Exam 4: Managing Marketing Information

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

What are the two main types of research instruments used to collect primary data?

Which method of research can obtain information that people are unwilling or unable to provide?

You want to determine whether no-smoking policies in dance clubs in Singapore have negatively affected their businesses.Are any secondary data likely available? Why?

Cultural variations,especially those involving language,can add to research costs in foreign markets and can increase the ________.

Give two ways that a researcher should evaluate information in primary data collection.

Once the research problems and objectives have been defined,researchers must determine the exact information needed and present it to management.

For primary data to be useful to marketers,it must be relevant,current,unbiased,and ________.

Because of the scarcity of good secondary data,international researchers often must collect their own primary data.An initial problem with this collection is developing good ________.

Which of the following is true of ethnographic research?

Your marketing department is attempting to improve strategic decision making,track competitors' actions,and provide early warning of opportunities and threats.To achieve this goal,which of the following would be the best for your department to use?

You want to find out whether Malaysians between 21 and 40 years of age tend to vote for the ruling party and whether Malaysians between 41 and 70 tend to vote for the opposition party.You will most likely use a ________ to collect your data.

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include ________.

You have just extracted sales and cost data used by the accounting department for preparing financial statements.Most likely,this information should be complete and in useable form to build an internal database.

Which of the following contact methods has the poorest response rate?

Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

Before the research problems and objectives have been defined,researchers must determine the exact information needed and present it to management.

A researcher is collecting data from travelers in an airport.Why might a sample be most appropriate?

Discuss the advantages/benefits of each of the contact methods.

Because secondary data provide good starting points and often help to define problems and research objectives,most companies do not also need to collect primary data.