Question 1

The first step in searching published sources of secondary data is to talk to a reference librarian.

Accepted Answer

A) True 
 B)False  False

Question 2

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 are 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 are not as accurate. 
E) They are all false. B

Question 3

Two problems common to secondary data are ____________________ and ____________________.

Accepted Answer

they are completely accurate,they do completely fit the problem at hand

Question 4

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.

Question 5

All of the following are advantages of secondary data EXCEPT

Accepted Answer

A) help to better state problem under investigation. 
B) completely fit 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 problem under investigation. 
B) completely fit 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 6

Which of the following might NOT be considered a benefit of using secondary data?

Accepted Answer

A) Secondary data help to state better the problem under investigation. 
B) Secondary data cost less to collect than primary data. 
C) Secondary data can suggest improved methods or data for addressing the research problem. 
D) Secondary data provide comparative data to which primary data can be compared. 
E) Secondary data better fit the problem under investigation. 
A) Secondary data help to state better the problem under investigation. 
B) Secondary data cost less to collect than primary data. 
C) Secondary data can suggest improved methods or data for addressing the research problem. 
D) Secondary data provide comparative data to which primary data can be compared. 
E) Secondary data better fit the problem under investigation.

Question 7

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

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) 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) possible cost and time savings. 
E) it provides a welcome rest in the library.

Question 8

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 9

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

Accepted Answer

A) talk to 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 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 10

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 are over a year old.Her database has one of the major disadvantages of secondary data

Accepted Answer

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

Question 11

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 ad 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 ad effectiveness for a new product.

Question 12

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 13

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 14

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 had developed are 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 15

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 16

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 17

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 18

Mark Cuban,the owner of the Dallas Mavericks,wants to increase the sales of Mavericks merchandise.His marketing manager gathers information on how other teams in the NBA,like the Los Angeles Lakers increased there merchandise sales.This information on the Lakers is known as

Accepted Answer

A) primary Data. 
B) stealing data. 
C) secondary Data. 
D) irrelevant data. 
E) None of the above. 
A) primary Data. 
B) stealing data. 
C) secondary Data. 
D) irrelevant data. 
E) None of the above.

Question 19

The ____ is the largest gatherer of statistical information in the world.

Accepted Answer

A) United Nations 
B) Federal Reserve System Board of Governors 
C) U.S.Bureau of Labor Statistics 
D) Bureau of the Census of the United States Department of Commerce 
E) Internal Revenue Service 
A) United Nations 
B) Federal Reserve System Board of Governors 
C) U.S.Bureau of Labor Statistics 
D) Bureau of the Census of the United States Department of Commerce 
E) Internal Revenue Service

Question 20

The costs of using an on-line database do NOT include which of the following?

Accepted Answer

A) Citation and printing charges 
B) Planning and executing the search 
C) Connect charges 
D) Telephone charges 
E) All of the above are costs of using on-line databases. 
A) Citation and printing charges 
B) Planning and executing the search 
C) Connect charges 
D) Telephone charges 
E) All of the above are costs of using on-line databases.

The first step in searching published sources of secondary data is to talk to a reference librarian.

Which of the following is TRUE?

Two problems common to secondary data are and .

Which of the following is FALSE?

All of the following are advantages of secondary data EXCEPT

Which of the following might NOT be considered a benefit of using secondary data?

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

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

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

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 are over a year old.Her database has one of the major disadvantages of secondary data

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

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?

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

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

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

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

Mark Cuban,the owner of the Dallas Mavericks,wants to increase the sales of Mavericks merchandise.His marketing manager gathers information on how other teams in the NBA,like the Los Angeles Lakers increased there merchandise sales.This information on the Lakers is known as

The ____ is the largest gatherer of statistical information in the world.

The costs of using an on-line database do NOT include which of the following?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 7: Secondary Data

The first step in searching published sources of secondary data is to talk to a reference librarian.

Which of the following is TRUE?

Two problems common to secondary data are ____________________ and ____________________.

Which of the following is FALSE?

All of the following are advantages of secondary data EXCEPT

Which of the following might NOT be considered a benefit of using secondary data?

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

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

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

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 are over a year old.Her database has one of the major disadvantages of secondary data

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

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?

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

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

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

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

Mark Cuban,the owner of the Dallas Mavericks,wants to increase the sales of Mavericks merchandise.His marketing manager gathers information on how other teams in the NBA,like the Los Angeles Lakers increased there merchandise sales.This information on the Lakers is known as

The ____ is the largest gatherer of statistical information in the world.

The costs of using an on-line database do NOT include which of the following?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Two problems common to secondary data are and .