Chapter5复习

Chapter 5Managing Marketing InformationMultiple Choice1.What went wrong with Coke in 1985?a.Management defined its marketing research problem too narrowly.b.The research looked only at taste and not feeling about dropping the old Coke.c.No account of intangibles was taken.d.All of the above(d; Moderate)2.Despite the data glut that marketing managers receive, they frequently complain thatthey lack _____.a.enough information of the right kindb.quality informationc.timely informationd.accurate and reliable information(a; Easy)3.An MIS consists of people, equipment, and procedures to gather, sort, _____,evaluate, and distribute information to marketing decision makers.a.testb.test marketc.analyzed.critique(d; Easy)4.Your firm has just developed its first successful MIS. It interacts with informationusers to assess information needs, develop needed information, _____ the marketing information, and help managers use it in their decision making.a.distributeb.collectc.retrieved.store(a; Challenging)5.The marketing information system is not limited to use by the company it serves. Itmay also provide information to _____.a.the governmentb.external partnersc.various publicsd.none of the above(b; Moderate)6. A good MIS balances the information users would _____ against what they really_____ and what is _____.a.need; like; feasibleb.like; can afford; neededc.like to have; need; feasible to offerd.need; can afford; useful(c; Challenging)7.Harold Young has found that his MIS at work sometimes cannot provide theinformation his firm needs. If the reasons are not because it is not available, or cost is not a problem, then what must the reason be?a.MIS limitationsck of knowledge of using itc.faulty equipmentd.none of the above(a; Moderate)8.Marketers must weigh carefully the costs of additional information against the_____ resulting from it.esb.benefitsc.knowledged.rewards(b; Easy)9.Diana Daud is currently researching data sources from within her company to makemarketing decisions. Diana is making use of _____ databases.a.externalb.currentc.historicald.internal(d; Easy)10.Four common sources of internal data include the accounting department,operations, the sales force, and _____.a.ownersb.stockholdersc.the marketing departmentd.custodians(c; Moderate)11.Marketing information from this type of database usually can be accessed morequickly and cheaply than other information sources. Which one is it?a.externalb.MDSSc.EISd.internal(d; Easy)12.Your marketing department is attempting to improve strategic decision making,assess and track competitors’ actions, and provide early warning of opportunities and threats. Your department would do well to use _____.a.internal databasesb.external databasesc.marketing intelligenced.the Internet(c; Challenging)13.This systematic collection and analysis of publicly available information aboutcompetitors and developments in the marketing environment is very useful. What is it called?a.marketing datab.marketing intelligencec.Web Masterd.Sales and Sales Management(b; Moderate)14.Which of the following was not mentioned in your text as a source of marketingintelligence?a.suppliersb.resellersc.key customersd.your company reports(d; Easy)15.Which of the following was not mentioned in your text as a source of marketingintelligence?petitors’ garbageb.buying competitors’ productsc.monitoring competitors’ salesd.checking for new goodwill(d; Moderate)16.Your competitor may reveal intelligence information through which of these sourcesof information?a.annual reportsb.trade show exhibitsc.Web pagesd.all of the above(d; Easy)17.In today’s information age, companies are leaving a paper trail of information_____.a.in the wastebasketb.onlinec.in annual reportsd.with government agencies(b; Moderate)18.To combat marketing intelligence by competitors, Unilever Corporation is nowproviding _____ to employees.a.intelligence trainingb.privacy blocksc.protectiond.none of the above(a; Moderate)19.To find out how manay and what kinds of people or companies will buy its newsuperfast notebook coputer, Toshiba needs to conduct ______.a.promotionb.self-studyc.marketing researchd.cost-benefit analysis(c; Challenging)20.Which of the steps in the marketing research process has been left out: defining theproblem and research objectives, implementing the research plan, and interpreting and reporting the findings.a.developing the research budgetb.choosing the research agencyc.choosing the research methodd.developing the research plan(d; Moderate)21.Patti Lovelace is making a presentation to the owners of her company. She is tryingto convince them to conduct some current marketing research. Which of thefollowing would she not emphasize as a benefit or selling point?a.assess market potential and market shareb.understand customer satisfaction and purchase behaviorc.measure the effectiveness of pricing and accountingd.measure the effectiveness of distribution and promotion activities(c; Challenging)22.Your colleague is confused about using the marketing research process. He seemsto be having problems with _____, which is often the hardest step to take.a.defining the problemb.defining the research objectivesc.defining the problem and research objectivesd.choosing a research agency to help(c; Moderate)23.The objective