Exam 4: Exploratory Research Design: Secondary Data

Directories are helpful for identifying manufacturers operating in your market, for compiling names and addresses of associations in your sales territory, or for verifying names and addresses of prospective customers who carry a specific job title.

According to the text, ________ is the largest source of secondary data in the United States.

According to the text, bibliographies are organized alphabetically ________.

________ is data that originates outside of the client organization.

CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.

According to the text, the governmental database is a major type of computerized database.

________ involves merging internal customer data with external geographic, demographic, and lifestyle data on the same customers.

If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the ________ criteria for evaluating secondary data.

Nielsen's PRIZM features lifestyle clusters of every U.S. neighborhood based on geo-coding.

In a short essay, list and describe the four forms of general business sources that are categorized as external secondary data.

According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.

All of the following are examples of guides that a researcher should first consult when proceeding with a marketing research project EXCEPT:

________ are indexes of studies and reports published in journals, magazines, and newspapers.

Directory databases provide information on individuals, organizations, and services.

According to the text, what is an ethical responsibility of a research agency?

The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.

________ are general business sources of external secondary data that provide brief descriptions of companies, organizations, or individuals.

Guides provide a path to other sources of secondary data contained in directories or published by professional or trade associations.

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Which of the following general business sources of external secondary data provides a path to other sources of secondary data contained in directories or published by professional or trade associations?