BASIC MARKETING RESEARCH 9TH EDITION BY TOM J. BROWN – TEST BANK

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Sample Questions Posted Below

 

 

 

 

 

1. Which of the following is an example of secondary data?

  a. An online survey to gather demographic information on product purchasers
  b. Existing data compiled from product warranty registration cards
  c. Neither of these are correct.
  d. Both of these are correct.

 

ANSWER:   d
RATIONALE:   An example of secondary data is either existing data compiled from product warranty registration cards or published industry statistics. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/21/2017 4:37 AM
DATE MODIFIED:   9/20/2017 1:55 PM

 

2. Which of the following is a general rule of marketing research data sources?

  a. Secondary data should only be used when it is impossible to collect primary data.
  b. Primary data should always be collected.
  c. Look for secondary prior to collecting primary data.
  d. Primary AND secondary data should always be used.
  e. None of these statements are true.

 

ANSWER:   c
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/21/2017 4:41 AM
DATE MODIFIED:   7/21/2017 4:42 AM

 

3. Putting systems in place that provide marketing research data on an ongoing basis is called

  a. the project approach.
  b. the systems approach.
  c. the automated approach.
  d. the repetitive approach.
  e. the scientific approach.

 

ANSWER:   b
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/21/2017 4:53 AM
DATE MODIFIED:   7/21/2017 4:55 AM

 

4. Secondary data can exist

  a. inside the organization only.
  b. outside the organization only.
  c. inside or outside the organization.
  d. from government agencies only, such as the Census Bureau.
  e. None of these are correct.

 

ANSWER:   c
RATIONALE:   Secondary data can exist inside or outside the organization. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/21/2017 4:57 AM
DATE MODIFIED:   7/21/2017 4:58 AM

 

5. Once a problem has been carefully defined, research projects should begin with

  a. a careful search for a marketing research agency.
  b. a comprehensive primary data collection effort.
  c. a careful search for existing secondary data.
  d. All of these are correct.
  e. None of these are correct.

 

ANSWER:   c
RATIONALE:   Once a problem or opportunity has been defined, the first consideration should be whether or not the information needed to address the issue already exists. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/21/2017 6:12 AM
DATE MODIFIED:   7/21/2017 6:14 AM

 

6. Which of the following is TRUE?

  a. Secondary data is always available.
  b. You should only resort to secondary data if primary data is unavailable.
  c. Primary data collection saves time and money.
  d. Some types of marketing research rely almost exclusively on secondary data.
  e. Any needed secondary data can be found on the internet.

 

ANSWER:   d
RATIONALE:   Some types of marketing research rely almost exclusively on secondary data. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/21/2017 6:15 AM
DATE MODIFIED:   7/21/2017 6:17 AM

 

7. With secondary data, who incurs the expense of collecting it?

  a. The user of the secondary data
  b. The government
  c. No one—secondary data by definition is always free.
  d. Taxpayers
  e. The original compiler of the information

 

ANSWER:   e
RATIONALE:   The original compiler of secondary data will incur the expense of collecting it. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.02 – List the advantages and disadvantages of working with secondary data.
DATE CREATED:   7/25/2017 2:16 AM
DATE MODIFIED:   7/25/2017 2:17 AM

 

8. Which of the following statements are TRUE about the problems that commonly arise with secondary data?

  a. They are never available when you need it.
  b. They do not completely fit the problem.
  c. They are too expensive to collect and they are never available when you need it.
  d. They are not totally accurate.
  e. They do not completely fit the problem and they are not totally accurate.

 

ANSWER:   e
RATIONALE:   Secondary data could potentially not completely fit the problem or be entirely accurate. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.02 – List the advantages and disadvantages of working with secondary data.
DATE CREATED:   7/25/2017 2:19 AM
DATE MODIFIED:   9/20/2017 1:56 PM

 

9. Poor fit of secondary data is usually due to which of the following problems?

  a. Different units of measurement
  b. Different class definitions
  c. Age of the data
  d. All of these are correct.
  e. None of these are correct.

