Exam 4: Exploratory Research Design: Secondary Data

Secondary data may be classified as either internal or extant.

Which of the following classifications of secondary data is not a classification for external secondary data (Figure 4.1 in the text)?

It is easy to evaluate the accuracy of secondary data because the researcher did participate in the research.

Ethical issues also arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints.

________ are databases stored in computers that require a telecommunications network to access.

Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions).

Data published anonymously or in a form that attempts to hide the details of the data collection methodology and process should be viewed with suspicion.

Scanner data have an obvious disadvantage over surveys and purchase panels,because they reflect purchasing behavior that is not subject to interviewing,recording,memory,or expert biases.

Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S.markets,whether they are cities,counties,metro areas,or states.What of the following information is also true of the Survey of Buying Power?

Surveys are the primary means of obtaining information about consumers' motives,attitudes,and preferences.

Published external secondary data sources may be broadly classified as ________ or ________ sources (Figure 4.2 in the text).

An advantage of scanner data is that in-store variables like pricing,promotions,and displays are part of the data set.

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

Discuss single-source data.What is it and how is it related to computer mapping?

Which of the following statements refer to the currency criteria when evaluating secondary data?

Secondary data are originated by a researcher for the specific purpose of addressing the problem at hand.

Syndicated sources,also referred to as syndicated services,are companies that collect and sell common pools of data of known commercial value,designed to serve information needs shared by a number of clients.

If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition,then the usefulness of the data is limited.This statement refers to the ________ criteria for evaluating secondary data.

Errors in the approach,research design,sampling,data collection,analysis,and reporting stages of the project refer to the ________ criteria for evaluating secondary data.

Maps that solve marketing problems are called thematic maps.