Question 1

Which of the following is FALSE?

Accepted Answer

A)  Internal secondary data are the least costly of any type of marketing research. 
B)  Secondary data usually have the advantage of being faster to collect than primary data. 
C)  Although secondary data provide a good starting point for a research project, it will always be necessary to collect primary data at some point. 
D)  One of the advantages of secondary data is that secondary data generally are much less costly to collect than primary data. 
E)  Secondary data typically do not provide as good a fit to the problem as primary data. 
A)  Internal secondary data are the least costly of any type of marketing research. 
B)  Secondary data usually have the advantage of being faster to collect than primary data. 
C)  Although secondary data provide a good starting point for a research project, it will always be necessary to collect primary data at some point. 
D)  One of the advantages of secondary data is that secondary data generally are much less costly to collect than primary data. 
E)  Secondary data typically do not provide as good a fit to the problem as primary data. C

Question 2

The process of collating demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small is called ____________________.

Accepted Answer

geodemography

Question 3

A major drawback to using U.S. census data in marketing research projects is:

Accepted Answer

A)  the quality of the data is suspect due to coding and tabulation problems. 
B)  the data may not be as current as the researcher needs. 
C)  data is seldom available at the level of detail needed by the researcher. 
D)  data is unobtainable in machine-readable formats. 
E)  census data is only available for demographic variables. 
A)  the quality of the data is suspect due to coding and tabulation problems. 
B)  the data may not be as current as the researcher needs. 
C)  data is seldom available at the level of detail needed by the researcher. 
D)  data is unobtainable in machine-readable formats. 
E)  census data is only available for demographic variables. B

Question 4

A combination of database, analytical models, and dialog system that allows managers to develop and access customized information is called the ____________________.

Accepted Answer

decision s

Question 5

Which of the following is (are) secondary source(s) of secondary data?

Accepted Answer

A)  A table showing "Prestige Ratings of Occupations in the United States" published in a textbook but extracted from a research monograph. 
B)  Estimated brand shares for a number of leading electrical firms as published in Fortune and which was the result of research sponsored by that magazine. 
C)  The Census of Population. 
D)  The Census of Housing which is taken in conjunction with the Census of Population. 
E)  Results of a research project on a related topic. 
A)  A table showing "Prestige Ratings of Occupations in the United States" published in a textbook but extracted from a research monograph. 
B)  Estimated brand shares for a number of leading electrical firms as published in Fortune and which was the result of research sponsored by that magazine. 
C)  The Census of Population. 
D)  The Census of Housing which is taken in conjunction with the Census of Population. 
E)  Results of a research project on a related topic.

Question 6

The distinction between primary and secondary data is defined by the:

Accepted Answer

A)  method of collection. 
B)  purpose of the investigation. 
C)  form used for collection. 
D)  group sponsoring the collection. 
E)  type of data collected. 
A)  method of collection. 
B)  purpose of the investigation. 
C)  form used for collection. 
D)  group sponsoring the collection. 
E)  type of data collected.

Question 7

Secondary sources are not recommended for secondary data collection because:

Accepted Answer

A)  it is difficult to determine the quality of the data. 
B)  primary sources are typically more accurate. 
C)  errors in transcription may have occurred. 
D)  secondary sources are often incomplete. 
E)  All of the above are correct. 
A)  it is difficult to determine the quality of the data. 
B)  primary sources are typically more accurate. 
C)  errors in transcription may have occurred. 
D)  secondary sources are often incomplete. 
E)  All of the above are correct.

Question 8

Once the research problem is defined and clearly specified:

Accepted Answer

A)  the research effort turns to data analysis. 
B)  data collection takes place. 
C)  researchers should begin designing a survey immediately. 
D)  survey data becomes necessary. 
E)  All of the above are true. 
A)  the research effort turns to data analysis. 
B)  data collection takes place. 
C)  researchers should begin designing a survey immediately. 
D)  survey data becomes necessary. 
E)  All of the above are true.

Question 9

The primary advantage of using online computer searches to gather secondary data is:

Accepted Answer

A)  savings in time spent. 
B)  savings in cost of assembling data. 
C)  the accuracy of the data obtained. 
D)  the ability to take advantage of expert help from a reference librarian. 
E)  data are furnished in machine-readable formats. 
A)  savings in time spent. 
B)  savings in cost of assembling data. 
C)  the accuracy of the data obtained. 
D)  the ability to take advantage of expert help from a reference librarian. 
E)  data are furnished in machine-readable formats.

Question 10

A computer-based, artificial intelligence system that attempts to model how specialists in the area process information to solve the problem at hand is called the ____________________.

Accepted Answer

The answer of A computer-based, artificial intelligence system that attempts...

Question 11

Which of the following is a main reason for always using the primary source of secondary data?

Accepted Answer

A)  The primary source typically describes the process of data collection and analysis, while secondary sources typically do not. 
B)  Secondary sources typically change units of measurement. 
C)  Primary sources are usually more accurate and complete. 
D)  Only a and b are correct. 
E)  Only a and c are correct. 
A)  The primary source typically describes the process of data collection and analysis, while secondary sources typically do not. 
B)  Secondary sources typically change units of measurement. 
C)  Primary sources are usually more accurate and complete. 
D)  Only a and b are correct. 
E)  Only a and c are correct.

Question 12

Two advantages offered by secondary data are ____________________ and ____________________.

