Question 1

Which of the following is not a source of externally generated secondary data?

Accepted Answer

A)  syndicated marketing research data 
B)  news media reports 
C)  Web-based reports 
D)  salesperson strategic intelligence reports 
E)  All of the above are externally generated data. 
A)  syndicated marketing research data 
B)  news media reports 
C)  Web-based reports 
D)  salesperson strategic intelligence reports 
E)  All of the above are externally generated data. D

Question 2

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives. The researcher discovered a study, which had some circumstances similar to that of the present client. Which of the following best describes what happened?

Accepted Answer

A)  Secondary data provided primary research alternatives. 
B)  Secondary data actually provided the solution to the problem. 
C)  Secondary data helped to clarify the problem. 
D)  Secondary data provided necessary background information. 
E)  none of the above 
A)  Secondary data provided primary research alternatives. 
B)  Secondary data actually provided the solution to the problem. 
C)  Secondary data helped to clarify the problem. 
D)  Secondary data provided necessary background information. 
E)  none of the above A

Question 3

Several marketing research firms are paying people to participate in online surveys, to track their click streams, or to evaluate Web sites.

Accepted Answer

A) True 
 B)False  True

Question 4

Which question should be posed in determining the accuracy of secondary data?

Accepted Answer

A)  What information was collected? 
B)  What was the purpose of the study? 
C)  Both a & b. 
D)  Neither a nor b. 
A)  What information was collected? 
B)  What was the purpose of the study? 
C)  Both a & b. 
D)  Neither a nor b.

Question 5

What type of company could most easily compile a large internal database?

Accepted Answer

A)  CPG, such as Kellogg's 
B)  service, such as Delta Airlines 
C)  Online, such as Yahoo 
D)  entertainment, such as Universal 
A)  CPG, such as Kellogg's 
B)  service, such as Delta Airlines 
C)  Online, such as Yahoo 
D)  entertainment, such as Universal

Question 6

Which of the following is not a limitation of secondary data?

Accepted Answer

A)  takes more time to collect than primary data 
B)  may lack relevance for the present study 
C)  may not be available in the form needed for the present study 
D)  may not be accurate 
E)  All of the above are possible limitations of secondary data. 
A)  takes more time to collect than primary data 
B)  may lack relevance for the present study 
C)  may not be available in the form needed for the present study 
D)  may not be accurate 
E)  All of the above are possible limitations of secondary data.

Question 7

Which of the following is not an advantage of secondary data?

Accepted Answer

A)  Secondary data can help clarify the research problem. 
B)  Secondary data may provide a solution to the problem. 
C)  Secondary data may provide the sample frame. 
D)  All of the above are advantages of secondary data. 
A)  Secondary data can help clarify the research problem. 
B)  Secondary data may provide a solution to the problem. 
C)  Secondary data may provide the sample frame. 
D)  All of the above are advantages of secondary data.

Question 8

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

Accepted Answer

A)  the Federal Government 
B)  a University Bureau of Business & Economic Research 
C)  a major trade association 
D)  city's Chamber of Commerce 
E)  All of the above are equally reliable. 
A)  the Federal Government 
B)  a University Bureau of Business & Economic Research 
C)  a major trade association 
D)  city's Chamber of Commerce 
E)  All of the above are equally reliable.

Question 9

USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11. This type of data would be considered which of the following?

Accepted Answer

A)  internally generated secondary data 
B)  internally generated primary data 
C)  externally generated secondary data 
D)  externally generated primary data 
E)  none of the above 
A)  internally generated secondary data 
B)  internally generated primary data 
C)  externally generated secondary data 
D)  externally generated primary data 
E)  none of the above

Question 10

When comparing the collection of secondary data with primary data, secondary data relative to primary data:

Accepted Answer

A)  takes less time to collect. 
B)  costs less to collect. 
C)  is more convenient. 
D)  all of the above 
E)  none of the above 
A)  takes less time to collect. 
B)  costs less to collect. 
C)  is more convenient. 
D)  all of the above 
E)  none of the above

Question 11

Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change. This is an example of _______.

Accepted Answer

A)  an internal database 
B)  data mining 
C)  URL marketing 
D)  database marketing 
E)  none of the above 
A)  an internal database 
B)  data mining 
C)  URL marketing 
D)  database marketing 
E)  none of the above

Question 12

Secondary data can sometimes solve a marketing problem.

Accepted Answer

A) True 
 B)False

Question 13

Describe the advantages to a market researcher using secondary data as a first step in their research process.

Accepted Answer

Secondary data can help a research clari

Question 14

When you are not sure who gathered secondary data, its __________may be questionable.

