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PRINCIPLES OF MARKETING (MRKT 1201)

UNIT THREE

MULTIPLE CHOICE QUESTIONS

1. A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and
help decision makers analyze and use the information.
A)

experiment to develop information


B)

develop the needed information


C)

test market the information


D)

question the needed information


E)

critique the needed information

2.

The real value of a company's marketing research and information system lies in the ________.
A)

amount of data it generates


B)

efficiency with which it completes studies


C)

quality of customer insights it provides


D)

variety of contact methods it uses


E)
marketing information system it follows

3.

A good MIS balances the information users would ________ against what they really ________ and what is ________.
A)

need; can afford; used by the competition


B)

need; like; feasible


C)

like; can analyze; needed


D)
use; have to use; available
E)

like to have; need; feasible to offer

4.

Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making
use of ________ databases.
A)

public
B)

online

C)

external
D)

internal
E)

search service

5.

Marketing information from which type of database usually can be accessed more quickly and cheaply than other
information sources?
A)
Radian's
B)

LexisNexis
C)

internal
D)

MONITOR
E)

external

6.

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and
developments in the marketing environment.
A)

Marketing data
B)

Value chain management


C)

Sales management
D)

Customer intelligence
E)

Competitive marketing intelligence

7.

Which of the following statements regarding competitive marketing intelligence is true?


A)
Competitive marketing intelligence relies upon publicly available information.
B)

All competitive marketing intelligence is available for free.


C)

Competitive marketing intelligence relies upon privately held information.


D)

The advantage of using competitive marketing intelligence is negligible.


E)

Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than
competitors' activities.

8.

Which of the following is NOT a potential source for competitive marketing intelligence?
A)

collecting primary data


B)

purchasing competitors' products


C)

monitoring competitors' sales


D)

looking through competitors' garbage


E)

talking with purchasing agents

9.

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation
facing an organization.
A)

Causal research
B)
Marketing research
C)

Competitive marketing research


D)

Competitive marketing intelligence


E)

The marketing information system

10.

Which of the following is LEAST likely to be a benefit of conducting marketing research?


A)

measuring the effectiveness of pricing and accounting


B)

understanding customer motivation


C)

assessing market potential and market share


D)

measuring the effectiveness of distribution and promotion activities


E)

understanding customer satisfaction and purchase behavior

11.

What is the first step in the marketing research process?


A)

implementing the research plan


B)

developing a marketing information system


C)

defining the problem and research objectives


D)

hiring an outside research specialist


E)

developing the research plan for collecting information

12.

Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not
sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step
to take.
A)

developing the research plan


B)

selecting a research agency to help


C)

determining a research approach


D)

defining the problem and research objectives


E)

C and D

13.

Which step in the four-step marketing research process has been left out of the following list: defining the problems and
research objectives, implementing the research plan, and interpreting and reporting the findings?
A)

comparing and contrasting primary and secondary data


B)

choosing the research agency


C)
developing the research plan
D)

developing the research budget


E)

choosing the research method

14.

Causal research is used to ________.


A)

gather preliminary information that will help define problems


B)

describe marketing problems or situations


C)

test hypotheses about cause-and-effect relationships


D)

quantify observations that produce insights unobtainable through other forms of research
E)

uncover information in an unstructured way

15.

In marketing research, managers often start with ________ research and later follow with ________ research.
A)

descriptive; exploratory or secondary


B)

causal; descriptive or exploratory


C)

exploratory; descriptive or causal


D)
descriptive; secondary or commercial
E)

causal; exploratory or secondary

16.

The objective of ________ research is to gather preliminary information that will help define the problem and suggest
hypotheses.
A)

causal
B)

secondary
C)

exploratory
D)

primary
E)

descriptive

17.

Secondary data consists of information ________.


A)

that already exists but was collected for a different purpose


B)

that already exists somewhere but is outdated


C)

that does not currently exist in an organized form


D)

that researchers can only obtain through surveys and observation


E)

used by competitors

18.

Which of the following is information gathered directly from respondents in order to specifically address a question at
hand?
A)

internal data
B)

primary data
C)

secondary data
D)

experimental hypotheses
E)

competitive marketing intelligence

19.

For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________.
A)

experimental
B)

collected before secondary data


C)

inexpensive
D)

descriptive
E)
accurate

20.

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to
provide?
A)

questionnaire
B)

focus group
C)

survey
D)

personal interview
E)

observational

21.

Ethnographic research ________.


A)

is most popular in the service sector


B)

is gathered where people live and work


C)

comes from traditional focus groups


D)

provides secondary data


E)

provides data to marketers when observation is impossible


22.

Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering
________ information.
A)

exploratory
B)

creative
C)

descriptive
D)

causal
E)

interpersonal

23.

Experimental research is best suited for gathering ________ information.


A)

causal
B)

independent
C)

exploratory
D)

secondary
E)

descriptive

24.

Observational research is best suited for gathering ________ information.


A)

competitive
B)

dependent
C)

secondary
D)

causal
E)

exploratory

25.

Discuss the makeup and functions of a marketing information system (MIS).

26.

Marketers can obtain needed information from internal data, competitive marketing intelligence, and marketing research.
Compare and contrast each of these.

27.

Describe the basic marketing research process.

28.

Briefly compare the three different types of research approaches for gathering primary data.

29.
When do marketers need marketing research?

30.

Why is it important for the statement of the problem and the research objectives to guide the entire research process?