Accepted Answer

time savings, money

Question 13

Geodemographers consider the experts' suggestion, for the regular update of the census data through statistical extrapolation, as technically irrelevant .

Accepted Answer

A) True 
 B)False

Question 14

Compare and contrast primary and secondary data.

Accepted Answer

Primary data are originated by the resea

Question 15

Name at least one of the key sources researchers should keep in mind in conducting a search process: ____________________.

Accepted Answer

reference librarians
associati

Question 16

Which of the following is FALSE?

Accepted Answer

A)  One useful source of internal secondary data is prior marketing research studies on related topics. 
B)  Most marketing research studies should begin with internal secondary data. 
C)  There exists some relevant external secondary data on virtually any problem a marketer might confront. 
D)  In general, the single most productive source document of external secondary data is the sales invoice. 
E)  The amount of secondary data available is increasing. 
A)  One useful source of internal secondary data is prior marketing research studies on related topics. 
B)  Most marketing research studies should begin with internal secondary data. 
C)  There exists some relevant external secondary data on virtually any problem a marketer might confront. 
D)  In general, the single most productive source document of external secondary data is the sales invoice. 
E)  The amount of secondary data available is increasing.

Question 17

A mink coat retailer wishes to locate in cities that may offer good market potential for their coats. They need cities with average incomes exceeding $85,000. However, the secondary information source they find has an income category of $70,000 to $100,000. This represents a major disadvantage of secondary data, which is:

Accepted Answer

A)  different units of measurement. 
B)  different class definition. 
C)  out of date data. 
D)  data having high credibility. 
E)  Both a and b. 
A)  different units of measurement. 
B)  different class definition. 
C)  out of date data. 
D)  data having high credibility. 
E)  Both a and b.

Question 18

A source of secondary data that presents data, often in abstracted form, secured from the originator of the data is known as a(n):

Accepted Answer

A)  mediated source. 
B)  secondary source. 
C)  third-party source. 
D)  primary source. 
E)  abstractive source. 
A)  mediated source. 
B)  secondary source. 
C)  third-party source. 
D)  primary source. 
E)  abstractive source.

Question 19

Joe is conducting research for the marketing department of Major League Baseball about the effects of sports strikes on ticket sales. The regression model he has developed is from information and data he found in sports journals, periodicals, and newspapers. Joe is using what kind of data in his research?

Accepted Answer

A)  Primary data 
B)  Secondary data 
C)  Survey data 
D)  Focus group data 
E)  Experimental data 
A)  Primary data 
B)  Secondary data 
C)  Survey data 
D)  Focus group data 
E)  Experimental data

Question 20

In general, the one most productive source of internal secondary data for marketing research problems is:

Accepted Answer

A)  the firm's Annual Report. 
B)  warranty registration cards. 
C)  the sales invoice. 
D)  salesperson's call reports. 
E)  individual customer records. 
A)  the firm's Annual Report. 
B)  warranty registration cards. 
C)  the sales invoice. 
D)  salesperson's call reports. 
E)  individual customer records.

Which of the following is FALSE?

The process of collating demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small is called ____________________.

A major drawback to using U.S. census data in marketing research projects is:

A combination of database, analytical models, and dialog system that allows managers to develop and access customized information is called the ____________________.

Which of the following is (are) secondary source(s) of secondary data?

The distinction between primary and secondary data is defined by the:

Secondary sources are not recommended for secondary data collection because:

Once the research problem is defined and clearly specified:

The primary advantage of using online computer searches to gather secondary data is:

A computer-based, artificial intelligence system that attempts to model how specialists in the area process information to solve the problem at hand is called the ____________________.

Which of the following is a main reason for always using the primary source of secondary data?

Two advantages offered by secondary data are and .

Geodemographers consider the experts' suggestion, for the regular update of the census data through statistical extrapolation, as technically irrelevant .

Compare and contrast primary and secondary data.

Name at least one of the key sources researchers should keep in mind in conducting a search process: ____________________.

Which of the following is FALSE?

A source of secondary data that presents data, often in abstracted form, secured from the originator of the data is known as a(n):

In general, the one most productive source of internal secondary data for marketing research problems is:

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Exam 4: Collecting Secondary Data from Inside and Outside the Organization

Which of the following is FALSE?

The process of collating demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small is called ____________________.

A major drawback to using U.S. census data in marketing research projects is:

A combination of database, analytical models, and dialog system that allows managers to develop and access customized information is called the ____________________.

Which of the following is (are) secondary source(s) of secondary data?

The distinction between primary and secondary data is defined by the:

Secondary sources are not recommended for secondary data collection because:

Once the research problem is defined and clearly specified:

The primary advantage of using online computer searches to gather secondary data is:

A computer-based, artificial intelligence system that attempts to model how specialists in the area process information to solve the problem at hand is called the ____________________.

Which of the following is a main reason for always using the primary source of secondary data?

Two advantages offered by secondary data are ____________________ and ____________________.

Geodemographers consider the experts' suggestion, for the regular update of the census data through statistical extrapolation, as technically irrelevant .

Compare and contrast primary and secondary data.

Name at least one of the key sources researchers should keep in mind in conducting a search process: ____________________.

Which of the following is FALSE?

A source of secondary data that presents data, often in abstracted form, secured from the originator of the data is known as a(n):

In general, the one most productive source of internal secondary data for marketing research problems is:

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Two advantages offered by secondary data are and .