 

ANSWER:   d
RATIONALE:   Secondary data’s poor fit can be attributed to all of these. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.02 – List the advantages and disadvantages of working with secondary data.
DATE CREATED:   7/25/2017 2:21 AM
DATE MODIFIED:   7/25/2017 2:21 AM

 

10. Which of the following is NOT a useful means of assessing the accuracy of secondary data?

  a. The cost of the data
  b. The source of the data
  c. The sponsor of the research
  d. The data collection methods
  e. The presentation of the data

 

ANSWER:   a
RATIONALE:   All of these are useful means of assessing the accuracy of secondary data except the cost of the data. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.02 – List the advantages and disadvantages of working with secondary data.
DATE CREATED:   7/25/2017 2:23 AM
DATE MODIFIED:   7/25/2017 2:24 AM

 

11. Research that has been collected in such a way that the results will support a particular position is often referred to as ______ research.

  a. sponsored
  b. biased
  c. advocacy
  d. persuasive
  e. supporting

 

ANSWER:   c
RATIONALE:   Advocacy research is research that has been collected in such a way that the results will support a particular position. See 5-1: Secondary Research.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.02 – List the advantages and disadvantages of working with secondary data.
DATE CREATED:   7/25/2017 2:27 AM
DATE MODIFIED:   7/25/2017 2:27 AM

 

12. Which of the following are ways to judge the accuracy of secondary data?

  a. Consider the source of the data
  b. Look at the sponsor of the research that yielded the secondary data
  c. Look for evidence that the research was done properly
  d. All of these are correct.
  e. None of these are correct.

 

ANSWER:   d
RATIONALE:   All of these are ways to judge the accuracy of secondary data. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.02 – List the advantages and disadvantages of working with secondary data.
DATE CREATED:   7/25/2017 2:30 AM
DATE MODIFIED:   9/20/2017 3:31 PM

 

13. Sales and cost data are promising internal secondary data for many research problems. In B2B con-texts, the ______ is a gold mine of information.

  a. sales invoice
  b. packing slip
  c. inventory report
  d. general ledger
  e. accounts payable report

 

ANSWER:   a
RATIONALE:   A sales invoice contains sales and cost data which are promising internal secondary data for many research problems. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.02 – List the advantages and disadvantages of working with secondary data.
DATE CREATED:   7/25/2017 2:47 AM
DATE MODIFIED:   7/25/2017 2:48 AM

 

14. Which of the following is NOT an example of internal secondary data?

  a. Customer inquiries
  b. Customer complaints
  c. U.S. Department of Commerce reports
  d. Sales invoices
  e. Product registration card data

 

ANSWER:   c
RATIONALE:   All of these are examples of internal secondary data except U.S. Department of Commerce reports. See 5-1: Secondary Data.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.02 – List the advantages and disadvantages of working with secondary data.
DATE CREATED:   7/25/2017 2:58 AM
DATE MODIFIED:   7/25/2017 2:59 AM

 

15. Marketing Information Systems (MIS) produce ___________ reports based on data held in an organization’s database(s).

  a. regular, customized
  b. regular, standardized
  c. random, customized
  d. random, standardized
  e. None of these are correct.

 

ANSWER:   b
RATIONALE:   Marketing Information Systems produce regular, standardized reports based on data held in an organization’s database(s). See 5-1: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:00 AM
DATE MODIFIED:   7/25/2017 3:01 AM

 

16. A big advantage of the systems approach over the project approach is

  a. current information is available when managers need it.
  b. systems automatically gather all needed information.
  c. The systems approach requires no special software or programming.
  d. The project approach yields less accurate data.
  e. The systems approach better anticipates future informational needs.

 

ANSWER:   a
RATIONALE:   Current information is available when managers need it with the systems approach. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:03 AM
DATE MODIFIED:   7/25/2017 3:04 AM

 

17. The systems approach to marketing research is most accurately compared to a

  a. flashbulb.
  b. candle.
  c. strobe light.
  d. lantern.
  e. flame.

