Question 1

The first step in searching for published sources of secondary data is to:

Accepted Answer

A)  talk to the reference librarian. 
B)  go to the library and page through sources to get a feel for what is in them. 
C)  use a computer data base to locate possible sources. 
D)  identify what you know and what you wish to know about your topic. 
E)  consult an index of data sources. 
A)  talk to the reference librarian. 
B)  go to the library and page through sources to get a feel for what is in them. 
C)  use a computer data base to locate possible sources. 
D)  identify what you know and what you wish to know about your topic. 
E)  consult an index of data sources.

Question 2

People meter is a device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it.

Accepted Answer

A) True 
 B)False

Question 3

You are searching for relevant secondary data via computer searching. After determining what you already know and what you wish to know about your topic, what is the next step?

Accepted Answer

A)  Go to the library and begin searching through relevant marketing publications. 
B)  Consult an authority in the field. 
C)  Consult a reference librarian for help. 
D)  Consult a specialized index that relates to your topic. 
E)  Generate a list of key terms and names. 
A)  Go to the library and begin searching through relevant marketing publications. 
B)  Consult an authority in the field. 
C)  Consult a reference librarian for help. 
D)  Consult a specialized index that relates to your topic. 
E)  Generate a list of key terms and names.

Question 4

A representative group of individuals or households that keeps track of purchases made or products consumed over a given period of time is called a scanner.

Accepted Answer

A) True 
 B)False

Question 5

The CIO serves as the liaison between the firm's top management and its information systems department.

Accepted Answer

A) True 
 B)False

Question 6

A marketing manager needs information about all competitors' prices in order to make a pricing decision. The internal database she consults contains prices that were collected by mystery shoppers over a year ago. Her database has one of the major disadvantages of secondary data, namely, _____.

Accepted Answer

A)  age of the data 
B)  quality 
C)  relevance 
D)  completeness 
E)  units of measure that do not match 
A)  age of the data 
B)  quality 
C)  relevance 
D)  completeness 
E)  units of measure that do not match

Question 7

A researcher is attempting to evaluate the market potential of a new product in a new area and has used the Statistical Abstract of the United States for some of the needed information. Which of the following has the researcher used?

Accepted Answer

A)  A primary source of primary data. 
B)  A secondary source of primary data. 
C)  A primary source of secondary data. 
D)  A secondary source of secondary data. 
E)  None of the above. 
A)  A primary source of primary data. 
B)  A secondary source of primary data. 
C)  A primary source of secondary data. 
D)  A secondary source of secondary data. 
E)  None of the above.

Question 8

Which of the following are examples of secondary data (as contrasted with primary data)?

Accepted Answer

A)  Demographic information (birth, age, marriage, income, etc.) collected from a sample of respondents as a part of a market segmentation study for a prominent grocery chain. 
B)  Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal of Marketing and later used by a researcher working on a project for a construction company. 
C)  Housing data especially collected from a sample by a researcher working on a project for a construction company. 
D)  Consumer attitudes as measured by an attitude questionnaire designed and used by a researcher investigating a model of consumer behavior. 
E)  Results of an experiment used to evaluate advertisement effectiveness for a new product. 
A)  Demographic information (birth, age, marriage, income, etc.) collected from a sample of respondents as a part of a market segmentation study for a prominent grocery chain. 
B)  Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal of Marketing and later used by a researcher working on a project for a construction company. 
C)  Housing data especially collected from a sample by a researcher working on a project for a construction company. 
D)  Consumer attitudes as measured by an attitude questionnaire designed and used by a researcher investigating a model of consumer behavior. 
E)  Results of an experiment used to evaluate advertisement effectiveness for a new product.

Question 9

Data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level is called ____________________.

Accepted Answer

The answer of Data that allow researchers to link together...

Question 10

One key to effectively using prior marketing research projects as secondary data sources is:

Accepted Answer

A)  selecting only those projects that addressed the current problem. 
B)  using only project results that were generated by laboratory experiments. 
C)  always using project results in isolation, in other words, not confusing the issue by combining results from various projects. 
D)  combining key learnings on related topics in order to arrive at synergistic learnings. 
E)  using only the learnings from projects conducted by commercial research companies, in order to avoid internal bias. 
A)  selecting only those projects that addressed the current problem. 
B)  using only project results that were generated by laboratory experiments. 
C)  always using project results in isolation, in other words, not confusing the issue by combining results from various projects. 
D)  combining key learnings on related topics in order to arrive at synergistic learnings. 
E)  using only the learnings from projects conducted by commercial research companies, in order to avoid internal bias.

