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Managing Marketing Information
True/False Questions

1 .       Most marketing managers don't need better information, they need more information. [Hint]

 
 


2 .       The three broad functions within a marketing information system are assessing information needs, developing needed information, and distributing and using information. [Hint]

 
 


3 .       To begin an information system in a company, it would be necessary to interview managers to find out what information they would like. [Hint]

 
 


4 .       A good description of an internal database would be that it is a systematic collection and analysis of publicly available information. [Hint]

 
 


5 .       External databases usually can be accessed more quickly and cheaply than other information sources. [Hint]

 
 


6 .       The first step in the marketing research process is to define the problem and research objectives. [Hint]

 
 


7 .       Descriptive research helps to gather preliminary information that will help define problems and suggest hypotheses. [Hint]

 
 


8 .       If a marketing researcher wanted to test hypotheses about cause-and-effect relationships, the researcher would probably choose to use causal research for analysis. [Hint]

 
 


9 .       A good illustration of secondary data would be data collected by a researcher through interviews of consumers during a shopping mall visit. [Hint]

 
 


10 .       Secondary data can usually be obtained more quickly and at a lower cost than primary data. [Hint]

 
 


11 .       Secondary data, to be of value, should be relevant, accurate, and impartial. [Hint]

 
 


12 .       When Nielsen Media Research attaches people meters to television sets in selected homes to record who watches which programs, the company is using experimental research to analyze viewers. [Hint]

 
 


13 .       Experimental research is best suited for gathering causal information. [Hint]

 
 


14 .       With respect to research contact methods, if a researcher wanted to use a method that ranked the highest in flexibility, he or she would choose the personal contact method. [Hint]

 
 


15 .       Personal interviews involving six to ten people that have as their focus an examination of a product, service, or organizational issue is called psychological response and determination testing. [Hint]

 
 


16 .       The sampling technique where every member of the population has a known and equal chance of selection is called judgment sampling. [Hint]

 
 


17 .       Closed-end questions include all the possible answers, and subjects make choices among them. [Hint]

 
 


18 .       Most companies are awash in information about their customers. [Hint]

 
 






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