SEM II 1.06-1.09 Review Question Preview (ID: 37808)


Exam Review. TEACHERS: click here for quick copy question ID numbers.

Which is the first step that a business should take when collecting marketing information from its customers?
a) Develop a rating scale
b) Determine the survey method
c) Obtain secondary data
d) Define research objectives

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

A business that randomly surveys 200 customers to learn about opinions of a new product is collecting which marketing information?
a) Scientific
b) Confidential
c) Primary
d) Technical

Businesses collect marketing information from other sources in order to find out what is happening in which area?
a) Research department
b) External environment
c) Parent corporation
d) Internal organization

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

Which 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 who is married and a homeowner earning $50,000 a year
c) Federal identification numbers for current and past customers
d) Total sales for each month of the previous year

When analyzing the historical data in a data warehouse, which 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.

When marketing researchers review the level of affiliation between two variables, they are evaluating which data components?
a) Affirmation
b) Predictability
c) Sensitivity
d) Correlation

Which is a trend in the sports or event industry?
a) Premium seating options are yielding less revenue for sports or event facilities than other types of seating.
b) Relationship marketing is becoming less important to sports or event organizations as technology evolves.
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.

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) Sales policies
b) Pricing strategies
c) Advertising methods
d) Revenues

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) Appeal to low–income individuals
b) Encourage sedentary lifestyles
c) Comply with local regulations
d) Attract more fans

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