Final Exam

) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________.

A. Using an online information service such as the internet

B. Setting up their own web site

C. Buying information from database companies like A.C. Nielsen

D. Using its own internal marketing research department

2) The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed _______________.

A. Top management

B. The sales reporting system

C. Marketing research

D. Marketing intelligence

3) A marketing information system (MIS) consists of ___________.

A. The people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

B. A set of procedures and sources used by managers to obtain everyday information and relevant developments in the marketing environment.

C. The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation.

D. An organized collection of comprehensive data about individual customers, prospects, or suspects that is currently accessible for marketing purposes.

4) The second step in the marketing research process is ______________.

A. Collection of the available sources for information needed

B. Development of the research plan

C. Define the problem and research objectives

D. Decision regarding the research tools and target group

5) All of the following are steps in the marketing research process EXCEPT:

A. Present the findings

B. Define the problem and research objectives

C. Collect the information

D. Compare data to government sources