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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Marketing Decision Support Systems and Business Intelligence

Multiple Choice Quiz


1	A(n) ____________________________ is a computer-based system intended for use by particular marketing personnel at any functional level to assist in solving semistructured problems.
		A)	marketing information system
		B)	marketing decision support system
		C)	marketing research system
		D)	marketing database
		E)	information warehouse


2	A marketing decision support system (MDSS):
		A)	is designed for specific research problems to support individual marketing personnel.
		B)	provides information designed to facilitate a specific decision.
		C)	is primarily intended to evaluate alternative solutions to marketing-related problems and identify the best course of action.
		D)	is designed for application to narrow problems.
		E)	all of the above.


3	A marketing decision support system (MDSS) allows the decision-maker to, hopefully, identify the best solution to a problem by using databased information to:
		A)	conduct simulations.
		B)	create data classifications.
		C)	capture real-time data.
		D)	identify historical trends.
		E)	store large volumes of secondary data.


4	The bulk of the information contained in the MDSS is:
		A)	predictive in nature.
		B)	composed of attitudinal measurements.
		C)	generated from customer intention surveys.
		D)	secondary data.
		E)	produced from psychographic information.


5	The X-Cel Corporation is preparing to evaluate the impact of adopting a Just-In-Time (JIT) approach to manufacturing. In its MDSS simulations, the most important aspect of the analysis will focus upon:
		A)	transactional data.
		B)	attitudinal information.
		C)	environmental information.
		D)	customer purchase intentions.
		E)	demographic data.


6	_______________________ focuses upon the collection of daily operational information pertinent to the company and the markets it serves.
		A)	Market research
		B)	Business intelligence
		C)	Bar coding
		D)	Secondary data
		E)	Demographic data


7	The X-Cel Corporation is seeking a means of capturing transactional data in a real-time environment the firm can facilitate that goal by installing _______________________ to read product bar codes in all of its retail outlets.
		A)	environmental scanners
		B)	business intelligence systems
		C)	optical scanners
		D)	ARS systems
		E)	automated coding systems


8	The X-Cel Corporation has just established a JIT system. Which of the following systems would best complement that effort?
		A)	ARS systems
		B)	optical scanning systems
		C)	MRS systems
		D)	MDSS systems
		E)	EDI systems


9	A computerized system designed to speed the flow of information and products from producer to distributor to retailer is called a(n):
		A)	ARS system.
		B)	optical scanning system.
		C)	MRS system.
		D)	MDSS system.
		E)	EDI system.


10	A(n) __________________________ is a computerized point of sale device that accepts credit cards, ATM cards, or debit cards as payment while passing along a wealth of consumer data.
		A)	optical scanner
		B)	reader-sorter
		C)	JIT system
		D)	ARS system
		E)	transactional system


11	The X-Cel Corporation utilizes its MDSS system to generate and analyze large volumes of data. Its analytical efforts are likely to rely upon:
		A)	optical scanning systems.
		B)	reader-sorter systems.
		C)	statistical software systems.
		D)	ARS systems.
		E)	GIS systems.


12	The X-Cel Corporation employs its MDSS system to budget for its promotional efforts. Specifically, the firm is likely to rely upon:
		A)	reader-sorter systems.
		B)	optical-scanning systems.
		C)	statistical software systems.
		D)	ARS systems.
		E)	managerial function software systems.


13	The X-Cel Corporation employs its MDSS to analyze neighborhoods within the cities it serves in order to identify those in which preselected demographic and lifestyle categories overlap. The firm is most likely to rely upon:
		A)	GIS systems.
		B)	JIT systems.
		C)	ARS systems.
		D)	EDI systems.
		E)	MRS systems.


14	The retrieval of information from a MDSS without the need for special software is made possible by a:
		A)	JIT language.
		B)	GIS language.
		C)	QUERY language.
		D)	ARS language.
		E)	Business Intelligence Language


15	The formal, continually evolving process by which a firm assesses the evolution of its industry and the capabilities and behaviors of its current and potential competitors to assist in developing and maintaining a competitive advantage is called a:
		A)	query program.
		B)	GIS program.
		C)	EDI program.
		D)	BIS program.
		E)	ARS program.

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