marketing questions

Study Guide, Chapter 08 Multiple Choice
Identify the letter of the choice that best completes the statement or answers the question. ____ 1. An interactive, flexible information system that enables managers to obtain and manipulate information as they are making decisions is called a:
a.
single-source system
b.
marketing information system
c.
primary data system
d.
marketing decision support system
e.
database marketing system

____ 2. The function of _____ is to address "what if" questions. It entails planning, collecting, and analyzing data relevant to marketing decision making, and the communication of the results of this analysis to management.
a.
data collection
b.
proactive marketing management
c.
decision support
d.
marketing research
e.
single-source research

____ 3. Marketing research has three functional roles. These roles are:
a.
normative, descriptive, and explanatory
b.
predictive, normative, and estimative
c.
descriptive, diagnostic, and predictive
d.
flexible, interactive, and discovery
e.
descriptive, explanatory, and detailed

____ 4. The store manager of Kittles, a local furniture company, asked for marketing research to explain the reasons for the recent failure of an in-store promotion. This type of research is described as:
a.
descriptive
b.
predictive
c.
diagnostic
d.
normative
e.
historical

____ 5. If you were responsible for determining why a key marketing plan has not worked, you might rely on:
a.
database marketing
b.
public relations
c.
a data retrieval system
d.
secondary data
e.
marketing research

____ 6. Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data.
a.
single-source
b.
secondary
c.
primary
d.
consensual
e.
convenience

____ 7. A search engine:
a.
provides vending