of _____ research is to gather preliminary information that will helpdefine the problem and suggest hypotheses.a.descriptiveb.exploratoryc.causald.current(b; Easy)24.You are to the point of testing hypotheses about decreasing sales in certain marketsand their causes. You are involved in what type of research?a.exploratoryb.descriptivec.causald.market(c; Easy)25.It is important to note that research objectives must be translated into specific_____.a.marketing goalsrmation needsc.dollar amountsd.results that justify the means(b; Challenging)26.The research plan outlines sources of existing data and spells out the specificresearch approaches, contact methods, _____, and instruments that researchers will use to gather new data.a.personnelb.sampling plansc.budget requirementsd.all of the above(b; Moderate)27.The way to begin marketing research is to gather secondary data, which consists ofinformation _____.a.that already exists somewhereb.that does not currently exist in an organized formc.that already exists somewhere, having been collected for another purposeed by competition.(c; Easy)28.How would you describe the primary data being used by your firm?a.collected for the specific purpose at handb.original informationc.first-time informationd.all of the above(d; Easy)29.Which form of data can usually be obtained more quickly and at a lower cost?a.primaryb.censusc.secondaryd.syndicated(c; Moderate)30.Your assistant wants to use secondary data exclusively for the current researchproject. You advise him that the use of secondary data has some potential problems.Which of the following is not one of them?a.It may not exist.b.All of the needed data is rarely available.c.It may not be usable.d.It is generally more expensive when purchased from the government.(d; Challenging)31.Primary data must be relevant, current, unbiased, and _____.pleteb.accuratec.inexpensived.collected before secondary data(b; Moderate)32.Loft Industries sells roof trusses to contractors and builders and uses observation inits marketing research. Which of the following methods would be best for thisfirm?a.people metersb.checkout scannersc.cookiesd.mechanical observation(d; Challenging)33.This method of research can obtain information that people are unwilling or unableto provide.a.observationb.focus groupsc.personal interviewsd.fax surveys(a; Easy)34.Survey research, called the backbone of primary research, is the most widely usedmethod for primary data collection and is best suited for gathering _____information.a.personalb.preferencec.attituded.descriptive(d; Moderate)35.Fen WeiLi has just discovered the major advantage of survey research. Shereports to her supervisor that it is _____.a.flexibilityb.cost effectivenessc.quickness to administerd.understandability(a; Moderate)36.Experimental research is best suited for gathering _____ information.a.unknownb.causalplicatedd.interactive(b; Challenging)37.One of the following is not a current survey research method. It is contact by_____.a.online useb.mailc.telephoned.fax(d; Easy)38.ABCV Company has decided to use mail questionnaires to collect large amounts ofinformation. Management recognizes this method has all the following advantages except one. Can you locate it?a.low cost per respondentb.may provide more honest answersc.has an average response rated.no interview to bias respondents’ answers(c; Challenging)39.All of the following are disadvantages of telephone interviewing except one. Whichone?a.higher cost than mail questionnairesb.introduces interviewer biasc.under time pressures some interviewers might cheatd.interviewers tend to interpret answers similarly(d; Challenging)40.Currently you find yourself involved in marketing research. The form you are usingis flexible, allows explanation of difficult questions, and lends itself to showingproducts and advertisements. What is this form of research?a.personal interviewingb.online interviewingc.vision phone interviewingd.none of the above(a; Easy)41.Focus group interviewing has become one of the major marketing research tools forgetting insight into consumer thoughts and feelings. However, if the sample size is small, it may be difficult to _____.a.find a representative sampleb.generalize from the results.c.administer the questions.d.orchestrate cooperation(b; Moderate)42.Typical locations for conducting computer-assisted interviewing include researchcenters, trade shows, retail locations, or _____.a.college campusesb.corporate officesc.shopping mallsd.none of the above(c; Easy)43.DelRay Pools and Spas is collecting marketing data through online (Internet)marketing research. Management will have the choice of using Internet surveys, experiments, or _____.a.online focus groupsb.individual interviewingc.hit countingd.questionnaire responses(a; Challenging)44.Judy Hammerschmidt regularly conducts online marketing research at work. Shehas found that it has several advantages over traditional methods. Which of these is not an advantage?a.respondents tend to be more honest.b.It is more cost efficient.c.report generation turnaround time is much quicker.d.There is greater personal interaction.