Question 11

Name at least one of the three criteria researchers should use in judging the accuracy of secondary data: ____________________.

Accepted Answer

source of the secondary data
p

Question 12

____________________ is a mapping software which combines various kinds of demographic data with geographic information on maps.

Accepted Answer

Geographic

Question 13

The most important advantage(s) of secondary data is(are) that:

Accepted Answer

A)  it is appropriate for many purposes. 
B)  it is usually more thoroughly tested and evaluated. 
C)  it may involve additional field and office personnel. 
D)  there could be possible cost and time savings. 
E)  it provides a welcome rest in the library. 
A)  it is appropriate for many purposes. 
B)  it is usually more thoroughly tested and evaluated. 
C)  it may involve additional field and office personnel. 
D)  there could be possible cost and time savings. 
E)  it provides a welcome rest in the library.

Question 14

How do organisations assess exposure to and effectiveness of advertising in the mass media?

Accepted Answer

Nielsen ratings are designed to provide

Question 15

Which of the following does not constitute an advantage of secondary sources of information?

Accepted Answer

A)  Help to better state the problem under investigation 
B)  Complete fit with the problem 
C)  Suggest improved methods or data for better coming to grips with the problem 
D)  Provide comparative data by which primary data can be more insightfully interpreted 
E)  Less costly 
A)  Help to better state the problem under investigation 
B)  Complete fit with the problem 
C)  Suggest improved methods or data for better coming to grips with the problem 
D)  Provide comparative data by which primary data can be more insightfully interpreted 
E)  Less costly

Question 16

Which of the following is TRUE?

Accepted Answer

A)  Primary data is gathered by the researcher's organization and secondary data is gathered by some other organization. 
B)  The researcher should attempt to gather secondary data before initiating a search for primary data. 
C)  Secondary data in a secondary source is just as accurate as secondary data in a primary source. 
D)  If a researcher obtains secondary data from the party who collected them, he or she is using a secondary source of secondary data. 
E)  They are all false. 
A)  Primary data is gathered by the researcher's organization and secondary data is gathered by some other organization. 
B)  The researcher should attempt to gather secondary data before initiating a search for primary data. 
C)  Secondary data in a secondary source is just as accurate as secondary data in a primary source. 
D)  If a researcher obtains secondary data from the party who collected them, he or she is using a secondary source of secondary data. 
E)  They are all false.

Question 17

Secondary data rarely fit perfectly the researcher's particular problem. The most important reason for the lack of fit is(are):

Accepted Answer

A)  out-of-date statistics, differences in units of measurement, differences in class boundaries. 
B)  differences in units of measurement, theories of measurement, and class boundaries. 
C)  differences in evaluations of what is important. 
D)  the volume of data provided is too large. 
E)  differences in collection method and research design. 
A)  out-of-date statistics, differences in units of measurement, differences in class boundaries. 
B)  differences in units of measurement, theories of measurement, and class boundaries. 
C)  differences in evaluations of what is important. 
D)  the volume of data provided is too large. 
E)  differences in collection method and research design.

Question 18

Which of the following is TRUE?

Accepted Answer

A)  The first step in searching published sources of secondary data is to consult a reference librarian. 
B)  One key source of secondary information is the trade association, particularly since it is often able to obtain information from members that might not be available elsewhere. 
C)  The primary advantage of on-line database searching is access to information not available in any other format. 
D)  The main disadvantage of using standardized marketing information services over primary data is that the data is not as accurate. 
E)  They are all false. 
A)  The first step in searching published sources of secondary data is to consult a reference librarian. 
B)  One key source of secondary information is the trade association, particularly since it is often able to obtain information from members that might not be available elsewhere. 
C)  The primary advantage of on-line database searching is access to information not available in any other format. 
D)  The main disadvantage of using standardized marketing information services over primary data is that the data is not as accurate. 
E)  They are all false.

