Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e- Improving Decisions
with Marketing
Information
Text © The McGraw−Hill
Companies, 2002244 Chapter 8
1. Discuss the concept of a marketing information sys-
tem and why it is important for marketing managers
to be involved in planning the system.
2. In your own words, explain why a decision support
system (DSS) can add to the value of a marketing
information system. Give an example of how a deci-
sion support system might help.
3. If a firm’s intranet and marketing decision support
system do not include a search engine, would they
still be useful to a marketing manager? Why?
4. Discuss how output from a marketing information
system (MIS) might differ from the output of a typ-
ical marketing research department.
5. Discuss some of the likely problems facing the mar-
keting manager in a small firm that has just
purchased a personal computer with a cable modem
to search the Internet for information on competi-
tors’ marketing plans.
6. Explain the key characteristics of the scientific
method and show why these are important to man-
agers concerned with research.
7. How is the situation analysis different from the data
collection step? Can both these steps be done at the
same time to obtain answers sooner? Is this wise?
8. Distinguish between primary data and secondary
data and illustrate your answer.
9 .With so much secondary information now available
free or at low cost over the Internet, why would a firm
ever want to spend the money to do primary research?
If a firm were interested in estimating the distribu-
tion of income in the state of California, how could
it proceed? Be specific.
If a firm were interested in estimating sand and clay
production in Georgia, how could it proceed? Be
specific.
Go to the library (or get on the Internet) and find
(in some government publication or website) three
marketing-oriented “facts” on international markets
that you did not know existed or were available.
Record on one page and show sources.
13 .Explain why a company might want to do focus
group interviews rather than individual interviews
with the same people.
14 .Distinguish between qualitative and quantitative
approaches to research—and give some of the key
advantages and limitations of each approach.
15 .Define response rate and discuss why a marketing
manager might be concerned about the response rate
achieved in a particular survey. Give an example.
16 .Prepare a table that summarizes some of the key ad-
vantages and limitations of mail, e-mail, telephone,
and personal interview approaches for administer-
ing questionnaires.
17 .Would a firm want to subscribe to a shared cost data
service if the same data were going to be available to
competitors? Discuss your reasoning.
18. Explain how you might use different types of re-
search (focus groups, observation, survey, and
experiment) to forecast market reaction to a new
kind of disposable baby diaper, which is to receive
no promotion other than what the retailer will
give it. Further, assume that the new diaper’s
name will not be associated with other known
products. The product will be offered at competi-
tive prices.
19 .Marketing research involves expense—sometimes
considerable expense. Why does the text recommend
the use of marketing research even though a highly
experienced marketing executive is available?
20 .A marketing manager is considering opportunities
to export her firm’s current consumer products to
several different countries. She is interested in get-
ting secondary data that will help her narrow down
choices to countries that offer the best potential.
The manager then plans to do more detailed pri-
mary research with consumers in those markets.
What suggestions would you give her about how to
proceed?
21 .Discuss the concept that some information may be
too expensive to obtain in relation to its value.
Illustrate.Suggested Cases8. Sophia’s Ristorante 9 .SleepyTime MotelQuestions and Problems