Can You Pass This Marketing Exam? Quiz

50 Questions | Total Attempts: 73

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Can You Pass This Marketing Exam? Quiz

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Questions and Answers
  • 1. 
    Despite the data glut that marketing managers receive, they frequently complain that they lack ________.
    • A. 

      A) enough information of the right kind

    • B. 

      B) accurate information

    • C. 

      C) reliable information

    • D. 

      D) timely information

    • E. 

      E) valid information

  • 2. 
    Which of the following statements is NOT true regarding information collected for marketers?
    • A. 

      A) Many managers lack information of the right kind.

    • B. 

      B) Managers have enough of the right information.

    • C. 

      C) Many managers are burdened by data overload.

    • D. 

      D) Most managers need better information.

    • E. 

      E) Most managers do not need more information.

  • 3. 
    A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision-makers analyze and use the information.
    • A. 

      A) question the needed information

    • B. 

      B) experiment to develop information

    • C. 

      C) test market the information

    • D. 

      D) critique the needed information

    • E. 

      E) develop the needed information

  • 4. 
    A good MIS balances the information users would ________ against what they really ________ and what is ________.
    • A. 

      A) need; can afford; useful

    • B. 

      B) use; have to use; available

    • C. 

      C) like; can afford; needed

    • D. 

      D) need; like; feasible

    • E. 

      E) like to have; need; feasible to offer

  • 5. 
    Marketers must weigh carefully the costs of additional information against the ________ resulting from it.
    • A. 

      A) organization

    • B. 

      B) benefits

    • C. 

      C) creativity

    • D. 

      D) cost

    • E. 

      E) ethical issues

  • 6. 
    Four common sources of internal data include the accounting department, operations, the sales force, and the ________.
    • A. 

      A) competition

    • B. 

      B) Web

    • C. 

      C) stockholders

    • D. 

      D) marketing department

    • E. 

      E) owners

  • 7. 
    Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?
    • A. 

      A) Dun & Bradstreet's

    • B. 

      B) internal

    • C. 

      C) Hoover's

    • D. 

      D) LexisNexis

    • E. 

      E) external

  • 8. 
    ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
    • A. 

      A) Marketing data

    • B. 

      B) Customer intelligence

    • C. 

      C) Competitive intelligence

    • D. 

      D) Marketing intelligence

    • E. 

      E) Sales management

  • 9. 
    • A. 

      A) All marketing intelligence is available for free.

    • B. 

      B) Marketing intelligence relies upon publicly available information.

    • C. 

      C) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities

    • D. 

      D) Marketing intelligence relies upon privately held information.

    • E. 

      E) The advantage of using competitive intelligence is negligible.

  • 10. 
    • A. 

      A) activities of competitors

    • B. 

      B) key customers

    • C. 

      C) suppliers

    • D. 

      D) causal research

    • E. 

      E) resellers

  • 11. 
    • A. 

      A) talking with purchasing agents

    • B. 

      B) purchasing competitors' products

    • C. 

      C) monitoring competitors' sales

    • D. 

      D) collecting primary data

    • E. 

      E) looking through competitors' garbage

  • 12. 
    Through which of these sources of information is a competitor LEAST likely to reveal intelligence information?
    • A. 

      A) press releases

    • B. 

      B) annual reports

    • C. 

      C) internal marketing conferences

    • D. 

      D) trade show exhibits

    • E. 

      E) Web pages

  • 13. 
    To combat marketing intelligence efforts by competitors, Unilever Corporation is now providing ________ to employees.
    • A. 

      A) less information

    • B. 

      B) privacy blocks

    • C. 

      C) competitive intelligence training

    • D. 

      D) protection

    • E. 

      E) a code of ethics

  • 14. 
    • A. 

      A) ProQuest

    • B. 

      B) Dialog

    • C. 

      C) System for Electronic Document Analysis and Retrieval (SEDAR)

    • D. 

      D) LexisNexis

    • E. 

      E) Hoover's

  • 15. 
    ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
    • A. 

      A) The marketing information system

    • B. 

      B) Marketing intelligence

    • C. 

      C) Marketing research

    • D. 

      D) Causal research

    • E. 

      E) Competitive intelligence

  • 16. 
    What is the first step in the marketing research process?
    • A. 

      A) developing a marketing information system

    • B. 

      B) developing the research plan for collecting information

    • C. 

      C) implementing the research plan

    • D. 

      D) hiring an outside research specialist

    • E. 

      E) defining the problem and research objectives

  • 17. 
    Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
    • A. 

      A) choosing the research agency

    • B. 

      B) developing the research plan

    • C. 

      C) choosing the research method

    • D. 

      D) developing the research budget

    • E. 

      E) comparing and contrasting primary and secondary data

  • 18. 
    Causal research is used to ________.
    • A. 

      A) gather preliminary information that will help define problems

    • B. 

      B) uncover information at the outset in an unstructured way

    • C. 

      C) describe marketing problems or situations

    • D. 

      D) test hypotheses about cause-and-effect relationships

    • E. 

      E) quantify observations that produce insights unobtainable through other forms of research

  • 19. 
    Managers often start with ________ research and later follow with ________ research.
    • A. 

      A) exploratory; causal

    • B. 

      B) causal; exploratory

    • C. 

      C) descriptive; causal

    • D. 

      D) descriptive; exploratory

    • E. 

      E) causal; descriptive

  • 20. 
    Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take.
    • A. 

      A) obtaining marketing intelligence

    • B. 

      B) determining a research approach

    • C. 

      C) defining the problem and research objectives

    • D. 

      D) selecting a research agency

    • E. 

      E) developing the research plan

  • 21. 
    The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
    • A. 

      A) exploratory

    • B. 

      B) descriptive

    • C. 

      C) primary

    • D. 

      D) secondary

    • E. 

      E) causal

  • 22. 
    In the second step of the marketing research process, research objectives should be translated into specific ________.
    • A. 

      A) marketing goals

    • B. 

      B) dollar amounts

    • C. 

      C) information needs

    • D. 

      D) information sources

    • E. 

      E) research methods

  • 23. 
    Secondary data consists of information ________.
    • A. 

      A) that does not currently exist in an organized form

    • B. 

      B) that already exists somewhere but is outdated

    • C. 

      C) that researchers can only obtain through surveys and observation

    • D. 

      D) used by competitors

    • E. 

      E) that already exists but was collected for a different purpose

  • 24. 
    Information collected from online databases is an example of ________ data.
    • A. 

      A) observational

    • B. 

      B) experimental

    • C. 

      C) primary

    • D. 

      D) secondary

    • E. 

      E) ethnographic

  • 25. 
    Which form of data below can usually be obtained more quickly and at a lower cost than the others?
    • A. 

      A) survey research

    • B. 

      B) observational research

    • C. 

      C) secondary

    • D. 

      D) primary

    • E. 

      E) experimental research