Question 1

Internal secondary data refers to any information that is stored in the internal memory of a computer.

Accepted Answer

A) True 
 B)False

Question 2

________ is an umbrella term which refers to the online posting of consumer opinions,comments,and personal experiences.

Accepted Answer

A) Online information databases 
B) Consumer-generated media (CGM) 
C) ChatBack 
D) Blogging 
E) Buzz 
A) Online information databases 
B) Consumer-generated media (CGM) 
C) ChatBack 
D) Blogging 
E) Buzz

Question 3

Which of the following standardized information services firms is developing a device that will automatically record media (radio,TV,or web pages)to which a person is exposed?

Accepted Answer

A) ACNielsen 
B) Information Resources,Inc. 
C) CGM 
D) Arbitron 
E) AllMediaRecording,Inc. 
A) ACNielsen 
B) Information Resources,Inc. 
C) CGM 
D) Arbitron 
E) AllMediaRecording,Inc.

Question 4

Metropolitan SAs can best be described as:

Accepted Answer

A) statistical reporting units with a population of 50,000 or more. 
B) statistical reporting units with at least one urbanized area populated by 50,000 or more. 
C) statistical reporting units with at least one urban cluster populated by 10,000 or more. 
D) statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000. 
E) statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000,plus adjacent territory that has a high degree of social and economic integration. 
A) statistical reporting units with a population of 50,000 or more. 
B) statistical reporting units with at least one urbanized area populated by 50,000 or more. 
C) statistical reporting units with at least one urban cluster populated by 10,000 or more. 
D) statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000. 
E) statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000,plus adjacent territory that has a high degree of social and economic integration.

Question 5

Which of the following was NOT discussed as a method of evaluating secondary data?

Accepted Answer

A) What was the purpose of the study? 
B) How readily available is the information to the public? 
C) Who collected the information? 
D) How consistent is the information with other information? 
E) How was the information obtained? 
A) What was the purpose of the study? 
B) How readily available is the information to the public? 
C) Who collected the information? 
D) How consistent is the information with other information? 
E) How was the information obtained?

Question 6

________ services offer a wide variety of indexes,directories,and statistical and full-text files,all searched by the same search logic.

Accepted Answer

A) Syndicated data 
B) Online information base 
C) Aggregator 
D) Data mining 
E) Micromarketing 
A) Syndicated data 
B) Online information base 
C) Aggregator 
D) Data mining 
E) Micromarketing

Question 7

Tracking studies gather data from retail stores by using either scanner data or by conducting retail-store audits.

Accepted Answer

A) True 
 B)False

Question 8

________ is a term which refers to online consumer word of mouth.

Accepted Answer

A) Blogging 
B) Twitter 
C) ChatBack 
D) SKOPOS 
E) Buzz 
A) Blogging 
B) Twitter 
C) ChatBack 
D) SKOPOS 
E) Buzz

Question 9

Online information about the U.S.Census may be found at:

Accepted Answer

A) the U.S.census org. 
B) www.census.gov. 
C) www.directory of Government Documents.com. 
D) http://The U.S.Statistical Abstract. 
E) Online Census Guidebook.org. 
A) the U.S.census org. 
B) www.census.gov. 
C) www.directory of Government Documents.com. 
D) http://The U.S.Statistical Abstract. 
E) Online Census Guidebook.org.

Question 10

Tracking consumer attitudes and opinions is not the kind of information that is available from standardized information firms.

Accepted Answer

A) True 
 B)False

Question 11

The key advantage of using a packaged services firm is:

Accepted Answer

A) reducing the cost of the research project. 
B) benefiting from the ability to customize specific components of the project. 
C) taking advantage of the experience of the research team offering the service. 
D) benefiting from industry-specific expertise provided by the research firm. 
E) taking advantage of the long-term viability of the data resulting from the project. 
A) reducing the cost of the research project. 
B) benefiting from the ability to customize specific components of the project. 
C) taking advantage of the experience of the research team offering the service. 
D) benefiting from industry-specific expertise provided by the research firm. 
E) taking advantage of the long-term viability of the data resulting from the project.

Question 12

Because firms subscribing to syndicated data share the costs of data collection and dissemination,the information comes to them at a lower cost than if they collected it themselves.

Accepted Answer

A) True 
 B)False

Question 13

One of the advantages of using secondary data is that it is usually available free of charge.

Accepted Answer

A) True 
 B)False

Question 14

Micropolitan SAs can best be described as:

Accepted Answer

A) statistical reporting units with a population of 50,000 or more. 
B) statistical reporting units with at least one urbanized area populated by 50,000 or more. 
C) statistical reporting units with at least one urban cluster populated by 10,000 or more. 
D) statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000. 
E) statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000,plus adjacent territory that has a high degree of social and economic integration. 
A) statistical reporting units with a population of 50,000 or more. 
B) statistical reporting units with at least one urbanized area populated by 50,000 or more. 
C) statistical reporting units with at least one urban cluster populated by 10,000 or more. 
D) statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000. 
E) statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000,plus adjacent territory that has a high degree of social and economic integration.

