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Test 4

Terms in this set (57)

Niles is the marketing manager for Hang Five, a manufacturer of half-price surfboards. He just learned that the largest supplier of surfboard blanks has just declared bankruptcy and that in 30 days the supplier would no longer be able to provide surfboard blanks for Hang Five. Niles is likely to rely on the ___________ feature of the company's marketing information system to help solve this problem?

Select one:
a. Data mining
b. Exceptions reporting
c. Decision Support System
d. Legacy systems
e. Acquired databases/internet
c. Decision Support System
What is the difference between data and intelligence as discussed in class?

Select one:
a. A datum is a fact; intelligence is a full appraisal of information.
b. A datum is a fact; intelligence is facts that are known to be true.
c. A datum is an opinion, intelligence is a fact.
d. Data is filtered, intelligence is endowed with context and meaning.
e. Data is the information used to make a decision, intelligence is the outcome of a decision.
a. A datum is a fact; intelligence is a full appraisal of information.
The computer term GIGO is used as a caution for those developing marketing information systems. This is because good decisions require?
Select one:
a. Garbage in, Garbage out
b. Lots of information.
c. Good information
d. The cost of the information to be less than or equal to the benefit of the decision.
e. Good intelligence, global outlook
c. Good information
BruceCo's marketing information system is powered by a Cray XMT supercomputer and features a wireless intranet that is available 24/7 for any manager equipped with a company-issued laptop computer. This is an example of the ___________ component of a marketing information system?
Select one:
a. Acquired databases/internet
b. Decision makers
c. Computer hardware and software
d. Internal information
e. Routine reporting
c. Computer hardware and software
Which of the following is one of the three typical uses for information in a marketing information system as described in class?

Select one:
a. To make ad-hoc changes in the competitive environment
b. To generate routine reports showing progress toward meeting marketing goals.
c. To serve as a resource for investors
d. To create jobs for information technology professionals
e. These are all uses for information in a typical marketing information system.
b. To generate routine reports showing progress toward meeting marketing goals.
The main advantage of primary data is that?

Select one:
a. It will be error free.
b. All of these are advantages of primary data collection.
c. It is more convenient than secondary research.
d. It addresses your specific research question.
e. It is less expensive than survey data.
d. It addresses your specific research question.
Every time Jiwon goes to the candy counter at the bookstore, they never have exactly what she wants and she believes that there is an opportunity to develop a candy specifically for college students. Because she is not sure what features college students look for in candy, she should conduct __________ research to better understand how college students feel about candy?
Select one:
a. Descriptive
b. Pseudo
c. Exploratory
d. Experimental
e. Causal
c. Exploratory
Which of the following research techniques is most likely to be used in Causal research?

Select one:
a. Controlled experiment
b. Video observation
c. Focus groups
d. Case studies.
e. Ethnography
a. Controlled experiment
Which of the following is a question that should be answered in the 'define the problem' stage of the market research process, well before any money is invested in the project?

Select one:
a. Is there any secondary data?
b. What action will we take based on the results of the research?
c. Is the measurement valid?
d. What concepts will we use to illustrate the choices to participants?
e. Should we do pseudo research?
b. What action will we take based on the results of the research?
What would a reader expect to find in the limitations section of a research report?
Select one:
a. A recommendation based on the research
b. The analysis methods used in the report.
c. A one-page summary of the major findings.
d. A description of the methods used to collect the data.
e. Any compromises the researchers needed to make in order to complete the study
e. Any compromises the researchers needed to make in order to complete the study
What is the difference between data and information as discussed in class?

Select one:
a. A datum is a fact; information is a fact that is used in making a decision.
b. A datum is a fact; information is a collection of facts.
c. A datum is a fact based on hard evidence; information is a fact based on opinion.
d. Data are things that are true, information is things that are believed to be true.
e. Data is the singular, information is the plural.
a. A datum is a fact; information is a fact that is used in making a decision.
One of the barriers to creating intelligence within an organization is?

