Chapter 4

Question 1

Most marketing managers are overloaded and overwhelmed with data due to ?

Answer 1

the recent explosion of IT

Question 2

____ consists of people and procedures

Answer 2

Marketing information system

Question 3

MIS is used to ___

Answer 3

Assess information needs

Question 4

A MIS user should most likely be able to?

Answer 4

Develop customer insights

Question 5

Information is a companies database can come from many sources, one advantage of information is ___

Answer 5

gain competitive advantage

Question 6

____ is the systematic collection and analysis of publicly available information.

Answer 6

competitive marketing intelligence

Question 7

____ is the systematic design, analysis, reporting of data relevant to a specific marketing situation.

Answer 7

Marketing research

Question 8

1st step in marketing research process?

Answer 8

Defining the problem and objective of the study

Question 9

____ research objective is to gather preliminary information to help define the problem.

Answer 9

Exploratory

Question 10

Information collected from search engines is an example of?

Answer 10

Secondary research