所谓的光辉岁月，并不是以后，闪耀的日子，而是无人问津时，你对梦想的偏执。 Chapter 4 Managing Marketing Information to Gain Customer Insights
1) Despite the data glut that marketing managers receive, they frequently complain that they lack ________.
A) enough information of the right kind B) timely information C) accurate information D) reliable information E) valid information Answer: A Diff: 2 Page Ref: 100 AACSB: Communication Skill: Concept Objective: 4-1
2) A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information E) question the needed information Answer: C Diff: 1 Page Ref: 101 AACSB: Communication Skill: Concept Objective: 4-1
3) A good MIS balances the information users would ________ against what they really ________ and what is ________.
A) need; like; feasible B) like; can afford; needed
C) like to have; need; feasible to offer D) need; can afford; useful E) use; have to use; available Answer: C Diff: 3 Page Ref: 102 Skill: Concept Objective: 4-2
4) Marketers must weigh carefully the costs of additional information against the ________ resulting from it. A) organization B) benefits C) creativity D) ethical issues
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所谓的光辉岁月，并不是以后，闪耀的日子，而是无人问津时，你对梦想的偏执。 E) cost Answer: B Diff: 1 Page Ref: 102 Skill: Concept Objective: 4-2
5) Four common sources of internal data include the accounting department, operations, the sales force, and the ________. A) owners
B) stockholders
C) marketing department D) competition E) Web Answer: C Diff: 2 Page Ref: 103 AACSB: Communication Skill: Concept Objective: 4-2
6) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data
B) Marketing intelligence C) Sales management D) Customer intelligence E) Competitive intelligence Answer: B Diff: 1 Page Ref: 103 Skill: Concept Objective: 4-2
7) Which of the following is NOT considered a source of marketing intelligence? A) suppliers B) resellers
C) key customers D) causal research
E) activities of competitors Answer: D Diff: 2 Page Ref: 104 Skill: Concept Objective: 4-2
8) Which of the following is NOT a potential source for marketing intelligence? A) looking through competitors' garbage B) purchasing competitors' products C) monitoring competitors' sales
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所谓的光辉岁月，并不是以后，闪耀的日子，而是无人问津时，你对梦想的偏执。 D) collecting primary data
E) talking with purchasing agents Answer: D Diff: 2 Page Ref: 104 Skill: Concept Objective: 4-2
9) What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives
C) developing the research plan for collecting information D) implementing the research plan E) hiring an outside research specialist Answer: B Diff: 2 Page Ref: 105 Skill: Concept Objective: 4-3
10) Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan
E) comparing and contrasting primary and secondary data Answer: D Diff: 2 Page Ref: 105 Skill: Concept Objective: 4-3
11) Managers often start with ________ research and later follow with ________ research. A) exploratory; causal B) descriptive; causal
C) descriptive; exploratory D) causal; descriptive E) causal; exploratory Answer: A Diff: 3 Page Ref: 106 Skill: Concept Objective: 4-3
12) Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach 同是寒窗苦读，怎愿甘拜下风！
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所谓的光辉岁月，并不是以后，闪耀的日子，而是无人问津时，你对梦想的偏执。 C) defining the problem and research objectives D) selecting a research agency E) C and D Answer: C Diff: 2 Page Ref: 106 Skill: Concept Objective: 4-3
13) Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form
C) that already exists but was collected for a different purpose D) used by competitors
E) that researchers can only obtain through surveys and observation Answer: C Diff: 1 Page Ref: 107 Skill: Concept Objective: 4-3
14) Information collected from online databases is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic Answer: B Diff: 2 Page Ref: 107 AACSB: Use of IT Skill: Concept Objective: 4-3
15) Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary
B) survey research
C) experimental research D) secondary
E) observational research Answer: D Diff: 2 Page Ref: 108 Skill: Concept Objective: 4-3
16) Secondary data are ________. A) collected mostly via surveys B) expensive to obtain
C) never purchased from outside suppliers 同是寒窗苦读，怎愿甘拜下风！
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所谓的光辉岁月，并不是以后，闪耀的日子，而是无人问津时，你对梦想的偏执。 D) always necessary to support primary data E) not always very usable Answer: E Diff: 2 Page Ref: 109 Skill: Concept Objective: 4-3
17) For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________. A) complete B) accurate C) inexpensive
D) collected before secondary data E) experimental Answer: B Diff: 2 Page Ref: 109 Skill: Concept Objective: 4-3
18) Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________.
A) find enough secondary data to support the findings B) orchestrate cooperation among participants C) encourage honest responses to questions D) generalize from the results E) find a representative sample Answer: D Diff: 2 Page Ref: 112 Skill: Concept Objective: 4-3
19) Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population. A) group
B) target group C) population D) sample E) audience Answer: D Diff: 1 Page Ref: 115 Skill: Concept Objective: 4-3
20) The most common research instrument used is the ________. A) mechanical device
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科特勒市场营销第四章习题答案(新)
