Exam 4: Using Secondary Data and Online Information Databases

It is never prudent to search secondary data until you have become fully familiar with the primary data you have collected.

An example of nesting would be "Alberta THEN Saskatchewan" as it is a technique that indicates the order in which a search is to be done.

Certain products such as gasoline and diesel engines require very precise drilling. Tolerances are extremely small, and drill bits that can accomplish the near-perfect drills are very expensive. Unfortunately, the drill bits must be discarded after only a few drills as they sustain distortions that cause them to exceed the tight tolerances. Feng Zu invented a new method to sharpen high performance metal drill bits to their original specifications. Feng's process meant that companies could extend the life of drill bits. Feng knew that his invention would be a success, but he needed to find the users of high-performance drill bits and direct personal sales calls to them. Using NAICS Feng was frustrated because, for example, he could compile only very general lists of potential users and many on the lists would not be users of drill bits at all. Feng needed a service that would provide much more specific information about business firms in order to determine if they were really potential customers. Which of the following services would likely help Feng?

Nielsen Scantrack Services is an example of market tracking data collected at the retail level that allows brand managers to monitor sales and market share and to evaluate marketing strategies.

External secondary data was classified in the textbook into three sources: published, unpublished, and digital.

Dun's Market Identifiers (DMI) is useful for providing market segmentation information on members of the industrial market.

Secondary data are gathered from a variety of sources such as warranty cards, vehicle registrations, government agencies, and accounts receivables.

Standardized services, refers to 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.

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

Which of the following was NOT discussed as a disadvantage of using secondary data?

Syndicated data has many advantages and disadvantages. Which statement below best reflects one of these?

NAICS is not really a source of information in and of itself; rather, it is a coding system that may be used to access information.

Which of the following secondary data sources represents an ethical issue in terms of customer privacy issues?

One method that marketing tracking data are collected at the household level is by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase.

Which of the following does NOT represents an application of secondary data?

Which of the following information standardized information sources was NOT noted for conducting consumer opinion polls in Canada?

Procter & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research and fully understanding the true purpose of the research.

Organizing all books, magazine articles, manuals, and journal articles by topic with key terms in an electronic database, permits those looking for information to find it using the relationship between terms. This online search strategy is called:

Which of the following does NOT describe the North American Industry Classification System (NAICS)?

Although useful information, geodemographic information is limited in that one must use only pre-defined geographical boundaries such as cities, provinces, or countries.