MKTG 379 - CHAPTER 5 EXAM QUESTIONS WITH VERIFIED SOLUTIONS LATEST UPDATE 2026

MKTG 379 - CHAPTER 5 EXAM QUESTIONS WITH VERIFIED SOLUTIONS LATEST UPDATE 2026 Data that have already been collected, often for some other purpose or by some other organization, are known as _____. a. primary data b. inside data c. secondary data d. outside data - Answers c. secondary data Disadvantages of using secondary data include all of the following except ______. a. they may not completely fit the problem b. they are more expensive than primary data c. they may not be totally accurate d. they may be out of date - Answers b. they are more expensive than primary data When marketers need to use secondary data, they should, when possible, use the ____. a. primary source b. least expensive source c. secondary source d. most accurate source - Answers a. primary source Which of the following is not a way to gauge the accuracy of secondary data? a. Examine the general quality of the data collection methods and presentation. b. Consider the sponsor of the research. c. Consider when the research was conducted. d. Consider the source of the data. - Answers c. Consider when the research was conducted. A _______ combines data, models for guiding decisions, and a user interface that allows users to interact with the system to produce customized information. a. marketing dashboard b. marketing information system (MIS) c. decision support system (DSS) d. customer relationship management (CRM) system - Answers c. decision support system (DSS) Marketers may use a _____ to create a visual display of relevant marketing information designed to provide interactive access to a company's key marketing metrics. a. marketing dashboard b. marketing information system (MIS) c. decision support system (DSS) d. customer relationship management (CRM) system - Answers a. marketing dashboard A data system is ____. a. a set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making marketing decisions b. a display of relevant information sets designed to provide interactive access to a company's key metrics c. the part of a decision support system that includes all the routines that allow the user to manipulate the data so as to conduct the kind of analysis the individual desires d. the part of a decision support system that includes the processes used to capture and the methods used to store data coming from a number of external and internal sources - Answers d. the part of a decision support system that includes the processes used to capture and the methods used to store data coming from a number of external and internal sources What clearly distinguishes a decision support system (DSS) from a marketing information system (MIS) is its _____. a. dialog system b. data system c. model system d. knowledge system - Answers a. dialog system The systematic collection of employee knowledge about customers, products and processes, and the marketplace is known as _____. a. information planning (IP) b. knowledge management (KM) c. experience management (EM) d. a data system - Answers b. knowledge management (KM) Limitations of the systems approach include all of the following except _____. a. database runs slower as information is added b. people tend to resist change c. managers are limited to the data in the system d. managers do not want to share what information they use to make decisions - Answers a. database runs slower as information is added Marketers at your university search through records to find out how many students that have taken Writing and Composition 101 received an A or B in the course. The marketers used ______ for this research. a. primary data b. tertiary data c. secondary data d. external data - Answers c. secondary data A local retail store conducts research in the form of surveys and depth interviews to determine how they can improve customer service at their location. The surveys and depth interviews are considered _____. a. external data b. primary data c. secondary data d. internal data - Answers b. primary data The owners of a local sandwich shop would like to gather information about the demographics of people that live within 10 miles of their store. They are debating on whether to use primary or secondary data when gathering this information. A benefit of using secondary data would be _____. a. it would be more accurate than collecting the information through primary data b. it would be specifically tailored to their research needs c. it would cost less to collect than primary data d. the information is likely up to date - Answers c. it would cost less to collect than primary data