What is measured by such benchmarks as satisfaction surveys, percentage of existing customers retained, and increases in revenue dollars per customer?

The human element is an important factor in every system of internal control.

a. true b. false

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

A) mail questionnaires B) focus group interviews C) Internet search engines D) personal interviews E) commercial online databases