Question 1

All of the following are disadvantages of secondary data EXCEPT that it may:

Accepted Answer

A) have a lack of availability. 
B) have measurements that cannot be used by the researcher. 
C) suggest alternative methods of primary data research. 
D) be inaccurate. 
E) not be sufficient to make a decision. 
A) have a lack of availability. 
B) have measurements that cannot be used by the researcher. 
C) suggest alternative methods of primary data research. 
D) be inaccurate. 
E) not be sufficient to make a decision. C

Question 2

All of the following are advantages of secondary data EXCEPT that it:

Accepted Answer

A) may provide a solution to the problem. 
B) may help to clarify the problem during exploratory research. 
C) may suggest alternative methods of primary data research. 
D) may alert the researcher to potential problems in research. 
E) may have a lack of availability. 
A) may provide a solution to the problem. 
B) may help to clarify the problem during exploratory research. 
C) may suggest alternative methods of primary data research. 
D) may alert the researcher to potential problems in research. 
E) may have a lack of availability. E

Question 3

A company that resells marketing research reports developed by other marketing research companies is called a(n):

Accepted Answer

A) GIS. 
B) database marketing company. 
C) marketing research aggregator. 
D) DSS. 
E) primary data collector. 
A) GIS. 
B) database marketing company. 
C) marketing research aggregator. 
D) DSS. 
E) primary data collector. C

Question 4

When a salesperson's "call reports" are used to track the sales behavior of a company's customers,this is an example of a(n):

Accepted Answer

A) internal database. 
B) data mining situation. 
C) DSS. 
D) external database. 
E) GIS. 
A) internal database. 
B) data mining situation. 
C) DSS. 
D) external database. 
E) GIS.

Question 5

A computerized database that contains information about a company's current customers is called a(n):

Accepted Answer

A) DSS. 
B) internal database. 
C) GIS. 
D) marketing research aggregator. 
E) external database. 
A) DSS. 
B) internal database. 
C) GIS. 
D) marketing research aggregator. 
E) external database.

Question 6

Secondary data can be a cost-efficient method of obtaining important marketing research information.

Accepted Answer

A) True 
 B)False

Question 7

All of the following are examples of primary data that could be collected by a company EXCEPT:

Accepted Answer

A) focus groups. 
B) survey data. 
C) secondary data. 
D) observation data from scanners. 
E) experimental daa. 
A) focus groups. 
B) survey data. 
C) secondary data. 
D) observation data from scanners. 
E) experimental daa.

Question 8

Information that has already been collected previously in another research study represents what type of data?

Accepted Answer

A) External data 
B) Secondary data 
C) Experimental data 
D) Observation data 
E) Primary data 
A) External data 
B) Secondary data 
C) Experimental data 
D) Observation data 
E) Primary data

Question 9

When computerized software of a company's customers is used to discover "buying patterns of customers" that are hidden in a database,this is known as:

Accepted Answer

A) a focus group. 
B) data mining. 
C) an external database. 
D) an experiment. 
E) a marketing research aggregator. 
A) a focus group. 
B) data mining. 
C) an external database. 
D) an experiment. 
E) a marketing research aggregator.

Question 10

A computerized system that uses its own primary data within the company to generate maps of where existing customers are located is called a(n):

Accepted Answer

A) GIS. 
B) marketing research aggregator. 
C) external database manager. 
D) PERT. 
E) DSS. 
A) GIS. 
B) marketing research aggregator. 
C) external database manager. 
D) PERT. 
E) DSS.

Question 11

The marketing research aggregator industry is a $100 million business annually.

Accepted Answer

A) True 
 B)False

Question 12

When a computer file of a company's customers and their buying patterns is used to create a marketing mix aimed at specific customers,this is an example of:

Accepted Answer

A) an experiment. 
B) a focus group. 
C) database marketing. 
D) exploratory research. 
E) a marketing research aggregator. 
A) an experiment. 
B) a focus group. 
C) database marketing. 
D) exploratory research. 
E) a marketing research aggregator.

