits from control groups&#10;C) Charging high fees&#10;D) Unethical behavior by a marketing research team member&#10;E) Preserving the research participants' anonymity

Accepted Answer

Charging high fees is a business decision and does not inherently pose an ethical dilemma related to the conduct of marketing research.

Deck 2: Alternative Approaches to Marketing Intelligence