(d; Challenging)45.Marketing researchers usually draw conclusions about large groups of consumers bystudying a small _____ of the total consumer population.a.groupb.samplec.populationd.target group(sample; Easy)46.Why would In The Mood Music Distributors choose a sampling of its customers toresearch rather than all 1,500 of them?a.Researching all of them is too time consuming.b.Researching all of them can be too expensive.c.The sample can fairly represent the entire population.d.All of the above(d; Moderate)47.Sampling requires the answers to three questions. Choose the inappropriate one.a.Who is to be sampled (what sampling unit)?b.How many people should be surveyed (what sample size)?c.Why should they be sampled (justification)?d.How should the people be chosen (what sampling method)?(c; Challenging)48.The backbone of marketing research, or the most common instrument used, is the_____.a.mechanical deviceb.live interviewerc.questionnaired.teleinterviewer(c; Easy)49.In creating research questionnaires, which of the following is good advice for MarkHammel, research specialist at New Wave Data, to follow?e care in the wording and ordering of questions.b.Questions do not have to be arranged in a logical order.c.Ask difficult questions in the beginning to “weed out” uninterested respondents.d.Ask personal questions during the middle of the instrument.(a; Moderate)50.Which of the following was not mentioned in your text as a common mechanicalinstrument used to conduct market research?a.supermarket scannersb.people metersc.galvanometers and eye camerasd.telephones(d; Moderate)51.At this point in your marketing research project, Mr. Barnes comments that the_____ phase is generally the most expensive and the most subject to error.a.exploratory researchb.hypothesisc.data collectiond.interpreting and reporting the findings(c; Challenging)52.AMF Research Group must guard against problems during the implementationphase of marketing research for its clients. Typically, management will notencounter this problem.a.contacting respondentsb.respondents who refuse to cooperate or give biased answersc.interviewers who make mistakes or take shortcutsd.interpreting and reporting the findings(d; Challenging)53.Researchers interpret and report findings to their managers. What might be a typicalproblem the researcher might encounter when discussing the findings?a.Managers may be biased.b.Managers may accept results that support their preconceived notions.c.Managers may interpret the findings differently.d.All of the above(d; Easy)54.Typically, customer information is buried deep in separate databases, plans, andrecords of many different company functions and departments. To overcome such problems, many companies are now turning to _____.a.customer satisfaction measurementb.more sophisticated softwarec.customer relationship managementd.synergetic meetings of the minds(c; Moderate)55.Terri Hayes uses CRM analysis to assess the individual values of her company’scustomers and to identify the best ones to target. What other application could she try?a.customizing the company’s products to each customerb.customizing interactions to each customerputing the lifetime value of each customerd.customizing the company’s products and interactions to each customer(d; Challenging)56.What is the purpose of a data warehouse?a.to gather informationb.to integrate the information a company already hasc.to interpret the datad.to analyze the data(b; Moderate)57.Tommy Koh is in charge of customer relationship management for American PieNostalgia. His firm enjoys all of the following benefits as a result except _____.a.providing higher levels of customer serviceb.developing deeper customer relationshipsc.creating offers tailored to specific customer requirementsd.understanding competition better(d; Moderate)58.Tommy Koh is in charge of customer relationship management for American PieNostalgia. His firm enjoys all of the following benefits as a result except _____.a.pinpointing high-value customersb.reduced customer acquisition costsc.targeting high-value customers more effectivelyd.cross-selling the company’s products(b; Challenging)59.Most experts believe that good customer data alone can give companies asubstantial _____.a.cost savingsb.knowledgepetitive advantaged.employee motivation(c; Easy)60.Hiro Chan knows that when CRM works well at his company, the benefits faroutweigh the _____ and _____.a.time; costsb.time; risksc.efforts; costsd.costs; risks(d; Moderate)61.Marketing information has no value until it is used to _____.a.satisfy company objectivesb.make better marketing decisionsc.make management’s job easierd.please stockholders(b; Easy)62.This source of marketing information provides ready access to research information,stored reports, shared work documents, contact information for employees and other stakeholders, and more. What do we call this?a.intranetb.extranetc.Internetd.internal database(a; Moderate)63.For conservative small businesses and not-for-profit organizations, good marketinginformation may be collected by simple _____.a.purchaseb.observationc.questioningd.surveying(b; Easy)64.Which of the following might need more information about their industries,competitors, potential customers, and reactions to new market offers?a.nonprofit organizationsb.corporate Americac.start-up businessesd.all of the above(c; Moderate)65.As a small business consultant, you recommend to your