1) What is a market segment? a) A group of similar needs within an overall market b) The age of a target group c) The entire market d) Income 2) What is market research? a) The process of gathering, alanlysing and processing data relevant to marketing decisions b) Data gathered for the first time c) A group of similar needs within an overall market d) Data that has been gathered already 3) What is primary research? a) The process of gathering, alanlysing and processing data relevant to marketing decisions b) Data gathered for the first time c) A group of similar needs within an overall market d) Data that has been gathered already 4) What is secondary research? a) The process of gathering, alanlysing and processing data relevant to marketing decisions b) Data gathered for the first time c) A group of similar needs within an overall market d) Data that has been gathered already 5) Select all the market segments a) Age b) Height c) Income d) Gender e) Weight f) Lifestyle 6) Which two of the following are methods of desk research? a) Using telephones polls b) Using consumer trials c) Reading trade magazines d) Looking at government statistics 7) Which of the following is an advantage of secondary research? a) It is not specific to the business b) It is quick and easy to gather c) It could be out of date 8) Select the statements you believe to be true from the choices below a) Quantitative data can be displayed in charts and graphs b) Quantitative data is expressed as words and opinions c) Using an open ended question to rate the quality of food is an example of quantitative data  d) Using an open ended questions to rate the quality of food is an example of qualitative data e) Rating the quality of food on a 1-9 scale is an example of quantitative data f) Rating the quality of food on a 1-9 scale is an example of qualitative data

5.2 Market Segmentation and Research

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