Question 1

Data collected with a specific objective in mind is always appropriate in another situation.

Accepted Answer

A) True 
 B)False

Question 2

Discuss the disadvantages of different types of scanner data.

Accepted Answer

A major weakness of scanner data is lack

Question 3

Primary data are data that have already been collected for purposes other than the problem at hand.

Accepted Answer

A) True 
 B)False

Question 4

Scanner data is obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Accepted Answer

A) True 
 B)False

Question 5

You are researching secondary data on the shopping habits of households for your project.You found a data source available via CD-ROM at the library.You are about to check out a(n)________.

Accepted Answer

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

Question 6

________ are databases composed of citations to articles in journals,magazines,newspapers,marketing research studies,technical reports,government documents,and the like.

Accepted Answer

A)  Offline databases 
B)  Online databases 
C)  Internet databases 
D)  Bibliographic databases 
A)  Offline databases 
B)  Online databases 
C)  Internet databases 
D)  Bibliographic databases

Question 7

Gallup and Robinson Magazine Impact Research Service (MIRS)test ads using an at-home in-magazine context among widely dispersed samples.Test ads may naturally appear in the magazine or are inserted as tip-ins.It provides strong,validated measures of recall,persuasion,and ad reaction with responsive scheduling.The MIRS is an example of surveys being used ________.

Accepted Answer

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

Question 8

Examination of available primary data is a prerequisite to the collection of secondary data.

Accepted Answer

A) True 
 B)False

Question 9

The ________ for primary data is very involved and the ________ is high.

Accepted Answer

A)  collection cost;collection time 
B)  collection process;collection purpose 
C)  collection purpose;collection time 
D)  collection process;collection cost 
A)  collection cost;collection time 
B)  collection process;collection purpose 
C)  collection purpose;collection time 
D)  collection process;collection cost

Question 10

________ are an excellent source of standard or recurring information.

Accepted Answer

A)  Statistical published data 
B)  Indexes 
C)  Guides 
D)  Directories 
A)  Statistical published data 
B)  Indexes 
C)  Guides 
D)  Directories

Question 11

Creating a marketing database involves all of the following steps except ________.

Accepted Answer

A)  transferring raw sales information to a microcomputer 
B)  analyzing information in terms of a customer's activity over the life of the business relationship 
C)  enhancing consumer purchase information by overlaying it with demographic and psychographic information 
D)  none of the above 
A)  transferring raw sales information to a microcomputer 
B)  analyzing information in terms of a customer's activity over the life of the business relationship 
C)  enhancing consumer purchase information by overlaying it with demographic and psychographic information 
D)  none of the above

Question 12

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

Accepted Answer

A)  data may not be representative;quality of data limited 
B)  interviewer errors;respondent errors 
C)  data is lacking in terms of content,quantity,and quality 
D)  coverage may be incomplete;matching of data on the competitive activity may be difficult 
A)  data may not be representative;quality of data limited 
B)  interviewer errors;respondent errors 
C)  data is lacking in terms of content,quantity,and quality 
D)  coverage may be incomplete;matching of data on the competitive activity may be difficult

Question 13

The CRM system used by Chrysler is an example of ________.

Accepted Answer

A)  directory databases 
B)  audits 
C)  database marketing 
D)  none of the above 
A)  directory databases 
B)  audits 
C)  database marketing 
D)  none of the above

Question 14

According to your text,volume tracking data and scanner panels with cable TV are sources of scanner data.Which of the following is also a type of scanner data?

Accepted Answer

A)  scanner panels 
B)  grocery panels 
C)  Both A and B are correct. 
D)  none of the above 
A)  scanner panels 
B)  grocery panels 
C)  Both A and B are correct. 
D)  none of the above

Question 15

When evaluating secondary data,the ________ criteria asks the question of "why the data were collected in the first place."

Accepted Answer

A)  error/accuracy 
B)  objective 
C)  currency 
D)  nature 
A)  error/accuracy 
B)  objective 
C)  currency 
D)  nature

Question 16

Directory databases provide information on individuals,organizations,and services.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

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

Question 18

Financial,operating,and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS)industrial categories.

Accepted Answer

A) True 
 B)False

Question 19

A lifestyle may be defined as a distinctive pattern of living that is described by the activities people engage in,the interests they have,and the opinions they hold of themselves and the world around them (AIOs).

Accepted Answer

A) True 
 B)False

Question 20

As compared to primary data,secondary data are collected ________.

Accepted Answer

A)  at a relatively low cost 
B)  in a short time 
C)  rapidly and easily 
D)  all of the above 
A)  at a relatively low cost 
B)  in a short time 
C)  rapidly and easily 
D)  all of the above

Exam 4: Exploratory Research Design: Secondary Data

Data collected with a specific objective in mind is always appropriate in another situation.

Discuss the disadvantages of different types of scanner data.

Primary data are data that have already been collected for purposes other than the problem at hand.

Scanner data is obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

You are researching secondary data on the shopping habits of households for your project.You found a data source available via CD-ROM at the library.You are about to check out a(n)________.

________ are databases composed of citations to articles in journals,magazines,newspapers,marketing research studies,technical reports,government documents,and the like.

Examination of available primary data is a prerequisite to the collection of secondary data.

The ________ for primary data is very involved and the ________ is high.

________ are an excellent source of standard or recurring information.

Creating a marketing database involves all of the following steps except ________.

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

The CRM system used by Chrysler is an example of ________.

According to your text,volume tracking data and scanner panels with cable TV are sources of scanner data.Which of the following is also a type of scanner data?

When evaluating secondary data,the ________ criteria asks the question of "why the data were collected in the first place."

Directory databases provide information on individuals,organizations,and services.

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

Financial,operating,and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS)industrial categories.

A lifestyle may be defined as a distinctive pattern of living that is described by the activities people engage in,the interests they have,and the opinions they hold of themselves and the world around them (AIOs).

As compared to primary data,secondary data are collected ________.

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

Filters

The for primary data is very involved and the is high.