Question 1

Ethical issues also arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints.

Accepted Answer

A) True 
 B)False

Question 2

The range and sources of syndicated data available for industrial goods firms are more limited than those available to consumer goods firms.

Accepted Answer

A) True 
 B)False

Question 3

Before collecting external secondary data,it is useful to analyze internal secondary data.

Accepted Answer

A) True 
 B)False

Question 4

Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions).

Accepted Answer

A) True 
 B)False

Question 5

Which of the following classifications of secondary data is not a classification for external secondary data (Figure 4.1 in the text)?

Accepted Answer

A) published materials 
B) computerized databases 
C) ready-to-use 
D) syndicated services 
A) published materials 
B) computerized databases 
C) ready-to-use 
D) syndicated services

Question 6

Which of the following statements is not true about the currency of secondary data?

Accepted Answer

A) The time lag between data collection and publication may be long. 
B) The value of secondary data is diminished as it becomes dated. 
C) The data may not be updated frequently enough for the problem at hand. 
D) All of the above are correct. 
A) The time lag between data collection and publication may be long. 
B) The value of secondary data is diminished as it becomes dated. 
C) The data may not be updated frequently enough for the problem at hand. 
D) All of the above are correct.

Question 7

The posts from social media such as blogs or Facebook "fan" pages give an informative account of consumer perception and preference with regard to the problem at hand.

Accepted Answer

A) True 
 B)False

Question 8

Errors in the approach,research design,sampling,data collection,analysis,and reporting stages of the project refer to the ________ criteria for evaluating secondary data.

Accepted Answer

A) nature 
B) objective 
C) error/accuracy 
D) currency 
A) nature 
B) objective 
C) error/accuracy 
D) currency

Question 9

Which of the following statements refer to the currency criteria when evaluating secondary data?

Accepted Answer

A) Data should be reliable and generalizable to the problem at hand. 
B) Syndicated firms periodically update census data. 
C) The objective will determine the relevance of the data.Reconfigure the data to increase their usefulness,if possible. 
D) Assess accuracy by comparing data from different sources. 
A) Data should be reliable and generalizable to the problem at hand. 
B) Syndicated firms periodically update census data. 
C) The objective will determine the relevance of the data.Reconfigure the data to increase their usefulness,if possible. 
D) Assess accuracy by comparing data from different sources.

Question 10

When institutions are the unit of measurement,the data may be obtained from retailers,wholesalers,or households.

Accepted Answer

A) True 
 B)False

Question 11

________ is an effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents.

Accepted Answer

A) Single-source data 
B) Demographic mapping 
C) Computer mapping 
D) Thematic mapping 
A) Single-source data 
B) Demographic mapping 
C) Computer mapping 
D) Thematic mapping

Question 12

Surveys can be used for which of the following purposes?

Accepted Answer

A) to evaluate advertising 
B) to examine purchase and consumption behavior 
C) for market segmentation 
D) all of the above 
A) to evaluate advertising 
B) to examine purchase and consumption behavior 
C) for market segmentation 
D) all of the above

Question 13

Discuss the advantages and uses of secondary data.

Accepted Answer

Secondary data are easily accessible,rel

Question 14

The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur.

Accepted Answer

A) True 
 B)False

Question 15

Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S.markets,whether they are cities,counties,metro areas,or states.What of the following information is also true of the Survey of Buying Power?

Accepted Answer

A) It features statistics,rankings,and projections for every county and media market in the United States with demographic broken out by age,race,city,county,and state. 
B) It features information on retail spending;and projections for future growth in these areas. 
C) It features a unique measure of spending power that takes population,EBI,and retail sales into account to determine a market's ability to buy. 
D) All of the above are true. 
A) It features statistics,rankings,and projections for every county and media market in the United States with demographic broken out by age,race,city,county,and state. 
B) It features information on retail spending;and projections for future growth in these areas. 
C) It features a unique measure of spending power that takes population,EBI,and retail sales into account to determine a market's ability to buy. 
D) All of the above are true.

Question 16

Primary data are data that have already been collected for purposes other than the problem at hand.

Accepted Answer

A) True 
 B)False

Question 17

According to your text,volume tracking data and scanner panels with cable TV are sources of scanner data.Which of the following is also a type of scanner data?

Accepted Answer

A) grocery panels 
B) scanner panels 
C) Both A and B are correct. 
D) none of the above 
A) grocery panels 
B) scanner panels 
C) Both A and B are correct. 
D) none of the above

Question 18

List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text).

Accepted Answer

∙ Data collection
∙ Response r

Question 19

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices,supplementing the purchase information recorded online or in a diary is referred to as ________.

Accepted Answer

A) scanner diary panels/cable TV 
B) scanner panels 
C) purchase panels 
D) media panels 
A) scanner diary panels/cable TV 
B) scanner panels 
C) purchase panels 
D) media panels

Question 20

Secondary data may be classified as either internal or extant.

Accepted Answer

A) True 
 B)False

Exam 4: Exploratory Research Design: Secondary Data

Ethical issues also arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints.

The range and sources of syndicated data available for industrial goods firms are more limited than those available to consumer goods firms.

Before collecting external secondary data,it is useful to analyze internal secondary data.

Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions).

Which of the following classifications of secondary data is not a classification for external secondary data (Figure 4.1 in the text)?

Which of the following statements is not true about the currency of secondary data?

The posts from social media such as blogs or Facebook "fan" pages give an informative account of consumer perception and preference with regard to the problem at hand.

Errors in the approach,research design,sampling,data collection,analysis,and reporting stages of the project refer to the ________ criteria for evaluating secondary data.

Which of the following statements refer to the currency criteria when evaluating secondary data?

When institutions are the unit of measurement,the data may be obtained from retailers,wholesalers,or households.

________ is an effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents.

Surveys can be used for which of the following purposes?

Discuss the advantages and uses of secondary data.

The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur.

Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S.markets,whether they are cities,counties,metro areas,or states.What of the following information is also true of the Survey of Buying Power?

Primary data are data that have already been collected for purposes other than the problem at hand.

According to your text,volume tracking data and scanner panels with cable TV are sources of scanner data.Which of the following is also a type of scanner data?

List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text).

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices,supplementing the purchase information recorded online or in a diary is referred to as ________.

Secondary data may be classified as either internal or extant.

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