Question 1

When two or more secondary sources provide conflicting information,you should:

Accepted Answer

A) select the one source that has been in business the longest. 
B) evaluate the information from each source and select the source that best suits your needs for reliable and valid information. 
C) probably abandon the project if there is conflicting information;you will never have objective results upon which to base your decision. 
D) call the client/manager and ask which source is desired. 
E) report the discrepancies immediately to the two sources. 
A) select the one source that has been in business the longest. 
B) evaluate the information from each source and select the source that best suits your needs for reliable and valid information. 
C) probably abandon the project if there is conflicting information;you will never have objective results upon which to base your decision. 
D) call the client/manager and ask which source is desired. 
E) report the discrepancies immediately to the two sources. B

Question 2

Marketing researchers must evaluate secondary information to determine if it is reliable.This involves investigating all of the following,EXCEPT:

Accepted Answer

A) the purpose of the study. 
B) who collected the information. 
C) the timing of the study. 
D) how the information was obtained. 
E) consistency with other information. 
A) the purpose of the study. 
B) who collected the information. 
C) the timing of the study. 
D) how the information was obtained. 
E) consistency with other information. C

Question 3

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

Accepted Answer

A) basic data 
B) unrelated data 
C) published data 
D) primary data 
E) secondary data 
A) basic data 
B) unrelated data 
C) published data 
D) primary data 
E) secondary data E

Question 4

Which of the following best represents a field within a database?

Accepted Answer

A) anything outside the company laboratory 
B) a database record 
C) records within customer names 
D) customer names within a record 
E) a data mine 
A) anything outside the company laboratory 
B) a database record 
C) records within customer names 
D) customer names within a record 
E) a data mine

Question 5

Walt Lewis was interested in knowing how best to allocate territories in Texas to the new,10-member sales force he hired.While the sales force was undergoing training,Walt sought some secondary data that would help him allocate sets of counties to the salespersons.He knew he had to be equitable and felt strongly that each set of counties should have a market potential about equal to all the other sets.He needed some quantifiable measure of the market potential for each county,and he didn't want to use any Census data because he felt like this was outdated.Which of the following sources of secondary data would you recommend that Walt use?

Accepted Answer

A) Hire marketing research firm,Decision Analyst,Inc. 
B) Seek an aggregator known for compiling local directory information. 
C) Call the Office of Management and Budget (OM
B) to access the most recent Metropolitan SAs. 
D) Call the Office of Management and Budget (OM
B) to access the most recent Micropolitan SAs. 
E) Consult the most recent American Community Survey (ACS)in the geographic region. 
A) Hire marketing research firm,Decision Analyst,Inc. 
B) Seek an aggregator known for compiling local directory information. 
C) Call the Office of Management and Budget (OM
B) to access the most recent Metropolitan SAs. 
D) Call the Office of Management and Budget (OM
B) to access the most recent Micropolitan SAs. 
E) Consult the most recent American Community Survey (ACS)in the geographic region.

Question 6

If two secondary sources of information report different information for what appears to be the same entity,a researcher should avoid using either information source at all costs.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following reporting units contain BOTH Metropolitan SAs and Micropolitan SAs?

Accepted Answer

A) Core Bulletin Statistical Association 
B) Combination of Business and Suburban Areas 
C) Confederation of Business Statisticians of America 
D) Core Based Statistical Areas 
E) None of the above: the terms "Micropolitan SAs" and "Metropolitan SAs" are used interchangeably. 
A) Core Bulletin Statistical Association 
B) Combination of Business and Suburban Areas 
C) Confederation of Business Statisticians of America 
D) Core Based Statistical Areas 
E) None of the above: the terms "Micropolitan SAs" and "Metropolitan SAs" are used interchangeably.

Question 8

Packaged information is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.

Accepted Answer

A) True 
 B)False

Question 9

A great deal of "census" information is actually based upon statistical sampling.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following would be classified as a part of internal secondary data?

Accepted Answer

A) internal database 
B) online information database 
C) demographic data within a company's target market 
D) any government data 
E) data within libraries 
A) internal database 
B) online information database 
C) demographic data within a company's target market 
D) any government data 
E) data within libraries

Question 11

Esri's Tapestry Segmentation system,which profiles neighborhoods according to each client's customer demographics,is an example of a(n):

Accepted Answer

A) syndicated data service. 
B) customized segmentation process. 
C) marketing research service for forestry products. 
D) packaged service. 
E) data mining service. 
A) syndicated data service. 
B) customized segmentation process. 
C) marketing research service for forestry products. 
D) packaged service. 
E) data mining service.

Question 12

Nielsen's service that is designed to gather and report WOM or online "buzz" about companies and their products and services is known as:

Accepted Answer

A) Online Reporter. 
B) WOMDataMetrics. 
C) NielsenBlogMagnet. 
D) BuzzMetrics. 
E) WOMSphereReporter. 
A) Online Reporter. 
B) WOMDataMetrics. 
C) NielsenBlogMagnet. 
D) BuzzMetrics. 
E) WOMSphereReporter.

Question 13

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Accepted Answer

A) True 
 B)False

Question 14

Packaged services firms are marketing a process more than anything else.Examples include standardized methods of measuring customer satisfaction or providing a system for segmenting the market.

Accepted Answer

A) True 
 B)False

Question 15

Which item below is NOT a key advantage of syndicated data?

