Data Diving

Ted is planning a new advertising campaign for his company, a stable that offers private horseback-riding lessons. Which of the following is data that would be useful for Ted’s marketing decision making: 

• Sales volume data for the horse racing industry
• Strengths and weaknesses of local coffee shops
• Market share data for his company during the past year 
• Demographic data for local dog owners

Which of the following is an example of a primary data source:

• A call report
• A market-research survey
• A sales invoice
• An expense report 

Which of the following is an example of a secondary data source: 

• a warranty card
• a customer interview
• an internet survey 
• a focus group

Juliana wants to measure her business’s actual sales against its goals for the quarter. She needs to conduct a 

•  SWOT analysis.
• customer analysis.
• sales volume analysis.
• market share analysis

Simon wants to know how well his company did last quarter in relation to other companies in its industry. He needs to conduct a 

• sales volume analysis. 
• SWOT analysis.
• customer analysis.
• market share analysis.

Which of the following data might a business learn from its customers: 

• Data about traveling expenses
• Financial data about competitors 
• Market share data
• Data about buying habits 

Where is the best place to start looking for data about competitors? 

• The company’s web site
• The company’s internal financial records
• The company’s call reports 
• The local newspaper

Which of the following is a basic rule governing the collection of data for marketing decision making: 

• Keep responsibilities to just one or two employees.
• Don’t overextend company resources.
• Gather as much data as you possibly can.
• Use only primary sources. 

Pauline has gathered so much data for her business’s marketing team that she’s having trouble organizing and storing them all. These data have become less useful to Pauline’s company because of 

• information overload
• Pauline’s lack of training.
• their irrelevance to the company. 
• trademarks and copyrights.

Wayne is in charge of collecting useful marketing data for his company. He has decided that sales will be considered final when the product(s) have shipped. This is an example of 

•  conducting sales volume analysis.
• preparing call reports.
• compiling a list of secondary data sources.
• setting parameters.