Deck 3: Secondary Research

Question 1

Think about the U.S.Census.When this information is used by Congress,it is considered to be ________ research.

A)primary
B)secondary
C)tertiary
D)proprietary
E)confidential

Answer 1

A

Question 2

Consider the three statements shown below.How many of these statements correctly describe the contribution of secondary research to a planned primary research study?
- Secondary research can answer some of the questions originally
Addressed in the primary research study,making the explorations of
These areas unnecessary.
- Secondary research can identify new areas to explore.
- Secondary research can cause a change in the primary research study's
Hypotheses.

A)0
B)1
C)2
D)3

Answer 2

D

Question 3

Think about the U.S.Census.When an advertising agency obtains this information from a long,analytical article in the New York Times,it is obtaining it from a ________ source.

A)primary
B)secondary
C)tertiary

Answer 3

B

Question 4

The text noted limitations of secondary research.How many of the following were noted as limitations?
- availability
- relevance
- cost

A)0
B)1
C)2
D)3

Question 5

Think about the U.S.Census.When this information is used by an advertising agency to better understand demographic trends,it is considered to be ________ research.

A)primary
B)secondary
C)tertiary
D)proprietary
E)confidential

Question 6

What types of research help advertisers make better informed decisions?

A)Primary only
B)Secondary only
C)Both primary and secondary

Question 7

An advertiser is likely to obtain information that is more complete and accurate when it is obtained from the ________ source.

A)primary
B)secondary
C)tertiary

Question 8

Which type of data provides information that has been collected by other than the researcher for a purpose other than the current research project?

A)Syndicated data
B)Primary data
C)Secondary data
D)Evaluative data

Question 9

The manufacturer of Huggies Diapers conducts research that finds that disposable diapers are not an environmental problem.Since Huggies is a name brand owned by a major corporation,this research should be accepted as credible.

Question 10

Which of the following is NOT an advantage of secondary research compared to primary research?

A)is generally quick to obtain
B)is always timely
C)is relatively inexpensive

Question 11

It is always better to obtain secondary information from a ________ source.

A)primary
B)secondary
C)tertiary

Question 12

Bonnie is unsure of how to probe and explore some key attitudes in an upcoming research study.Bonnie's first step should be to ________.

A)hold focus groups
B)talk informally with target audience respondents
C)conduct a search of secondary information to see what others have done
D)eliminate the problem areas from the primary research study

Question 13

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

Question 14

________ information is information that has already been collected for purposes other than the current information need.

A)Primary
B)Secondary
C)Tertiary

Question 15

Which,if any,of the statements shown below are true?
I.The relevance of secondary information increases when there is a high
Correspondence between the units of measurement used in the secondary research
And the advertiser's desired units of measurement.
II.The relevance of secondary information increases when there is a high
Correspondence between how an advertiser defines the unit of analysis and how
The unit of analysis is defined in the secondary research.

A)I only
B)II only
C)I and II are both true
D)Neither I nor II is true

Question 16

Consider the two statements shown below regarding the potential contribution of secondary research.
I.Secondary research can contribute to questionnaire development.
II.Secondary research can never,on its own,answer an advertiser's
Information needs.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)Both I and II are true
D)Neither I nor II are true

Question 17

Which type of data provides information that has been collected by the researcher specifically for the current research project?

A)Syndicated data
B)Primary data
C)Secondary data
D)Evaluative data

Question 18

Secondary research has two significant advantages over primary research.These advantages relate to greater efficiencies in terms of ________.

A)cost and quality
B)quality and time
C)time and cost

Question 19

Think about the U.S.Census.When an advertising agency obtains this information from the U.S.Census Bureau,it is obtaining it from the ________ source.

A)primary
B)secondary
C)tertiary

Question 20

Consider the two statements shown below.
I.Secondary research can help to clarify,redefine,or refocus a planned
Primary research study.
II.Secondary research obtained from multiple sources typically
Requires a synthesis of findings before it is useful.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)Both I and II are true
D)Neither I nor II are true

Question 21

The first step in an online search strategy is to "state your information need in the form of one or more declarative sentences."

Question 22

________ should be added to the original search phrase in order to increase the chances of locating additional secondary information.

A)Metaphors
B)Syllogisms
C)Analogies
D)Synonyms

Question 23

Ad Age and Clickz are examples of ________ publishers.

A)print newsletter
B)online newsletter
C)online social media
D)print social media

Question 24

Imagine that you want to search just for PowerPoint presentations that relate to mothers and blogs.Which of the following search phrases would be most appropriate?

A)mothers + blogs:ppt
B)mothers - blogs:ppt
C)blogging mothers:powerpoint
D)mothers who blog:powerpoint

Question 25

The search phrases "trends + yogurt" and "trend + yogurt" provide identical results.

Question 26

Which of the following allows you to locate books containing content that matches your search terms?