Accepted Answer

A) the currency of the information 
B) the client has absolute control over which data are to be collected 
C) the shared costs 
D) high quality of the data 
E) data are quickly disseminated to users 
A) the currency of the information 
B) the client has absolute control over which data are to be collected 
C) the shared costs 
D) high quality of the data 
E) data are quickly disseminated to users

Question 16

Which of the following is a disadvantage of packaged services?

Accepted Answer

A) The company providing the standardized service may not know the idiosyncrasies of the buyer firm's industry. 
B) The company providing the standardized service may be biased about the idiosyncrasies of the buyer firm's industry. 
C) Buyers have little control over what information is collected. 
D) It is regulated by the FTC,Standardized Services Division. 
E) Data are distributed only every six months to end users. 
A) The company providing the standardized service may not know the idiosyncrasies of the buyer firm's industry. 
B) The company providing the standardized service may be biased about the idiosyncrasies of the buyer firm's industry. 
C) Buyers have little control over what information is collected. 
D) It is regulated by the FTC,Standardized Services Division. 
E) Data are distributed only every six months to end users.

Question 17

A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for its yachts.It needs cities with average incomes exceeding $75,000.However,the secondary information source found the income category of $50,000 and over.This represents:

Accepted Answer

A) differing class definitions of the data. 
B) a mismatch of the units of measurement. 
C) outdated data. 
D) data having high credibility. 
E) incompatible reporting units. 
A) differing class definitions of the data. 
B) a mismatch of the units of measurement. 
C) outdated data. 
D) data having high credibility. 
E) incompatible reporting units.

Question 18

Which of the following best describes CRM?

Accepted Answer

A) Certificate for Records Management;awarded by the MRA after passing certain record-keeping requirements 
B) Customer Relationship Management;the use of internal databases to strengthen customer relationships 
C) Certified Records Manager;awarded by the MRA for successfully passing a series of courses related to database management 
D) Customer Requirement Mandate;referring to customer requests that must be honored at all costs 
E) None of the above;there is no such thing as CRM. 
A) Certificate for Records Management;awarded by the MRA after passing certain record-keeping requirements 
B) Customer Relationship Management;the use of internal databases to strengthen customer relationships 
C) Certified Records Manager;awarded by the MRA for successfully passing a series of courses related to database management 
D) Customer Requirement Mandate;referring to customer requests that must be honored at all costs 
E) None of the above;there is no such thing as CRM.

Question 19

The SKOPOS service RepliKator measures consumer reaction to radio messages.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following represents an application of secondary data?

Accepted Answer

A) predicting broad changes in culture 
B) selecting a street location for a new car wash 
C) economic-trends forecasting 
D) corporate intelligence 
E) All of the above are applications of secondary data. 
A) predicting broad changes in culture 
B) selecting a street location for a new car wash 
C) economic-trends forecasting 
D) corporate intelligence 
E) All of the above are applications of secondary data.

When two or more secondary sources provide conflicting information,you should:

Marketing researchers must evaluate secondary information to determine if it is reliable.This involves investigating all of the following,EXCEPT:

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

Which of the following best represents a field within a database?

If two secondary sources of information report different information for what appears to be the same entity,a researcher should avoid using either information source at all costs.

Which of the following reporting units contain BOTH Metropolitan SAs and Micropolitan SAs?

Packaged information is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.

A great deal of "census" information is actually based upon statistical sampling.

Which of the following would be classified as a part of internal secondary data?

Esri's Tapestry Segmentation system,which profiles neighborhoods according to each client's customer demographics,is an example of a(n):

Nielsen's service that is designed to gather and report WOM or online "buzz" about companies and their products and services is known as:

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Packaged services firms are marketing a process more than anything else.Examples include standardized methods of measuring customer satisfaction or providing a system for segmenting the market.

Which item below is NOT a key advantage of syndicated data?

Which of the following is a disadvantage of packaged services?

A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for its yachts.It needs cities with average incomes exceeding $75,000.However,the secondary information source found the income category of $50,000 and over.This represents:

Which of the following best describes CRM?

The SKOPOS service RepliKator measures consumer reaction to radio messages.

Which of the following represents an application of secondary data?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 5: Secondary Data Packaged Information

When two or more secondary sources provide conflicting information,you should:

Marketing researchers must evaluate secondary information to determine if it is reliable.This involves investigating all of the following,EXCEPT:

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

Which of the following best represents a field within a database?

If two secondary sources of information report different information for what appears to be the same entity,a researcher should avoid using either information source at all costs.

Which of the following reporting units contain BOTH Metropolitan SAs and Micropolitan SAs?

Packaged information is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.

A great deal of "census" information is actually based upon statistical sampling.

Which of the following would be classified as a part of internal secondary data?

Esri's Tapestry Segmentation system,which profiles neighborhoods according to each client's customer demographics,is an example of a(n):

Nielsen's service that is designed to gather and report WOM or online "buzz" about companies and their products and services is known as:

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Packaged services firms are marketing a process more than anything else.Examples include standardized methods of measuring customer satisfaction or providing a system for segmenting the market.

Which item below is NOT a key advantage of syndicated data?

Which of the following is a disadvantage of packaged services?

A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for its yachts.It needs cities with average incomes exceeding $75,000.However,the secondary information source found the income category of $50,000 and over.This represents:

Which of the following best describes CRM?

The SKOPOS service RepliKator measures consumer reaction to radio messages.

Which of the following represents an application of secondary data?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters