Question 1

Proper management of big data has the potential to increase productivity for companies significantly.

Accepted Answer

A) True 
 B)False

Question 2

There are several distinct advantages of using secondary data.Which is NOT an advantage?

Accepted Answer

A) Secondary data can usually be obtained quickly. 
B) Secondary data may be obtained in any form desired. 
C) Secondary data are relatively inexpensive. 
D) Secondary data may achieve the research objective. 
A) Secondary data can usually be obtained quickly. 
B) Secondary data may be obtained in any form desired. 
C) Secondary data are relatively inexpensive. 
D) Secondary data may achieve the research objective.

Question 3

Companies use their external databases for purposes of direct marketing and to strengthen relationships with customers,which is referred to as customer relationship marketing(CRM).

Accepted Answer

A) True 
 B)False

Question 4

Information prepared for public distribution by trade associations,professional organizations,companies,and other entities and can be found in libraries and online is an example of published sources.

Accepted Answer

A) True 
 B)False

Question 5

One of the advantages of secondary data is that for almost any application,some secondary data are readily available.

Accepted Answer

A) True 
 B)False

Question 6

Data translation software helps managers make sense out of seemingly senseless masses of information contained in databases.

Accepted Answer

A) True 
 B)False

Question 7

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:

Accepted Answer

A) Proprietary data. 
B) Secondary data. 
C) Primary data. 
D) Big data. 
A) Proprietary data. 
B) Secondary data. 
C) Primary data. 
D) Big data.

Question 8

________ is the ratio of positive to negative comments posted about products and brands on the web.

Accepted Answer

A) Feedback 
B) Commentary 
C) Reaction 
D) Sentiment 
A) Feedback 
B) Commentary 
C) Reaction 
D) Sentiment

Question 9

Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.

Accepted Answer

A) assess the quality and validity 
B) consider the cost against the value of the project 
C) assess the quality and cost 
D) assess the cost,quality,and value 
A) assess the quality and validity 
B) consider the cost against the value of the project 
C) assess the quality and cost 
D) assess the cost,quality,and value

Question 10

There are some disadvantages associated with secondary data.Which of the following is NOT listed in the text as a disadvantage?

Accepted Answer

A) Data are often reported in incompatible reporting units. 
B) Measurement units do not match researchers' needs. 
C) Source and origin of data are not identified. 
D) Class definitions are incompatible with the researchers' needs. 
A) Data are often reported in incompatible reporting units. 
B) Measurement units do not match researchers' needs. 
C) Source and origin of data are not identified. 
D) Class definitions are incompatible with the researchers' needs.

Question 11

Syndicated data services provide client firms with sophisticated methods of identifying members of their target market,locating these members,and provide information that will help efficiently reach these target markets.

Accepted Answer

A) True 
 B)False

Question 12

Researchers need to use multiple methods of evaluating secondary data.Which one of the following is NOT a method of evaluating secondary data?

Accepted Answer

A) Evaluate how the information was gathered 
B) Evaluate the availability of the data 
C) Evaluate the purpose of the study 
D) Evaluate the source of collection of the data 
A) Evaluate how the information was gathered 
B) Evaluate the availability of the data 
C) Evaluate the purpose of the study 
D) Evaluate the source of collection of the data

Question 13

Geodemographics is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants.The term geodemographics is associated with what type of research application?

Accepted Answer

A) Packaged information 
B) Census-related 
C) Syndicated 
D) Customized 
A) Packaged information 
B) Census-related 
C) Syndicated 
D) Customized

Question 14

Unlike the U.S.Census,the American Community Survey does not benefit from"high marks"of reliability.

Accepted Answer

A) True 
 B)False

Question 15

Nielsen Ratings service,which measures TV audience size and viewer demographics for TV programs,is an example of:

Accepted Answer

A) A syndicated data processing firm. 
B) A standardized data processing firm. 
C) A syndicated data services firms. 
D) A packaged data services firms. 
A) A syndicated data processing firm. 
B) A standardized data processing firm. 
C) A syndicated data services firms. 
D) A packaged data services firms.

Question 16

Given the large amounts of data available,researchers need to be ________ about their use.

Accepted Answer

A) strategic 
B) cautious 
C) tactical 
D) enthusiastic 
A) strategic 
B) cautious 
C) tactical 
D) enthusiastic

Question 17

Which of the following is NOT an example of secondary data?

