Exam 4: Exploratory Research Design: Secondary Data

What are purchase panels and media panels? Develop examples of marketing situations where you would use each. Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Syndicated services data are not collected for the purpose of marketing research problems specific to individual clients.

The ________ for primary data is very involved and the ________ is high.

Gallup and Robinson Magazine Impact Research Service (MIRS)test ads using an at-home in-magazine context among widely dispersed samples. Test ads may naturally appear in the magazine or are inserted as tip-ins. It provides strong, validated measures of recall, persuasion, and ad reaction with responsive scheduling. The MIRS is an example of surveys being used ________.

Data collected with a specific objective in mind is always appropriate in another situation.

Which of the following statements is not true about the currency of secondary data?

Secondary data may be measured in units that may not be appropriate for the current problem.

You are researching secondary data on the shopping habits of households for your project. You found a data source available via CD-ROM at the library. You are about to check out a(n)________.

Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions).

Chrysler's Personal Information Centers collect data from car owners on all aspects of buying a car. These PICs give the company the ability to engage in customized marketing. Chrysler is using internal secondary data in its database marketing efforts.

Which of the following classifications of secondary data is not a classification for external secondary data (Figure 4.1 in the text)?

Scanner data is obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Which of the following concerns are important when evaluating secondary data for international projects?

When institutions are the unit of measurement, the data may be obtained from retailers, wholesalers, or households.

Errors in the approach, research design, sampling, data collection, analysis, and reporting stages of the project refer to the ________ criteria for evaluating secondary data.

Maps that solve marketing problems are called thematic maps.

Primary data should be the starting point in the search for external data.

Published external secondary data sources may be broadly classified as ________ or ________ sources (Figure 4.2 in the text).

________ are an excellent source of standard or recurring information.

According to your text, volume tracking data and scanner panels with cable TV are sources of scanner data. Which of the following is also a type of scanner data?