大学外院营销方向课后习题(含答案)03.docVIP

Chapter 3 – Understanding Markets and the Marketing Environment True/False Questions 1. A marketing information system consists of the people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. True (moderate) p. 41 2. Marketing information systems are developed from internal company records, marketing intelligence, and marketing research. True (easy) p. 41 3. The major internal record that aids in supporting the marketing information system is data on the order-to-payment cycle that includes back-ordered stock and timing of shipped items. True (moderate) p. 41 4. The systematic collection, analysis, and reporting of data and findings relevant to specific marketing situation is called marketing research. True (moderate) p. 42 5. Data published by the government and data purchased from outside suppliers can improve the quality of a companys marketing intelligence efforts. True (moderate) p. 44 6. Primary data is generally available more quickly and at a lower cost than secondary data. False (moderate) p. 45 7. Because it is hard to track and verify, behavioral data are less reliable in understanding customer behavior than are customer statements of their behavior. False (moderate) p. 45 8. To obtain a representative sample, a probability sample of the population should be drawn. True (difficult) p. 46 9. If speed is of the essence for a marketing research project, the best contact methods are either online or telephone interviewing. True (easy) p. 47 10. The disadvantages of using the personal interview method to conduct marketing research are that it is the most expensive method and it is subject to bias and distortion. True (moderate) p. 47 Multiple Choice Questions 1. When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay,