Exam 4: Using Secondary Data and Online Information Databases

The Broadcast Bureau of Measurement Canada (BBM Canada) is a major provider of TV viewing and radio data in Canada.

One application of secondary data is using it to study major demographic groups such as the Baby Boomers and Gen Yers.

Which of the following best represents the hierarchy that exists in the organization of information databases from the top level down?

Most databanks use the same search features.

Judy Mancuso is interested in opening a health and fitness centre. Being a fitness enthusiast for many years, she is knowledgeable of many of the programs designed to shape and trim one's figure. However, she needs information on the business aspects of a health and fitness centre. She goes to the local library and uses the computerized search system. Using a keyword search, Judy tries "health," "fitness," and finally "health and fitness." At first she is excited because her searches generate so many "hits." But, she soon learns that more than 50,000 hits is not good. Although there may be some good information available in the sources found, she soon learns that many of the "hits" don't really have much to do with her topic. Which of the following should Judy try to find on her subject?

One advantage of the Gallup Poll is that the company has been tracking the same attitudes and opinions over many years and across many countries, and business executives can track how these attitudes are changing.

MRI's Starch Readership Service specializes in determining the extent that magazine ads are seen and read.

All of the following reflects Nielsen's Category Business Planner (CBP) except:

If two secondary sources of information report different information for what appears to be the same topic, a researcher should avoid using either information source at all costs.

If you wanted to locate periodicals on a subject you would find them in:

There are many services available offering market tracking information. Once such service is Nielsen Scantrack Services. Which of the following statements best reflects Nielsen Scantrack Services?

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

Which of the following was NOT discussed as a method of evaluating secondary data?

Which of the following best represents proximity operators?

Providers of published secondary information are all of the following except:

The Census of Canada is considered the "granddaddy" of all market information.

Firms subscribing to syndicated data have substantial control over what information is collected and in what format the information comes.

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

The number of published sources available makes searching this type of secondary data easy.

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.