 

ANSWER:   b
RATIONALE:   The systems approach to marketing research can be compared to a candle. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:05 AM
DATE MODIFIED:   7/25/2017 3:06 AM

 

18. A big disadvantage of the systems approach is

  a. it takes a manager a long time to get data.
  b. that managers are limited to the information that is available in the database.
  c. that the databases lack historical information.
  d. that collection of data is a manual, time-consuming process.
  e. All of these are correct.

 

ANSWER:   b
RATIONALE:   Managers are limited to the information that is available in the database with the systems approach. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:11 AM
DATE MODIFIED:   7/25/2017 3:11 AM

 

19. The challenge of having a Marketing Information System (MIS) be effective is

  a. to train managers on its use.
  b. to justify the cost of the system.
  c. to protect the data in the system from hackers.
  d. to get accurate reports from the system.
  e. to identify, in advance, the data that managers will need to ensure it gets into the system.

 

ANSWER:   e
RATIONALE:   For a Marketing information System (MIS) to be effective it must seek to identify, in advance, the data that managers will need to ensure it gets into the system. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:12 AM
DATE MODIFIED:   7/25/2017 3:13 AM

 

20. A key distinction of a Marketing Information System (MIS) is that

  a. the information is accurate.
  b. it can only be used by marketing managers.
  c. information is collected on a regular basis.
  d. it does not involve focused reports.
  e. the information is used in making marketing decisions.

 

ANSWER:   c
RATIONALE:   Information is collected on a regular basis with a Marketing Information System (MIS). See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:18 AM
DATE MODIFIED:   7/25/2017 3:19 AM

 

21. Which of the following components is part of a Decision Support System (DSS)?

  a. Data System
  b. Model System
  c. Dialog System
  d. All of these are components of a DDS.
  e. Only a and b are part of a DSS.

 

ANSWER:   d
RATIONALE:   All of these are components of a Decision Support System. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 3:21 AM
DATE MODIFIED:   7/25/2017 3:22 AM

 

22. What is the primary difference between a Marketing Information System (MIS) and a Decisions Support System (DSS)?

  a. Ease of use
  b. Cost of implementation
  c. A DSS uses software that allows managers to more fully utilize available information to assist in making decisions.
  d. The ability to produce standardized reports
  e. Access to information in a corporate database

 

ANSWER:   c
RATIONALE:   A DSS uses software that allows managers to more fully utilize available information to assist in making decisions compared to an MIS. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:23 AM
DATE MODIFIED:   7/25/2017 3:24 AM

 

23. A marketing _________ is one way of visually presenting relevant marketing information to a manager.

  a. guide
  b. book
  c. control panel
  d. dashboard
  e. display

 

ANSWER:   d
RATIONALE:   One way of visually presenting relevant marketing information to a manager is through the use of a marketing dashboard. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:26 AM
DATE MODIFIED:   7/25/2017 3:27 AM

 

24. One of the most important uses of a Decision Support System (DSS) in marketing is

  a. Accounts Receivable Visualization.
  b. Enterprise Resource Planning (ERP).
  c. Revenue Automation.
  d. Marketing Information Systems (MIS).
  e. Customer Relationship Management (CRM).

 

ANSWER:   e
RATIONALE:   Customer Relationship Management (CRM) is one of the most important uses of a Decision Support System (DSS) in marketing. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 3:28 AM
DATE MODIFIED:   7/25/2017 3:29 AM

 

25. Which of the following is NOT one of the modules of a typical Decision Support System (DSS)?

  a. Customer information
  b. General economic and demographic information
  c. Employee information
  d. Competitor information
  e. Industry information

 

ANSWER:   c
RATIONALE:   All of these are modules of a typical Decision Support System except employee information. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 3:30 AM
DATE MODIFIED:   7/25/2017 3:31 AM

 

26. A concern about the expanding number of commercial databases and corporate information systems is the issue of

  a. privacy.
  b. accuracy.
  c. cost.
  d. access.
  e. compatibility.

 

ANSWER:   a
RATIONALE:   One of the concerns about the expanding number of commercial databases and corporate information systems is the issue of privacy. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 3:32 AM
DATE MODIFIED:   7/25/2017 3:33 AM

 

27. A firm might be expected to initiate a specific research project to supplement the DSS in which of the following situations?

  a. Information is needed on projected inflation rates over the next five years.
  b. Information is needed on initial consumer response to the introduction of a new product.
  c. Information is needed to evaluate the past performance of one of the company’s wholesale distributors.
  d. Information is needed to determine next year’s goals for the company sales force.
  e. Information is needed to forecast demographic needs.

