Question 1

Which of the following best represents the operators of Boolean logic?

Accepted Answer

A)  AND, OR, and NOT 
B)  real ADJ estate or Bill NEAR Gates 
C)  forecast? 
D)  SSH 
E)  None of the above represents Boolean operators. 
A)  AND, OR, and NOT 
B)  real ADJ estate or Bill NEAR Gates 
C)  forecast? 
D)  SSH 
E)  None of the above represents Boolean operators.

Question 2

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)  dated 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)  dated data 
D)  data having high credibility 
E)  incompatible reporting units

Question 3

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 4

Which of the following best illustrates the concept of "limiting" in searching databases for secondary information?

Accepted Answer

A)  asking for a standard subject heading 
B)  asking for all cases where U.S. is adjacent to PRESIDENT 
C)  asking for all records that have dates from 2005 to the present 
D)  asking for all cases that have any ending to the root word STOCK 
E)  asking for a search in the author field 
A)  asking for a standard subject heading 
B)  asking for all cases where U.S. is adjacent to PRESIDENT 
C)  asking for all records that have dates from 2005 to the present 
D)  asking for all cases that have any ending to the root word STOCK 
E)  asking for a search in the author field

Question 5

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: there is no such thing as "Micropolitan SA" 
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: there is no such thing as "Micropolitan SA"

Question 6

A great deal of secondary data are available to marketers to aid them in understanding the lifestyles and purchasing habits of demographic groups such as:

Accepted Answer

A)  Baby Boomers and Gen Ms 
B)  Boomers and Oklahomans 
C)  Baby Boomers, Gen Xers, and Gen Yers 
D)  Baby Boomers and Gen Qs 
E)  Boomers and Sooners 
A)  Baby Boomers and Gen Ms 
B)  Boomers and Oklahomans 
C)  Baby Boomers, Gen Xers, and Gen Yers 
D)  Baby Boomers and Gen Qs 
E)  Boomers and Sooners

Question 7

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 8

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

Question 9

How do you gain access to the Survey of Buying Power?

Accepted Answer

A)  The Buying Power Index Today Magazine 
B)  Sales & Marketing Management Magazine 
C)  www.surveyofbuyingpower.com 
D)  LexisNexis 
E)  The Government Printing Office (GPO) 
A)  The Buying Power Index Today Magazine 
B)  Sales & Marketing Management Magazine 
C)  www.surveyofbuyingpower.com 
D)  LexisNexis 
E)  The Government Printing Office (GPO)

Question 10

Which of the following is replacing the SIC?

Accepted Answer

A)  NAFTA 
B)  NAICS 
C)  SIC2005 
D)  NACIS 
E)  SECDAT 
A)  NAFTA 
B)  NAICS 
C)  SIC2005 
D)  NACIS 
E)  SECDAT

Question 11

One of the advantages of using secondary data is that it may enhance primary data.

Accepted Answer

A) True 
 B)False

Question 12

Which marketing research company maintains a Web site, SecondaryData.com, that is devoted totally to secondary information sources?

Accepted Answer

A)  Secondary Resources, Inc. 
B)  Second Hand Helper Corp. 
C)  LOOK-IT-UP. COM 
D)  Decision Analyst, Inc. 
E)  Dewey, Cheatam & Howe 
A)  Secondary Resources, Inc. 
B)  Second Hand Helper Corp. 
C)  LOOK-IT-UP. COM 
D)  Decision Analyst, Inc. 
E)  Dewey, Cheatam & Howe

Question 13

Which of the following sources of secondary data would you use if you were the brand manager for "Here Kitty Kitty" cat food and you wanted to know the demographic profile of cat owners?

Accepted Answer

A)  Feline Reporter 
B)  Survey of Buying Power Plus 
C)  Life Style Market Analysis 
D)  Market Index Reporter 
E)  Demographics USA 
A)  Feline Reporter 
B)  Survey of Buying Power Plus 
C)  Life Style Market Analysis 
D)  Market Index Reporter 
E)  Demographics USA

Question 14

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 15

The President/CEO of Decision Analyst states that his company:

Accepted Answer

A)  seldom, if ever, uses secondary data research. It is a primary data firm 
B)  conducts experiments which do not require secondary data 
C)  specialize in its own consumer panels so there is no need for access to secondary data 
D)  makes certain that it is aware of existing information about an industry, a product category and the client company before research objectives for a project are decided on 
E)  does not use secondary data because they are usually from untrustworthy sources and they are dated 
A)  seldom, if ever, uses secondary data research. It is a primary data firm 
B)  conducts experiments which do not require secondary data 
C)  specialize in its own consumer panels so there is no need for access to secondary data 
D)  makes certain that it is aware of existing information about an industry, a product category and the client company before research objectives for a project are decided on 
E)  does not use secondary data because they are usually from untrustworthy sources and they are dated

Which of the following best represents the operators of Boolean logic?

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:

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 best illustrates the concept of "limiting" in searching databases for secondary information?

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

A great deal of secondary data are available to marketers to aid them in understanding the lifestyles and purchasing habits of demographic groups such as:

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

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

How do you gain access to the Survey of Buying Power?

Which of the following is replacing the SIC?

One of the advantages of using secondary data is that it may enhance primary data.

Which marketing research company maintains a Web site, SecondaryData.com, that is devoted totally to secondary information sources?

Which of the following sources of secondary data would you use if you were the brand manager for "Here Kitty Kitty" cat food and you wanted to know the demographic profile of cat owners?

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

The President/CEO of Decision Analyst states that his company:

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 6: Using Secondary Data and Online Information Databases

Which of the following best represents the operators of Boolean logic?

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:

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 best illustrates the concept of "limiting" in searching databases for secondary information?

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

A great deal of secondary data are available to marketers to aid them in understanding the lifestyles and purchasing habits of demographic groups such as:

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

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

How do you gain access to the Survey of Buying Power?

Which of the following is replacing the SIC?

One of the advantages of using secondary data is that it may enhance primary data.

Which marketing research company maintains a Web site, SecondaryData.com, that is devoted totally to secondary information sources?

Which of the following sources of secondary data would you use if you were the brand manager for "Here Kitty Kitty" cat food and you wanted to know the demographic profile of cat owners?

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

The President/CEO of Decision Analyst states that his company:

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters