1. Using databases for marketing research is fundamentally different from traditional marketing research in that database research:

collects and analyzes individual level data

costs more.

relies on computers and software to develop and manage

is more short oriented

is easier to implement

2. Toy designers at Mattel conduct marketing research to discover how children play and what they like to play with. For Mattel, the immediate research objective is to decide whether to continue to market the old Chatter Telephone design or a new design. The old, original Chatter Telephone was simply a wooden phone with a dial that rang a bell. However, observers noted that the children kept grabbing the receiver like a handle to pull the phone along behind them. So a designer created a new Chatter Telephone, one with wheels, a noisemaker, and eyes that bobbed up and down. What would be the MOST LIKELY measure of success Mattel would use to determine which design should be selected?

age

gender

playtime

cost

advertising

3. Secondary data are the

facts and figures that have already been recorded before the project at hand.

facts and figures that are newly collected for the project at hand.

facts and figures obtained by watching people mechanically rather than in person.

facts and figures obtained by asking people questions through the use of information technology.

conclusions developed from information obtained from a representative sample of a population.

4. The MIS (Marketing Information System) includes:

A mainframe computer

Only internal sources of information

Internal and external sources of information

Only external sources of information

A website

5. The primary role of Marketing Research should be to

Make decisions for management

To confuse the competition

Confirm the correctness of past decisions

Learn more about your customers

Reduce the risk in managerial decision making