Question 1

Explain the importance of internal secondary data.

Accepted Answer

A company's own internal information is the logical starting point in searching for secondary data. Many organizations fail to realize the wealth of information their own records contain. Additionally, internal data are the most readily available and can be accessed at little or no cost at all. Internal data sources can be highly effective in helping decision makers plan new-product introductions or new distribution outlets. A lot of internal company information is available for marketing research activities. If maintained and categorized properly, internal data can be used to analyze product performance, customer satisfaction, distribution effectiveness, and segmentation strategies. These forms of internal data are also useful for planning product deletions, promotional strategies, competitive intelligence, and customer service tactics.

Question 2

_____ data is market research data that is collected, packaged, and sold to many different firms.

Accepted Answer

A)  Syndicated 
B)  Noncommercial 
C)  Open source 
D)  Government 
E)  Standardized 
A)  Syndicated 
B)  Noncommercial 
C)  Open source 
D)  Government 
E)  Standardized A

Question 3

Syndicated data is the data available for free on various blogs and websites.

Accepted Answer

A) True 
 B)False  False

Question 4

Which of the following statements is true about consumer panels?

Accepted Answer

A)  They provide accurate and specific reporting of socially sensitive expenditures. 
B)  They are more expensive than primary data collection methods. 
C)  They provide information that is limited to the data collected at the point of purchase. 
D)  They only provide information about the intentions or propensities to purchase. 
E)  They are the most readily available sources of secondary data. 
A)  They provide accurate and specific reporting of socially sensitive expenditures. 
B)  They are more expensive than primary data collection methods. 
C)  They provide information that is limited to the data collected at the point of purchase. 
D)  They only provide information about the intentions or propensities to purchase. 
E)  They are the most readily available sources of secondary data.

Question 5

_____ are sources of external secondary data.

Accepted Answer

A)  Customer letters 
B)  U.S. census reports 
C)  Accounts receivable reports 
D)  Warranty cards 
E)  Sales invoices 
A)  Customer letters 
B)  U.S. census reports 
C)  Accounts receivable reports 
D)  Warranty cards 
E)  Sales invoices

Question 6

Explain the objectives of doing a literature review.

Accepted Answer

A literature review is a comprehensive e

Question 7

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.

Accepted Answer

A)  marginal 
B)  test 
C)  null 
D)  theoretical 
E)  alternative 
A)  marginal 
B)  test 
C)  null 
D)  theoretical 
E)  alternative

Question 8

Which of the following hypotheses is always tested by statisticians and market researchers?

Accepted Answer

A)  Test hypothesis 
B)  Alternative hypothesis 
C)  Null hypothesis 
D)  Theoretical hypothesis 
E)  Rejection hypothesis 
A)  Test hypothesis 
B)  Alternative hypothesis 
C)  Null hypothesis 
D)  Theoretical hypothesis 
E)  Rejection hypothesis

Question 9

How is a construct different from a variable? Give two examples of each.

Accepted Answer

A variable is an observable item that is

Question 10

The failure to reject a null hypothesis means that the null hypothesis is definitely true.

Accepted Answer

A) True 
 B)False

Question 11

A conceptual model becomes a theoretical model when:

Accepted Answer

A)  a full-scale study is likely to cost more than an exploratory study. 
B)  a literature review and the available secondary data are inadequate to suggest strong candidates for explaining dependent variables of interest. 
C)  a literature review or an exploratory research is sufficient to support the model's pictured relationships between variables. 
D)  the dependent variables identified in the model are constructs. 
E)  the independent variables identified in the model are constructs. 
A)  a full-scale study is likely to cost more than an exploratory study. 
B)  a literature review and the available secondary data are inadequate to suggest strong candidates for explaining dependent variables of interest. 
C)  a literature review or an exploratory research is sufficient to support the model's pictured relationships between variables. 
D)  the dependent variables identified in the model are constructs. 
E)  the independent variables identified in the model are constructs.

Question 12

The logical starting point in searching for secondary data is to look for data in government documents and websites.

