The initial phase of the marketing research process is carefully defining the information need, which often involves:
a. Data coding & editing
b. Primary data collection
c. Defining the sample size
d. Exploratory research
e. Information reporting
Question 2It is important for a salesperson to determine the needs gap (of the buyer) before making a sales presentation.
Indicate whether the statement is true or false
Question 3Marketing research is costly to an organization and should not be undertaken on trivial issues or to support decisions that have already been made.
Indicate whether the statement is true or false
Question 4The sales presentation takes place prior to uncovering the buyer's needs.
Indicate whether the statement is true or false
Question 5Important reasons for a business student to be exposed to marketing research training include:
a. To discover that it can be rewarding and fun.
b. To learn to be a smart consumer.
c. To gain an appreciation of the process, what it can and cannot do.
d. All of the above
e. A and C
Question 6In some ways, making a sales presentation is analogous to performing surgery.
Indicate whether the statement is true or false
Question 7Successful marketing researchers tend to be reactive rather than proactive.
Indicate whether the statement is true or false
Question 8When handling questions from a buying group, salespeople should remember ____.
a. To ensure everyone has heard and understands the question before answering it
b. To not try and bluff the group by trying to answer a question to which they do not know the answer
c. To answer questions as directly as possible
d. Speak primarily to the person identified as the decision maker
e. a, b, and c are correct
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