Marketing Research Process Essay

8878 Words Mar 2nd, 2013 36 Pages
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
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D) data collected from the Web providing a general insight into the needs for all electronic goods manufacturers
E) data relating to employee performance and retention over the last two quarters in Hammond Corp.
Answer: C
Page Ref: 99
Difficulty: Challenging
Chapter LO: 2
AACSB: Analytic skills
Course LO: Describe the marketing research process

8) Which of the following statements regarding marketing intelligence is true?
A) Marketing intelligence typically involves sensitive and confidential information kept out of the public domain.
B) The advantage of using competitive intelligence is negligible as it is based on internal sources of data only.
C) All marketing intelligence is available at no cost to all potential users.
D) Marketing intelligence involves publicly available information.
E) Marketing intelligence gathering is more focused on gaining insights into a firm's consumers' activities than its competitors' activities.
Answer: D
Page Ref: 99
Difficulty: Moderate
Chapter LO: 2
AACSB: Use of information technology
Course LO: Describe the marketing research process

9) Haley Computers is one of the world's largest producers of computers. Being the market leader, the company spends a substantial amount of time and energy in innovating its computers and staying ahead of its competitors. In its efforts to do so, Haley Computers has appointed some key employees with

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