Question 1

The different types of scanner data are useful for a variety of purposes.Which of the following purposes applies to scanner data?

Accepted Answer

A)  data used to determine customer motives 
B)  data used for consumer beliefs 
C)  data used for establishing consumer attitudes 
D)  making advertising decisions,including budget,copy and media,pricing 
A)  data used to determine customer motives 
B)  data used for consumer beliefs 
C)  data used for establishing consumer attitudes 
D)  making advertising decisions,including budget,copy and media,pricing

Question 2

Which of the following is a characteristic of purchase panels (Table 4.3 in the text)?

Accepted Answer

A)  data banks on industrial establishment created through direct inquiries of companies,clipping services,and corporate reports 
B)  household purchases recorded through electronic scanners in supermarkets 
C)  verification of product movement by examining physical records or performing inventory analysis 
D)  households provide specific information regularly over an extended period of time;respondents asked to record specific behaviors as they occur 
A)  data banks on industrial establishment created through direct inquiries of companies,clipping services,and corporate reports 
B)  household purchases recorded through electronic scanners in supermarkets 
C)  verification of product movement by examining physical records or performing inventory analysis 
D)  households provide specific information regularly over an extended period of time;respondents asked to record specific behaviors as they occur

Question 3

Secondary internal data have two significant advantages.They are easily available and inexpensive.

Accepted Answer

A) True 
 B)False

Question 4

InfoUSA (www.infousa.com)is a leading provider of sales and marketing support data.InfoUSA provides data via a ________.

Accepted Answer

A)  internet database 
B)  bibliographic database 
C)  online database 
D)  offline database 
A)  internet database 
B)  bibliographic database 
C)  online database 
D)  offline database

Question 5

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.

Accepted Answer

A)  volume tracking data 
B)  scanner panels with cable TV 
C)  scanner panels 
D)  none of the above 
A)  volume tracking data 
B)  scanner panels with cable TV 
C)  scanner panels 
D)  none of the above

Question 6

Examples of other government publications published by the federal government include all of the following except ________.

Accepted Answer

A)  Survey of Current Business 
B)  Business Conditions Digest 
C)  Periodical Abstract 
D)  Statistical Abstract of the United States 
A)  Survey of Current Business 
B)  Business Conditions Digest 
C)  Periodical Abstract 
D)  Statistical Abstract of the United States

Question 7

When institutions are the unit of measurement,the data may be obtained from retailers,wholesalers,or households.

Accepted Answer

A) True 
 B)False

Question 8

What are the major advantages of secondary internal data?

Accepted Answer

Secondary internal data have two signifi

Question 9

Secondary data may be measured in units that may not be appropriate for the current problem.

Accepted Answer

A) True 
 B)False

Question 10

________ databases provide information on individuals,organizations and services.

Accepted Answer

A)  Special purpose 
B)  Numeric 
C)  Directory 
D)  Bibliographic 
A)  Special purpose 
B)  Numeric 
C)  Directory 
D)  Bibliographic

Question 11

As compared to primary data,secondary data are collected rapidly and easily,at a relatively low cost,and in a short time.

Accepted Answer

A) True 
 B)False

Question 12

Syndicated sources collect data for marketing research problems specific to individual clients.

Accepted Answer

A) True 
 B)False

Question 13

Discuss the advantages and uses of secondary data.

Accepted Answer

Secondary data are easily accessible,rel

Question 14

Surveys can be used for which of the following purposes?

Accepted Answer

A)  for market segmentation 
B)  to evaluate advertising 
C)  to examine purchase and consumption behavior 
D)  all of the above 
A)  for market segmentation 
B)  to evaluate advertising 
C)  to examine purchase and consumption behavior 
D)  all of the above

Question 15

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

Accepted Answer

A)  Syndicated firms periodically update census data. 
B)  Data should be reliable and generalizable to the problem at hand. 
C)  The objective will determine the relevance of the data.Reconfigure the data to increase their usefulness,if possible. 
D)  Assess accuracy by comparing data from different sources. 
A)  Syndicated firms periodically update census data. 
B)  Data should be reliable and generalizable to the problem at hand. 
C)  The objective will determine the relevance of the data.Reconfigure the data to increase their usefulness,if possible. 
D)  Assess accuracy by comparing data from different sources.

Question 16

Which of the following concerns are important when evaluating secondary data for international projects?

Accepted Answer

A)  The accuracy of secondary data may vary from country to country. 
B)  Measurement units may not be equivalent across countries. 
C)  Both A and B are correct. 
D)  None of the above are correct. 
A)  The accuracy of secondary data may vary from country to country. 
B)  Measurement units may not be equivalent across countries. 
C)  Both A and B are correct. 
D)  None of the above are correct.

Question 17

Private sources update census data at a detailed geographic level for between-census years.

Accepted Answer

A) True 
 B)False

Question 18

The range and sources of syndicated data available for industrial goods firms are more limited than those available to consumer goods firms.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements is not true about the currency of secondary data?

Accepted Answer

A)  The data may not be updated frequently enough for the problem at hand. 
B)  The value of secondary data is diminished as it becomes dated. 
C)  The time lag between data collection and publication may be long. 
D)  All of the above are correct. 
A)  The data may not be updated frequently enough for the problem at hand. 
B)  The value of secondary data is diminished as it becomes dated. 
C)  The time lag between data collection and publication may be long. 
D)  All of the above are correct.

Question 20

It is not possible to reconfigure the available data,for example,convert the units of measurements,so that the resulting data are more useful to the problem at hand.

Accepted Answer

A) True 
 B)False

Exam 4: Exploratory Research Design: Secondary Data

The different types of scanner data are useful for a variety of purposes.Which of the following purposes applies to scanner data?

Which of the following is a characteristic of purchase panels (Table 4.3 in the text)?

Secondary internal data have two significant advantages.They are easily available and inexpensive.

InfoUSA (www.infousa.com)is a leading provider of sales and marketing support data.InfoUSA provides data via a ________.

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.

Examples of other government publications published by the federal government include all of the following except ________.

When institutions are the unit of measurement,the data may be obtained from retailers,wholesalers,or households.

What are the major advantages of secondary internal data?

Secondary data may be measured in units that may not be appropriate for the current problem.

________ databases provide information on individuals,organizations and services.

As compared to primary data,secondary data are collected rapidly and easily,at a relatively low cost,and in a short time.

Syndicated sources collect data for marketing research problems specific to individual clients.

Discuss the advantages and uses of secondary data.

Surveys can be used for which of the following purposes?

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

Which of the following concerns are important when evaluating secondary data for international projects?

Private sources update census data at a detailed geographic level for between-census years.

The range and sources of syndicated data available for industrial goods firms are more limited than those available to consumer goods firms.

Which of the following statements is not true about the currency of secondary data?

It is not possible to reconfigure the available data,for example,convert the units of measurements,so that the resulting data are more useful to the problem at hand.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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