Question 1

There are three primary sources of internal data: (1)published sources, (2)official data,and(3)data aggregators.

Accepted Answer

A) True 
 B)False

Question 2

A firm that offers a packaged service can use its experience to provide measures obtained from previous research to allow direct comparisons and make sense of results.

Accepted Answer

A) True 
 B)False

Question 3

Since the data from the IoT generally lack context,pairing passive data with ________ will be important.

Accepted Answer

A) quantitative data 
B) active data 
C) qualitative data 
D) non-descript data 
A) quantitative data 
B) active data 
C) qualitative data 
D) non-descript data

Question 4

Tracking studies are longitudinal studies that monitor a variable such as sales or market share over time.

Accepted Answer

A) True 
 B)False

Question 5

Commercial firms,government agencies,or community service organizations conducting surveys,recording transactions,or conducting business activities are creating a written records of activities.This type of data represents primary data.

Accepted Answer

A) True 
 B)False

Question 6

Data captured from sales records,purchase requisitions,invoices,and complaints represent external secondary data.

Accepted Answer

A) True 
 B)False

Question 7

Professors Kotler and Keller describe several ways companies use their databases as part of data mining.Of the following,which is NOT a way companies primarily use their databases?

Accepted Answer

A) Identify prospects 
B) Deepen customer loyalty 
C) Reactivate customer purchases 
D) Discover illegal customer activities 
A) Identify prospects 
B) Deepen customer loyalty 
C) Reactivate customer purchases 
D) Discover illegal customer activities

Question 8

Marketers are interested in consumers' attitudes toward private brands versus national brands,the quality of products made in America and elsewhere,and claims of health benefits.Data purchased for this purpose would be an application of packaged information.

Accepted Answer

A) True 
 B)False

Question 9

One of the fastest-growing areas of marketing research involves the organization and analysis of:

Accepted Answer

A) Social media data. 
B) Consumer products data. 
C) Consumer healthcare data. 
D) Mass media usage data. 
A) Social media data. 
B) Consumer products data. 
C) Consumer healthcare data. 
D) Mass media usage data.

Question 10

Explain the advantages and disadvantages of secondary data.

Accepted Answer

Students should be able to clearly and s

Question 11

Discuss the impact of the Internet of Things(IoT),the data the objects gather,and how IoT has the potential to transform the marketing research industry.

Accepted Answer

Answers will note that an important emer

Question 12

Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.

Accepted Answer

A) cross-sectional studies 
B) prevalence studies 
C) longitudinal studies 
D) transversal studies 
A) cross-sectional studies 
B) prevalence studies 
C) longitudinal studies 
D) transversal studies

Question 13

Given the large amounts of data available,researchers need to be more tactical than strategic about their use.

Accepted Answer

A) True 
 B)False

Question 14

________ are information that is collected without overt consumer activity.

Accepted Answer

A) Covert data 
B) Passive data 
C) Monitored data 
D) Active data 
A) Covert data 
B) Passive data 
C) Monitored data 
D) Active data

Question 15

Even with big data,researchers first must be sure that the problem statement and research objectives have been carefully defined.

Accepted Answer

A) True 
 B)False

Question 16

The Internet of Things(IoT)is defined as the network of physical objects embedded with software or sensors that allow them to gather and distribute data.

Accepted Answer

A) True 
 B)False

Question 17

A database refers to a collection of data and information describing items of interest,and consists of records and subcomponents of fields.

Accepted Answer

A) True 
 B)False

Question 18

Because of their reputations and acknowledged expertise,competent firms usually do not voluntarily provide written and detailed explanations of the procedures and methods used in collecting the information cited in the report.

Accepted Answer

A) True 
 B)False

Question 19

Suggested applications for secondary data include forecasting economic trends analyzing the competition,choosing international markets to enter,understanding consumer concerns during a crisis situation,and many others.

Accepted Answer

A) True 
 B)False

Question 20

Define the term big data.Describe the challenges as well as the opportunities for the use of big data by marketing researchers.