Question 19

The use of analytic techniques to explore the data held within a dataset in order to isolate useful information is called ____________________.

Accepted Answer

The answer of The use of analytic techniques to explore...

Question 20

Which of the following is NOT an example of primary data collection?

Accepted Answer

A)  Telephone survey of manufacturers. 
B)  Computerized literature search of Google.com to learn about the U.S. trade deficit. 
C)  Asking restaurant patrons to complete a survey after their meal and dropping it in the suggestion box before exiting. 
D)  Observation of oil patches in driveways of homes to determine the socioeconomic status of the neighborhood. 
E)  An academic experiment using graduate students in a retailing course as subjects to determine how different retailers measure customer satisfaction. 
A)  Telephone survey of manufacturers. 
B)  Computerized literature search of Google.com to learn about the U.S. trade deficit. 
C)  Asking restaurant patrons to complete a survey after their meal and dropping it in the suggestion box before exiting. 
D)  Observation of oil patches in driveways of homes to determine the socioeconomic status of the neighborhood. 
E)  An academic experiment using graduate students in a retailing course as subjects to determine how different retailers measure customer satisfaction.

The first step in searching for published sources of secondary data is to:

People meter is a device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it.

You are searching for relevant secondary data via computer searching. After determining what you already know and what you wish to know about your topic, what is the next step?

A representative group of individuals or households that keeps track of purchases made or products consumed over a given period of time is called a scanner.

The CIO serves as the liaison between the firm's top management and its information systems department.

A marketing manager needs information about all competitors' prices in order to make a pricing decision. The internal database she consults contains prices that were collected by mystery shoppers over a year ago. Her database has one of the major disadvantages of secondary data, namely, _____.

A researcher is attempting to evaluate the market potential of a new product in a new area and has used the Statistical Abstract of the United States for some of the needed information. Which of the following has the researcher used?

Which of the following are examples of secondary data (as contrasted with primary data)?

Data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level is called ____________________.

One key to effectively using prior marketing research projects as secondary data sources is:

Name at least one of the three criteria researchers should use in judging the accuracy of secondary data: ____________________.

____________________ is a mapping software which combines various kinds of demographic data with geographic information on maps.

The most important advantage(s) of secondary data is(are) that:

How do organisations assess exposure to and effectiveness of advertising in the mass media?

Which of the following does not constitute an advantage of secondary sources of information?

Which of the following is TRUE?

Secondary data rarely fit perfectly the researcher's particular problem. The most important reason for the lack of fit is(are):

Which of the following is TRUE?

The use of analytic techniques to explore the data held within a dataset in order to isolate useful information is called ____________________.

Which of the following is NOT an example of primary data collection?

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

The first step in searching for published sources of secondary data is to:

People meter is a device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it.

You are searching for relevant secondary data via computer searching. After determining what you already know and what you wish to know about your topic, what is the next step?

A representative group of individuals or households that keeps track of purchases made or products consumed over a given period of time is called a scanner.

The CIO serves as the liaison between the firm's top management and its information systems department.

A marketing manager needs information about all competitors' prices in order to make a pricing decision. The internal database she consults contains prices that were collected by mystery shoppers over a year ago. Her database has one of the major disadvantages of secondary data, namely, _____.

A researcher is attempting to evaluate the market potential of a new product in a new area and has used the Statistical Abstract of the United States for some of the needed information. Which of the following has the researcher used?

Which of the following are examples of secondary data (as contrasted with primary data)?

Data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level is called ____________________.

One key to effectively using prior marketing research projects as secondary data sources is:

Name at least one of the three criteria researchers should use in judging the accuracy of secondary data: ____________________.

____________________ is a mapping software which combines various kinds of demographic data with geographic information on maps.

The most important advantage(s) of secondary data is(are) that:

How do organisations assess exposure to and effectiveness of advertising in the mass media?

Which of the following does not constitute an advantage of secondary sources of information?

Which of the following is TRUE?

Secondary data rarely fit perfectly the researcher's particular problem. The most important reason for the lack of fit is(are):

Which of the following is TRUE?

The use of analytic techniques to explore the data held within a dataset in order to isolate useful information is called ____________________.

Which of the following is NOT an example of primary data collection?

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