Marketing Essentials

Section 2: The Marketing Survey

After You Read Online Action

Key Terms and Concepts

1. A survey is valid when the questions measure what was intended to be measured.
2. Surveys must be properly written, formatted, and administered.
3. Any of the following techniques are acceptable: excellent appearance and design; section headings or numbers; clear directions; demographic questions grouped together; a variety of question types.

Academic Skills

4. $529,200; 1,500 X .07 = 105 people; 105 X $14/person = $1,470 a day; $1,470 X 360 days = $529,200
5. Students should identify the issue, the type of campaign (local, state, or national), how the opinion poll was conducted, and the results.