clients that they use the no-cost method of observation to gather market research. Which of the following are you not likely to recommend they do?a.observe vehicle and pedestrian trafficb.monitor competitors’ advertising from local mediac.evaluate their customer mix – how many and what kind of customersd.hire additional staff to observe extensively(d; Easy)66.When managers use small convenience samples such as asking customers what theythink or inviting a small group out to lunch to get reactions, they are using _____.rmal surveysb.experimentsc.observationd.focus groups(a; Moderate)67.Juanita Petino operates a dress shop in a suburban mall. Her research budget is verysmall, and thus she utilizes low-cost or no-cost methods to gather research data.One method that works very well for her is to change the themes in her localnewspaper and radio advertising and watch the results. Juanita is using _____ to gather data for marketing decisions.rmal surveysb.experimentsc.guess workd.logic-directed research(b; Easy)68.Small organizations can obtain most of this type of data available to largebusinesses with minimal effort. What type is it?a.censusb.Internetc.secondaryd.primary(c; Moderate)69. A common problem in international marketing research is the availability of _____.a.primary datab.research specialistsc.secondary datad.intelligence limitations(c; Challenging)70.In general, marketing researchers in Asia are presented with the challenges ofvarying levels of economic development, cultures and customs, and _____.a.import regulationsb.very often low population literacyc.dislike of probing enquiriesnguage barriers(b; Moderate)71.Because of the scarcity of good secondary data, international researchers often mustcollect their own primary data. An initial problem with this collection is finding and developing good _____.a.representative samplesb.research firmsc.rapport with nationalsd.relations with channel members(a; Moderate)72.What do many researchers encounter when conducting market research in foreigncountries?a.Some countries have few telephones that limit access to respondents.b.Some countries have poor mail service.c.Some countries have poor roads that limit personal contacts.d.All of the above can be present.(d; Easy)73.Cultural differences, especially involving language, can add to research costs inforeign markets and can increase the ____.a.foreign tradeb.risks of errorc.likelihood of not finding a translatord.none of the above(b. Moderate)74. A common problem researchers in Asia marketing research encounter find is notknowing how _____ the findings are.a.understandingb.believingc.representatived.expensive(c; Challenging)75.Even when respondents in other countries are willing to respond to researchquestions, they may not be able to because of _____.a.high functional illiteracy ratesnguage barriersck of availabilityd.limitations imposed by government(a; Challenging)76.According toyour text, there are two major public policy and ethical issues inmarketing research. What are they?a.child pornography and spamb.intrusions on consumer privacy and misuse of research findingsc.misuse of research findings and spamd.selling of personal information to other firms and intrusions on consumerprivacy(b; Challenging)77.Choose the statement below that is not a typical consumer reaction to intrusion onconsumer privacy.a.Sophisticated researchers probe our deepest feelings.b.Marketers use this information to manipulate our buying.c.Marketers build huge databases full of personal information.d.Marketers make too many products and services available –it’s confusing. (d; Easy)78.Many consumers feel _____about marketing research.a.neutralb.negativelyc.positivelyd.resentful(c; Moderate)79.The Chrysler study is an example of _____ survey findings.a.ignoringb.misplacingc.errodingd.stretching(d; Challenging)panies often use survey results as claims in advertising and promotion.Research studies can be powerful ______ tools.rmationb.permissive.c.administratived.persuasion(d; Easy)81.Some companies often use study results as claims in their _____.a.advertisingb.promotionc.advertising and promotiond.annual reports(c; Easy)82.Many research studies appear to be little more than vehicles for _____.a.gathering names for resaleb.pitching the sponsor’s productsc.building company imaged.tearing down competition(b; Moderate)True – False83.The blunder that Coca-Cola made in 1985 was a major marketing one. (True; Easy)84.Many analysts believe that Coke’s major blunder in 1985 was based on poormarketing research.(True; Easy)85.Today, marketing managers are viewing research information not only as an inputfor making better decisions but also as an important strategic asset and marketing tool.(True; Moderate)86.Most marketers today believe they still lack sufficient quantity of research data tomake high-quality decisions.(False; Easy)87.An effective MIS assesses information needs, develops needed information, anddistributes the information to help managers use it in decision making. (True; Moderate)88.Too much information can be as harmful as too little.(True; Easy)89.When you glean information from your company’s accounting and sales recordsstored in the computer, you are developing an internal database.