Question 1

Scanner-based databases can provide up-to-the-minute reports several variables except:

Accepted Answer

A)  where was the purchase obtained 
B)  date and time of purchase 
C)  price of item purchased 
D)  promotions used 
E)  who bought the item 
A)  where was the purchase obtained 
B)  date and time of purchase 
C)  price of item purchased 
D)  promotions used 
E)  who bought the item E

Question 2

VALSTM is a system that has identified consumer segments based upon psychographics. VALSTM has also associated psychographics with purchase behaviour.

Accepted Answer

A) True 
 B)False  True

Question 3

External data may be grouped into three sources:

Accepted Answer

A)  published, syndicated services data, and databases. 
B)  published, nonpublished data, and other electronic sources. 
C)  syndicated services data, external data, and complex data. 
D)  fields, records, and databases. 
E)  records, fields, and CRMs. 
A)  published, syndicated services data, and databases. 
B)  published, nonpublished data, and other electronic sources. 
C)  syndicated services data, external data, and complex data. 
D)  fields, records, and databases. 
E)  records, fields, and CRMs. A

Question 4

Which of the following secondary information sources classifies business based on similar production processes?

Accepted Answer

A)  The Canadian Census 
B)  NAICS 
C)  Performer Q 
D)  ESRI TapestryTM 
E)  I-Rep 
A)  The Canadian Census 
B)  NAICS 
C)  Performer Q 
D)  ESRI TapestryTM 
E)  I-Rep

Question 5

Adnorms is a syndicated data service which:

Accepted Answer

A)  electronic measurements of commercial viewership on TV. 
B)  provides readership scores by type of ad. 
C)  provides awareness levels for internet advertising. 
D)  provides point of sale data on magazines. 
E)  provides point of sale data on newspapers. 
A)  electronic measurements of commercial viewership on TV. 
B)  provides readership scores by type of ad. 
C)  provides awareness levels for internet advertising. 
D)  provides point of sale data on magazines. 
E)  provides point of sale data on newspapers.

Question 6

An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be: income being reported before-tax household income, instead of after-tax per capita income.

Accepted Answer

A) True 
 B)False

Question 7

Use of the terms AND, OR, and NOT in an online search illustrate the use of "field searching."

Accepted Answer

A) True 
 B)False

Question 8

Data mining is the name for the type of software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Accepted Answer

A) True 
 B)False

Question 9

Because syndicated data firms specialize in the collection of standard data, the quality of data can be a disadvantage.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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 12

When using standardized services, the client is burdened with the responsibility of ensuring that the standardized service fits the intended situation.

Accepted Answer

A) True 
 B)False

Question 13

Online information about the Canadian Census may be found at:

Accepted Answer

A)  any Government of Canada location. 
B)  www.census.gov 
C)  www.statscan.gc.ca 
D)  www.canadacensus.ca 
E)  www.census.govpubs.ca 
A)  any Government of Canada location. 
B)  www.census.gov 
C)  www.statscan.gc.ca 
D)  www.canadacensus.ca 
E)  www.census.govpubs.ca

Question 14

Access to secondary data that may be useful for marketing research purposes may be found at www.secondarydata.com.

Accepted Answer

A) True 
 B)False

Question 15

Although there are many sources of secondary data, uses of secondary data are limited to only four areas.

Accepted Answer

A) True 
 B)False

Question 16

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 that was found had an income category of $50,000 and over. This represents:

Accepted Answer

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

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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 19

ESRI's TapestryTM Segmentation is a standardized service that uses a process to profile residential neighbourhoods. This information is purchased by clients desiring to better understand who their customers are, where they are located, how to find them, and how to reach them. Which of the following best illustrates how this service can be applied?