Question 15

There are so many uses of secondary data that it is rare for a marketing research project to be conducted without including some of this information.In fact,some projects may be based exclusively on secondary data.

Accepted Answer

A) True 
 B)False

Question 16

Q Scores measures the appeal of different performers such as actors/actresses,announcers,sports celebrities,and so on.The ratings of different performers are made available to all subscribers,so a client firm may be in a better position to select a company spokesperson for their company.Q Scores is an example of:

Accepted Answer

A) syndicated data. 
B) packaged services. 
C) Entertainer Employment Act Services. 
D) customized services. 
E) Nielsen Ratings services. 
A) syndicated data. 
B) packaged services. 
C) Entertainer Employment Act Services. 
D) customized services. 
E) Nielsen Ratings services.

Question 17

Unlike syndicated data,the data from a packaged service will differ for each client.

Accepted Answer

A) True 
 B)False

Question 18

When it is determined that the research project will require primary data,secondary data should:

Accepted Answer

A) be discarded. 
B) not be collected as it will be a waste of resources. 
C) be consulted anyway. 
D) be utilized only if it conforms to the findings contained in the primary data. 
E) be used only in cases where the primary data is not gathered using accepted industry standards. 
A) be discarded. 
B) not be collected as it will be a waste of resources. 
C) be consulted anyway. 
D) be utilized only if it conforms to the findings contained in the primary data. 
E) be used only in cases where the primary data is not gathered using accepted industry standards.

Question 19

The most significant demographic group for decades has been the baby-boomer population,defined as:

Accepted Answer

A) those born between the years 1928 and 1945. 
B) those born between the years 1946 and 1964. 
C) those born between the years 1965 and 1979. 
D) those born between the years 1977 and 1994. 
E) none of the above 
A) those born between the years 1928 and 1945. 
B) those born between the years 1946 and 1964. 
C) those born between the years 1965 and 1979. 
D) those born between the years 1977 and 1994. 
E) none of the above

Question 20

The textbook highlighted Target's successful micromarketing practices by explaining how the company increased sales of products used by new mothers and babies.

Accepted Answer

A) True 
 B)False

Internal secondary data refers to any information that is stored in the internal memory of a computer.

________ is an umbrella term which refers to the online posting of consumer opinions,comments,and personal experiences.

Which of the following standardized information services firms is developing a device that will automatically record media (radio,TV,or web pages)to which a person is exposed?

Metropolitan SAs can best be described as:

Which of the following was NOT discussed as a method of evaluating secondary data?

________ services offer a wide variety of indexes,directories,and statistical and full-text files,all searched by the same search logic.

Tracking studies gather data from retail stores by using either scanner data or by conducting retail-store audits.

________ is a term which refers to online consumer word of mouth.

Online information about the U.S.Census may be found at:

Tracking consumer attitudes and opinions is not the kind of information that is available from standardized information firms.

The key advantage of using a packaged services firm is:

Because firms subscribing to syndicated data share the costs of data collection and dissemination,the information comes to them at a lower cost than if they collected it themselves.

One of the advantages of using secondary data is that it is usually available free of charge.

Micropolitan SAs can best be described as:

There are so many uses of secondary data that it is rare for a marketing research project to be conducted without including some of this information.In fact,some projects may be based exclusively on secondary data.

Unlike syndicated data,the data from a packaged service will differ for each client.

When it is determined that the research project will require primary data,secondary data should:

The most significant demographic group for decades has been the baby-boomer population,defined as:

The textbook highlighted Target's successful micromarketing practices by explaining how the company increased sales of products used by new mothers and babies.

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

Internal secondary data refers to any information that is stored in the internal memory of a computer.

________ is an umbrella term which refers to the online posting of consumer opinions,comments,and personal experiences.

Which of the following standardized information services firms is developing a device that will automatically record media (radio,TV,or web pages)to which a person is exposed?

Metropolitan SAs can best be described as:

Which of the following was NOT discussed as a method of evaluating secondary data?

________ services offer a wide variety of indexes,directories,and statistical and full-text files,all searched by the same search logic.

Tracking studies gather data from retail stores by using either scanner data or by conducting retail-store audits.

________ is a term which refers to online consumer word of mouth.

Online information about the U.S.Census may be found at:

Tracking consumer attitudes and opinions is not the kind of information that is available from standardized information firms.

The key advantage of using a packaged services firm is:

Because firms subscribing to syndicated data share the costs of data collection and dissemination,the information comes to them at a lower cost than if they collected it themselves.

One of the advantages of using secondary data is that it is usually available free of charge.

Micropolitan SAs can best be described as:

There are so many uses of secondary data that it is rare for a marketing research project to be conducted without including some of this information.In fact,some projects may be based exclusively on secondary data.

Unlike syndicated data,the data from a packaged service will differ for each client.

When it is determined that the research project will require primary data,secondary data should:

The most significant demographic group for decades has been the baby-boomer population,defined as:

The textbook highlighted Target's successful micromarketing practices by explaining how the company increased sales of products used by new mothers and babies.

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