Test Bank for Exploring Marketing Research 11th Edition Babin

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Chapter 2—Information Systems and Knowledge Management


TRUE/FALSE

1. Data, information, and intelligence all have the potential to create value to a firm through better
decision making.

ANS: T REF: Data, Information, and Intelligence Equal Value
NAT: BUSPROG: Analytic

2. Relevant data are facts about things that cannot be changed.

ANS: F
Relevant data are facts about things that can be changed, and if they are changed, it will materially
alter the situation.

REF: The Characteristics of Valuable Information
NAT: BUSPROG: Analytic

3. Timeliness means that the data are not more than a few years old.

ANS: F
Timeliness means that the data are current enough to still be relevant.

REF: The Characteristics of Valuable Information
NAT: BUSPROG: Analytic

4. Big data is large quantities of data taken from a single source.

ANS: F
Big data is taken from multiple, varied sources.

REF: Introduction NAT: BUSPROG: Analytic

5. One way to describe marketing research is to categorize it based on the four possible functions that it
serves in business: foundational, testing, issues, and validation.

ANS: F
One way to describe marketing research is to categorize it based on the four possible functions that it
serves in business: foundational, testing, issues, and performance.

REF: Decision Support Systems NAT: BUSPROG: Analytic

6. The purpose of a decision support system is to store data and transform data into information that is
easily accessible to marketing managers.

ANS: T REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

7. The goal of a CRM system is to describe customer relationships so that managers can access
information themselves.




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ANS: T REF: Decision Support Systems
NAT: BUSPROG: Analytic

8. A decision support system requires databases but not software.

ANS: F
A decision support system requires both databases and software.

REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

9. A data warehouse is the multitiered computer storehouse of current and historical data.

ANS: T REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

10. Input data can come from internal sources of the organization, but not from external sources.

ANS: F
Input data come from both internal and external sources.

REF: Decision Support Systems NAT: BUSPROG: Analytic

11. An organization's salesforce frequently provides important marketing intelligence information.

ANS: T REF: Decision Support Systems
NAT: BUSPROG: Analytic

12. Modern technology provides new ways of tracking human behavior.

ANS: T REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

13. Global information systems allow management to track the whereabouts of delivery personnel.

ANS: F
This describes global positioning satellite (GPS) systems.

REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

14. Scanner data refers to the accumulated records resulting from point of sale data recordings.

ANS: T REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

15. Web tracking is illegal.

ANS: F
Web tracking is a legal activity in which marketing researchers monitor trends and information posted
by consumers that pertains to the company’s brand or products.

REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology



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16. Electronic data interchange (EDI) refers to linking computerized data sources to statistical tools that
can search for predictive relationships and trends, allowing for more accurate predictions of
consumers’ opinions and actions.

ANS: F
Predictive analytics refers to linking computerized data sources to statistical tools that can search for
predictive relationships and trends, allowing for more accurate predictions of consumers’ opinions and
actions.

REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

17. A party that maintains Web sites on the World Wide Web is called a content provider.

ANS: T REF: Database Sources and Vendors
NAT: BUSPROG: Analytic | BUSPROG: Technology

18. Google is a popular search engine.

ANS: T REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

19. Environmental scanning entails all information gathering designed to detect changes in the external
operating environment of the firm.

ANS: T REF: Database Sources and Vendors
NAT: BUSPROG: Analytic

20. Data and information can be delivered to consumers or other end users via either primary technology
or secondary technology.

ANS: F
Data and information can be delivered via either pull technology or push technology.

REF: Database Sources and Vendors
NAT: BUSPROG: Analytic | BUSPROG: Technology

21. Market dynamism represents the rate of change in environmental and competitive factors.

ANS: T REF: The Characteristics of Valuable Information
NAT: BUSPROG: Analytic

22. Data files in cloud storage can only be accessed through a company’s Intranet.

ANS: F
Data files in cloud storage are directly accessible via the Internet.

REF: Decision Support Systems
NAT: BUSPROG: Analytic | BUSPROG: Technology

23. Proprietary marketing research refers to research projects conducted to study specific company
problems.




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