 

ANSWER:   b
RATIONALE:   A firm might initiate a specific research project to supplement the DSS if information is needed on initial consumer response to the introduction of a new product. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Medium
REFERENCES:   Apply
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 4:45 AM
DATE MODIFIED:   7/25/2017 4:46 AM

 

28. What system relies most on the production of preformatted reports?

  a. Decision Support Systems
  b. Marketing Information System
  c. Research project
  d. Intelligence gathering system
  e. Marketing analysis system

 

ANSWER:   b
RATIONALE:   Due to the regular, standardized nature of Marketing Information Systems, preformatted reports are expected. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 4:47 AM
DATE MODIFIED:   7/25/2017 4:48 AM

 

29. The set of procedures and methods for the regular planned collection, analysis, and presentation of information for use in making marketing decisions. This describes

  a. Decision Support Systems
  b. Marketing Information Systems
  c. Research projects
  d. Verbal presentations
  e. Written presentations

 

ANSWER:   b
RATIONALE:   Due to the regular, standardized nature of Marketing Information Systems, a set of procedures and methods for the collection, analysis, and presentation of information is expected. See 5-2: The Systems Approach.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
ACCREDITING STANDARDS:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 4:50 AM
DATE MODIFIED:   7/25/2017 4:51 AM

 

30. The data system for a Decisions Support System (DSS) would hold data from

  a. a standard source in a standard form.
  b. a standard source in a variety of forms.
  c. a variety of sources in a standard form.
  d. a variety of sources in a variety of forms.
  e. None of these are correct.

 

ANSWER:   d
RATIONALE:   The data system for a DSS would hold data from a variety of sources in a variety of forms. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 5:09 AM
DATE MODIFIED:   7/25/2017 5:10 AM

 

31. Data systems most commonly hold information relating to

  a. existing customers.
  b. prospective customers.
  c. competitors.
  d. suppliers.
  e. All of these may be held in a data system.

 

ANSWER:   e
RATIONALE:   All of these may be held in a data system. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 5:11 AM
DATE MODIFIED:   7/25/2017 5:12 AM

 

32. The component of a Decision Support System that allows users to manipulate the data and conduct analysis is known as the

  a. data system.
  b. model system.
  c. dialog system.
  d. information system.
  e. research system.

 

ANSWER:   b
RATIONALE:   This component of a DSS is known as the model system. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 5:15 AM
DATE MODIFIED:   7/25/2017 5:19 AM

 

33. Which of the following is an example of using the modeling system of a DSS?

  a. To enable brand managers to make better marketing mix decisions
  b. To help bankers make stronger credit decisions
  c. To guide managers when they make new product development decisions
  d. To assess alternative marketing plans for motion pictures before they are released
  e. All of these are valid examples.

 

ANSWER:   e
RATIONALE:   All of these represent valid examples of using the modeling system of a DSS. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 5:20 AM
DATE MODIFIED:   7/25/2017 5:22 AM

 

34. The primary purpose of dialog systems is to allow the marketing manager to

  a. write programs to control the flow of information between various modules in the DSS.
  b. communicate via electronic mail with her sales team.
  c. interact with the DSS to target and manipulate relevant information contained in the DSS database.
  d. collect data from primary sources and add it to the database.
  e. collect data from secondary sources and add it to the database.

 

ANSWER:   c
RATIONALE:   The primary purpose of dialog systems is to allow the marketing manager to interact with the DSS to target and manipulate relevant information contained in the DSS database. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 5:23 AM
DATE MODIFIED:   7/25/2017 5:24 AM

 

35. All of the following terms are associated with the dialog system EXCEPT

  a. the modeling system
  b. data mining
  c. parallel processing
  d. the language system
  e. All of these terms are associated with the dialog system.

