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Chapter 4

Managing Marketing Information

GENERAL CONTENT: Multiple-Choice Questions

1. Despite the data glut that marketing managers receive, they frequently complain that they lack _____. a. enough information of the right kind b. quality information c. timely information d. accurate and reliable information e. valid information
(Answer: a; p. 97; Easy)

2. An MIS consists of people, equipment, and procedures to gather, sort, _____, evaluate, and distribute information to marketing decision makers. a. test b. test market c. analyze d. critique e. assess
(Answer: c; p. 97; Easy)

3. Your firm has just developed its first successful MIS. It interacts with information users to assess
…show more content…
Your colleague is confused about using the marketing research process. He seems to be having problems with _____, which is often the hardest step to take. a. defining the problem b. defining the research objectives c. defining the problem and research objectives d. researching a research agency to help e. C and D
(Answer: c; p. 102; Moderate)

16. The objective of _____ research is to gather preliminary information that will help define the problem and suggest hypotheses. a. descriptive b. exploratory c. causal d. corrective e. descriptive and exploratory
(Answer: b; p. 103; Easy)

17. It is important to note that research objectives must be translated into specific _____. a. marketing goals b. information needs c. dollar amounts d. results that justify the means e. time allotments
(Answer: b; p. 103; Easy)

18. The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, _____, and instruments that researchers will use to gather new data. a. personnel b. sampling plans c. budget requirements d. all of the above e. none of the above
(Answer: b; p. 103; Moderate)

19. The way to begin marketing research is to gather secondary data, which consists of information _____. a. that already exists somewhere b. that does not currently exist in an organized form c. that already exists somewhere, having been collected for

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