SOLVED

11) ________ is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness. A) Marketing research B) Marketing management C) Competitive intelligence D) Marketing intelligence E) Internal marketing 12) Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms? A) syndicated research B) custom research C) competitive research D) perceptual tracking E) marketing decision support research 13) A company reports on consumers’ perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising. This type of report is an example of ________. A) syndicated research B) custom research C) case study research D) exploratory research E) primary research 14) Nielsen compiles ratings of television shows and then sells the information to many firms. Nielsen conducts ________. A) custom research B) case study research C) syndicated research D) exploratory research E) ethnographic research 15) ________ is research a single firm conducts to provide answers to specific questions. A) Syndicated research B) Custom research C) Consumer data D) Perceptual tracking E) Internal data 16) A marketing decision support system (MDSS) is a(n) ________. A) basic system used by companies that do not have the resources to develop a marketing information system (MIS) B) popular syndicated research report purchased by most major media companies C) sophisticated information system that allows marketing managers to use statistical and modeling software tools D) type of custom research report often called for in the marketing research process E) data warehouse used to support a marketing information system (MIS) 17) A(n) ________ can use multidimensional scaling to create perceptual maps. A) intranet analysis B) marketing information system C) data warehouse D) marketing decision support system E) competitive intelligence system 18) A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch, and thus project market shares over time? A) modeling software B) syndicated research C) cross-sectional research D) exploratory research E) competitive intelligence 19) Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer? A) What were our company sales of each of our products during the past month? B) What are the best media for reaching a high percentage of heavy users of our product? C) What changes in sales are happening in our industry? D) If we change our media schedule by replacing a certain media buy with a new media buy, will we reach more users of our product? E) What are the demographic characteristics of consumers whose purchase patterns are changing the most? 20) To take advantage of the massive amount of data now available, sophisticated analysis techniques called ________ are becoming a priority for many firms. A) data mining B) prospecting C) cold calling D) data warehousing E) data tallying