A)Google Scholar
B)Google Book Search
C)Yahoo! Finder
D)Yahoo! InPrint

Question 27

Imagine that you want to search for mentions of social media,but are not interested in any mentions of advertising.Which of the following search phrases would be most appropriate?

A)"social media" + advertising
B)"social media" but not "advertising"
C)"social" + "media" - "advertising"
D)"social media" - advertising

Question 28

The process of online search described in the text recommends that after a number of searches are completed,you then systematically read key findings and reflect on results before proceeding with additional,more refined,searches.

Question 29

Two secondary sources each address the issue of teen's use of social media.The first source provides the entire data set in its report,while the second source provides a summary of data it finds the "most interesting" for advertisers.Which secondary source is considered to be the better source?

A)The first source
B)The second source
C)Both sources are equal

Question 30

Slideshare and Scribd are examples of ________.

A)offline print sources
B)online indexed sources
C)online non-indexed sources

Question 31

The goal of an online search is to locate information on how individuals over the age of 65 relate to and use mobile apps for their banking needs.Which of the following is the most appropriate way to state an information need in the first step of an online search?

A)What's happening with seniors and banks?
B)What are the trends regarding seniors' use of mobile banking?
C)Seniors and banking
D)What are current developments in the areas of banking and how are senior citizens using and responding to these banking trends?

Question 32

The Harrison Research Company has just completed a study of senior citizens' use of social media.They want the report to be disseminated as much as possible.In addition to posting the study's report on its web site,the company is likely to upload the report to ________.

A)Google
B)Flickr
C)Slideshare
D)YouTube

Question 33

Imagine that you want to search for web sites that have the term "milk" in their URL.Which of the following search phrases would be most appropriate?

A)inurl: milk
B)milk "in" url
C)url + milk
D)intitle: milk

Question 34

Imagine you want to evaluate the credibility and "goodness" of secondary research.In this context,which,if any,of the following statements is (are)true?
I.The credibility and "goodness" of secondary research increases when authors
And their affiliations are explicitly provided.
II.The credibility and "goodness" of secondary research increases when author
Contact information is provided.

A)I only
B)II only
C)I and II are both true
D)Neither I nor II is true

Question 35

In evaluating the appropriateness of secondary information,it is important to be able to distinguish opinion from fact.

Question 36

The text notes three main sources of secondary information: indexed online,non-indexed online and ________.

A)offline experts
B)offline print
C)online social media
D)mobile applications

Question 37

The search phrase "trends + yogurt" will return identical results when used on Google and Bing.

Question 38

Which of the following describes itself as the "world's largest collection of public records,unpublished opinions,forms,legal,news,and business information?"

A)Google
B)LexisNexis
C)Microsoft Scholar's Resource
D)Slideshare

Question 39

Imagine that you want to search for all sources that mention teens and diets.Which of the following search phrases would be most appropriate?

A)teens with diets
B)dieting teens
C)teens - diet
D)teens + diet

Question 40

You are searching for relevant web sites and have found a very relevant and informative site.The URL of this site is "www.seniorsandmobileads.com" You want to find other sites that link to this site.Which of the following search phrases would be most appropriate?

A)what sites link to "seniorsandmobileads.com"
B)destinations: www.seniorsandmobileads.com
C)link: www.seniorsandmobileads.com
D)outto: www.seniorsandmobileads.com

Question 41

Imagine that you are looking for a white paper related to digital marketing technology and services.Which of the companies listed below would be the most appropriate?

A)Ad Age
B)Doubleclick
C)Gannett Media
D)New Media Research Inc.
E)OneStop

Question 42

Imagine that you are looking for a newsletter named "Smartbrief." Which of the companies listed below would be the most likely source?

A)Ad Age
B)Doubleclick
C)Gannett Media
D)New Media Research Inc.
E)Interactive Advertising Bureau

Question 43

You wish to obtain some secondary information.Is it better to obtain this information from the primary or a secondary source? Why?

Question 44

Secondary information can often provide assistance prior to the conduct of primary research.Describe a situation in which this might occur.

Question 45

The text provided an example of the Luckie Snacking Industry report.Why would an advertiser subscribe to this type of report rather than collecting the information for him/herself?

Question 46

Imagine that you are looking for information regarding new television advertising campaigns.Which of the companies listed below would be the most appropriate?

A)Ad Age
B)Doubleclick
C)Gannett Media
D)New Media Research Inc.
E)OneStop

Question 47

Briefly explain why it is important to conduct an online search using several different search engines.

Question 48

Media-focused associations are an excellent source for research focused on one specific medium.

Question 49

Imagine that you have come across a web site with information relevant to your secondary information search.List three criteria that can be used to determine the accuracy of the provided information.

Question 50

Online white papers and research reports typically present perspectives and research findings related to a company's area of focus and expertise.