Question 1

Which of the following secondary data sources represents an ethical issue in terms of customer privacy issues?

Accepted Answer

A) published sources 
B) fields 
C) records 
D) internal databases 
E) external databases

Question 2

Caution is especially in order with Internet sources because few quality standards are applied to most Internet sites.

Accepted Answer

A) True 
 B)False

Question 3

Clay Holladay owns a chain of radio stations.The advertising time he sells to advertisers is directly related to the number of persons who are listening to each station in each radio market.Clay purchases estimates of the number of persons who listen to the different radio stations in each market from Arbitron,a marketing research firm.In every radio market Arbitron gathers the same data;the number of persons listening to every program on each station as well as their age and gender.Arbitron records this information in a database and they offer it to every person who wishes to subscribe to it for a fee.Arbitron is an example of a:

Accepted Answer

A) syndicated processing firm. 
B) syndicated data services firm. 
C) packaged services processing firm. 
D) standardized services firm. 
E) micromarketing firm.

Question 4

The American Community Survey (ACS)may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.

Accepted Answer

A) True 
 B)False

Question 5

A researcher's use of secondary data often depends on whether the reporting unit matches the researcher's need.

Accepted Answer

A) True 
 B)False

Question 6

Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Accepted Answer

A) True 
 B)False

Question 7

A wealth of secondary data is available concerning the lifestyles and purchasing habits of demographic groups.Since the people in demographic groups tend to make similar purchases and have similar attitudes,this secondary data is heavily scrutinized by marketers.

Accepted Answer

A) True 
 B)False

Question 8

A study is released that shows that a majority of Americans want to keep the penny in circulation.It is learned that the study was conducted by the zinc industry (most pennies are made with zinc).This illustrates:

Accepted Answer

A) there are ethical issues in secondary data;some secondary data are not objective. 
B) it is difficult to conduct accurate research when you are dealing with emotional issues such as keeping the penny in circulation. 
C) even though the study was sponsored by the zinc industry,the research company conducting the research would not be unethical in reporting the data. 
D) research results may be used to determine national policy. 
E) the FTC protects the public from manipulations of fact.

Question 9

Some methods used to gather marketing tracking data collected at the household level are by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase,by asking them to keep diaries of their purchases,and by having auditors conduct audits in the consumers' household.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following was NOT discussed in the text as an advantage of using secondary data?

Accepted Answer

A) may be obtained quickly 
B) may be obtained in any form desired by the researcher 
C) is relatively inexpensive 
D) is usually available 
E) may achieve the research objective

Question 11

One advantage of the Gallup Poll is that the company has been tracking the same attitudes and opinions over many years,and business executives can track how these attitudes,such as attitudes toward private brands,are changing.

Accepted Answer

A) True 
 B)False

Question 12

Packaged information services collect market tracking data at the household level by using:

Accepted Answer

A) video cameras,35 mm cameras,tape recorders,and scanning devices. 
B) panels of auditors,diaries of store managers,and video cameras. 
C) consumer protocol data,household pantry inventories,and private investigators. 
D) panels of consumers who may use scanning devices,diaries,and home audits. 
E) focus groups,ethnographic studies,and diaries.

Question 13

Tapestry Segmentation,an Esri service described in the text,applies a process of segmentation that identifies neighborhoods by major demographic and consumption patterns and then determines which of these neighborhood "segment types" represents the client's potential customers.Which of the following best illustrates how this service was explained in your text?

Accepted Answer

A) Esri segments were examined to determine which segments were likely to be gourmet coffee drinkers.Once the segments were identified,Esri could provide direct mail lists that identified the names and addresses of gourmet coffee drinkers.This allowed Donofrio's Coffee to send these "likely" customers a frequent user card to promote their patronage. 
B) The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly,and she wants to attract other prospective customers who match the club member demographic and lifestyle profile.By determining the distinguishing characteristics of the club members,the owner can identify the Tapestry Segmentation segments,i.e."Metropolitans," "Metro Renters," etc.which will allow the owner to locate and establish communications with members of these segments. 
C) Esri has data stored in a common database that identifies zip code areas that offer the most potential in terms of sales for a gourmet coffee shop like Donofrio's.Donofrio's subscribed to this information for a fee,and the information was used to help find new coffee shop locations. 
D) Present customers for a gourmet coffee shop were determined.Esri then,through its Community Tapestry syndicated data service,found census data which identified household addresses of the present customers.This information allowed Donofrio's Coffee to target customers with promotional offers to induce greater sales during warm months of the year. 
E) None of the above.There was no example illustrating how Community Tapestry was applied.

Question 14

A key advantage of a packaged service is the shared costs among many firms of the data that are collected.

Accepted Answer

A) True 
 B)False

Question 15

Aggregator,or data bank,services offer a wide variety of indexes,directories,and statistical and full-text files,but they are all compiled using the same search logic.

Accepted Answer

A) True 
 B)False

Question 16

One method of collecting marketing tracking data at the household level is by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase.

Accepted Answer

A) True 
 B)False

Question 17

A database refers to a collection of data and information describing items of interest.Each unit of information in a database is called a record.

Accepted Answer

A) True 
 B)False

Question 18

Because of increasing mobile connectivity,eWOM (or "buzz")has experienced an extremely fast growth
rate around the world in the last few years.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following secondary information sources provides a baseline of data every 10 years?

Accepted Answer

A) baseline reports 
B) NAICS (decade report) 
C) census of the population 
D) Survey of Buying Power 
E) Decennial Marketing Research Handbook

Question 20

Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?

Accepted Answer

A) basic data 
B) related data 
C) proprietary data 
D) primary data 
E) secondary data

Exam 5: Secondary Data Packaged Information

Which of the following secondary data sources represents an ethical issue in terms of customer privacy issues?

Caution is especially in order with Internet sources because few quality standards are applied to most Internet sites.

The American Community Survey (ACS)may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.

A researcher's use of secondary data often depends on whether the reporting unit matches the researcher's need.

Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

A wealth of secondary data is available concerning the lifestyles and purchasing habits of demographic groups.Since the people in demographic groups tend to make similar purchases and have similar attitudes,this secondary data is heavily scrutinized by marketers.

A study is released that shows that a majority of Americans want to keep the penny in circulation.It is learned that the study was conducted by the zinc industry (most pennies are made with zinc) .This illustrates:

Which of the following was NOT discussed in the text as an advantage of using secondary data?

One advantage of the Gallup Poll is that the company has been tracking the same attitudes and opinions over many years,and business executives can track how these attitudes,such as attitudes toward private brands,are changing.

Packaged information services collect market tracking data at the household level by using:

A key advantage of a packaged service is the shared costs among many firms of the data that are collected.

Aggregator,or data bank,services offer a wide variety of indexes,directories,and statistical and full-text files,but they are all compiled using the same search logic.

One method of collecting marketing tracking data at the household level is by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase.

A database refers to a collection of data and information describing items of interest.Each unit of information in a database is called a record.

Because of increasing mobile connectivity,eWOM (or "buzz")has experienced an extremely fast growth rate around the world in the last few years.

Which of the following secondary information sources provides a baseline of data every 10 years?

Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?