Question 1

The primary advantage of secondary data is their availability.

Accepted Answer

A) True 
 B)False  True

Question 2

The process of predicting sales totals over a specific time period is called _____.

Accepted Answer

A)  sales forecasting 
B)  market potential estimation 
C)  sales analysis 
D)  market tracking 
A)  sales forecasting 
B)  market potential estimation 
C)  sales analysis 
D)  market tracking A

Question 3

Give examples of various external sources of secondary data and discuss how information, as a product, is distributed.

Accepted Answer

External data are generated or recorded by an entity other than the researcher's organization. Traditionally, this information has been in published form, but today computerized data archives and electronic data interchange make external data as accessible as internal data. Because secondary data have value, they can be bought and sold like other products, and channels of distribution include (1) libraries, (2) the Internet, (3) vendors, and (4) producers. Classifying external secondary data by the nature of the producer of information yields five basic sources: periodicals, government sources, media sources, trade associations, and commercial sources.

Question 4

When a credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk, this is an example of _____.

Accepted Answer

A)  single-source data 
B)  data conversion 
C)  customer discovery 
D)  index of customer saturation 
A)  single-source data 
B)  data conversion 
C)  customer discovery 
D)  index of customer saturation

Question 5

When an organization uses powerful computers to try to discover patterns of customer relationships for its products, this is known as ______.

Accepted Answer

The answer of When an organization uses powerful computers to...

Question 6

What term is used by the marketing research industry to refer to diverse types of data offered by a single company?

Accepted Answer

A)  primary data 
B)  single-source data 
C)  compound data 
D)  integrated data 
A)  primary data 
B)  single-source data 
C)  compound data 
D)  integrated data

Question 7

Market potential is frequently estimated through the use of secondary data.

Accepted Answer

A) True 
 B)False

Question 8

A researcher is interested in knowing the median income of residents in the state of Ohio and has found several sources with this information. He is comparing the information from each source to verify the information. This researcher is performing a _____.

Accepted Answer

A)  reliability assessment 
B)  data conversion 
C)  cross-check 
D)  data transformation 
A)  reliability assessment 
B)  data conversion 
C)  cross-check 
D)  data transformation

Question 9

Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data.

Accepted Answer

A)  faster; more 
B)  slower; more 
C)  faster; less 
D)  slower; less 
A)  faster; more 
B)  slower; more 
C)  faster; less 
D)  slower; less

Question 10

When original data are changed to a different format in order to make them consistent with a research objective, this is known as data ______.

Accepted Answer

The answer of When original data are changed to a...

Question 11

Facts observed, recorded, and stored by an entity outside of the researcher's organization are called _____.

Accepted Answer

A)  proprietary data 
B)  external data 
C)  internal data 
D)  primary data 
A)  proprietary data 
B)  external data 
C)  internal data 
D)  primary data

Question 12

An organization's accounting system is a useful source of internal secondary data.

Accepted Answer

A) True 
 B)False

Question 13

Secondary data that originate inside the organization are called _____.

Accepted Answer

A)  first order data 
B)  internal and proprietary data 
C)  exclusive data 
D)  valid data 
A)  first order data 
B)  internal and proprietary data 
C)  exclusive data 
D)  valid data

Question 14

Comparing data from one source with data from other sources to determine the consistency of the data is known as performing a(n) ______.

Accepted Answer

The answer of Comparing data from one source with data...

Question 15

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _____.

Accepted Answer

A)  site analysis 
B)  model building 
C)  database marketing 
D)  market tracking 
A)  site analysis 
B)  model building 
C)  database marketing 
D)  market tracking

Question 16

Model building involves specifying relationships between two or more variables, which is more complicated that simple fact-finding.

Accepted Answer

A) True 
 B)False

Question 17

Data that were collected previously for a different research study are known as ______ data.

Accepted Answer

The answer of Data that were collected previously for a...

Question 18

The observation and analysis of trends in industry volume and brand share over time is called _____.

Accepted Answer

A)  market tracking 
B)  model building 
C)  data mining 
D)  database marketing 
A)  market tracking 
B)  model building 
C)  data mining 
D)  database marketing

Question 19

Which of the following is a calculation that describes the relationship between retail demand and supply?

Accepted Answer

A)  index of retail sales 
B)  index of retail utilization 
C)  index of retail saturation 
D)  index of retail sites 
A)  index of retail sales 
B)  index of retail utilization 
C)  index of retail saturation 
D)  index of retail sites

Question 20

Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____.

Accepted Answer

A)  model building 
B)  trend analysis 
C)  sales forecasting 
D)  market potential estimation 
A)  model building 
B)  trend analysis 
C)  sales forecasting 
D)  market potential estimation

Exam 8: Secondary Data Research in a Digital Age

The primary advantage of secondary data is their availability.

The process of predicting sales totals over a specific time period is called _____.

Give examples of various external sources of secondary data and discuss how information, as a product, is distributed.

When a credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk, this is an example of _____.

When an organization uses powerful computers to try to discover patterns of customer relationships for its products, this is known as ______.

What term is used by the marketing research industry to refer to diverse types of data offered by a single company?

Market potential is frequently estimated through the use of secondary data.

A researcher is interested in knowing the median income of residents in the state of Ohio and has found several sources with this information. He is comparing the information from each source to verify the information. This researcher is performing a _____.

Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data.

When original data are changed to a different format in order to make them consistent with a research objective, this is known as data ______.

Facts observed, recorded, and stored by an entity outside of the researcher's organization are called _____.

An organization's accounting system is a useful source of internal secondary data.

Secondary data that originate inside the organization are called _____.

Comparing data from one source with data from other sources to determine the consistency of the data is known as performing a(n) ______.

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _____.

Model building involves specifying relationships between two or more variables, which is more complicated that simple fact-finding.

Data that were collected previously for a different research study are known as ______ data.

The observation and analysis of trends in industry volume and brand share over time is called _____.

Which of the following is a calculation that describes the relationship between retail demand and supply?

The Role of Business Research

Information Systems and Knowledge Management

Theory Building

The Business Research Process

The Human Side of Business Research: Organizational and Ethical Issues

Problem Definition: the Foundation of Business Research

Qualitative Research

Survey Research: an Overview

Survey Research: Communicating With Respondents

Observation

Experimental Research

Measurement

Attitude Measurement

Questionnaire Design

Sampling Designs and Sampling Procedures

Determination of Sample Size: a Review of Statistical Theory

Fieldwork

Editing and Coding: Transforming Raw Data Into Information

Basic Data Analysis: Descriptive Statistics

Univariate Statistical Analysis

Bivariate Statistical Analysis: Differences Between Two Variables

Bivariate Statistical Analysis: Measures of Association

Multivariate Statistical Analysis

Communicating Research Results: Report Generation, Oral Presentation, and Follow-Up

Filters

Obtaining secondary data is typically and expensive than obtaining primary data.