Marketing Research Process

Marketing: An Introduction, 11e (Armstrong)
Chapter 4 Managing Marketing Information to Gain Customer Insights

1) Which of the following demonstrates the real value of a company's marketing research and information system?
A) the amount of data it generates
B) the variety of contact methods it uses
C) the efficiency with which it implements the research plans
D) the quality of customer insights it provides
E) the sampling plan it follows
Answer: D
Page Ref: 97
Difficulty: Moderate
Chapter LO: 1
AACSB: Use of information technology
Course LO: Describe the marketing research process

2) A marketing information system begins with the step of ________.
A) generating insights into the consumption patterns seen in the market
B) analyzing the results of marketing research studies
C) developing information from internal or external sources
D) assessing the information the company needs
E) hiring marketing research firms to conduct research for the company
Answer: D
Page Ref: 97
Difficulty: Easy
Chapter LO: 1
AACSB: Use of information technology
Course LO: Describe the marketing research process

3) Which of the following is true with regard to a good MIS?
A) It solely aims at maximizing the amount of data that is generated irrespective of feasibility or requirements.
B) It typically uses only external sources of data for conducting marketing research.
C) It consists of people and procedures dedicated to the assessment and generation of customer insights.
D) It reduces the role of marketing managers in the strategic planning process by holding them responsible for marketing research only.
E) It eliminates the need to assess the marketing information needs of the organization before developing the research plan.
Answer: C
Page Ref: 97
Difficulty: Moderate
Chapter LO: 1
AACSB: Use of information technology
Course LO: Describe the marketing research process

4) Diane Chambers, the marketing manager for FarmFresh, is