Which of the Following Statements About a Marketing Audit Is

question 17

Multiple Choice

Which of the following statements about a marketing audit is FALSE?

• A) A marketing audit takes a detailed looks at the firm's current marketing plans to see if they are still the best plans the firm can offer.
• B) A marketing audit should be done on a regular basis.
• C) The marketing strategy planning framework is useful in conducting a marketing audit.
• D) A good audit is internal and is not concerned with gathering information from outside the firm.
• E) Ideally, a marketing audit should not be necessary, but it often is.

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Definitions:

True Scores

Theoretical values that accurately reflect the actual attribute or ability measured, devoid of any measurement error or bias.

Observed Scores

The actual scores or data collected from research participants during a study.

Reliability Coefficients

Statistics that measure the consistency or stability of scores from a test or measurement tool over time.

Internal Consistency

A measure of how well the items on a test measure the same construct or concept.