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ADMS 2200 Study Guide - Final Guide: Decision Support System, Association To Advance Collegiate Schools Of Business, Competitive IntelligenceExam


Department
Administrative Studies
Course Code
ADMS 2200
Professor
Xianghong Li
Study Guide
Final

This preview shows pages 1-3. to view the full 40 pages of the document.
Copyright © 2013 Nelson Education Ltd. 7-1
Chapter 7Marketing Research, Decision Support Systems, and Sales Forecasting
MULTIPLE CHOICE
1. Who does market research aid by presenting pertinent information in a useable format?
a.
managers with a means to judge sales performance
b.
decision makers in analyzing data and suggesting possible actions
c.
virtual marketplaces that will accurately depict what will happen in the actual
marketplace
d.
consumers to validate their purchases
ANS: B PTS: 1 DIF: 1 REF: 204
OBJ: 7-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Research
2. Which of the following areas are working more closely together in order to take advantage of
the methodologies available?
a.
telephone, in-person, and Internet research
b.
food, beverage, and health care research
c.
competitive intelligence, public intelligence, and private research
d.
marketing research, database management, and competitive intelligence
ANS: D PTS: 1 DIF: 1 REF: 204
OBJ: 7-1 BLM: Remember
3. What did much of the early marketing research consist of?
a.
written testimonials received from purchasers of firms’ products
b.
use of mailed questionnaires to gather data
c.
telephone surveys conducted to assess overall household preferences
d.
sampling studies using techniques derived from voting records
ANS: A PTS: 1 DIF: 2 REF: 204
OBJ: 7-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Research
4. In recent years, how have advances in computer technology significantly changed the nature
of marketing research?
a.
by narrowing the focus of the data collection process
b.
by allowing the use of simulations that ask what-if” questions
c.
by eliminating the need for outside research firms
d.
by providing an in-house market research group with primary data
ANS: B PTS: 1 DIF: 2 REF: 204
OBJ: 7-1 BLM: Remember NOT: AACSB Technology | TB&E Model Research
5. When is marketing research MOST likely to be contracted to an outside firm?
a.
when the problem is well defined and clearly understood by the hiring company
b.
when the project is being led by in-house personnel with marketing degrees
c.
when the outside provider has the ability to do the work for a lower cost
d.
when the outside provider has the latest technology
ANS: C PTS: 1 DIF: 2 REF: 205
OBJ: 7-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Research

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Chapter 7 Marketing Research, Decision Support Systems, and Sales Forecasting
Copyright © 2013 Nelson Education Ltd. 7-2
6. What type of firm is a marketing research firm who contracts with clients to conduct complete
marketing research projects?
a.
a syndicated firm
b.
a limited-service firm
c.
a full-service firm
d.
a customer-service firm
ANS: C PTS: 1 DIF: 2 REF: 206
OBJ: 7-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Research
7. Which of the following describes Environics Research Group?
a.
a full-service research supplier firm
b.
a limited-service research supplier firm
c.
a full-service media and advertising firm
d.
a limited-service media and advertising firm
ANS: A PTS: 1 DIF: 1 REF: 206
OBJ: 7-1 BLM: Remember
8. What happens after the marketing research problem has been well defined?
a.
Researchers can focus on securing the exact information needed to solve it.
b.
The issue then becomes whether you’re looking at a problem or at its symptoms.
c.
The research process is sometimes slowed down and becomes inaccurate.
d.
All that is left is to adjust the marketing mix to the conditions.
ANS: A PTS: 1 DIF: 3 REF: 207
OBJ: 7-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Research
9. Which of the following is one of the steps in the marketing research process?
a.
identifying theories
b.
defining the problem
c.
determining whether data are primary or secondary
d.
interviewing the marketing research staff about skill levels
ANS: B PTS: 1 DIF: 1 REF: 207
OBJ: 7-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Research
10. Which of the following describes a symptom?
a.
a problem that has outgrown its ability to be contained easily
b.
the cause of market share loss
c.
a bad decision or a poor use of strategic planning
d.
an alert to marketers that a problem exists
ANS: D PTS: 1 DIF: 2 REF: 207
OBJ: 7-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Research

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Chapter 7 Marketing Research, Decision Support Systems, and Sales Forecasting
Copyright © 2013 Nelson Education Ltd. 7-3
11. What kind of research seeks to discover the cause of a problem by discussing the problem
with informed sources and examining pre-existing data?
a.
situation analysis
b.
informal investigation
c.
exploratory research
d.
cost or bottom-line analysis
ANS: C PTS: 1 DIF: 1 REF: 208
OBJ: 7-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Research
12. What can researchers begin doing once a firm has defined the problem it seeks to solve?
a.
looking for government data that will provide the needed information
b.
conducting exploratory research
c.
completely changing the marketing mix
d.
deciding whether to experiment or conduct a survey
ANS: B PTS: 1 DIF: 2 REF: 208
OBJ: 7-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Research
13. Walmart prefers transaction records sorted by customer type, product, sales method, type of
order, and order size. What is analyzing internal data sorted in this manner called?
a.
sales analysis
b.
financial analysis
c.
accounting analysis
d.
marketing cost analysis
ANS: A PTS: 1 DIF: 1 REF: 208
OBJ: 7-2 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Research
14. What is a benefit of using internal data for marketing research?
a.
Most internal data are not current enough to be used.
b.
Internal controls limit the use of such data.
c.
Tracking consumer information lacks detail and consistency.
d.
Sales analysis is one of the least expensive methods.
ANS: D PTS: 1 DIF: 3 REF: 208
OBJ: 7-2 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Research
15. What does a marketing cost analysis evaluate?
a.
effectiveness of the sales force
b.
current levels of corporate assets and liabilities
c.
profitability of certain customers, territories, or product lines
d.
whether summaries of invoices and orders received can be useful
ANS: C PTS: 1 DIF: 2 REF: 208
OBJ: 7-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Research
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