Exam 4: Exploratory Research Design: Secondary Data

A lifestyle may be defined as a distinctive pattern of living that is described by the activities people engage in,the interests they have,and the opinions they hold of themselves and the world around them (AIOs).

Based on the criteria for evaluating secondary data shown in Table 4.2 in the text,the data collected by Nielsen Media Research may be suspect because of all of the following criteria except ________.

Secondary internal sources of data are often not fully exploited by organizations.

Examination of available primary data is a prerequisite to the collection of secondary data.

Syndicated sources collect data for marketing research problems specific to individual clients.

Primary data should be the starting point in the search for external data.

Directory databases provide information on individuals,organizations,and services.

When evaluating secondary data,the ________ criteria asks the question of "why the data were collected in the first place."

Syndicated services data are not collected for the purpose of marketing research problems specific to individual clients.

What are the major advantages of secondary internal data?

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Financial,operating,and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS)industrial categories.

Secondary data can help you develop an approach to the problem,answer certain research questions and test some hypotheses,and interpret primary data more insightfully.

It is not possible to reconfigure the available data,for example,convert the units of measurements,so that the resulting data are more useful to the problem at hand.

________ databases provide information on individuals,organizations and services.

Which of the following is a characteristic of purchase panels (Table 4.3 in the text)?

Chrysler's Personal Information Centers collect data from car owners on all aspects of buying a car.These PICs give the company the ability to engage in customized marketing.Chrysler is using internal secondary data in its database marketing efforts.

One of the problems when evaluating secondary data is that the data may be updated too frequently for the purpose of the problem at hand.

You are reviewing secondary data to help with a project concerning consumer preferences for television programs based on viewer income.Which of the following statements would not be of concern when considering the nature criteria for evaluating secondary data?

Discuss the disadvantages of different types of scanner data.