Entrepreneurship unit 4.2

Which of the following is not an example of a touch point?

a. a product registration form b. the return of a completed warranty card c. a request for product information D. an order of goods from a supplier***

In the first step in the market research process, you need to

a. determine what data you need to collect. b. decide how you will gather data. C. define the market research question.*** d. determine how much data you will need to collect.

Secondary data are found

a. in government publications. b. on the Internet. c. in newspapers. D. all of these***

The movement of data between locations in a structured, computer-retrievable format is known as electronic data mining.

false

Which of the following is not a way to collect primary data?

A. Consumer opinion blogs*** b. Observation c. Surveys d. Focus groups

A good survey should

A. have easy-to-answer questions.*** b. be at least two pages long. c. explain in detail why you are conducting the survey. d. all of these

Finding hidden patterns and relationships in customer data is called data

A. mining.*** b. collection. c. evaluation. d. warehousing.

Customer relationship management focuses on

A. understanding customers as individuals.*** b. understanding customers as part of a group. c. identifying a target market. d. none of these

Social media marketing

a. is a useful but expensive way to promote a product. b. helps a company get indirect feedback from customers. c. has failed to catch on because not everyone uses social media. D. is a good way for companies to increase exposure.***

In designing a survey, you should consider all of the following except

a. length of the survey. b. how you plan to administer it. C. when you can get the best information.*** d. the purpose of each question.

Focus groups are quick interviews with target customers.

false

Observation is the best research method if you want to find out people's opinions.

false

The first step in conducting primary market research is to select a research method.

false

Collecting primary data can be expensive and time-consuming.

true

Economic trends and industry forecasts help determine the kind of primary data research to perform.

true

Information collected for the very first time to fit a specific purpose is primary data.

true

Surveys should be kept to a page in length when read over the phone or mailed to respondents.

true

The goal of social media marketing is to product content that users will share with their social network to help a company reach more customers.

true