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SEM II 1.06-1.09 Review
Test Description: Exam Review
Instructions: Answer all questions to get your test result.
1) Which is the first step that a business should take when collecting marketing information from its customers?
A
Determine the survey method
B
Define research objectives
C
Develop a rating scale
D
Obtain secondary data
2) Businesses often collect marketing information from customers in order to learn how to do which?
A
Earn the highest profits
B
Meet specific design standards
C
Sell best in certain locations
D
Qualify for vendor discounts
3) A business that randomly surveys 200 customers to learn about opinions of a new product is collecting which marketing information?
A
Primary
B
Technical
C
Confidential
D
Scientific
4) Businesses collect marketing information from other sources in order to find out what is happening in which area?
A
Parent corporation
B
Research department
C
External environment
D
Internal organization
5) What should businesses try to achieve when manipulating data for information analysis?
A
Program development
B
Exploratory research
C
Accurate interpretation
D
Secondary information
6) Which is useful marketing information that a business might obtain by analyzing a customer database?
A
Average customer who is married and a homeowner earning $50,000 a year
B
Total sales for each month of the previous year
C
Federal identification numbers for current and past customers
D
Expense involved in developing a customer database
7) When analyzing the historical data in a data warehouse, which is true of its data?
A
The data are static.
B
Related data are grouped together in folders.
C
The data change as modifications are made to the database.
D
Data maintain the uniqueness provided in their operational applications.
8) When marketing researchers review the level of affiliation between two variables, they are evaluating which data components?
A
Correlation
B
Predictability
C
Sensitivity
D
Affirmation
9) Which is a trend in the sports or event industry?
A
Relationship marketing is becoming less important to sports or event organizations as technology evolves.
B
Premium seating options are yielding less revenue for sports or event facilities than other types of seating.
C
Due to the high level of media clutter, fewer businesses are participating in sports or event sponsorships.
D
Sports or event facilities are evolving into complete entertainment centers with interactive activities.
10) One reason that seat licenses and premium seating are growing trends in sports or event marketing is because these practices are which type of source?
A
Revenues
B
Sales policies
C
Advertising methods
D
Pricing strategies
11) The NHL, the NFL, and the CFL are becoming more interested in investing in the development of recreational sports for youths in order to achieve which goal?
A
Encourage sedentary lifestyles
B
Comply with local regulations
C
Appeal to low–income individuals
D
Attract more fans
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