Chapter 5: Marketing Information Systems & Research

Question 1

Marketing Information System (MIS)

Answer 1

the people, equipment and procedures to gather, sort, analyze and evaluate accurate information to make marketing decisions

Question 2

Guest Information management

Answer 2

guest comment cards
automated systems
mystery shoppers
company records
POS information

Question 3

Market Intelligence

Answer 3

includes everyday information about developments in the marketing environment that helps mngers prepare and adjust marketing plans & short run tactics

Question 4

Marketing Research

Answer 4

is the process that identifies and defines marketing opportunities and problems it also monitors/evaluates marketing action

Question 5

Marketing Research Process

Answer 5

define the problem/research objectives
develop plan
implement plan
interpret and report findings

Question 6

Exploratory Research

Answer 6

gather preliminary information to help define the problem and suggest hypothesis

Question 7

Descriptive Research

Answer 7

describe the size and composition of the market

Question 8

Casual Research

Answer 8

test hypotheses about cause and effect relationships

Question 9

Internal Sources of Market Intelligence

Answer 9

managers and owners

Question 10

External Sources of Market Intelligence

Answer 10

chamber of commerce

publications of competitors