Test bank for exploring marketing research 11th edition babin full chapter

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Chapter 2—Information Systems and Knowledge Management
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TRUE/FALSE

1. Data,ninformation,nandnintelligencenallnhaventhenpotentialntoncreatenvaluentonanfirmnthroughnbettern
decisionnmaking.

ANS:n T
REF:nData,nInformation,nandnIntelligencenEqualnValuen
NAT:n BUSPROG:nAnalytic

2. Relevantndatanarenfactsnaboutnthingsnthatncannotnbenchanged.

ANS:n F
Relevantndatanarenfactsnaboutnthingsnthatncannbenchanged,nandnifntheynarenchanged,nitnwillnmateriallyna
lternthensituation.

REF:nThenCharacteristicsnofnValuablenInformationn
NAT:n BUSPROG:nAnalytic

3. Timelinessnmeansnthatnthendatanarennotnmorenthannanfewnyearsnold.

ANS:n F
Timelinessnmeansnthatnthendatanarencurrentnenoughntonstillnbenrelevant.

REF:nThenCharacteristicsnofnValuablenInformationn
NAT:n BUSPROG:nAnalytic

4. Bigndatanisnlargenquantitiesnofndatantakennfromnansinglensource.

ANS:n F
Bigndatanisntakennfromnmultiple,nvariednsources.nRE

F:nnnIntroduction NAT:n BUSPROG:nAnalytic

5. Onenwayntondescribenmarketingnresearchnisntoncategorizenitnbasednonnthenfournpossiblenfunctionsnthatnitns
ervesninnbusiness:nfoundational,ntesting,nissues,nandnvalidation.

ANS:n F
Onenwayntondescribenmarketingnresearchnisntoncategorizenitnbasednonnthenfournpossiblenfunctionsnthatnitns
ervesninnbusiness:nfoundational,ntesting,nissues,nandnperformance.

REF:nnnDecisionnSupportnSystems NAT:n BUSPROG:nAnalytic

6. Thenpurposenofnandecisionnsupportnsystemnisntonstorendatanandntransformndatanintoninformationnthatnisne
asilynaccessiblentonmarketingnmanagers.

ANS:n T
REF:nDecisionnSupportnSystemsn
NAT:n BUSPROG:nAnalyticn|nBUSPROG:nTechnology

7. ThengoalnofnanCRMnsystemnisntondescribencustomernrelationshipsnsonthatnmanagersncannaccessni
nformationnthemselves.



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ANS:n T
REF:nDecisionnSupportnSystemsn
NAT:n BUSPROG:nAnalytic

8. Andecisionnsupportnsystemnrequiresndatabasesnbutnnotnsoftware.

ANS:n F
Andecisionnsupportnsystemnrequiresnbothndatabasesnandnsoftware.

REF:n DecisionnSupportnSystems
NAT:n BUSPROG:nAnalyticn|nBUSPROG:nTechnology

9. Andatanwarehousenisnthenmultitieredncomputernstorehousenofncurrentnandnhistoricalndata.

ANS:n T
REF:nDecisionnSupportnSystemsn
NAT:n BUSPROG:nAnalyticn|nBUSPROG:nTechnology

10. Inputndatancanncomenfromninternalnsourcesnofnthenorganization,nbutnnotnfromnexternalnsources.

ANS:n F
Inputndatancomenfromnbothninternalnandnexternalnsources.

REF:nnnDecisionnSupportnSystems NAT:n BUSPROG:nAnalytic

11. Annorganization'snsalesforcenfrequentlynprovidesnimportantnmarketingnintelligenceninformation.

ANS:n T
REF:nDecisionnSupportnSystemsn
NAT:n BUSPROG:nAnalytic

12. Modernntechnologynprovidesnnewnwaysnofntrackingnhumannbehavior.

ANS:n T
REF:nDecisionnSupportnSystemsn
NAT:n BUSPROG:nAnalyticn|nBUSPROG:nTechnology

13. Globalninformationnsystemsnallownmanagementntontracknthenwhereaboutsnofndeliverynpersonnel.

ANS:n F
Thisndescribesnglobalnpositioningnsatelliten(GPS)nsystems.

REF:n DecisionnSupportnSystems
NAT:n BUSPROG:nAnalyticn|nBUSPROG:nTechnology

14. Scannerndatanrefersntonthenaccumulatednrecordsnresultingnfromnpointnofnsalendatanrecordings.

ANS:n T
REF:nDecisionnSupportnSystemsn
NAT:n BUSPROG:nAnalyticn|nBUSPROG:nTechnology

15. Webntrackingnisnillegal.

ANS:n F
Webntrackingnisnanlegalnactivityninnwhichnmarketingnresearchersnmonitorntrendsnandninformationnpostedn
bynconsumersnthatnpertainsntonthencompany’snbrandnornproducts.

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REF:n DecisionnSupportnSystems
NAT:n BUSPROG:nAnalyticn|nBUSPROG:nTechnology




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