Question 1

What is a marketing information system?&#10;A) Any method for collecting information about markets.&#10;B) An integrated system for providing a stream of information about markets.&#10;C) A system for providing up-to-date information to the market.

Accepted Answer

A marketing information system is an integrated approach designed to gather, store, analyze, and distribute marketing data continuously to make informed decisions. It's not just any method for collecting information or solely focused on providing information to the market.

Question 2

Which of the following is NOT a difference between business research and consumer research?&#10;A) The business respondents are less accessible than the consumer respondents.&#10;B) Interviewers are easily trained.&#10;C) Respondents are more reliable in business research.

Accepted Answer

Respondents are more reliable in business research.&#10;

Question 3

What does DSS stand for?&#10;A) Decision support system.&#10;B) Double section system.&#10;C) Decision system silo.

Accepted Answer

DSS stands for Decision Support System, which is a computer-based information system that supports business or organizational decision-making activities.

Question 4

Which of the following is NOT a primary data collection method?&#10;A) Survey.&#10;B) Desk research.&#10;C) Experimentation.

Accepted Answer

Desk research involves analyzing existing information collected by others, making it a secondary data collection method.

Question 5

Which of the following is usually the cheapest method of collecting data?&#10;A) Mail survey.&#10;B) Face-to-face interviews.&#10;C) Telephone surveys.

Accepted Answer

Mail surveys tend to be less expensive than other methods such as face-to-face interviews or telephone surveys because they do not require as much personnel time or resources.

Question 6

What is meant by sampling?&#10;A) Choosing the right respondents.&#10;B) Choosing the right survey method.&#10;C) Choosing the right interviewers.

Accepted Answer

Sampling involves selecting a subset of individuals from a population to represent the whole, hence "choosing the right respondents" aligns with the definition of sampling.

Question 7

Which of the following is NOT an analysis tool for qualitative data?&#10;A) QSR NUD*IST.&#10;B) QUALPRO.&#10;C) SPSS.

Accepted Answer

SPSS is primarily a statistical software package used for quantitative data analysis, not qualitative data analysis.

Question 8

What is time series analysis?&#10;A) A method of assessing the amount of time each research method will take.&#10;B) A method of predicting sales based on past experience.&#10;C) A method of assessing customers based on the time each one absorbs over a year.

Accepted Answer

Time series analysis involves analyzing data points collected or recorded at specific time intervals to forecast or predict future events, such as sales, based on historical data.

Question 9

What is benchmarking?&#10;A) Comparing each aspect of our company's performance with the performance of our competitors against the same aspect.&#10;B) Setting a minimum standard for the performance of marketing research.&#10;C) Comparing one form of research against another.

Accepted Answer

Benchmarking involves comparing various aspects of a company's performance with those of competitors to identify areas for improvement and to adopt best practices.

Deck 5: Market Research