Exam 5: Secondary Sources of Marketing Data

Examining available secondary data is often a prerequisite to collecting primary data.

The researcher should be aware of the fact that two sources using different methodologies cannot be expected to arrive at the same kind of data.

Data on outcomes-marketing effort expended-can range from budgets and schedules of expenditures to salespeople's call reports.

From smallest to largest, the units of census data are the city block, the block group, and the census tract.Census tracts are grouped in urban areas to form Standard Metropolitan Statistical Areas.

Data that has been specified, collected, and recorded by someone other than the user are known as

One of the problems in applying accounting data to marketing information needs are that unit breakdown, such as geographic areas or product types, may differ.

NAICS industries are identified by a _____ code, in contrast to the ______SIC code.

Compilations are intermediate sources, in that they facilitate access to the original sources.

Source databases provide complete text or numeric information in contrast to the indices and summaries contained in the reference database.

The main limitation of the reference databases is the reliance on the accuracy of the abstract author.

Census is a mandatory enumeration conducted by the government of the important facts about their population and the economic and social environments.

A directory or compilation is an intermediate source which gives a researcher access to an original source.An example of this is the "Statistical Abstract of the United States," which contains sections from the census and other agency data.

The most popular source of marketing data is secondary data.Even when primary data must be collected, it is good practice for a researcher to consult an appropriate secondary source.

The PRIZM system for market cluster analysis is based on the fact that people of widely varying sociological backgrounds may be found within a single geographical area.

The Standard Industrial Classification SIC) codes is the new standard code system to describe business establishments and industries, replacing the North American Industry Classification System NAICS). .

Data on inputs-marketing effort expended-include all of these except:

the resources and reputation of the organization

Data on orders received or invoices billed should be used carefully. These figures will not always correspond to sales.

The NAICS is the first industry classification system that is based on the principle that producing units that use similar production processes should be grouped together in the classification.

Standardized data are collected especially for a set of information users with a common need.