Data Diving LAP Test

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

 

 

• Demographic data for local dog and cat owners

   

• Strengths and weaknesses of local horse veterinarians

• Sales volume data for the horse-racing industry

   

• Market share data for his company during the past year

Which of the following is most likely to be a primary data source:

 

•   A customer survey

   

• A sales invoice

• A customer record

•   An expense report

Which of the following is most likely to be a secondary data source:

 

• A focus group

   

• A research study

•   An Internet survey

   

• A call report

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

 

•   customer

•   sales volume

• market share

•   SWOT

Which of the following is a piece of data that could be obtained from customer complaints files:

 

 

• How a customer’s complaint was resolved

   

• A customer’s tone of voice when lodging a complaint

• Total sales in relation to sales goals for the year

   

• Which products have the highest quarterly sales

Which of the following is an example of customer data:

 

•   Financial data about competitors

   

• Data about traveling expenses

• Data about buying habits

   

• Market share data

Which of the following data are most likely to be found in a business’s customer records:

 

 

• Personal financial data

   

• Annual purchases and product usage

• Lodging and food expenses

   

• Sales in relation to prior time periods

Cedric just spent $150 taking a potential customer out to dinner. He will submit this information in a(n)

 

• call report.

   

• sales invoice.

•   expense report.

   

• product review.

Because not all sales calls result in sales, it’s important for salespeople to track customer contacts in

•   call reports.

•   expense reports.

•   sales invoices.

   

• sales reports.

If marketers want to know how salespeople are performing over a period of time, they should consult

 

 

• customer records.

•   expense reports.

• sales invoices.

•   sales reports.