SEM II 1.06 - 1.09: Question Preview (ID: 23717)

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The first step that a business should take when collecting marketing information from its customers is to
a) develop a rating scale.
b) determine the survey method.
c) obtain secondary data.
d) define research objectives

A business that randomly surveys 200 customers to learn their opinions about a new product is collecting __________ marketing information.
a) scientific
b) confidential
c) primary
d) technical

Businesses often collect marketing information from customers in order to learn which products
a) earn the highest profits.
b) meet specific design standards.
c) sell best in certain locations
d) qualify for vendor discounts

Businesses collect marketing information from other sources in order to find out what is happening in the
a) research department.
b) external environment
c) parent corporation
d) internal organization

4. Businesses collect marketing information from other sources in order to find out what is happening in the NCCTE.9_12.ME.MH32.1.06 RBT: A. research department. B. external environment. C. parent corporation. D. internal organization. 5.
a) affirmation
b) predictability
c) sensitivity
d) correlation

Which of the following is useful marketing information that a business might obtain by analyzing a customer database:
a) Expense involved in developing a customer database
b) Average customer is married, owns home, earns $50,000 a year
c) Federal identification numbers for current and past customers
d) Total sales for each month of the previous year

What should businesses try to achieve when manipulating data for information analysis?
a) Exploratory research
b) Secondary information
c) Program development
d) Accurate interpretation

When analyzing the historical data in a data warehouse, which of the following is true of its data:
a) Related data are grouped together in folders.
b) The data change as modifications are made to the database
c) The data are static.
d) Data maintain the uniqueness provided in their operational applications

A business that conducts research and finds that most of its customers visit the business four times a week has identified the
a) median.
b) mode
c) mean
d) range

Which of the following is an example of range
a) Most consumers buy four CDs per month.
b) Consumers buy an average of five CDs per month
c) Consumers buy between three and seven CDs per month.
d) Half of all consumers buy more than five CDs per month

When making marketing decisions, businesses often analyze research that is expressed as a mean, median, or mode, which are estimates often referred to as the
a) predictability curve.
b) graphic representation.
c) central tendency.
d) distribution share

What do researchers often use to summarize and interpret vast amounts of numeric information?
a) Research questionnaires
b) Descriptive statistics
c) Hypothetical samples
d) Independent variables

Which of the following must coincide when using descriptive statistics in order to have normally distributed data:
a) Range, dispersion, confidence interval
b) Ordinal, nominal, binomial
c) Mean, median, mode
d) Standard deviation, percentiles, pictorial representations

One reason that seat licenses and premium seating are growing trends in sport/event marketing is because these practices are
a) sales policies.
b) pricing strategies
c) advertising methods
d) revenue sources

The NHL, the NFL, and the CFL are becoming more interested in investing in the development of recreational sports for youths in order to
a) appeal to low-income individuals.
b) encourage sedentary lifestyles.
c) comply with local regulations.
d) attract more fans.

Which of the following is a trend in the sport/event industry:
a) Premium seating options are yielding less revenue for sport/event facilities than other types of seating.
b) Relationship marketing is becoming less important to sport/event organizations as technology evolves
c) Due to the high level of media clutter, fewer businesses are participating in sport/event sponsorships.
d) Sport/Event facilities are evolving into complete entertainment centers with interactive activities

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