Question 1

It is never prudent to search secondary data until you have become fully familiar with the primary data you have collected.

Accepted Answer

A) True 
 B)False

Question 2

An example of nesting would be "Alberta THEN Saskatchewan" as it is a technique that indicates the order in which a search is to be done.

Accepted Answer

A) True 
 B)False

Question 3

Certain products such as gasoline and diesel engines require very precise drilling. Tolerances are extremely small, and drill bits that can accomplish the near-perfect drills are very expensive. Unfortunately, the drill bits must be discarded after only a few drills as they sustain distortions that cause them to exceed the tight tolerances. Feng Zu invented a new method to sharpen high performance metal drill bits to their original specifications. Feng's process meant that companies could extend the life of drill bits. Feng knew that his invention would be a success, but he needed to find the users of high-performance drill bits and direct personal sales calls to them. Using NAICS Feng was frustrated because, for example, he could compile only very general lists of potential users and many on the lists would not be users of drill bits at all. Feng needed a service that would provide much more specific information about business firms in order to determine if they were really potential customers. Which of the following services would likely help Feng?

Accepted Answer

A)  VALS 
B)  the Gallup Poll 
C)  PRIZM 
D)  Dun's Market Identifiers 
E)  ESRI's TapestryTM Segmentation

Question 4

Nielsen Scantrack Services is an example of market tracking data collected at the retail level that allows brand managers to monitor sales and market share and to evaluate marketing strategies.

Accepted Answer

A) True 
 B)False

Question 5

External secondary data was classified in the textbook into three sources: published, unpublished, and digital.

Accepted Answer

A) True 
 B)False

Question 6

Dun's Market Identifiers (DMI) is useful for providing market segmentation information on members of the industrial market.

Accepted Answer

A) True 
 B)False

Question 7

Secondary data are gathered from a variety of sources such as warranty cards, vehicle registrations, government agencies, and accounts receivables.

Accepted Answer

A) True 
 B)False

Question 8

Standardized services, refers to data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following best represents the operators of Boolean logic?

Accepted Answer

A)  AND, OR, and NOT 
B)  ADJ and NEAR 
C)  AND, SAME, and OR 
D)  ADJ, NEAR, or SAME 
E)  SAME, OR, and NOT

Question 10

Which of the following was NOT discussed as a disadvantage of using secondary data?

Accepted Answer

A)  there is a mismatch of the units of measurement 
B)  data may be collected too quickly causing problems with the project schedule 
C)  differing classifications of the data in terms of what is available and what is needed 
D)  the data may be dated 
E)  reporting units are incompatible with research needs

Question 11

Syndicated data has many advantages and disadvantages. Which statement below best reflects one of these?

Accepted Answer

A)  It offers a strategic information advantage. 
B)  Requires commitment to a long-term contract. 
C)  Information is customizable. 
D)  Quality of data is questionable. 
E)  It is always more expense than using primary data.

Question 12

NAICS is not really a source of information in and of itself; rather, it is a coding system that may be used to access information.

Accepted Answer

A) True 
 B)False

Question 13

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 14

One method that marketing tracking data are collected 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 15

Which of the following does NOT represents an application of secondary data?

Accepted Answer

A)  predicting broad changes in culture 
B)  selecting a street location for a new car wash 
C)  economic trends forecasting 
D)  corporate intelligence 
E)  evaluating traffic flow in a new store layout

Question 16

Which of the following information standardized information sources was NOT noted for conducting consumer opinion polls in Canada?

Accepted Answer

A)  Dun's Market Identifiers 
B)  Angus Reid Global Monitor 
C)  Harris Poll Online 
D)  EKOS Research Associates 
E)  Maritz Poll

Question 17

Procter & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research and fully understanding the true purpose of the research.

Accepted Answer

A) True 
 B)False

Question 18

Organizing all books, magazine articles, manuals, and journal articles by topic with key terms in an electronic database, permits those looking for information to find it using the relationship between terms. This online search strategy is called:

Accepted Answer

A)  Field searching 
B)  Proximity operators 
C)  Boolean logic 
D)  Nesting 
E)  Truncation

Question 19

Which of the following does NOT describe the North American Industry Classification System (NAICS)?

Accepted Answer

A)  groups the economy into 20 broad classifications 
B)  industries are classified by six-digit codes 
C)  allows for common language to be used for easier comparisons 
D)  provide for "new" industries such as high tech and services 
E)  only contains business from Canada and the United States of America

Question 20

Although useful information, geodemographic information is limited in that one must use only pre-defined geographical boundaries such as cities, provinces, or countries.

Accepted Answer

A) True 
 B)False

Exam 4: Using Secondary Data and Online Information Databases

It is never prudent to search secondary data until you have become fully familiar with the primary data you have collected.

An example of nesting would be "Alberta THEN Saskatchewan" as it is a technique that indicates the order in which a search is to be done.

Nielsen Scantrack Services is an example of market tracking data collected at the retail level that allows brand managers to monitor sales and market share and to evaluate marketing strategies.

External secondary data was classified in the textbook into three sources: published, unpublished, and digital.

Dun's Market Identifiers (DMI) is useful for providing market segmentation information on members of the industrial market.

Secondary data are gathered from a variety of sources such as warranty cards, vehicle registrations, government agencies, and accounts receivables.

Standardized services, refers to data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

Which of the following best represents the operators of Boolean logic?

Which of the following was NOT discussed as a disadvantage of using secondary data?

Syndicated data has many advantages and disadvantages. Which statement below best reflects one of these?

NAICS is not really a source of information in and of itself; rather, it is a coding system that may be used to access information.

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

One method that marketing tracking data are collected 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.

Which of the following does NOT represents an application of secondary data?

Which of the following information standardized information sources was NOT noted for conducting consumer opinion polls in Canada?

Organizing all books, magazine articles, manuals, and journal articles by topic with key terms in an electronic database, permits those looking for information to find it using the relationship between terms. This online search strategy is called:

Which of the following does NOT describe the North American Industry Classification System (NAICS) ?

Although useful information, geodemographic information is limited in that one must use only pre-defined geographical boundaries such as cities, provinces, or countries.