Exam 4: Managing Marketing Information

An MIS consists of people,equipment,and procedures to gather,sort,_____,evaluate,and distribute information to marketing decision makers.

As a part of a research team,Fatima observed five groups of teenagers shop,socialize,and eat dinner at a local mall.Fatima was participating in traditional quantitative research.

Nielsen and Factiva are two sources that provide ________.

Which of the following is NOT a potential source for competitive marketing intelligence?

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

Marketing managers and researchers must work closely to define the problem and agree on research objectives.

Describe the three decisions a researcher must make when designing a sample.

Briefly explain the following statement: "Too much information can be as harmful as too little."

Small organizations can obtain,with relatively little effort,most of which type of data available to large businesses?

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

Compare and contrast closed-ended questions and open-ended questions for gathering data.

Marketing researchers can conduct their own searches of secondary data sources by using commercial data services.

Refer to the scenario below to answer the following questions. Jason Tan, owner of Initial Cleaning Services, began his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason has seen a decline in demand for office cleaning. Surprisingly, the competitive environment appears relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers. Building a competitive advantage seems to be the only option to offset competition. But as Jason pondered his dilemma, he realized that, prior to building his competitive advantage, he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service. Jason developed a research plan. First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the Registrar of Companies an updated list of local corporations to which he would send a short survey. Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. Jason awaited the results. Though his primary focus had been on large corporations, he was flexible at this point to aim his efforts differently if needed. -In what way(s)did Jason's project require exploratory research?

Experimental research is best suited for gathering ________ information.

Why is it difficult to obtain relevant and reliable secondary data when conducting international marketing research?

The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the Internet.

Discuss the makeup and functions of a marketing information system (MIS).

Custom social networks such as the Adidas Insider community organized by Adidas allow marketers to address the problem of controlling who is in an online sample.

Briefly compare the three different types of research approaches for gathering primary data.

How can a company overcome the problem of gathering internal data for research purposes when the data is usually scattered widely across the organization?