Unit 4.2: multiple choice

A good questionnaire should (A) have easy-to-answer questions (B) be at least two pages long (C) help you find suppliers (D) explain in detail why you are conduction the survey

A

Customer relationship management (A) focuses on understanding customers as individuals (B) focuses on understanding customers as groups (C) provides demographic and psychographic data (D) none of these

A

The data collected in a telephone survey are (A) secondary data (B) primary data (C) population data (D) computer data

B

Touch points are areas where a customer (A) likes a particular product (B) might have contact with the company (C) enjoys shopping in a mall (D) will try a new service

B

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

C

Which of the following is not a way to collect primary data? (A) focus group (B) consumer opinion blogs (C) surveys (D) observation

B

Finding hidden patterns and relationships in customer data is called (A) data warehousing (B) data collection (C) data mining (D) data evaluation

C

Secondary data are found (A) in government publications (B) on the internet (C) in newspapers (D) all of these

D