Marketing Research

1. Which of the following components is part of a Decision Support System (DSS)? (Points : 3) Data System Model System Dialog System All of the above are components of a DSS Only A and B are part of a DSS Chapter 6

Question 2. 2. Big Data is the process of ____________ large and varied data sets. (Points : 3) Capturing, understanding and distributing Detecting, merging and analyzing Capturing, merging and analyzing Securing, validating and storing Researching, analyzing and storing

Question 3. 3. The variety dimension of Big Data refers to: (Points : 3) The amount of data being collected. The pace of data flow, both in and out of a firm. The different storage device capacities available for storing Big Data. The diversity of types or forms of data. The variety of businesses that utilize Big Data.

Question 4. 4. A big advantage of the Systems approach over the Project approach is: (Points : 3) Current information is available when managers need it. Systems automatically gather all needed information. The Systems approach requires no special software or programming. The Project approach yields less accurate data. The Systems approach better anticipates future informational needs.

Question 5. 5. Which of the following is NOT an example of internal secondary data? (Points : 3) Customer inquiries Customer complaints U.S. Department of Commerce reports Sales invoices Product registration card data

Question 6. 6. All businesses or organizations share a common problem: (Points : 3) They need information to develop and deliver products or services that satisfy customer needs. They need a capable and creative marketing staff. They need to invest sufficiently in marketing and marketing research. All of the above. None of the above.

Question 7. 7. Acme Corporation has identified several new market opportunities, but has limited funds to invest and therefore cannot pursue them all. Which function of market research will it conduct to identify the most promising opportunities? (Points : 3) Planning Decision making Problem Solving Performance monitoring Control

Question 8. 8. The basic function of marketing research is: (Points : 3) To conduct surveys and analyze results. To gather information needed to help managers make better decisions. To monitor market trends and developments. To gather intelligence on competitors. All of the above are basic marketing research functions.

Question 9. 9. Which of the following are ways to judge the accuracy of secondary data? (Points : 3) Consider the source of the data Look at the sponsor of the research that yielded the secondary data Look for evidence that the research was done properly All of the above are correct Only B and C are correct.

Question 10. 10. Secondary data can exist: (Points : 3) Inside the organization only. Outside the organization only. Inside or outside the organization. From government agencies only, such as the Census Bureau. None of the above are correct.