Question 1

Syndicated sources collect data for marketing research problems specific to individual clients.

Accepted Answer

A) True 
 B)False  False

Question 2

Secondary internal sources of data are often not fully exploited by organizations.

Accepted Answer

A) True 
 B)False  True

Question 3

Secondary data are originated by a researcher for the specific purpose of addressing the problem at hand.

Accepted Answer

A) True 
 B)False  False

Question 4

Caterpillar needed to know what truck fleets should test their two new engines; how they could get a marketing strategy that could be measured; and how to adjust for the coming downturn in sales. To answer these questions, they gave their salesforce laptops and paid them to enter customer information related to each sale they made. Caterpillar analyzed the newly acquired customer data and developed strategies to address their marketing questions. Caterpillar utilized ________.

Accepted Answer

A) secondary marketing 
B) external marketing 
C) database marketing 
D) internal marketing 
A) secondary marketing 
B) external marketing 
C) database marketing 
D) internal marketing

Question 5

Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S.markets, whether they are cities, counties, metro areas, or states.What of the following information is also true of the Survey of Buying Power?

Accepted Answer

A) It features statistics, rankings, and projections for every county and media market in the United States with demographic broken out by age, race, city, county, and state. 
B) It features information on retail spending; and projections for future growth in these areas. 
C) It features a unique measure of spending power that takes population, EBI, and retail sales into account to determine a market's ability to buy. 
D) All of the above are true. 
A) It features statistics, rankings, and projections for every county and media market in the United States with demographic broken out by age, race, city, county, and state. 
B) It features information on retail spending; and projections for future growth in these areas. 
C) It features a unique measure of spending power that takes population, EBI, and retail sales into account to determine a market's ability to buy. 
D) All of the above are true.

Question 6

As compared to primary data, secondary data are collected ________.

Accepted Answer

A) rapidly and easily 
B) at a relatively low cost 
C) in a short time 
D) all of the above 
A) rapidly and easily 
B) at a relatively low cost 
C) in a short time 
D) all of the above

Question 7

The CRM system used by Chrysler is an example of ________.

Accepted Answer

A) directory databases 
B) database marketing 
C) audits 
D) none of the above 
A) directory databases 
B) database marketing 
C) audits 
D) none of the above

Question 8

An advantage of scanner data is that in-store variables like pricing, promotions, and displays are part of the data set.

Accepted Answer

A) True 
 B)False

Question 9

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

Accepted Answer

A) True 
 B)False

Question 10

As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.

Accepted Answer

A) True 
 B)False

Question 11

External data are those generated within the organization for which the research is being conducted.

Accepted Answer

A) True 
 B)False

Question 12

________ databases provide information on individuals, organizations and services.

Accepted Answer

A) Special purpose 
B) Bibliographic 
C) Directory 
D) Numeric 
A) Special purpose 
B) Bibliographic 
C) Directory 
D) Numeric

Question 13

The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur.

Accepted Answer

A) True 
 B)False

Question 14

Secondary internal data have two significant advantages. They are easily available and inexpensive.

Accepted Answer

A) True 
 B)False

Question 15

What are the major advantages of secondary internal data?

Accepted Answer

Secondary internal data have two signifi

Question 16

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.

Accepted Answer

A) nature 
B) objective 
C) error/accuracy 
D) currency 
A) nature 
B) objective 
C) error/accuracy 
D) currency

Question 17

Surveys can be used for which of the following purposes?

Accepted Answer

A) to evaluate advertising 
B) to examine purchase and consumption behavior 
C) for market segmentation 
D) all of the above 
A) to evaluate advertising 
B) to examine purchase and consumption behavior 
C) for market segmentation 
D) all of the above

Question 18

List the criteria for evaluating secondary data (Table 4.2 in the text).

Accepted Answer

Secondary data should be evaluated on th

Question 19

Which of the following practices might be unethical?

Accepted Answer

A) the use of secondary data alone when the research requires primary data collection 
B) the client is billed a fixed fee for the project 
C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone 
D) Both A and C are correct. 
A) the use of secondary data alone when the research requires primary data collection 
B) the client is billed a fixed fee for the project 
C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone 
D) Both A and C are correct.

Question 20

Primary data are data that have already been collected for purposes other than the problem at hand.

Accepted Answer

A) True 
 B)False

Exam 4: Exploratory Research Design: Secondary Data

Syndicated sources collect data for marketing research problems specific to individual clients.

Secondary internal sources of data are often not fully exploited by organizations.

Secondary data are originated by a researcher for the specific purpose of addressing the problem at hand.

Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S.markets, whether they are cities, counties, metro areas, or states.What of the following information is also true of the Survey of Buying Power?

As compared to primary data, secondary data are collected ________.

The CRM system used by Chrysler is an example of ________.

An advantage of scanner data is that in-store variables like pricing, promotions, and displays are part of the data set.

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.

External data are those generated within the organization for which the research is being conducted.

________ databases provide information on individuals, organizations and services.

The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur.

Secondary internal data have two significant advantages. They are easily available and inexpensive.

What are the major advantages of secondary internal data?

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.

Surveys can be used for which of the following purposes?

List the criteria for evaluating secondary data (Table 4.2 in the text).

Which of the following practices might be unethical?

Primary data are data that have already been collected for purposes other than the problem at hand.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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