Question 13

The issue of consumer privacy is an important aspect of behavioral targeting methods.

Accepted Answer

A) True 
 B)False

Question 14

When a baseball fan goes onto the Web site for Major League Baseball to check out statistics on the St.Louis Cardinals team,what type of data is involved?

Accepted Answer

A) Internal data 
B) Secondary data 
C) Experimental data 
D) Observation data 
E) Primary data 
A) Internal data 
B) Secondary data 
C) Experimental data 
D) Observation data 
E) Primary data

Question 15

What type of computerized system within a company allows the manager of a department to see aggregated customer figures while a worker within that department can use this same system to design reports of interest to that worker?

Accepted Answer

A) Marketing research aggregator 
B) MBO 
C) DSS 
D) PERT 
E) External database 
A) Marketing research aggregator 
B) MBO 
C) DSS 
D) PERT 
E) External database

Question 16

When a company uses the online search behavior of customers to develop online advertising aimed at specific customers based on their past online behavior,this is called:

Accepted Answer

A) a marketing research aggregator. 
B) an experiment. 
C) a focus group. 
D) an external database. 
E) behavioral targeting. 
A) a marketing research aggregator. 
B) an experiment. 
C) a focus group. 
D) an external database. 
E) behavioral targeting.

Question 17

The quality of a marketing decision is based primarily on the information used to make that decision.

Accepted Answer

A) True 
 B)False

Question 18

A personalized computer information system that is designed and managed by a marketing manager using the company's databases is called a(n):

Accepted Answer

A) MBO system. 
B) DSS. 
C) PERT system. 
D) GIS. 
E) marketing research aggregator. 
A) MBO system. 
B) DSS. 
C) PERT system. 
D) GIS. 
E) marketing research aggregator.

Question 19

The use of social networking data has improved the effectiveness of behavioral targeting.

Accepted Answer

A) True 
 B)False

Question 20

When a marketing manager accesses her company's customer database to design and generate reports that are of specific interest to this manager,this is an example of a(n):

Accepted Answer

A) PERT. 
B) marketing research aggregator. 
C) MBO. 
D) DSS. 
E) GIS. 
A) PERT. 
B) marketing research aggregator. 
C) MBO. 
D) DSS. 
E) GIS.

Exam 4: Secondary Data and Databases

All of the following are disadvantages of secondary data EXCEPT that it may:

All of the following are advantages of secondary data EXCEPT that it:

A company that resells marketing research reports developed by other marketing research companies is called a(n):

When a salesperson's "call reports" are used to track the sales behavior of a company's customers,this is an example of a(n):

A computerized database that contains information about a company's current customers is called a(n):

Secondary data can be a cost-efficient method of obtaining important marketing research information.

All of the following are examples of primary data that could be collected by a company EXCEPT:

Information that has already been collected previously in another research study represents what type of data?

When computerized software of a company's customers is used to discover "buying patterns of customers" that are hidden in a database,this is known as:

A computerized system that uses its own primary data within the company to generate maps of where existing customers are located is called a(n):

The marketing research aggregator industry is a $100 million business annually.

When a computer file of a company's customers and their buying patterns is used to create a marketing mix aimed at specific customers,this is an example of:

The issue of consumer privacy is an important aspect of behavioral targeting methods.

When a baseball fan goes onto the Web site for Major League Baseball to check out statistics on the St.Louis Cardinals team,what type of data is involved?

What type of computerized system within a company allows the manager of a department to see aggregated customer figures while a worker within that department can use this same system to design reports of interest to that worker?

When a company uses the online search behavior of customers to develop online advertising aimed at specific customers based on their past online behavior,this is called:

The quality of a marketing decision is based primarily on the information used to make that decision.

A personalized computer information system that is designed and managed by a marketing manager using the company's databases is called a(n):

The use of social networking data has improved the effectiveness of behavioral targeting.

When a marketing manager accesses her company's customer database to design and generate reports that are of specific interest to this manager,this is an example of a(n):

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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