Deck 5: Secondary Data Packaged Information

Question 1

Which of the following best represents a field within a database?

A)anything outside the company laboratory
B)a database record
C)records within customer names
D)customer names within a record
E)a data mine

Answer 1

D

Question 2

When it is determined that the research project will require primary data,secondary data should:

A)be discarded.
B)not be collected as it will be a waste of resources.
C)be consulted anyway.
D)be utilized only if it conforms to the findings contained in the primary data.
E)be used only in cases where the primary data is not gathered using accepted industry standards.

Answer 2

C

Question 3

Micropolitan SAs can best be described as:

A)statistical reporting units with a population of 50,000 or more.
B)statistical reporting units with at least one urbanized area populated by 50,000 or more.
C)statistical reporting units with at least one urban cluster populated by 10,000 or more.
D)statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000.
E)statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000,plus adjacent territory that has a high degree of social and economic integration.

Answer 3

E

Question 4

Which of the following best describes CRM?

A)Certificate for Records Management;awarded by the MRA after passing certain record-keeping requirements
B)Customer Relationship Management;the use of internal databases to strengthen customer relationships
C)Certified Records Manager;awarded by the MRA for successfully passing a series of courses related to database management
D)Customer Requirement Mandate;referring to customer requests that must be honored at all costs
E)None of the above;there is no such thing as CRM.

Question 5

Metropolitan SAs can best be described as:

A)statistical reporting units with a population of 50,000 or more.
B)statistical reporting units with at least one urbanized area populated by 50,000 or more.
C)statistical reporting units with at least one urban cluster populated by 10,000 or more.
D)statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000.
E)statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000,plus adjacent territory that has a high degree of social and economic integration.

Question 6

External secondary data may be grouped into which three sources?

A)published,syndicated services data,and databases
B)published,nonpublished data,and other electronic sources
C)syndicated services data,external data,and complex data
D)fields,records,databases
E)published,fields,CRMs

Question 7

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

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

Question 8

Which of the following represents an application of secondary data?

A)predicting broad changes in culture
B)selecting a street location for a new car wash
C)economic-trends forecasting
D)corporate intelligence
E)All of the above are applications of secondary data.

Question 9

The most significant demographic group for decades has been the baby-boomer population,defined as:

A)those born between the years 1928 and 1945.
B)those born between the years 1946 and 1964.
C)those born between the years 1965 and 1979.
D)those born between the years 1977 and 1994.
E)none of the above

Question 10

Which of the following was NOT discussed as a method of evaluating secondary data?

A)What was the purpose of the study?
B)How readily available is the information to the public?
C)Who collected the information?
D)How consistent is the information with other information?
E)How was the information obtained?

Question 11

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:

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 12

A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for its yachts.It needs cities with average incomes exceeding $75,000.However,the secondary information source found the income category of $50,000 and over.This represents:

A)differing class definitions of the data.
B)a mismatch of the units of measurement.
C)outdated data.
D)data having high credibility.
E)incompatible reporting units.

Question 13

Which of the following reporting units contain BOTH Metropolitan SAs and Micropolitan SAs?

A)Core Bulletin Statistical Association
B)Combination of Business and Suburban Areas
C)Confederation of Business Statisticians of America
D)Core Based Statistical Areas
E)None of the above: the terms "Micropolitan SAs" and "Metropolitan SAs" are used interchangeably.

Question 14

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

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 15

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

A)basic data
B)unrelated data
C)published data
D)primary data
E)secondary data

Question 16

________ services offer a wide variety of indexes,directories,and statistical and full-text files,all searched by the same search logic.

A)Syndicated data
B)Online information base
C)Aggregator
D)Data mining
E)Micromarketing

Question 17

Which of the following would be classified as a part of internal secondary data?

A)internal database
B)online information database
C)demographic data within a company's target market
D)any government data
E)data within libraries

Question 18

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

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

Question 19

Micromarketing is possible due to:

A)data mining
B)secondary data
C)databases
D)B and C above
E)A and C above

Question 20

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

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 outdated
E)reporting units are incompatible with research needs

Question 21

Which of the following will now provide current data about communities every year instead of once every 10 years?