 

ANSWER:   a
RATIONALE:   All of these terms are associated with the dialog system except modeling system. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 5:25 AM
DATE MODIFIED:   7/25/2017 5:27 AM

 

36. Data should only be added to a Decision Support System (DSS) database if they

  a. do not violate privacy protection.
  b. are relevant marketing data.
  c. can be put into a truly accessible form.
  d. All of these are reasons to add data to a DSS database.
  e. Only b and c are reasons to add data to a DSS database.

 

ANSWER:   d
RATIONALE:   All of these are reasons to add data to a DSS database. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 5:31 AM
DATE MODIFIED:   7/25/2017 5:36 AM

 

37. While reviewing the customer database, the manager of Arthur’s Auto Center has a preconceived idea of how the database works and is able to see the interesting and worthwhile applications of the data. Such an idea is called a(n)

  a. hypothesis.
  b. model.
  c. manipulation.
  d. procedure.
  e. system.

 

ANSWER:   b
RATIONALE:   This idea is called a model. See 5-3: Components of Decision Support System.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Apply
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.04 – Identify the components of a decision support system.
DATE CREATED:   7/25/2017 5:37 AM
DATE MODIFIED:   7/25/2017 5:38 AM

 

38. Many firms have the position of CIO on their organization charts. The primary role of the person filling this position is to

  a. assist the Vice President of Marketing.
  b. concentrate on the technical aspects of programming within the DSS.
  c. gather relevant data for the DSS database.
  d. serve as the liaison between the marketing department and other departments such as finance, production, and accounting.
  e. run the company’s information and computer systems like a business.

 

ANSWER:   e
RATIONALE:   The CIO’s primary role is to run the company’s information and computer systems like a business. See 5-4: Knowledge Management.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.05 – Discuss knowledge management.
DATE CREATED:   7/25/2017 5:44 AM
DATE MODIFIED:   7/25/2017 5:45 AM

 

39. Which executive is typically in charge of information to ensure that it is used in support of strategic thinking?

  a. CEO
  b. COO
  c. CFO
  d. CIO
  e. CMO

 

ANSWER:   d
RATIONALE:   The CIO is typically in charge of information to ensure that it is used in support of strategic thinking. See 5-4: Knowledge Management.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.05 – Discuss knowledge management.
DATE CREATED:   7/25/2017 5:47 AM
DATE MODIFIED:   7/25/2017 5:48 AM

 

40. The element of a Decision Support System (DSS) that clearly separates it from a Marketing Information System (MIS) is its

  a. data system.
  b. model system.
  c. dialog system.
  d. security system.
  e. backup system.

 

ANSWER:   c
RATIONALE:   The dialog system clearly separates a DSS from an MIS. See 5-3: Components of Decision Support Systems.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 5:53 AM
DATE MODIFIED:   7/25/2017 5:54 AM

 

41. Effective MIS or DSS systems are often difficult to implement for which of the following reasons?

  a. People tend to resist change.
  b. Decision makers don’t want to tell others what factors they use.
  c. Decision makers don’t want to share how they combine factors to make decisions.
  d. All of these are correct.
  e. None of these are correct.

 

ANSWER:   d
RATIONALE:   All of these represent reasons that make MIS or DSS systems difficult to implement. See 5-4: Knowledge Management.
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   Multiple Choice
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 5:56 AM
DATE MODIFIED:   7/25/2017 5:57 AM

 

42. There are two basic ways marketing research can gather marketing intelligence.

  a. True
  b. False

 

ANSWER:   True
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/25/2017 6:00 AM
DATE MODIFIED:   7/25/2017 6:02 AM

 

43. Primary data make up most of the data included in the systems approach to marketing research.

  a. True
  b. False

 

ANSWER:   False
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/25/2017 6:02 AM
DATE MODIFIED:   7/25/2017 6:04 AM

 

44. When using secondary data, the task of assessing accuracy is more difficult.

  a. True
  b. False

 

ANSWER:   True
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/25/2017 6:05 AM
DATE MODIFIED:   7/25/2017 6:06 AM

 

45. Looking for evidence that the research was done properly is a way to gauge the accuracy of secondary data.

  a. True
  b. False

 

