Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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. 
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. C

Question 4

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

Accepted Answer

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 
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 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

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.

Accepted Answer

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. 
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 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

Protecting the privacy of respondents is an ethical principle ________.

Accepted Answer

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 
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 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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.

Accepted Answer

A) True 
 B)False

Question 18

Information gathered from social media is used to ________.

Accepted Answer

A) understand the market 
B) answer clients' concerns 
C) connect to consumers and potential participants 
D) conduct online research 
E) all of the above 
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 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

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

Exam 4: Exploratory Research Design: Secondary Data

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

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

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

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

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

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

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.

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

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

Protecting the privacy of respondents is an ethical principle ________.

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

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

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

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

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

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.

Information gathered from social media is used to ________.

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

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

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

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