A)U)S.Census Annual Update Files
B)The American Community Survey
C)Annual Census Update
D)The Annual American Community Update Record
E)Census - Annual Release

Question 22

When two or more secondary sources provide conflicting information,you should:

A)select the one source that has been in business the longest.
B)evaluate the information from each source and select the source that best suits your needs for reliable and valid information.
C)probably abandon the project if there is conflicting information;you will never have objective results upon which to base your decision.
D)call the client/manager and ask which source is desired.
E)report the discrepancies immediately to the two sources.

Question 23

A form of external,secondary data that is collected in a standard format and made available to subscribers is:

A)published data.
B)syndicated data.
C)trade association publications.
D)business periodicals.
E)syndicated services data.

Question 24

Nielsen's service that is designed to gather and report WOM or online "buzz" about companies and their products and services is known as:

A)Online Reporter.
B)WOMDataMetrics.
C)NielsenBlogMagnet.
D)BuzzMetrics.
E)WOMSphereReporter.

Question 25

Which of the following is NOT the type of marketing decision for which packaged information is typically applied?

A)measuring consumer attitudes and opinions
B)market segmentation
C)monitoring media usage and promotion effectiveness
D)market tracking studies
E)All of the above are applications of packaged information.

Question 26

The key advantage of using a packaged services firm is:

A)reducing the cost of the research project.
B)benefiting from the ability to customize specific components of the project.
C)taking advantage of the experience of the research team offering the service.
D)benefiting from industry-specific expertise provided by the research firm.
E)taking advantage of the long-term viability of the data resulting from the project.

Question 27

Consumers create a great deal of information through blogs,discussion boards,forums,user groups and the like.This information is valuable to companies and would be called:

A)government protected media.
B)consumer generated media.
C)distributor created media.
D)spurious information.
E)WOM,"Word of the Month" media.

Question 28

Q Scores measures the appeal of different performers such as actors/actresses,announcers,sports celebrities,and so on.The ratings of different performers are made available to all subscribers,so a client firm may be in a better position to select a company spokesperson for their company.Q Scores is an example of:

A)syndicated data.
B)packaged services.
C)Entertainer Employment Act Services.
D)customized services.
E)Nielsen Ratings services.

Question 29

Esri's Tapestry Segmentation system,which profiles neighborhoods according to each client's customer demographics,is an example of a(n):

A)syndicated data service.
B)customized segmentation process.
C)marketing research service for forestry products.
D)packaged service.
E)data mining service.

Question 30

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

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 31

The Nielsen TV ratings would be considered an example of:

A)syndicated processing firms.
B)syndicated data services firms.
C)standardized processing firms.
D)packaged services firms.
E)CRM firms.

Question 32

Online information about the U.S.Census may be found at:

A)the U.S.census org.
B)www.census.gov.
C)www.directory of Government Documents.com.
D)http://The U.S.Statistical Abstract.
E)Online Census Guidebook.org.

Question 33

Which of the following is an area to which packaged information may be effectively applied?

A)measuring consumer attitudes and opinion polls
B)defining market segments
C)conducting market tracking
D)monitoring media usage and promotion effectiveness
E)all of the above

Question 34

________ is the tool used for searching data collected by the ACS.

A)Geodemographic information systems (GIS)
B)Performer Q®
C)IBISWorld Industry Reports
D)American Factfinder
E)Esri's Tapestry™ Segmentation

Question 35

The primary benefit of geodemography is that:

A)demographic information may be detailed down to census blocks.
B)demographic information is available on all standard geographical areas (whether relevant to the application or not).
C)demographic information is available on arbitrarily (i.e. ,area relevant to the application)defined geographical areas.
D)demographic forecasts may be made quickly and accurately.
E)demographic data are available in increments as small as millimeters.

Question 36

Packaged services differ from syndicated data services.In the former,each client is provided with:

A)data shared from a common database.
B)no data.
C)intermittent service.
D)data collected in a standard format.
E)the same service as a result of a common process.

