Exam 4: Exploratory Research Design: Secondary Data

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

You are reviewing secondary data to help with a project concerning consumer preferences for television programs based on viewer income.Which of the following statements would not be of concern when considering the nature criteria for evaluating secondary data?

Based on the criteria for evaluating secondary data shown in Table 4.2 in the text,the data collected by Nielsen Media Research may be suspect because of all of the following criteria except ________.

You are researching secondary data on the shopping habits of households for your project.A marketing research firm that had done research in the area has agreed to allow you to dial into their mainframe computer to access the data.You will be accessing a(n)________.

One of the problems when evaluating secondary data is that the data may be updated too frequently for the purpose of the problem at hand.

Before collecting external secondary data,it is useful to analyze internal secondary data.

________ combines geography with demographic information and a company's sales data or other proprietary information to develop thematic maps.

Secondary internal sources of data are often not fully exploited by organizations.

Which of the following is a disadvantage of audit services (Table 4.3 in the text)?

Chrysler's Personal Information Centers collect data from car owners on all aspects of buying a car.These PICs give the company the ability to engage in customized marketing.Chrysler is using internal secondary data in its database marketing efforts.

Information provided by industry services is useful for which of the following?

Which of the following practices might be unethical?

Secondary data can help you develop an approach to the problem,answer certain research questions and test some hypotheses,and interpret primary data more insightfully.

List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text).

The uses of retail and wholesale audit data include all of the following except ________.

It is possible to locate information on a particular topic in several different publications by using ________.

Primary data should be the starting point in the search for external data.

List the criteria for evaluating secondary data (Table 4.2 in the text).

Syndicated services data are not collected for the purpose of marketing research problems specific to individual clients.

External data are those generated within the organization for which the research is being conducted.