MKT 351 C9

  1. A marketing decision support system allows managers to:

    B. gather and use marketing information.
  2. Database marketing creates a(n) ________ that contains information on customer profiles and purchase patterns.

    D. computerized file
  3. Which of the following is NOT an important role of marketing research?

    B. specification
  4. All of the following are examples of secondary data EXCEPT:

    D. analysis of competitors' products.
  5. If a company calls potential consumers to get their opinions, it is performing:

    D. survey research.
  6. Which of the following is NOT an example of an open-ended question?

    B. Are you male?
  7. Which of the following is NOT an example of a close-ended question?

    A. Why do you prefer to shop at a certain store?
  8. A company that sends out researchers posing as actual customers is engaging in:

    B. mystery shopping.
  9. In market research, a ________ is necessary because it is difficult to impossible to take a census of, or interview, all possible users of a certain product.

    D. sample
  10. The term ________ refers to the group from which the research sample will be drawn.

    A. universe
  11. In its market research, a jewelry company selects a sample with no regard to factors such as income, cultural background, or age. It thus produces a ________ sample.

    A. random
  12. An apparel chain conducts market research by interviewing friends and relatives of its employees. This produces a ________ sample.

    A. convenience
  13. The ________ method of research allows firms to monitor consumer responses to marketing campaigns in a continuous fashion.

    C. scanner-based research
  14. ________ is an important source of information on how to overcome a competitor's advantage.

    A. Competitive intelligence
  15. Which of the following is NOT an advantage of doing market research through online focus groups?

    A. reduces cultural barriers
Card Set
MKT 351 C9
Decision Support Systems and Marketing Research