Deck 4: Exploratory Research Design: Secondary Data

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

Secondary data may be classified as either internal or extant.

Answer 3

False

Question 4

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

Question 5

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.

Question 6

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

Question 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

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.

Question 13

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.

Question 14

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

Question 15

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.

Question 16

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

Question 17

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.

Question 18

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

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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.

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

Social media sites may be popular with businesses but are not being used by nonprofit and government organizations.

Question 32

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

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

Question 33

Social media represent the true voice of the consumer.

Question 34

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.

Question 35

The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur.

Question 36

The posts from social media such as blogs or Facebook "fan" pages give an informative account of consumer perception and preference with regard to the problem at hand.

Question 37

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).

Question 38

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

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

Question 39

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.

Question 40

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.

Question 41

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.

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

Question 42

Caterpillar needed to know what truck fleets should test their two new engines;how they could get a marketing strategy that could be measured;and how to adjust for the coming downturn in sales.To answer these questions,they gave their salesforce laptops and paid them to enter customer information related to each sale they made.Caterpillar analyzed the newly acquired customer data and developed strategies to address their marketing questions.Caterpillar utilized ________.

A)secondary marketing
B)external marketing
C)database marketing
D)internal marketing

Question 43

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

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

Question 44

Examples of other government publications available from the federal government include all of the following except ________.

A)Periodical Abstract
B)World Factbook
C)Bureau of Labor Statistics
D)Bureau of Economic Analysis

Question 45

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

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

Question 46

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

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

Question 47

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

A)Data should be reliable and generalizable to the problem at hand.
B)Syndicated firms periodically update census data.
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 48

Which of the following is not a disadvantage of secondary data?

A)The objectives,nature,and methods used to collect the secondary data may not be appropriate to the present situation.
B)Secondary data may be lacking in accuracy.
C)Secondary data may be expensive and time consuming.
D)Secondary data may not be completely current or dependable.

Question 49

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 ________.

A)specification/methodology
B)error/accuracy
C)objective
D)dependability

Question 50

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

A)public business;government
B)general business;government
C)general business;federal
D)public business;federal

Question 51

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?

A)The relationships examined should be taken into account.
B)Secondary data may be measured in units that may not be appropriate for the current problem.
C)The researcher must determine if the data are accurate enough for the purpose of the present study.
D)It is possible to reconfigure the available data so that the resulting data are more useful to the problem at hand.

Question 52

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

A)directories
B)indexes
C)guides
D)statistical published data

Question 53

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

A)published materials
B)computerized databases
C)ready-to-use
D)syndicated services

Question 54

An overall indication of the dependability of data may be obtained by examining the ________,credibility,reputation,and ________ of the source.

A)accuracy;trustworthiness
B)expertise;trustworthiness
C)expertise;accuracy
D)None of the above is correct.

Question 55

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

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

Question 56

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

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

Question 57

________ databases provide information on individuals,organizations and services.

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

Question 58

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

A)Data should be reliable and generalizable to the problem at hand.
B)Syndicated firms periodically update census data.
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 59

________ are helpful for identifying individuals or organizations that collect specific data.

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

Question 60

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

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

Question 61

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

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

Question 62

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices,supplementing the purchase information recorded online or in a diary is referred to as ________.

A)scanner diary panels/cable TV
B)scanner panels
C)purchase panels
D)media panels

Question 63

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?

A)It features statistics,rankings,and projections for every county and media market in the United States with demographic broken out by age,race,city,county,and state.
B)It features information on retail spending;and projections for future growth in these areas.
C)It features a unique measure of spending power that takes population,EBI,and retail sales into account to determine a market's ability to buy.
D)All of the above are true.

Question 64

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

Question 65

________ is an effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents.

A)Single-source data
B)Demographic mapping
C)Computer mapping
D)Thematic mapping

Question 66

Information gathered from social media is used to ________.

A)understand the market
B)answer clients' concerns
C)connect to consumers and potential participants
D)conduct online research
E)all of the above

Question 67

Which of the following practices might be unethical?

A)the use of secondary data alone when the research requires primary data collection
B)the client is billed a fixed fee for the project
C)the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone
D)Both A and C are correct.

Question 68

Surveys can be used for which of the following purposes?

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

Question 69

G&R Research and Consulting)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 G&R is an example of surveys being used ________.

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

Question 70

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?

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

Question 71

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

A)sales management decisions such as defining territories and setting quotas
B)advertising decisions such as allocating advertising budgets
C)segmenting the market and designing custom products and services for important segments
D)all of the above

Question 72

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 ________.

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

Question 73

Protecting the privacy of respondents is an ethical principle ________.

A)applying to the contracts between clients and research agencies
B)applying primarily to syndicate firms
C)dealing with requests for social security numbers from respondents
D)where retailers don't take title to goods until they are purchased by customers
E)requiring researchers to avoid both uninformed and misinformed participation in marketing research projects

Question 74

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

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

Question 75

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

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

Question 76

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

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

Question 77

Discuss the advantages and uses of secondary data.

Question 78

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

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

Question 79

Regarding supermarket loyalty cards,a shopper provides demographic and shopping-related information when applying for the cards.At check-out,the UPC-coded loyalty cards are swiped prior to scanning the items for purchase.Typically,databases gather the list of items that are scanned at check-out and match them to the shopper's records.

A)Maintaining these databases reduce grocery-store profits by 11 percent each year.
B)In 2004,Congress proposed legislation limiting loyalty card programs.
C)The supermarkets' data from these loyalty programs cannot be sold to syndicated research firms.
D)Forty percent of supermarkets have reported increased sales as a result of implementing their loyalty card programs.
E)Most consumers are unaware that the supermarkets have all this information on them.

Question 80

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

A)identifying shelf space allocation and inventory problems
B)establishing profiles of specific user groups
C)developing sales potentials and forecasts
D)analyzing distribution problems