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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
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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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