Select one:
a. These are all barriers to intelligence within an organization.
b. Not all organizations have intelligent people working for them.
c. When an organization has only one database it can be difficult to retrieve information in a timely manner.
d. Computer databases make it difficult to retrieve information in a timely manner.
e. Sometimes people don't do the paperwork asked of them.
e. Sometimes people don't do the paperwork asked of them.
Which of the following statements about a decision support system is FALSE?
Select one:
a. It is better to wait until after you know what decision you have to support to begin developing the information to support it.
b. There is always a time constraint when making business decisions.
c. The broader the scope of information available in a decision support system, the better.
d. The person using the decision support system needs to be able import information into the software used to make the decision.
e. The information needs to be in the network in order for decision makers to use it.
a. It is better to wait until after you know what decision you have to support to begin developing the information to support it.
According to your instructor, what is pseudo-research?
Select one:
a. Research that is not conducted according to scientific principles.
b. Psuedo-research is when the researchers do not actually collect the data, but they present their findings as if they had actually done the research.
c. Research conducted on issues that are not important enough to justify the investment.
d. Research that is conducted to support a decision that has already been made.
e. Research that is conducted before the budget has been formally approved.
d. Research that is conducted to support a decision that has already been made.
BruceCo is a company that makes products for the coffee industry. They subscribe to a clipping service that monitors newspapers in major cities around the world for articles related to the coffee industry. This is an example of _____________ in a marketing information system?
Select one:
a. Acquired databases/internet
b. Decision makers
c. Marketing intelligence
d. Computer hardware and software
e. Internal information
c. Marketing intelligence
The main advantage of primary data is that?
Select one:
a. It will be error free.
b. It is less expensive than survey data.
c. It addresses your specific research question.
d. It is more convenient than secondary research.
e. All of these are advantages of primary data collection.
c. It addresses your specific research question.
Jiwon has successfully introduced a new kind of candy for college students at the college bookstore. Her candy is selling very well and she is thinking of marketing it nationally. She is not sure if college students are buying it because of the colorful packaging or because it has lots of caffeine. She will have to conduct ___________ research to determine which factor is responsible for college students buying so much of her candy?
Select one:
a. Causal
b. Exploratory
c. Pseudo
d. Descriptive
e. Focus group
a. Causal
Why is it important to understand the assumptions that went into the research when you are making recommendations?
Select one:
a. Because assumptions allow you to make inferences beyond what is indicated by a strict analysis of the data.
b. So you don't overgeneralize - or read more into the data than is actually there
c. All of these are reasons why it is important to understand the assumptions that go into a research project.
d. Because you can't use assumptions with advanced statistical techniques
e. Because if you understand the assumptions, you can use them as excuses if the results dont come out the way you had hoped.
b. So you don't overgeneralize - or read more into the data than is actually there
Which of the following research techniques is most likely to be used in exploratory research?
Select one:
a. Longitudinal research.
b. Survey questionnaire
c. Mail survey
d. Focus Groups
e. Quasi-experiment
d. Focus Groups
What would a reader expect to find in the executive summary of a research report?
Select one:
a. The analysis methods used in the report.
b. A one-page summary of the project including major findings.
c. Any compromises the researchers needed to make in order to complete the study
d. A description of the methods used to collect the data.
e. A recommendation based on the research
b. A one-page summary of the project including major findings.
Sometimes technology can make it difficult to create organizational intelligence. For example?
Select one:
a. Computers can make mistakes processing data.
b. Database consolidation can eliminate legacy systems.
c. Department databases have huge egos and refuse to cooperate with other databases.
d. Computer databases can be designed to make data entry simple and fast.
e. Different departments may have different databases that are independent of each other.
e. Different departments may have different databases that are independent of each other.
Which of the following is NOT a source of internal data used in a marketing information system?