Accepted Answer

A) Census data 
B) Export data 
C) Economic trends data 
D) Data from a custom survey 
A) Census data 
B) Export data 
C) Economic trends data 
D) Data from a custom survey

Question 18

In addition to providing new data each year,the ACS offers a measure of accuracy of the yearly estimates by relying on a sampling plan that involves surveying about three million Americans every year.

Accepted Answer

A) True 
 B)False

Question 19

________ is an example of internal secondary data.

Accepted Answer

A) U.S.census data 
B) Corporate sales data 
C) Online information database 
D) Sales tax data 
A) U.S.census data 
B) Corporate sales data 
C) Online information database 
D) Sales tax data

Question 20

Problems exist with secondary data because:

Accepted Answer

A) Data have been collected specifically to address the problem at hand but is proprietary. 
B) Data have not been collected specifically to address the problem at hand and belongs to another company. 
C) Data have not been collected specifically to address the problem at hand and is out-of-date. 
D) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose. 
A) Data have been collected specifically to address the problem at hand but is proprietary. 
B) Data have not been collected specifically to address the problem at hand and belongs to another company. 
C) Data have not been collected specifically to address the problem at hand and is out-of-date. 
D) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

Proper management of big data has the potential to increase productivity for companies significantly.

There are several distinct advantages of using secondary data.Which is NOT an advantage?

Companies use their external databases for purposes of direct marketing and to strengthen relationships with customers,which is referred to as customer relationship marketing(CRM).

Information prepared for public distribution by trade associations,professional organizations,companies,and other entities and can be found in libraries and online is an example of published sources.

One of the advantages of secondary data is that for almost any application,some secondary data are readily available.

Data translation software helps managers make sense out of seemingly senseless masses of information contained in databases.

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:

________ is the ratio of positive to negative comments posted about products and brands on the web.

Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.

There are some disadvantages associated with secondary data.Which of the following is NOT listed in the text as a disadvantage?

Syndicated data services provide client firms with sophisticated methods of identifying members of their target market,locating these members,and provide information that will help efficiently reach these target markets.

Researchers need to use multiple methods of evaluating secondary data.Which one of the following is NOT a method of evaluating secondary data?

Geodemographics is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants.The term geodemographics is associated with what type of research application?

Unlike the U.S.Census,the American Community Survey does not benefit from"high marks"of reliability.

Nielsen Ratings service,which measures TV audience size and viewer demographics for TV programs,is an example of:

Given the large amounts of data available,researchers need to be ________ about their use.

Which of the following is NOT an example of secondary data?

In addition to providing new data each year,the ACS offers a measure of accuracy of the yearly estimates by relying on a sampling plan that involves surveying about three million Americans every year.

________ is an example of internal secondary data.

Problems exist with secondary data because:

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

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

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

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Exam 5: Secondary Data & Packaged Information

Proper management of big data has the potential to increase productivity for companies significantly.

There are several distinct advantages of using secondary data.Which is NOT an advantage?

Companies use their external databases for purposes of direct marketing and to strengthen relationships with customers,which is referred to as customer relationship marketing(CRM).

Information prepared for public distribution by trade associations,professional organizations,companies,and other entities and can be found in libraries and online is an example of published sources.

One of the advantages of secondary data is that for almost any application,some secondary data are readily available.

Data translation software helps managers make sense out of seemingly senseless masses of information contained in databases.

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:

________ is the ratio of positive to negative comments posted about products and brands on the web.

Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.

There are some disadvantages associated with secondary data.Which of the following is NOT listed in the text as a disadvantage?

Syndicated data services provide client firms with sophisticated methods of identifying members of their target market,locating these members,and provide information that will help efficiently reach these target markets.

Researchers need to use multiple methods of evaluating secondary data.Which one of the following is NOT a method of evaluating secondary data?

Geodemographics is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants.The term geodemographics is associated with what type of research application?

Unlike the U.S.Census,the American Community Survey does not benefit from"high marks"of reliability.

Nielsen Ratings service,which measures TV audience size and viewer demographics for TV programs,is an example of:

Given the large amounts of data available,researchers need to be ________ about their use.

Which of the following is NOT an example of secondary data?

In addition to providing new data each year,the ACS offers a measure of accuracy of the yearly estimates by relying on a sampling plan that involves surveying about three million Americans every year.

________ is an example of internal secondary data.

Problems exist with secondary data because:

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

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

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters