MKT 3413 STUDY GUIDE ANSWERS AND QUESTIONS
SET A+
✔✔Which of the following is the best statement reflecting the purpose of marketing
research?
A) to provide information that improves profitability
B) to link the environments to the firm
C) to link the consumer to the marketer by providing information that can be used in
making marketing decisions
D) to link target markets to specific decision makers at all levels within firms
E) to be perceived as providing value to higher level executives within the firm - ✔✔C
✔✔When everyone saw the music industry facing a terrible decline due to pirating of
songs on the Internet, Apple saw an opportunity for iTunes. This example illustrates
which use of marketing research?
A) identify market opportunities and problems
B) generate, refine, and evaluate potential marketing actions
C) monitor marketing performance
D) improve marketing as a process
E) improve marketing research as a process - ✔✔A
✔✔Which of the following is an example of a study whose goal is to find opportunities or
to identify problems with an existing strategy?
A) pricing test
B) image analysis
C) web site evaluation
D) environmental analysis studies
E) tracking studies - ✔✔D
✔✔Which of the following best illustrates one of the uses of marketing research,
monitoring marketing performance?
A) marketing research managers closely overseeing the work of subordinates in the
marketing research industry
B) tracking research that monitors how well products are performing in the marketplace
, C) describing the return on investment of firms using/not using marketing research
D) providing closed circuit TV to monitor the actions of marketing researchers practicing
in the field
E) identifying opportunities and problems in the marketplace - ✔✔B
✔✔The difference between basic research and applied research is that basic research
is conducted to:
A) determine the most effective advertising copy
B) determine the most appropriate price for new products
C) determine the most efficient distribution channels for products
D) expand our knowledge rather than solve a specific problem
E) determine the most desired features in new products - ✔✔D
✔✔Which of the following deals with the role of MIS?
A) determine decision makers' information needs
B) acquire the needed information
C) distribute information to the decision makers in a form in which they can use it for
decision making
D) distribute information to the decision makers at a time when they can use it for
decision making
E) all of the above - ✔✔E
✔✔Which of the following is NOT one of the subsystems of the marketing information
system?
A) internal reports
B) marketing intelligence
C) marketing decision support
D) marketing research
E) consumer information support system - ✔✔E
✔✔What is the purpose of the "internal reports system" subsystem of the marketing
information system?
A) to obtain everyday information about pertinent developments in the environment
B) to supply collected data that may be accessed and analyzed using tools and
techniques that assist managers in decision making
C) to gather information generated by internal reports, which includes orders, billing,
receivables, inventory levels, stock-outs, among others
D) to generate the particular information needed for the specific situation
E) to gather information not gathered by the other MIS component subsystems - ✔✔C
✔✔Which of the following marketing information subsystems gathers information about
events and happenings "outside" the firm?
A) marketing research
B) marketing intelligence
C) internal reports system
SET A+
✔✔Which of the following is the best statement reflecting the purpose of marketing
research?
A) to provide information that improves profitability
B) to link the environments to the firm
C) to link the consumer to the marketer by providing information that can be used in
making marketing decisions
D) to link target markets to specific decision makers at all levels within firms
E) to be perceived as providing value to higher level executives within the firm - ✔✔C
✔✔When everyone saw the music industry facing a terrible decline due to pirating of
songs on the Internet, Apple saw an opportunity for iTunes. This example illustrates
which use of marketing research?
A) identify market opportunities and problems
B) generate, refine, and evaluate potential marketing actions
C) monitor marketing performance
D) improve marketing as a process
E) improve marketing research as a process - ✔✔A
✔✔Which of the following is an example of a study whose goal is to find opportunities or
to identify problems with an existing strategy?
A) pricing test
B) image analysis
C) web site evaluation
D) environmental analysis studies
E) tracking studies - ✔✔D
✔✔Which of the following best illustrates one of the uses of marketing research,
monitoring marketing performance?
A) marketing research managers closely overseeing the work of subordinates in the
marketing research industry
B) tracking research that monitors how well products are performing in the marketplace
, C) describing the return on investment of firms using/not using marketing research
D) providing closed circuit TV to monitor the actions of marketing researchers practicing
in the field
E) identifying opportunities and problems in the marketplace - ✔✔B
✔✔The difference between basic research and applied research is that basic research
is conducted to:
A) determine the most effective advertising copy
B) determine the most appropriate price for new products
C) determine the most efficient distribution channels for products
D) expand our knowledge rather than solve a specific problem
E) determine the most desired features in new products - ✔✔D
✔✔Which of the following deals with the role of MIS?
A) determine decision makers' information needs
B) acquire the needed information
C) distribute information to the decision makers in a form in which they can use it for
decision making
D) distribute information to the decision makers at a time when they can use it for
decision making
E) all of the above - ✔✔E
✔✔Which of the following is NOT one of the subsystems of the marketing information
system?
A) internal reports
B) marketing intelligence
C) marketing decision support
D) marketing research
E) consumer information support system - ✔✔E
✔✔What is the purpose of the "internal reports system" subsystem of the marketing
information system?
A) to obtain everyday information about pertinent developments in the environment
B) to supply collected data that may be accessed and analyzed using tools and
techniques that assist managers in decision making
C) to gather information generated by internal reports, which includes orders, billing,
receivables, inventory levels, stock-outs, among others
D) to generate the particular information needed for the specific situation
E) to gather information not gathered by the other MIS component subsystems - ✔✔C
✔✔Which of the following marketing information subsystems gathers information about
events and happenings "outside" the firm?
A) marketing research
B) marketing intelligence
C) internal reports system