Accepted Answer

Answers should demonstrate a basic under

There are three primary sources of internal data: (1)published sources, (2)official data,and(3)data aggregators.

A firm that offers a packaged service can use its experience to provide measures obtained from previous research to allow direct comparisons and make sense of results.

Since the data from the IoT generally lack context,pairing passive data with ________ will be important.

Tracking studies are longitudinal studies that monitor a variable such as sales or market share over time.

Commercial firms,government agencies,or community service organizations conducting surveys,recording transactions,or conducting business activities are creating a written records of activities.This type of data represents primary data.

Data captured from sales records,purchase requisitions,invoices,and complaints represent external secondary data.

Professors Kotler and Keller describe several ways companies use their databases as part of data mining.Of the following,which is NOT a way companies primarily use their databases?

Marketers are interested in consumers' attitudes toward private brands versus national brands,the quality of products made in America and elsewhere,and claims of health benefits.Data purchased for this purpose would be an application of packaged information.

One of the fastest-growing areas of marketing research involves the organization and analysis of:

Explain the advantages and disadvantages of secondary data.

Discuss the impact of the Internet of Things(IoT),the data the objects gather,and how IoT has the potential to transform the marketing research industry.

Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.

Given the large amounts of data available,researchers need to be more tactical than strategic about their use.

________ are information that is collected without overt consumer activity.

Even with big data,researchers first must be sure that the problem statement and research objectives have been carefully defined.

The Internet of Things(IoT)is defined as the network of physical objects embedded with software or sensors that allow them to gather and distribute data.

A database refers to a collection of data and information describing items of interest,and consists of records and subcomponents of fields.

Because of their reputations and acknowledged expertise,competent firms usually do not voluntarily provide written and detailed explanations of the procedures and methods used in collecting the information cited in the report.

Suggested applications for secondary data include forecasting economic trends analyzing the competition,choosing international markets to enter,understanding consumer concerns during a crisis situation,and many others.

Define the term big data.Describe the challenges as well as the opportunities for the use of big data by marketing researchers.

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

There are three primary sources of internal data: (1)published sources, (2)official data,and(3)data aggregators.

A firm that offers a packaged service can use its experience to provide measures obtained from previous research to allow direct comparisons and make sense of results.

Since the data from the IoT generally lack context,pairing passive data with ________ will be important.

Tracking studies are longitudinal studies that monitor a variable such as sales or market share over time.

Commercial firms,government agencies,or community service organizations conducting surveys,recording transactions,or conducting business activities are creating a written records of activities.This type of data represents primary data.

Data captured from sales records,purchase requisitions,invoices,and complaints represent external secondary data.

Professors Kotler and Keller describe several ways companies use their databases as part of data mining.Of the following,which is NOT a way companies primarily use their databases?

Marketers are interested in consumers' attitudes toward private brands versus national brands,the quality of products made in America and elsewhere,and claims of health benefits.Data purchased for this purpose would be an application of packaged information.

One of the fastest-growing areas of marketing research involves the organization and analysis of:

Explain the advantages and disadvantages of secondary data.

Discuss the impact of the Internet of Things(IoT),the data the objects gather,and how IoT has the potential to transform the marketing research industry.

Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.

Given the large amounts of data available,researchers need to be more tactical than strategic about their use.

________ are information that is collected without overt consumer activity.

Even with big data,researchers first must be sure that the problem statement and research objectives have been carefully defined.

The Internet of Things(IoT)is defined as the network of physical objects embedded with software or sensors that allow them to gather and distribute data.

A database refers to a collection of data and information describing items of interest,and consists of records and subcomponents of fields.

Because of their reputations and acknowledged expertise,competent firms usually do not voluntarily provide written and detailed explanations of the procedures and methods used in collecting the information cited in the report.

Suggested applications for secondary data include forecasting economic trends analyzing the competition,choosing international markets to enter,understanding consumer concerns during a crisis situation,and many others.

Define the term big data.Describe the challenges as well as the opportunities for the use of big data by marketing researchers.

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