Accepted Answer

A) True 
 B)False

Question 13

A positive relationship is an association between two variables in which they increase or decrease together.

Accepted Answer

A) True 
 B)False

Question 14

In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain.

Accepted Answer

A)  dependent variable 
B)  independent variable 
C)  positive relationship 
D)  negative relationship 
E)  null hypothesis 
A)  dependent variable 
B)  independent variable 
C)  positive relationship 
D)  negative relationship 
E)  null hypothesis

Question 15

Scholarly sources are used to obtain external secondary data.

Accepted Answer

A) True 
 B)False

Question 16

A _____ is an observable item that is used as a measure on a questionnaire.

Accepted Answer

A)  variable 
B)  construct 
C)  quota 
D)  hypothesis 
E)  parameter 
A)  variable 
B)  construct 
C)  quota 
D)  hypothesis 
E)  parameter

Question 17

The major reason for using government documents as secondary data sources is that they _____.

Accepted Answer

A)  are easily available in all marketing blogs 
B)  provide predefined categories of variables that always meet user requirements 
C)  are detailed, complete, and consistent 
D)  provide the most up-to-date information 
E)  are available for a wide range of topics 
A)  are easily available in all marketing blogs 
B)  provide predefined categories of variables that always meet user requirements 
C)  are detailed, complete, and consistent 
D)  provide the most up-to-date information 
E)  are available for a wide range of topics

Question 18

_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time.

Accepted Answer

A)  Netnographers 
B)  Consumer panels 
C)  Focus groups 
D)  Ethnographers 
E)  Mystery shoppers 
A)  Netnographers 
B)  Consumer panels 
C)  Focus groups 
D)  Ethnographers 
E)  Mystery shoppers

Question 19

Before using census data, researchers need to consider the timeliness of the data.

Accepted Answer

A) True 
 B)False

Question 20

The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods.

Accepted Answer

A) True 
 B)False

Explain the importance of internal secondary data.

_____ data is market research data that is collected, packaged, and sold to many different firms.

Syndicated data is the data available for free on various blogs and websites.

Which of the following statements is true about consumer panels?

_____ are sources of external secondary data.

Explain the objectives of doing a literature review.

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.

Which of the following hypotheses is always tested by statisticians and market researchers?

How is a construct different from a variable? Give two examples of each.

The failure to reject a null hypothesis means that the null hypothesis is definitely true.

A conceptual model becomes a theoretical model when:

The logical starting point in searching for secondary data is to look for data in government documents and websites.

A positive relationship is an association between two variables in which they increase or decrease together.

In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain.

Scholarly sources are used to obtain external secondary data.

A _____ is an observable item that is used as a measure on a questionnaire.

The major reason for using government documents as secondary data sources is that they _____.

_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time.

Before using census data, researchers need to consider the timeliness of the data.

The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposais

Exploratory and Observational Research Designs and Data Collection Approaches

Descriptive and Causal Research Designs

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters

Exam 3: Secondary Data, Literature Reviews, and Hypotheses

Explain the importance of internal secondary data.

_____ data is market research data that is collected, packaged, and sold to many different firms.

Syndicated data is the data available for free on various blogs and websites.

Which of the following statements is true about consumer panels?

_____ are sources of external secondary data.

Explain the objectives of doing a literature review.

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.

Which of the following hypotheses is always tested by statisticians and market researchers?

How is a construct different from a variable? Give two examples of each.

The failure to reject a null hypothesis means that the null hypothesis is definitely true.

A conceptual model becomes a theoretical model when:

The logical starting point in searching for secondary data is to look for data in government documents and websites.

A positive relationship is an association between two variables in which they increase or decrease together.

In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain.

Scholarly sources are used to obtain external secondary data.

A _____ is an observable item that is used as a measure on a questionnaire.

The major reason for using government documents as secondary data sources is that they _____.

_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time.

Before using census data, researchers need to consider the timeliness of the data.

The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposais

Exploratory and Observational Research Designs and Data Collection Approaches

Descriptive and Causal Research Designs

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters