Marketing manager Carl Hammer looked through his marketing information system where he learned who was buying his product and where.He was looking at ________.
A) raw data
B) information
C) a marketing model
D) big insights
E) knowledge network

Question

Quizplus · Accepted Answer

All that data in its raw form is not useful to a marketing manager. So an MIS includes software programs that convert the data to information that is useful to managers. Sales data becomes information when it provides answers to questions of "who," "what," "where," "how much," and "when." Information becomes knowledge when it helps a marketing manager answer "how" and "why" questions.

Marketing Manager Carl Hammer Looked Through His Marketing Information System