ANSWER:   True
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/25/2017 6:07 AM
DATE MODIFIED:   7/25/2017 6:09 AM

 

46. Sales and cost data compiled in the normal accounting cycle represent a promising source of external secondary data.

  a. True
  b. False

 

ANSWER:   False
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/25/2017 6:10 AM
DATE MODIFIED:   7/25/2017 6:12 AM

 

47. A big advantage of the systems approach over the project approach is that current information needed for normal operations is available when managers need it.

  a. True
  b. False

 

ANSWER:   True
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 6:13 AM
DATE MODIFIED:   7/25/2017 6:14 AM

 

48. One of the easiest tasks when designing and implementing a Marketing Information System (MIS) is to identify in advance the data that managers will need so you can get it into the system.

  a. True
  b. False

 

ANSWER:   False
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 6:15 AM
DATE MODIFIED:   7/25/2017 6:16 AM

 

49. Knowledge management is an effort to randomly collect organizational knowledge and make it accessible to others.

  a. True
  b. False

 

ANSWER:   False
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.05 – Discuss knowledge management.
DATE CREATED:   7/25/2017 6:19 AM
DATE MODIFIED:   7/25/2017 6:19 AM

 

50. The CIO serves as liaison between the firm’s top management and its information systems department.

  a. True
  b. False

 

ANSWER:   True
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.05 – Discuss knowledge management.
DATE CREATED:   7/25/2017 6:21 AM
DATE MODIFIED:   7/25/2017 6:22 AM

 

51. The most significant advantages of primary data is the time and money they can save.

  a. True
  b. False

 

ANSWER:   False
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/25/2017 6:23 AM
DATE MODIFIED:   7/25/2017 6:24 AM

 

52. The common problem with secondary data is that it is sometimes difficult (or impossible) to judge their accuracy.

  a. True
  b. False

 

ANSWER:   True
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.01 – Define the difference between secondary data and primary data.
DATE CREATED:   7/25/2017 6:25 AM
DATE MODIFIED:   7/25/2017 6:26 AM

 

53. Knowledge that resides inside employees’ heads is often referred to as organizational knowledge.

  a. True
  b. False

 

ANSWER:   True
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Remember
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.05 – Discuss knowledge management.
DATE CREATED:   7/25/2017 6:27 AM
DATE MODIFIED:   7/25/2017 6:28 AM

 

54. One of the most important uses of a Decision Support System in marketing is customer relationship management.

  a. True
  b. False

 

ANSWER:   True
POINTS:   1
DIFFICULTY:   Easy
REFERENCES:   Understand
QUESTION TYPE:   True / False
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 6:30 AM
DATE MODIFIED:   7/25/2017 6:30 AM

 

55. Discuss at least four common reasons that have restricted the adoption of a MIS.

ANSWER:   The adoption of Marketing Information Systems (MIS) have tended to be restricted by (1) managers’ reluctance to disclose their decision processes, (2) lack of enthusiastic support of high-level management, (3) cost of such systems, and (4) underestimation of time necessary to complete the system.
POINTS:   1
DIFFICULTY:   Medium
REFERENCES:   Understand
QUESTION TYPE:   Essay
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.05 – Discuss knowledge management.
DATE CREATED:   7/25/2017 6:32 AM
DATE MODIFIED:   7/25/2017 6:32 AM

 

56. Compare and contrast DSS and MIS.

ANSWER:   Both are concerned with improving information processing to enable better marketing decisions. A DSS is used interactively; an MIS is not. Non-computer people find DSS easier to use personally than MIS. DSS is focused more on ill-structured decision situations than MIS. MIS is less flexible and adaptable than DSS. DSS responds to managers with answers faster than MIS.
POINTS:   1
DIFFICULTY:   Medium
REFERENCES:   Understand
QUESTION TYPE:   Essay
HAS VARIABLES:   False
LEARNING OBJECTIVES:   5.03 – Define what is meant by a marketing information system (MIS) and a decision support system (DSS).
DATE CREATED:   7/25/2017 6:34 AM
DATE MODIFIED:   7/25/2017 6:34 AM

 

 

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