Select one:
a. Customer service logs
b. Sales data
c. Scheduling information
d. Google searches
e. Cost information
d. Google searches
What is an information silo as described in class?
Select one:
a. A database designed to support one business function that is not integrated with other business functions.
b. A database designed to combine information from many functional areas and make it available to decision makers.
c. A computer program that compares databases within a business and identifies information that may be incorrect.
d. An agricultural products database.
e. A piece of computer hardware used to store the information left over after data mining is complete.
a. A database designed to support one business function that is not integrated with other business functions.
Tracy is thinking of marketing a new energy drink. Her target market will be parents of young children who need an energy boost in the car while driving from dance lessons to soccer games. She plans on testing whether or not people will like her new energy drink by offering free samples to students outside of the student union. If the majority of students say they like her product, she will go ahead with the product launch. Tracy may have a problem with the ___________ of her findings in this market research project.
Select one:
a. Validity
b. Information
c. Measurement
d. Representativeness
e. Reliability
d. Representativeness
Which of the following research techniques is most likely to be used in Causal research?
Select one:
a. Ethnography
b. Video observation
c. Focus groups
d. Case studies.
e. Controlled experiment
e. Controlled experiment
Bruce is afraid he is gaining weight. He got on the scale this morning and he was 10 pounds heavier than he was last night. He got on the scale again after breakfast and he had lost 10 pounds. Just before leaving for school he got on the scale again and he was 5 pounds lighter than he was after breakfast. Clearly, there is a problem with the _________ of Bruce's weight measurements?
Select one:
a. Reliability
b. Representativeness
c. Information
d. Validity
e. Measurement
a. Reliability
Sometimes it is not feasible to conduct causal research because meeting all of the conditions (for example a probability sample when you aren't sure how many people are in the population). In these cases researchers may conduct ____________ research which is almost as good.?
Select one:
a. Quasi-experimental
b. Ethnograpy
c. Bogus
d. Psuedo
e. Stratified random sample
a. Quasi-experimental
Which of the following is NOT a source of information for a typical Marketing Information System?
Select one:
a. Marketing intelligence
b. Acquired databases
c. Internal data
d. Computer systems
e. Marketing research
d. Computer systems
____________ attempts to identify new business opportunities by analyzing data from past transactions?
Select one:
a. Exception reporting
b. Quarterly reporting
c. Routine reporting
d. Environmental scanning
e. Data mining
e. Data mining
Tracy is thinking of marketing a new energy drink. Her key selling proposition will be that her product has tastes just as good at room temperature as it does when it is ice cold. She plans on testing whether or not students will like her new energy drink by showing pictures of her drink and the other leading brands to students outside the student union. If the majority of students prefer the picture of her product, she will go ahead with the product launch. Tracy may have a problem with the ___________ of her measurement in this market research project.
Select one:
a. Reliability
b. Generalizibility
c. Representativeness
d. Information
e. Validity
e. Validity
Yuli is the California regional manager for a suntan lotion company. Each morning a routine report identifies cities whose sales are 15% below projection for the previous day. This ____________ report allows Yuli to focus on stores that may need personal attention.
Select one:
a. Progress
b. Decision support
c. Ad-hoc
d. Quarterly
e. Exception
e. Exception
Lands End is a successful mail order catalog company. In order to expand their business, they decided to open retail outlets where customers could visit and actually see the merchandise. By analyzing the zip codes from past mail order shipments, they were able to locate the new stores in areas where many of their customers already lived. This is an example of?
Select one:
a. Data manipulation
b. Exception analysis
c. Environmental scanning
d. Data Mining
e. GIGO
d. Data Mining
The major advantage of secondary data is that?
Select one:
a. It answers your specific research question
b. It is up to date
c. Gives you control over the methodology
d. It is external to the organization
e. It is immediately available.
e. It is immediately available.
Nick is thinking of conducting some market research to help him determine the best colors to use for his new hip-hop CD to be released in February. He knows that he can't just ask people what colors they like. Instead he should develop three or four different examples of what the CD cover might look like. Participants could respond to these ___________ in order to signal their color preferences.
