Question 1

Which of the following best describes CRM?

Accepted Answer

A) Certificate for Record Management; awarded by the MRA after passing certain record-keeping requirements 
B) Customer Relationship Management; the use of internal databases to strengthen customer relationships 
C) Certified Record Manager; awarded by the MRA for successfully passing a series of courses related to database management 
D) Customer Recognition Managers; used to identify customers from non-customers primarily in airports for purposes of security 
E) none of the above; there is no such thing as CRM 
A) Certificate for Record Management; awarded by the MRA after passing certain record-keeping requirements 
B) Customer Relationship Management; the use of internal databases to strengthen customer relationships 
C) Certified Record Manager; awarded by the MRA for successfully passing a series of courses related to database management 
D) Customer Recognition Managers; used to identify customers from non-customers primarily in airports for purposes of security 
E) none of the above; there is no such thing as CRM

Question 2

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

Accepted Answer

A) online information database 
B) internal database 
C) demographic data within a company's target market 
D) any government data 
E) Google 
A) online information database 
B) internal database 
C) demographic data within a company's target market 
D) any government data 
E) Google

Question 3

Which of the following is described by Kotler and Keller as a way that companies use their databases?

Accepted Answer

A) to identify prospects 
B) to deepen customer loyalty 
C) to avoid serious customer mistakes 
D) to decide which customers should receive a particular offer 
E) to decide which products to offer in a particular geographic area 
A) to identify prospects 
B) to deepen customer loyalty 
C) to avoid serious customer mistakes 
D) to decide which customers should receive a particular offer 
E) to decide which products to offer in a particular geographic area

Question 4

Each unit of information in a database is called a(n)________.

Accepted Answer

A) field 
B) record 
C) inventory 
D) item 
E) transaction 
A) field 
B) record 
C) inventory 
D) item 
E) transaction

Question 5

ESRI's Tapestry™ Segmentation divides U.S.residential neighborhoods into sixty-five distinctive segments based upon selected demographic and socioeconomic characteristics.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a use of secondary data?

Accepted Answer

A) to determine the population and growth rate in almost any geographical area 
B) to evaluate market performance 
C) to help make public policy decisions 
D) to predict broad changes in a culture's "way of life" 
E) all of the above 
A) to determine the population and growth rate in almost any geographical area 
B) to evaluate market performance 
C) to help make public policy decisions 
D) to predict broad changes in a culture's "way of life" 
E) all of the above

Question 7

Databases are sometimes packaged together and are referred to as:

Accepted Answer

A) database packages 
B) databanks or aggregators 
C) aggregators or packaged services 
D) deals 
E) none of the above; databases are not packaged together 
A) database packages 
B) databanks or aggregators 
C) aggregators or packaged services 
D) deals 
E) none of the above; databases are not packaged together

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

When consumers fill out warranty cards or register their boats,automobiles,or software programs,this information is stored in the form of secondary data.

Accepted Answer

A) True 
 B)False

Question 10

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 11

Many marketing research firms have white papers on varied topics on their website.The one discussed in your text is ________.

Accepted Answer

A) Wikipedia 
B) AMA's "Research Papers" 
C) Burke's "Literature Library" 
D) MRA's "Research Library" 
E) AMA's "More Research Topics" 
A) Wikipedia 
B) AMA's "Research Papers" 
C) Burke's "Literature Library" 
D) MRA's "Research Library" 
E) AMA's "More Research Topics"

Question 12

Which of the following is the survey created by the U.S.Census Bureau in 1996 to collect economic,social,demographic,and housing information as part of the Decennial Census Program?

Accepted Answer

A) American Community Survey 
B) American Census Survey 
C) NAICS 
D) Buying Index 
E) Survey of Buying Power 
A) American Community Survey 
B) American Census Survey 
C) NAICS 
D) Buying Index 
E) Survey of Buying Power

Question 13

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

Accepted Answer

A) What was the purpose of the study? 
B) Who collected the information? 
C) How readily available is the information to the public? 
D) How consistent is the information with other information? 
E) What information was collected? 
A) What was the purpose of the study? 
B) Who collected the information? 
C) How readily available is the information to the public? 
D) How consistent is the information with other information? 
E) What information was collected?

Question 14

Since its first completion,the ACS has been offering yearly estimates for geographic areas with a population of 75,000 or more.

Accepted Answer

A) True 
 B)False

Question 15

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; you will never have objective results upon which to base your decision 
D) call the client/manager and ask which source is desired 
E) select the source reporting information that is most likely to please the client 
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; you will never have objective results upon which to base your decision 
D) call the client/manager and ask which source is desired 
E) select the source reporting information that is most likely to please the client

Question 16

Standardized information 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 17

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

Accepted Answer

A) True 
 B)False

Question 18

An example of syndicated data is Marketing Evaluations Inc.'s Q Scores® services.

Accepted Answer

A) True 
 B)False

Question 19

What provides an incredible stock of free secondary data?

Accepted Answer

A) The AMA 
B) Textbooks 
C) The Internet 
D) Company reports 
E) The Department of Education 
A) The AMA 
B) Textbooks 
C) The Internet 
D) Company reports 
E) The Department of Education

Question 20

Census of the Population data serve as a baseline for much marketing information that is produced during the "in-between" census years.

Accepted Answer

A) True 
 B)False

Which of the following best describes CRM?

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

Which of the following is described by Kotler and Keller as a way that companies use their databases?

Each unit of information in a database is called a(n)________.

ESRI's Tapestry™ Segmentation divides U.S.residential neighborhoods into sixty-five distinctive segments based upon selected demographic and socioeconomic characteristics.

Which of the following is a use of secondary data?

Databases are sometimes packaged together and are referred to as:

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

When consumers fill out warranty cards or register their boats,automobiles,or software programs,this information is stored in the form of secondary data.

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.

Many marketing research firms have white papers on varied topics on their website.The one discussed in your text is ________.

Which of the following is the survey created by the U.S.Census Bureau in 1996 to collect economic,social,demographic,and housing information as part of the Decennial Census Program?

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

Since its first completion,the ACS has been offering yearly estimates for geographic areas with a population of 75,000 or more.

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

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

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

An example of syndicated data is Marketing Evaluations Inc.'s Q Scores® services.

What provides an incredible stock of free secondary data?

Census of the Population data serve as a baseline for much marketing information that is produced during the "in-between" census years.

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 5: Information Types and Sources: Secondary Data and Standardized Information

Which of the following best describes CRM?

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

Which of the following is described by Kotler and Keller as a way that companies use their databases?

Each unit of information in a database is called a(n)________.

ESRI's Tapestry™ Segmentation divides U.S.residential neighborhoods into sixty-five distinctive segments based upon selected demographic and socioeconomic characteristics.

Which of the following is a use of secondary data?

Databases are sometimes packaged together and are referred to as:

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

When consumers fill out warranty cards or register their boats,automobiles,or software programs,this information is stored in the form of secondary data.

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.

Many marketing research firms have white papers on varied topics on their website.The one discussed in your text is ________.

Which of the following is the survey created by the U.S.Census Bureau in 1996 to collect economic,social,demographic,and housing information as part of the Decennial Census Program?

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

Since its first completion,the ACS has been offering yearly estimates for geographic areas with a population of 75,000 or more.

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

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

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

An example of syndicated data is Marketing Evaluations Inc.'s Q Scores® services.

What provides an incredible stock of free secondary data?

Census of the Population data serve as a baseline for much marketing information that is produced during the "in-between" census years.

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters