Exam 4: Using Secondary Data and Online Information Databases

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 psychographic profile of cat owners?

Single-source data are data that contain information on several variables such as promotional message exposure, demographics, and buyer behaviour. This, however, cannot help managers determine causal relationships.

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 type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?

Standardized services has many advantages and disadvantages. Which statement below best reflects one of these?

Syndicated sources of secondary data cover a variety of general topics of interest to the public and are available in libraries for the general public.

The first step in locating secondary data sources is to:

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.

Secondary data can enhance primary data in all of the following ways except by:

Several surveys are conducted by Statistics Canada on a regular basis. Which of the following is NOT an example of one of those reports?

Standardized services firms are marketing a process more than anything else. Examples include standardized methods of measuring customer satisfaction or providing a system for segmenting the market.

Proximity operators allow the searcher to indicate how close and in which order two or more words are to be positioned within a record.

The following are all levels within an actual database hierarchy except:

A "database" refers to a collection of data and information describing items of interest. Each unit of information in a database is called a "record."

Cory Funk owns a chain of radio stations. The advertising time he sells to advertisers is directly related to the number of persons who are listening to each station in each radio market. Cory purchases estimates of the number of persons who listen to the different radio stations in each market from The Broadcast Bureau of Measurement Canada (BBM Canada). In every radio market BBM gathers the same data. BBM records this information in a database and they offer it to every person who wishes to subscribe to it for a fee. BBM is an example of a:

Which of the following was NOT discussed as an advantage of using secondary data?

CRM stands for Custom Reporting Methods and refers to a standardized process used by secondary data firms to report data.

Limiting allows for only the root of a word to be searched instead of retrieving all formats. An example would be finding "cat" by itself and not "catch," and "catastrophe."

Syndicated data are data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

A catalogue consists of a library's holdings of periodicals.