(True; Moderate)90.You have just extracted sales and cost data used by the accounting department forpreparing financial statements. Most likely, this information should be incomplete enough and in usable form to build an internal marketing database.(False; Challenging)91.It is important to note that data age quickly, and keeping the database currentrequires a major effort.(True; Easy)92.After carefully questioning your major suppliers and resellers, you ascertain they donot form important sources of intelligence information for marketing decisionmaking.(False; Challenging)93.Your manager asked you to go through three of your competitors’ garbage bins togather marketing intelligence from their discarded paperwork. One of them caught you in the act and has summoned you to court. The judge will most likely rule this to be an illegal activity and fine you and your company.(False; Challenging)94.Good sources of marketing intelligence information include competitors’ annualreports, business publications, trade show exhibits, press releases, advertisements, and Web pages.(True; Moderate)95. Your firm faces determined marketing intelligence efforts by competitors. You take the typical response by “letting it ride.”(False; Easy)96. Marketing research is conducted to systematically design, collect, and report datafor relevance to a specific marketing situation facing the organization.(False; Moderate)97. The research and development department just released a report and commentedthat “Defining the problem and research objectives is often the hardest step in the research process.” This statement is true.(True; Easy)98. Once the research problems and objectives have been defined, researchers mustdetermine the exact information needed and present it to management.(False; Challenging)99. After conducting the formal marketing research for your department, you make anoral presentation with notes to management. You followed normal operatingprocedure.(False; Moderate)100. Marketing researchers can conduct their own searches of secondary data sources today by using commercial secondary data sources.(True; Easy)101. Even though in most cases companies must also collect primary data, secondary data provide good starting points and often help to define problems and research objectives.(True; Moderate)102. ABC Interior Designs wants to collect research data through mechanical observation. The three typical methods are video cameras, checkout scanners, and Internet cookies.(False; Challenging)103. A single-source data system uses huge consumer panels and electronically monitors survey respondents’ purchases and exposure to various marketingactivities.(True; Moderate)104. This method of data collection uses no interview to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent. This is the focus group method.(False; Moderate)105. You have decided upon a method of collecting research data with flexible interviewing, whereby trained interviewers can explain difficult questions andexplore issues as the situation requires. Audio-visual aids can also be used. We refer to this as focus group interviewing.(False; Moderate)106. Mango Trade Shows wants to use the latest technology in marketing research.You are told this method is online (Internet) marketing research.(True; Easy)107. Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population. (True; Easy)108. You want to calculate confidence limits for sampling error. It would be best to use nonprobability samples.(False; Challenging)109. Marketers all agree that questionnaires are the most common research instrument. (True; Easy)110. The researcher interprets findings, draws conclusions, and reports them to management. Ideally, we should present important findings that are useful to the major decisions faced by management to prevent overwhelming them.(True; Moderate)111. You have just identified the “touch points” of the 400 best customers in your database. At this point, you want to manage detailed information about each ofthem to maximize customer loyalty. You should use customer relationshipmanagement (CRM).(True; Challenging)112. Buy-It-Lower Stores has gained many benefits from CRM. If this company is typical, it will realize how to provide higher levels of customer service and develop deeper customer relationships. Management can also pinpoint low-value customers and begin to eliminate them while tailoring offers to specific customers. (False; Challenging)113. Researchers in Asian markets must often collect their primary data first because good secondary data are very expensive to obtain.(False; Moderate)Essay114. Discuss the functions of a marketing information system (MIS).A typical MIS consists of people, equipment, and procedures to gather, sort,analyze, evaluate, and distribute needed, timely, and accurate information tomarketing decision makers. First, it interacts with information users to assessinformation needs. Next, it develops needed information from internal companydatabases, marketing intelligence activities, and marketing research. Then it helps users to analyze information to put it in the right form for making marketingdecisions and managing customer relationships. Finally, the MIS distributes themarketing information and helps managers use it in their decision making. (Moderate; p. 112)。