1. Who is the “Father of Marketing Research”?
J.C. Snead
Alfred Politz
A.C Nielsen
Robert Bartels
Charles Coolidge Parlin
This answer is supported in chapter two of the text.
2. What is the function of t
...
1. Who is the “Father of Marketing Research”?
J.C. Snead
Alfred Politz
A.C Nielsen
Robert Bartels
Charles Coolidge Parlin
This answer is supported in chapter two of the text.
2. What is the function of the marketing decision support system as a
subsystem of the marketing information system?
to analyze data generated from the internal reports system
a system which gathers information the other subsystems do not
gather and is conducted on a "project" basis as opposed to a
continuous basisorrect!
collected data that may be accessed and analyzed using tools
and techniques that assist managers in decision making
a system which gathers information generated by internal
reports, which include orders, billing, receivables, inventory
levels, and so on
a set of procedures and sources used by managers to obtain
everyday information about pertinent developments in the
environment
This answer is supported in chapter one of the text.
3. Firms that specialize in collecting data, typically in a particular
territory, are called:
collection agents
field service firms
market segment data specialists
lab service firms
data storage firms
This answer is supported in chapter two of the text.
4. Marketing research will not be needed if:
Correct!
the cost of the information outweighs the value
the value outweighs the costs
it is to be directed at competitors instead of consumers
research managers cannot understand the problem
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when products are at the beginning of their life cycle and just
being introduced
This answer is supported in chapter three of the text.
5. Professional organizations try to prescribe ethical behavior for
members by creating:
examinations on ethics on which professionals must earn a grade
of “C” or higher
codes of ethical behavior
examples of poor ethical behavior in other professions
rules to cast out members who violate such rules
ethics violations fines
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