Question 1

Which of the following practices might be unethical?

Accepted Answer

A) the use of secondary data alone when the research requires primary data collection 
B) the client is billed a fixed fee for the project 
C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone 
D) Both A and C are correct. 
A) the use of secondary data alone when the research requires primary data collection 
B) the client is billed a fixed fee for the project 
C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone 
D) Both A and C are correct.

Question 2

List the criteria for evaluating secondary data (Table 4.2 in the text).

Accepted Answer

Secondary data should be evaluated on th

Question 3

Which of the following is a characteristic of audit services (Table 4.3 in the text)?

Accepted Answer

A) household purchases recorded through electronic scanners in supermarkets 
B) households provide specific information regularly over an extended period of time;respondents asked to record specific behaviors as they occur 
C) verification of product movement by examining physical records or performing inventory analysis 
D) data banks on industrial establishment created through direct inquiries of companies,clipping services,and corporate reports 
A) household purchases recorded through electronic scanners in supermarkets 
B) households provide specific information regularly over an extended period of time;respondents asked to record specific behaviors as they occur 
C) verification of product movement by examining physical records or performing inventory analysis 
D) data banks on industrial establishment created through direct inquiries of companies,clipping services,and corporate reports

Question 4

Briefly describe the role of mobile marketing research (MMR)in syndicated services.

Accepted Answer

Mobile marketing research (MMR)has been

Question 5

An advantage of scanner data is that in-store variables like pricing,promotions,and displays are part of the data set.

Accepted Answer

A) True 
 B)False

Question 6

G&R Research and Consulting)test ads using an at-home in-magazine context among widely dispersed samples.Test ads may naturally appear in the magazine or are inserted as tip-ins.It provides strong,validated measures of recall,persuasion,and ad reaction with responsive scheduling.The G&R is an example of surveys being used ________.

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 7

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.

Accepted Answer

A) scanner panels with cable TV 
B) volume tracking data 
C) scanner panels 
D) none of the above 
A) scanner panels with cable TV 
B) volume tracking data 
C) scanner panels 
D) none of the above

Question 8

Discuss single-source data.What is it and how is it related to computer mapping?

Accepted Answer

It is desirable to combine secondary inf

Question 9

Which of the following is a disadvantage of surveys (Table 4.3 in the text)?

Accepted Answer

A) interviewer errors;respondent errors 
B) data is lacking in terms of content,quantity,and quality 
C) data may not be representative;quality of data limited 
D) coverage may be incomplete;matching of data on the competitive activity may be difficult 
A) interviewer errors;respondent errors 
B) data is lacking in terms of content,quantity,and quality 
C) data may not be representative;quality of data limited 
D) coverage may be incomplete;matching of data on the competitive activity may be difficult

Question 10

If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition,then the usefulness of the data is limited.This statement refers 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 11

External data are those generated within the organization for which the research is being conducted.

Accepted Answer

A) True 
 B)False

Question 12

The different types of scanner data are useful for a variety of purposes.Which of the following purposes applies to scanner data?

Accepted Answer

A) data used for consumer beliefs 
B) data used for establishing consumer attitudes 
C) data used to determine customer motives 
D) making advertising decisions,including budget,copy and media,pricing 
A) data used for consumer beliefs 
B) data used for establishing consumer attitudes 
C) data used to determine customer motives 
D) making advertising decisions,including budget,copy and media,pricing

Question 13

Which of the following is a disadvantage of audit services (Table 4.3 in the text)?

Accepted Answer

A) interviewer errors;respondent errors 
B) data is lacking in terms of content,quantity,and quality 
C) data may not be representative;quality of data limited 
D) coverage may be incomplete;matching of data on the competitive activity may be difficult 
A) interviewer errors;respondent errors 
B) data is lacking in terms of content,quantity,and quality 
C) data may not be representative;quality of data limited 
D) coverage may be incomplete;matching of data on the competitive activity may be difficult

Question 14

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

Accepted Answer

A) True 
 B)False

Question 15

The uses of retail and wholesale audit data include all of the following except ________.

Accepted Answer

A) identifying shelf space allocation and inventory problems 
B) establishing profiles of specific user groups 
C) developing sales potentials and forecasts 
D) analyzing distribution problems 
A) identifying shelf space allocation and inventory problems 
B) establishing profiles of specific user groups 
C) developing sales potentials and forecasts 
D) analyzing distribution problems

Question 16

Social media represent the true voice of the consumer.

Accepted Answer

A) True 
 B)False

Question 17

The ________ for primary data is very involved and the ________ is high.

Accepted Answer

A) collection purpose;collection time 
B) collection process;collection cost 
C) collection process;collection purpose 
D) collection cost;collection time 
A) collection purpose;collection time 
B) collection process;collection cost 
C) collection process;collection purpose 
D) collection cost;collection time

Question 18

Caterpillar needed to know what truck fleets should test their two new engines;how they could get a marketing strategy that could be measured;and how to adjust for the coming downturn in sales.To answer these questions,they gave their salesforce laptops and paid them to enter customer information related to each sale they made.Caterpillar analyzed the newly acquired customer data and developed strategies to address their marketing questions.Caterpillar utilized ________.

Accepted Answer

A) secondary marketing 
B) external marketing 
C) database marketing 
D) internal marketing 
A) secondary marketing 
B) external marketing 
C) database marketing 
D) internal marketing

Question 19

Creating a marketing database involves all of the following steps except ________.

Accepted Answer

A) transferring raw sales information to a microcomputer 
B) enhancing consumer purchase information by overlaying it with demographic and psychographic information 
C) analyzing information in terms of a customer's activity over the life of the business relationship 
D) none of the above 
A) transferring raw sales information to a microcomputer 
B) enhancing consumer purchase information by overlaying it with demographic and psychographic information 
C) analyzing information in terms of a customer's activity over the life of the business relationship 
D) none of the above

Question 20

Which of the following is not a disadvantage of secondary data?

Accepted Answer

A) The objectives,nature,and methods used to collect the secondary data may not be appropriate to the present situation. 
B) Secondary data may be lacking in accuracy. 
C) Secondary data may be expensive and time consuming. 
D) Secondary data may not be completely current or dependable. 
A) The objectives,nature,and methods used to collect the secondary data may not be appropriate to the present situation. 
B) Secondary data may be lacking in accuracy. 
C) Secondary data may be expensive and time consuming. 
D) Secondary data may not be completely current or dependable.

Exam 4: Exploratory Research Design: Secondary Data

Which of the following practices might be unethical?

List the criteria for evaluating secondary data (Table 4.2 in the text).

Which of the following is a characteristic of audit services (Table 4.3 in the text)?

Briefly describe the role of mobile marketing research (MMR)in syndicated services.

An advantage of scanner data is that in-store variables like pricing,promotions,and displays are part of the data set.

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.

Discuss single-source data.What is it and how is it related to computer mapping?

Which of the following is a disadvantage of surveys (Table 4.3 in the text)?

If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition,then the usefulness of the data is limited.This statement refers to the ________ criteria for evaluating secondary data.

External data are those generated within the organization for which the research is being conducted.

The different types of scanner data are useful for a variety of purposes.Which of the following purposes applies to scanner data?

Which of the following is a disadvantage of audit services (Table 4.3 in the text)?

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

The uses of retail and wholesale audit data include all of the following except ________.

Social media represent the true voice of the consumer.

The ________ for primary data is very involved and the ________ is high.

Creating a marketing database involves all of the following steps except ________.

Which of the following is not a disadvantage of secondary data?

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

The for primary data is very involved and the is high.