Accepted Answer

A)  availability 
B)  relevance 
C)  accuracy 
D)  timeliness 
E)  none of the above 
A)  availability 
B)  relevance 
C)  accuracy 
D)  timeliness 
E)  none of the above

Question 15

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________.

Accepted Answer

A)  lack of availability 
B)  lack of relevance 
C)  inaccuracy 
D)  insufficiency 
E)  none of the above 
A)  lack of availability 
B)  lack of relevance 
C)  inaccuracy 
D)  insufficiency 
E)  none of the above

Question 16

A market researcher wants to know what improvements to make to restrooms in an upcoming redesign for a potential model aircraft. The researcher discovered a number of reports generated from customer complaints. Which of the following best describes the data?

Accepted Answer

A)  Secondary data provided primary research alternatives 
B)  Secondary data may actually provide a solution to the problem 
C)  Secondary data may help to clarify the problem 
D)  Secondary data may alert the marketing research to potential problems or difficulties 
E)  a and b
F) c and d
G) None of the above 
A)  Secondary data provided primary research alternatives 
B)  Secondary data may actually provide a solution to the problem 
C)  Secondary data may help to clarify the problem 
D)  Secondary data may alert the marketing research to potential problems or difficulties 
E)  a and b
F) c and d
G) None of the above

Question 17

Database marketing has come under scrutiny based on the idea that it may infringe on consumers' ___________.

Accepted Answer

A)  right to know 
B)  right to choose 
C)  right to privacy 
D)  right to not be deceived 
A)  right to know 
B)  right to choose 
C)  right to privacy 
D)  right to not be deceived

Question 18

Gathering secondary data is often an effective way to clarify a marketing problem.

Accepted Answer

A) True 
 B)False

Question 19

Database marketing is sometimes referred to as ____________.

Accepted Answer

A)  macromarketing 
B)  niche marketing 
C)  micromarketing 
D)  none of the above 
A)  macromarketing 
B)  niche marketing 
C)  micromarketing 
D)  none of the above

Question 20

Which of the following is not a tool that is used in data mining?

Accepted Answer

A)  probability sampling 
B)  qualitative analysis 
C)  multivariate statistics 
D)  descriptive statistics 
A)  probability sampling 
B)  qualitative analysis 
C)  multivariate statistics 
D)  descriptive statistics

Which of the following is not a source of externally generated secondary data?

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives. The researcher discovered a study, which had some circumstances similar to that of the present client. Which of the following best describes what happened?

Several marketing research firms are paying people to participate in online surveys, to track their click streams, or to evaluate Web sites.

Which question should be posed in determining the accuracy of secondary data?

What type of company could most easily compile a large internal database?

Which of the following is not a limitation of secondary data?

Which of the following is not an advantage of secondary data?

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11. This type of data would be considered which of the following?

When comparing the collection of secondary data with primary data, secondary data relative to primary data:

Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change. This is an example of _______.

Secondary data can sometimes solve a marketing problem.

Describe the advantages to a market researcher using secondary data as a first step in their research process.

When you are not sure who gathered secondary data, its __________may be questionable.

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________.

A market researcher wants to know what improvements to make to restrooms in an upcoming redesign for a potential model aircraft. The researcher discovered a number of reports generated from customer complaints. Which of the following best describes the data?

Database marketing has come under scrutiny based on the idea that it may infringe on consumers' ___________.

Gathering secondary data is often an effective way to clarify a marketing problem.

Database marketing is sometimes referred to as ____________.

Which of the following is not a tool that is used in data mining?

Problem Definition and the Research Process

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

Exam 3: Secondary Data and Databases

Which of the following is not a source of externally generated secondary data?

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives. The researcher discovered a study, which had some circumstances similar to that of the present client. Which of the following best describes what happened?

Several marketing research firms are paying people to participate in online surveys, to track their click streams, or to evaluate Web sites.

Which question should be posed in determining the accuracy of secondary data?

What type of company could most easily compile a large internal database?

Which of the following is not a limitation of secondary data?

Which of the following is not an advantage of secondary data?

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11. This type of data would be considered which of the following?

When comparing the collection of secondary data with primary data, secondary data relative to primary data:

Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change. This is an example of _______.

Secondary data can sometimes solve a marketing problem.

Describe the advantages to a market researcher using secondary data as a first step in their research process.

When you are not sure who gathered secondary data, its __________may be questionable.

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________.

A market researcher wants to know what improvements to make to restrooms in an upcoming redesign for a potential model aircraft. The researcher discovered a number of reports generated from customer complaints. Which of the following best describes the data?

Database marketing has come under scrutiny based on the idea that it may infringe on consumers' ___________.

Gathering secondary data is often an effective way to clarify a marketing problem.

Database marketing is sometimes referred to as ____________.

Which of the following is not a tool that is used in data mining?

Problem Definition and the Research Process

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters