Chapter 3 – Understanding Markets and the Marketing Environment
True/Fal Questions
1. A marketing information system consists of the people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. True (moderate) p. 41
2. Marketing information systems are developed from internal company records, marketing intelligence, and marketing rearch. True (easy) p. 41
3. The major internal record that aids in supporting the marketing information system is data on the order-to-payment cycle that includes back-ordered stock and timing of shipped items. True (moderate) p. 41
4. The systematic collection, analysis, and reporting of data and findings relevant to specific marketing situation is called marketing rearch. True (moderate) p. 42
5. Data published by the government and data purchad from outside suppliers can improve the quality of a company's marketing intelligence efforts. True (moderate) p. 44
6. Primary data is generally available more quickly and at a lower cost than condary data.理解的英文
Fal (moderate) p. 45
7. Becau it is hard to track and verify, behavioral data are less reliable in understanding customer behavior than are customer statements of their behavior. Fal (moderate) p. 45
8. To obtain a reprentative sample, a probability sample of the population should be drawn. True (difficult) p. 46
9. If speed is of the esnce for a marketing rearch project, the best contact methods are either online or telephone interviewing. True (easy) p. 47
10. The disadvantages of using the personal interview method to conduct marketing re
arch are that it is the most expensive method and it is subject to bias and distortion. True (moderate) p. 47
Multiple Choice Questions
1. When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are nt to the motel headquarters where it becomes part of the motel’s __________ system.
a. sales reporting
b. marketing rearch
c. experiential rearch data
d. accountability information system (AIS)
e. marketing intelligence (moderate) p. 42
2. Which of the following is NOT a step that might be ud to improve the quality of a firm’s marketing intelligence?
a. Setting up a consumer panel.
b. Collecting competitive intelligence by buying a competitor’s products.
c. Watching how the stock market reacts to interest rate changes. (moderate) p. 42
d. Motivating distributors to pass along important intelligence from the marketplace.
e. Purchasing information from outside suppliers..
3. Small companies can engage in marketing rearch in a number of creative and inexpensive ways, including __________.
a. tting up their own Web site
b. hiring an independent marketing rearch firm
c. buying information from databa companies like A.C. Nieln
d. using its own internal marketing rearch department
e. using an online information rvice such as the Internet (moderate) p. 43
4. Rita Jenkins, president of a local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was becau of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s cretary felt it was becau there were veral other professional organizations to which the members also belonged. If Rita wants to do rearch to determine the real reason why members do not want to run for office, she should begin by __________.
a. determining the optimum number of meetings
b. evaluating the advantages the Chamber offers over other similar organizations
c. defining the problem (difficult) p. 44
d. developing the marketing rearch plan that she would employ
e. holding focus groups of members of similar organizations to determine whether the problems the Chamber is facing are universal or local
5. __________ data are data that were gathered for another purpo and already exist.
a. Primary
b. Descriptive
c. Causal
d. Secondary (moderate) p. 45
e. Obrvational
6. Which of the following is an example of primary data that would be ud by the Topps
card company to determine the popularity if its hologram baball card ries?
a. Data gathered by a card collectors club.
b. An article on baball card collecting found in Parade, the Sunday magazine found in many newspapers.
