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WorksheetsChapter 5 Sports and Entertainment Marketing
Total questions: 40
Worksheet time: 20mins
To interpret data, marketers must have the knowledge to see patterns and understand what those patterns mean.
True
False
After Marketing data is gathered, researchers will look for patterns and understand what those patterns mean.
True
False
Revealing patterns and measuring data are part of analytics, of finding meaning in the data.
True
False
The final step in the marketing research process is to determine a solution to the problem.
True
False
In some businesses, gut feelings and intuition are used in decision making.
True
False
A calculation of the estimated profit a business will earn from a customer is called the customer's lifetime value, or CLV.
True
False
Some large companies have a marketing research department within the firm but also work with outside marketing research firms.
True
False
Once people agree to participate in market research, companies can use the data those people provide in any way they choose.
True
False
There is no way for marketers to track the number of people who have seen an advertisement.
True
False
Even data-driven decisions must be balanced with common sense and ethics.
True
False
A cart-reminder email reminds customers of incomplete purchases they have left in an online shopping cart.
True
False
Research has shown that the quality of a TV advertisement is directly connected with how memorable the ad is to viewers.
True
False
Today, most advertisers rely on what has succeeded previously in order to determine which TV programs potential viewers will watch.
True
False
Marketing information collected from customers can be used by businesses to help make needed improvements.
True
False
The first step in marketing research is to collect the data
True
False
Deceiving people when conducting marketing research usually leads to important findings that a company can use to improve its business.
True
False
Price points ...
are bonuses received for purchasing certain products.
are the range of prices charged for a category of merchandise.
are used for psychological pricing.
are the lowest prices charged for merchandise.
Ethical research...
is frequently used to disguise a sales tactic.
is biased research.
respects confidentiality.
both a and c.
Statistics gathered through valid research is called...
descriptive data.
hard data.
primary data.
soft data.
Collecting and sorting data...
is tedious work.
is time consuming.
becomes easier using spreadsheet and database software programs.
all of the above.
The process of organizing data from multiple sources into usable information is called...
data mining.
big data.
marketing research.
convergence analytics.
What is the final step for marketing research?
analyze current conditions.
implement and evaluate the results.
collect the data.
develop the process for data collection.
A set of procedures and methods used to symmetrically collect, analyze, distribute, and sort information needed by a business to make decisions is called...
a marketing-information system.
marketing research.
data interpretation.
syndicated research.
______ are small numbers of people representative of a large group.
Polls
Samples
Cookies
Tests
_______ research is conducted by an independent company and then offered for sale to everyone in an industry.
Syndicated
Primary
Secondary
Client-side
A(n) ______ shows how often each numerical value, response, item, or range of numbers in a set of data occurs.
frequency table
cookie
sample
algorithm
Decision making for most companies is mainly based on...
a combination of gut feelings, intuition, and marketing research.
a great amount of luck.
gut feelings only.
marketing research only.
The first step for marketing research is to...
analyze current conditions.
collect the data.
discover and define the problem.
analyze and report the data.
When research is conducted by an independent company and then offered for sale to everyone in an industry, it is called...
industrial research.
independent research.
syndicated research.
free research.
A(n) _____ consists of a group of people who share certain characteristics.
cohort
company
market
culture
Data based on an educated guess is called _____ data.
smart
thought-based
slow
soft
The process of using computer programming and incorporating statistics to organize data into meaningful patterns is called...
organizing data.
analyzing data.
analytics.
data programming.
When staff researchers work with external research agencies, they are referred to as _____ researchers.
part-time
client-side
external
hard-working
______ consist of a panel of people who answer market research questions related to their observations or opinions about a product or service.
Control groups
Groupings
Focus groups
Market research groups
A detailed set of instructions on how to sort data is called a(n) ______
algorithm.
business plan.
data sheet.
sorting plan.
______ involves the use of powerful computers to "dig up" data needed for decision making.
Data digging
Decision making research
Digging
Data mining
When information is gathered that is very specifically focused on a single target market, it is called _______.
research.
information finding.
market research.
specific research.
A(n) ______ is a small number representative of a large group.
portion
piece
sample
slice
_______ is conducted to gather data and identify solutions to marketing problems.
Research
Searching
Marketing research
Problem-solving
A(n) _______ includes most charts and graphs that visually represent data in a reader-friendly format.
cover page
header
algorithm
dashboard