Question 37

A company offering a predetermined marketing research process to generate information to measure customer satisfaction would be an example of a(n):

A)experimental services firm.
B)syndicated data services firm.
C)packaged services firm.
D)geodemography research firm.
E)synthetic services firm.

Question 38

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

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

Question 39

Which of the following is a disadvantage of packaged services?

A)The company providing the standardized service may not know the idiosyncrasies of the buyer firm's industry.
B)The company providing the standardized service may be biased about the idiosyncrasies of the buyer firm's industry.
C)Buyers have little control over what information is collected.
D)It is regulated by the FTC,Standardized Services Division.
E)Data are distributed only every six months to end users.

Question 40

Which item below is NOT a key advantage of syndicated data?

A)the currency of the information
B)the client has absolute control over which data are to be collected
C)the shared costs
D)high quality of the data
E)data are quickly disseminated to users

Question 41

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.

Question 42

If two secondary sources of information report different information for what appears to be the same entity,a researcher should avoid using either information source at all costs.

Question 43

________ is a term which refers to online consumer word of mouth.

A)Blogging
B)Twitter
C)ChatBack
D)SKOPOS
E)Buzz

Question 44

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

Question 45

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.

Question 46

An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be: income being reported before tax,household income instead of per capita,and after-tax income.

Question 47

The textbook highlighted Target's successful micromarketing practices by explaining how the company increased sales of products used by new mothers and babies.

Question 48

________ is an umbrella term which refers to the online posting of consumer opinions,comments,and personal experiences.

A)Online information databases
B)Consumer-generated media (CGM)
C)ChatBack
D)Blogging
E)Buzz

Question 49

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Question 50

One of the advantages of using secondary data is that it is usually available free of charge.

Question 51

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

Question 52

CRM stands for Custom Reporting Methods and refers to a standardized process used by secondary data firms to report data.

Question 53

Syndicated sources of secondary data cover a variety of general topics of interest to the public and are widely available in libraries.

Question 54

Which of the following standardized information services firms is developing a device that will automatically record media (radio,TV,or web pages)to which a person is exposed?

A)ACNielsen
B)Information Resources,Inc.
C)CGM
D)Arbitron
E)AllMediaRecording,Inc.

Question 55

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.

Question 56

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.

Question 57

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 understand the true purpose of the research.

Question 58

Internal secondary data refers to any information that is stored in the internal memory of a computer.

Question 59

There are so many uses of secondary data that it is rare for a marketing research project to be conducted without including some of this information.In fact,some projects may be based exclusively on secondary data.

Question 60

Marketing researchers must evaluate secondary information to determine if it is reliable.This involves investigating all of the following,EXCEPT:

A)the purpose of the study.
B)who collected the information.
C)the timing of the study.
D)how the information was obtained.
E)consistency with other information.

Question 61

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

Question 62

Tracking consumer attitudes and opinions is not the kind of information that is available from standardized information firms.

Question 63

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

Question 64

Whereas market tracking studies are done at the retail store level by either scanning data or auditing,there is no market tracking conducted within households.

Question 65

Tracking studies gather data from retail stores by using either scanner data or by conducting retail-store audits.

Question 66

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

Question 67

A great deal of "census" information is actually based upon statistical sampling.

Question 68

Because firms subscribing to syndicated data share the costs of data collection and dissemination,the information comes to them at a lower cost than if they collected it themselves.

Question 69

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

Question 70

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

Question 71

Firms subscribing to syndicated data have substantial control over what information is collected and the format of the information (i.e. ,class definitions).

Question 72

Core-based statistical areas (CBSAs)are economic reporting units used by the Census Bureau.

Question 73

Packaged information is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.

Question 74

Packaged services firms are marketing a process more than anything else.Examples include standardized methods of measuring customer satisfaction or providing a system for segmenting the market.

Question 75

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.

Question 76

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.

Question 77

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.

Question 78

The SKOPOS service RepliKator™ measures consumer reaction to radio messages.

Question 79

Unlike syndicated data,the data from a packaged service will differ for each client.

Question 80

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.