Select one:
a. Concepts
b. Colors
c. Features
d. Data
e. Information
a. Concepts
What is the difference between a research objective and a management objective as described in your text?
Select one:
a. A research project and a management project may have the same objective
b. A research objective is usually short-term, while a management objective is usually long-term
c. A research objective provides information, a management objective can only use information that has been provided.
d. All of these are differences between a research objective and a management objective.
e. A research objective provides an answer to a specific question, a management objective may require several sources of infornmation
e. A research objective provides an answer to a specific question, a management objective may require several sources of infornmation
A(n) ___________ is a conscious choice from among two or more alternatives?
Select one:
a. Option
b. Dilemma
c. Decision
d. Research finding
e. Inference.
c. Decision
Which of the following statements about marketing information systems is TRUE?
Select one:
a. A marketing information system as described in class is an ideal to which many businesses aspire.
b. A company needs to have a marketing information system in place to qualify for ISO 9000 quality certification.
c. A marketing information system is just another way of describing integrated marketing communications.
d. Marketing information systems as described in class are used by the majority of large and medium sized companies in the United States.
e. Marketing information systems as described in class are an attempt to stop computers from taking over all of the information flows within a company.
a. A marketing information system as described in class is an ideal to which many businesses aspire.
One of the main ADVANTAGES of observational data collection is?
Select one:
a. You have the ability to ask follow up questions.
b. Observational data is less expensive than questionnaire data
c. It is easy to interpret observational data.
d. The data collection is done by machines such as a video camera or tape recorder.
e. People frequently are unaware or unable to say what their true motivation is.
e. People frequently are unaware or unable to say what their true motivation is.
Huyen wanted to answer the research question, "What causes students to be unhappy with Marketing 431?" Although no one had conducted research on marketing 431, there were hundreds of studies that had been done about why students are unhappy with college classes. Huyen was able to take advantage of this __________ data to answer her research question?
Select one:
a. Secondary
b. Pseudo
c. Experimental
d. Primary
e. Random
a. Secondary
Which of the following research techniques is most likely to be used in descriptive research?
Select one:
a. Focus group
b. Ethnography
c. Survey questionnaire
d. Observation study
e. One-on-one depth interviews
c. Survey questionnaire
One of the major issues in designing computer systems to support a marketing information system discussed in class is?
Select one:
a. Which environments will be covered in the environmental scan.
b. Acquiring licenses for syndicated market research reports.
c. Whether to rely on free information from the internet or to purchase proprietary information.
d. Who has permission to enter and/or edit information in the database.
e. How many data silos will be needed to support the functional areas in the company.
d. Who has permission to enter and/or edit information in the database.
One of the major issues to consider when designing the computer systems to support a marketing information system is?
Select one:
a. Acquiring licenses for syndicated market research reports.
b. Will decision makers need to be able to manipulate the data?
c. Whether to rely on free information from the internet or to purchase proprietary information.
d. Which environments will be covered in the environmental scan.
e. How many data silos will be needed to support the functional areas in the company.
b. Will decision makers need to be able to manipulate the data?
BruceCo is a company that makes products for the coffee industry. They subscribe to IRI's (Information Research incorporated) marketwatch newsletter to help them understand what is happening with coffee in retail stores. This is an example of _____________ in a marketing information system?
Select one:
a. Internal information
b. Syndicated reports
c. Decision makers
d. Blogs
e. Computer hardware and software
b. Syndicated reports
One of the questions you need to ask when identifying the data needed for a research project is?
Select one:
a. Should we conduct an experiment, or a quasi-experiment?
b. Is the information worth what it will cost us to obtain it?
c. Who will be responsible for collecting the data?
d. Which segments will we use for a probability sample?
e. All of these are questions that should be asked whin identifying the data needed for a research project.
b. Is the information worth what it will cost us to obtain it?
