Check Your Understanding:
1. A marketing intelligence system is a set of procedures and sources managers use to obtain _________.
A marketing intelligence system is a set of procedures and sources managers use to obtain “everyday information about developments in the marketing environment.” (Kotler & Keller, 2009, p. 69).

2. A trend is _________.
A trend is “a direction or sequence of events that has some momentum and durability.” (Kotler & Keller, 2009, p. 72).
3. _________ shapes the beliefs, values, and norms that largely define tastes and preferences.
“Society” shapes the beliefs, values, and norms that largely define tastes and preferences. (Kotler & Keller, 2009, p. 80).

4. The last step in the marketing research process is _____.
The last step in the marketing research process is “the researcher presents findings relevant to the major marketing decisions facing management.” Therefore, the last step in the marketing research process is “Step 6: Make the Decision” (Kotler & Keller, 2009, p. 103).
5. Research that is designed to capture cause-and-effect relationships by eliminating competing explanations of observed findings is called _____.
Research that is designed to capture cause-and-effect relationships by eliminating competing explanations of observed findings is called “experimental research” (Kotler & Keller, 2009, p. 95).
6. _____ is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
“Marketing decision support system (MDSS)” is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns