Marketing question

1. Carmex's first efforts in marketing research had the research objective of figuring out who it was as a company and what the Carmex name means. In the first stage of the marketing research approach, ________, the research objective is set.

A. collecting relevant information

B. defining the problem

C. developing findings

D. taking marketing actions

E. developing the research plan

2. Carmex uses key Facebook metrics such as "likes" and "engagement" to keep up with the size and activity of Carmex's Facebook audience. In what stage of the marketing research approach would the Carmex manager determine the number of current Facebook likes and level of engagement activity?

A. Develop findings

B. Collect relevant information

C. Define the problem

D. Develop the research plan

E. Take marketing actions

3. If Carmex sent an email survey to each e-mail address registered through its Facebook page to determine what the demographic profile of its average Facebook fan looked like, this would be an example of _________ data gathering.

A. primary

B. biased

C. secondary

D. tertiary

E. unreliable

4. In addition to Facebook research, Carmex uses retailer checkout scanner data to determine which formulations of Carmex are most popular. This type of primary data gathered through the front end checkout data is classified as _______ data.

A. observational

B. personal interview

C. focus group

D. click through

E. survey

5. Assume Carmex used both the poll and the contest on Facebook in an attempt to increase "engagement" and "likes" on the Carmex page. If "likes" did not increase but "engagement" increased by 10%, one would conclude that the contest was _____ successful at driving results than the poll.

A. equally

B. less

C. fractionally

D. far more

E. more