Which of the following is NOT a source of internal data used in a marketing information system?
Select one:
a. Tracking logs from the company website
b. Sales data
c. customer service logs
d. An information silo
e. Ordering data
d. An information silo
Doc Robertson Designs is a high end fashion boutique for professional men. As part of their data mining program, they identified customers who had spent more than $1,000 on merchandise in the past and who had not made a purchase in the past 18 months. These customers were invited to an invitation-only sales event where they could purchase anything in the store for 35% off. This is an example of using data mining for _________?
Select one:
a. Customer abandonment
b. Customer acquisition
c. Market basket analysis
d. Customer retention
e. New product development
d. Customer retention
Huyen wanted to conduct market research to find out why students were unhappy with Marketing 431, probably the finest course ever to be offered by a university. In order to do this she needed to find people who were unhappy with the course. Figuring that these people would talk to each other, she used a sampling technique where she found one person who was unhappy with the course and, after asking her research questions, asked this person for the name of another person who was unhappy with the course. This technique is called _____________ sampling?
Select one:
a. Snowball
b. Random
c. Stratified random.
d. Probability
e. Focus group
a. Snowball
What would a reader expect to find in the limitations section of a research report?
Select one:
a. A one-page summary of the major findings.
b. Any compromises the researchers needed to make in order to complete the study
c. A description of the methods used to collect the data.
d. The analysis methods used in the report.
e. A recommendation based on the research
b. Any compromises the researchers needed to make in order to complete the study
Jiwon is thinking of developing a candy specifically for college students. Before she begins manufacturing, she has decided to conduct some research to determine whether or not she should include caffeine in the candy. If the results show students prefer caffeine, she will market it as a caffeine product. If the results show students don't care about caffeine, she will market it as an energy product. Jiwon is probably in the __________ stage of the market research process?
Select one:
a. Answer specific questions
b. Take action based on the findings
c. Define the problem
d. Develop the research plan
e. Set research objectives
c. Define the problem
Huyen wanted to answer the research question, "what causes students to be unhappy with Marketing 431". Because nobody had done any research even remotely related to this particular question, Huyen needed to collect __________ data?
Select one:
a. Primary
b. Pseudo
c. Secondary
d. Random
e. Experimental
a. Primary
Which of the following is NOT a typical application of data mining as discussed in class?
Select one:
a. Customer abandonment
b. Customer retention
c. Market basket analysis.
d. Product abandonment
e. Customer acquisition
d. Product abandonment
Nick is thinking of conducting some market research to help him determine the best colors to use for the cover of his new hip-hop CD to be released in February. He decides that he can invest up to $500 in this research, but he needs to get it done in the next three weeks. Nick is probably in the _______________ stage of the market research process?
Select one:
a. Define the problem
b. Take action based on the findings
c. Answer specific questions
d. Set research objectives
e. Develop the research plan
e. Develop the research plan
Which of the following IS a probability sample?

Select one:
a. Free sample
b. Convenience sample
c. Random sample
d. Mall intercept sample
e. Snowball sample
c. Random sample
One of the main DISADVANTAGES of interactive data collection is?
Select one:
a. Response rates tend to be very low.
b. It is much less expensive than other data collection techniques.
c. Different interviewers may be inconsistent in how they ask the questions.
d. You are unable to follow up with specific questions
e. You have the ability to restate the question if the participant doesn't understand it.
c. Different interviewers may be inconsistent in how they ask the questions.
According to your instructor, what is the most important stage of the market research process?
Select one:
a. Set research objectives
b. Develop the research plan
c. Answer specific questions
d. Take action based on the findings
e. Define the problem
e. Define the problem
Which of the following research techniques is most likely to be used in exploratory research?
Select one:
a. Mail survey
b. Longitudinal research.
c. Quasi-experiment
d. Ethnography
e. Survey questionnaire
d. Ethnography
Which of the following sampling techniques is a nonprobability sample as discussed in class?

Select one:
a. Random sample
b. Systematic sample
c. Snowball sample
d. Iceberg sample
e. Stratified random sample
c. Snowball sample
THIS SET IS OFTEN IN FOLDERS WITH...