Accepted Answer

A)  ESRI segments were examined to determine which segments were likely to be gourmet coffee drinkers. Once the segments were identified, ESRI could provide direct mail lists that identified the names and addresses of gourmet coffee drinkers. This could allow Starbucks to send these "likely" customers a free coffee coupon to promote their patronage. 
B)  The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry segments which will allow the owner to locate and establish communications with potential new clients that match their target profile. 
C)  ESRI has data stored in a common database that identifies postal code areas that offer the most potential in terms of sales for a gourmet coffee shop like Starbucks. Starbucks would subscribe to this information for a fee, and the information was used to help find new coffee shop locations. 
D)  Present customers for a retailer called Nature's Beauty were determined. ESRI then, through its Community Tapestry syndicated data service, found census data which identified household addresses of the present customers. This information allowed Nature's Beauty to target customers with promotional offers. 
E)  None of the above. There was no example illustrating how Community Tapestry was applied. 
A)  ESRI segments were examined to determine which segments were likely to be gourmet coffee drinkers. Once the segments were identified, ESRI could provide direct mail lists that identified the names and addresses of gourmet coffee drinkers. This could allow Starbucks to send these "likely" customers a free coffee coupon to promote their patronage. 
B)  The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry segments which will allow the owner to locate and establish communications with potential new clients that match their target profile. 
C)  ESRI has data stored in a common database that identifies postal code areas that offer the most potential in terms of sales for a gourmet coffee shop like Starbucks. Starbucks would subscribe to this information for a fee, and the information was used to help find new coffee shop locations. 
D)  Present customers for a retailer called Nature's Beauty were determined. ESRI then, through its Community Tapestry syndicated data service, found census data which identified household addresses of the present customers. This information allowed Nature's Beauty to target customers with promotional offers. 
E)  None of the above. There was no example illustrating how Community Tapestry was applied.

Question 20

Text mining is a growing type of data mining analysis. Text is scanned from all the sources listed below except:

Accepted Answer

A)  websites 
B)  online blogs 
C)  Facebook 
D)  University theses 
E)  internal data sources 
A)  websites 
B)  online blogs 
C)  Facebook 
D)  University theses 
E)  internal data sources

Scanner-based databases can provide up-to-the-minute reports several variables except:

VALS^TM is a system that has identified consumer segments based upon psychographics. VALS^TM has also associated psychographics with purchase behaviour.

External data may be grouped into three sources:

Which of the following secondary information sources classifies business based on similar production processes?

Adnorms is a syndicated data service which:

An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be: income being reported before-tax household income, instead of after-tax per capita income.

Use of the terms AND, OR, and NOT in an online search illustrate the use of "field searching."

Data mining is the name for the type of software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Because syndicated data firms specialize in the collection of standard data, the quality of data can be a disadvantage.

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

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

When using standardized services, the client is burdened with the responsibility of ensuring that the standardized service fits the intended situation.

Online information about the Canadian Census may be found at:

Access to secondary data that may be useful for marketing research purposes may be found at www.secondarydata.com.

Although there are many sources of secondary data, uses of secondary data are limited to only four areas.

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 that was found had an income category of $50,000 and over. This represents:

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

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

Text mining is a growing type of data mining analysis. Text is scanned from all the sources listed below except:

Introducing Marketing Research

The Marketing Research Process

Research Design

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 4: Using Secondary Data and Online Information Databases

Scanner-based databases can provide up-to-the-minute reports several variables except:

VALSTM is a system that has identified consumer segments based upon psychographics. VALSTM has also associated psychographics with purchase behaviour.

External data may be grouped into three sources:

Which of the following secondary information sources classifies business based on similar production processes?

Adnorms is a syndicated data service which:

An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be: income being reported before-tax household income, instead of after-tax per capita income.

Use of the terms AND, OR, and NOT in an online search illustrate the use of "field searching."

Data mining is the name for the type of software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Because syndicated data firms specialize in the collection of standard data, the quality of data can be a disadvantage.

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

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

When using standardized services, the client is burdened with the responsibility of ensuring that the standardized service fits the intended situation.

Online information about the Canadian Census may be found at:

Access to secondary data that may be useful for marketing research purposes may be found at www.secondarydata.com.

Although there are many sources of secondary data, uses of secondary data are limited to only four areas.

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 that was found had an income category of $50,000 and over. This represents:

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

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

Text mining is a growing type of data mining analysis. Text is scanned from all the sources listed below except:

Introducing Marketing Research

The Marketing Research Process

Research Design

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

VALS^TM is a system that has identified consumer segments based upon psychographics. VALS^TM has also associated psychographics with purchase behaviour.