Question 1

Which of the following sources of data should be looked first?

Accepted Answer

A)  primary data 
B)  external secondary data 
C)  internal secondary data 
D)  census data 
A)  primary data 
B)  external secondary data 
C)  internal secondary data 
D)  census data C

Question 2

Internal records have all of the following characteristics except

Accepted Answer

A) ready availability. 
B) absolute reliability. 
C) relevance to the organization's marketing environment. 
D) accessibility on a continuing basis. 
E) all of these are characteristic of internal records. 
A) ready availability. 
B) absolute reliability. 
C) relevance to the organization's marketing environment. 
D) accessibility on a continuing basis. 
E) all of these are characteristic of internal records. B

Question 3

The United States Bureau of Census does censuses on business, manufacturing, agriculture, population, housing, mineral industries, transportation, and government at different time intervals.

Accepted Answer

A) True 
 B)False  True

Question 4

An) ________ is a service that identifies groups of consumers who share demographic and lifestyle characteristics.

Accepted Answer

A) PRIZM 
B) Dun's market identifier 
C) Standard Industrial Classification 
D) Economic Information System 
E) Arbitron Panel 
A) PRIZM 
B) Dun's market identifier 
C) Standard Industrial Classification 
D) Economic Information System 
E) Arbitron Panel

Question 5

The primary advantage to computer retrieval methods is that cross- referenced searching is possible.This type of search is nearly impossible without the computer.

Accepted Answer

A) True 
 B)False

Question 6

NAICS system has _____ broad sectors.

Accepted Answer

A) 5 
B) 20 
C) 4 
D) 6 
E) 10 
A) 5 
B) 20 
C) 4 
D) 6 
E) 10

Question 7

The dangers facing the user of computer search methods are those of missing important information and being overwhelmed by irrelevant data.

Accepted Answer

A) True 
 B)False

Question 8

Data that were initially generated for a purpose other than solving the problem at hand are termed

Accepted Answer

A)  exploratory data 
B)  survey data 
C)  descriptive data 
D)  qualitative data 
E)  secondary data 
A)  exploratory data 
B)  survey data 
C)  descriptive data 
D)  qualitative data 
E)  secondary data

Question 9

The United States Bureau of Census conducts their Census of Population and Housing every ______ years.

Accepted Answer

A)  1 
B)  2 
C)  5 
D)  10 
E)  odd-numbered 
A)  1 
B)  2 
C)  5 
D)  10 
E)  odd-numbered

Question 10

Sales reports are an example of input data.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is not a disadvantage of online methods?

Accepted Answer

A)  Sole reliance on the accuracy of the abstract author 
B)  Scope of information available 
C)  Depend on the journal and article selection policy of the database producer 
D)  Potential to retrieve a lot of irrelevant data if searching by "keyword" 
A)  Sole reliance on the accuracy of the abstract author 
B)  Scope of information available 
C)  Depend on the journal and article selection policy of the database producer 
D)  Potential to retrieve a lot of irrelevant data if searching by "keyword"

Question 12

All of the following are units used to aggregate census data except the

Accepted Answer

A) Standard Metropolitan Statistical Area. 
B) block group. 
C) suburban tract. 
D) block. 
E) all of these are used to aggregate census data. 
A) Standard Metropolitan Statistical Area. 
B) block group. 
C) suburban tract. 
D) block. 
E) all of these are used to aggregate census data.

Question 13

Within the category of guides and indices, there is a hierarchy of generality. At the top are the

Accepted Answer

A)  guides to the guides 
B)  guides to general business information sources 
C)  Research Alert Directs 
D)  reference guides 
A)  guides to the guides 
B)  guides to general business information sources 
C)  Research Alert Directs 
D)  reference guides

Question 14

Which one of the following is not an external data source?

Accepted Answer

A) Government reports 
B) Trade association journals 
C) Companies' annual reports 
D) Newspapers 
E) Customer feedback 
A) Government reports 
B) Trade association journals 
C) Companies' annual reports 
D) Newspapers 
E) Customer feedback

Question 15

Because there is often a time lag between data collection and publication, the researcher should pay careful attention to when the data are collected.

Accepted Answer

A) True 
 B)False

Question 16

The most significant benefits secondary data offer a researcher are savings in cost and time.

Accepted Answer

A) True 
 B)False

Question 17

Primary data can be a valuable source of new ideas which can be explored later through primary research.

Accepted Answer

A) True 
 B)False

Question 18

A consistent advantage to data found in internal records is that of high reliability.

Accepted Answer

A) True 
 B)False

Question 19

In using secondary sources, it is important for a researcher to know

Accepted Answer

The answer of In using secondary sources, it is important...

Question 20

Which of the following is not true about complaint letters?

Accepted Answer

A) Complaint letters are sources of data on product quality and service problems. 
B) Complaint letters represent an incomplete and distorted picture. 
C) People who write complaint letters are likely to be highly educated and articulate. 
D) Complaint letters are the most commonly used method for consumers to resolve a dissatisfaction. 
E) All of these are true about complaint letters. 
A) Complaint letters are sources of data on product quality and service problems. 
B) Complaint letters represent an incomplete and distorted picture. 
C) People who write complaint letters are likely to be highly educated and articulate. 
D) Complaint letters are the most commonly used method for consumers to resolve a dissatisfaction. 
E) All of these are true about complaint letters.

Exam 5: Secondary Sources of Marketing Data

Which of the following sources of data should be looked first?

Internal records have all of the following characteristics except

The United States Bureau of Census does censuses on business, manufacturing, agriculture, population, housing, mineral industries, transportation, and government at different time intervals.

An) ________ is a service that identifies groups of consumers who share demographic and lifestyle characteristics.

The primary advantage to computer retrieval methods is that cross- referenced searching is possible.This type of search is nearly impossible without the computer.

NAICS system has _____ broad sectors.

The dangers facing the user of computer search methods are those of missing important information and being overwhelmed by irrelevant data.

Data that were initially generated for a purpose other than solving the problem at hand are termed

The United States Bureau of Census conducts their Census of Population and Housing every ______ years.

Sales reports are an example of input data.

Which of the following is not a disadvantage of online methods?

All of the following are units used to aggregate census data except the

Within the category of guides and indices, there is a hierarchy of generality. At the top are the

Which one of the following is not an external data source?

Because there is often a time lag between data collection and publication, the researcher should pay careful attention to when the data are collected.

The most significant benefits secondary data offer a researcher are savings in cost and time.

Primary data can be a valuable source of new ideas which can be explored later through primary research.

A consistent advantage to data found in internal records is that of high reliability.

In using secondary sources, it is important for a researcher to know

Which of the following is not true about complaint letters?

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters