Question 1

Compared to the collection cost of primary data, secondary data is ________.

Accepted Answer

A) more expensive 
B) approximately the same cost 
C) less expensive 
D) nonexistent 
E) more elusive 
A) more expensive 
B) approximately the same cost 
C) less expensive 
D) nonexistent 
E) more elusive C

Question 2

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.

Accepted Answer

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

Question 3

Which statement is NOT true about research design?

Accepted Answer

A) Research design is a framework for conducting the marketing research project. 
B) Research design specifies the measurement and scaling procedures. 
C) Research design is undertaken before developing the approach to the problem. 
D) Research design is undertaken after the marketing research problem is defined. 
A) Research design is a framework for conducting the marketing research project. 
B) Research design specifies the measurement and scaling procedures. 
C) Research design is undertaken before developing the approach to the problem. 
D) Research design is undertaken after the marketing research problem is defined. C

Question 4

In a short essay, discuss the advantages and uses of secondary data. Include a discussion of the disadvantages of secondary data to support your answer.

Accepted Answer

a. The main advantages of secondary data

Question 5

According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.

Accepted Answer

A) True 
 B)False

Question 6

In a short essay, list and discuss the two types of general surveys used to collect syndicated data.

Accepted Answer

a. Periodic surveys collect data on the

Question 7

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________.

Accepted Answer

A) conclusive research 
B) descriptive research 
C) causal research 
D) exploratory research 
E) insight research 
A) conclusive research 
B) descriptive research 
C) causal research 
D) exploratory research 
E) insight research

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data?

Accepted Answer

A) specifications 
B) error 
C) currency 
D) availability 
E) objective 
A) specifications 
B) error 
C) currency 
D) availability 
E) objective

Question 10

Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?

Accepted Answer

A) conclusive research 
B) exploratory research 
C) descriptive research 
D) causal research 
E) expeditionary research 
A) conclusive research 
B) exploratory research 
C) descriptive research 
D) causal research 
E) expeditionary research

Question 11

Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?

Accepted Answer

A) periodic surveys 
B) panel surveys 
C) shared surveys 
D) parallel surveys 
E) regular surveys 
A) periodic surveys 
B) panel surveys 
C) shared surveys 
D) parallel surveys 
E) regular surveys

Question 12

In a short essay, list and discuss at least five specific criteria that are essential for evaluating secondary data.

Accepted Answer

a. Specifications: Methodology used to c

Question 13

________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.

Accepted Answer

A) Industrial Firms/Organizations 
B) Single-source services 
C) Customized services 
D) Retail services 
E) Movement services 
A) Industrial Firms/Organizations 
B) Single-source services 
C) Customized services 
D) Retail services 
E) Movement services

Question 14

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 15

An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.

Accepted Answer

A) True 
 B)False

Question 16

In a short essay, discuss the differences between exploratory and conclusive research.

Accepted Answer

a. Exploratory research is resear

Question 17

Informed consent is an ethical principle which ________.

Accepted Answer

A) applies to the contracts between clients and research agencies 
B) applies primarily to syndicate firms 
C) deals with requests for social security numbers from respondents 
D) occurs when retailers don't take title to goods until they are purchased by customers 
E) requires researchers to avoid both uninformed and misinformed participation in marketing research projects 
A) applies to the contracts between clients and research agencies 
B) applies primarily to syndicate firms 
C) deals with requests for social security numbers from respondents 
D) occurs when retailers don't take title to goods until they are purchased by customers 
E) requires researchers to avoid both uninformed and misinformed participation in marketing research projects

Question 18

Which of the following is true about census data?

Accepted Answer

A) The information in census data is available in only one form. 
B) The data can be geographically categorized at various levels of detail. 
C) Census data does not need to be detailed as long as it is accurate. 
D) Integrating enhanced census data with internal company databases is a waste of secondary sources. 
E) all of the above 
A) The information in census data is available in only one form. 
B) The data can be geographically categorized at various levels of detail. 
C) Census data does not need to be detailed as long as it is accurate. 
D) Integrating enhanced census data with internal company databases is a waste of secondary sources. 
E) all of the above

Question 19

Syndicated sources can be classified based on units of measurement, such as ________ and ________.

Accepted Answer

A) observations; insights 
B) surveys; interviews 
C) qualitative; quantitative 
D) secondary; primary 
E) households/consumer; institutions 
A) observations; insights 
B) surveys; interviews 
C) qualitative; quantitative 
D) secondary; primary 
E) households/consumer; institutions

Question 20

________ is very versatile and can be used at any point in a study.

Accepted Answer

A) Causal research 
B) Descriptive research 
C) Exploratory research 
D) Observational research 
E) Provisional research 
A) Causal research 
B) Descriptive research 
C) Exploratory research 
D) Observational research 
E) Provisional research

Compared to the collection cost of primary data, secondary data is ________.

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.

Which statement is NOT true about research design?

In a short essay, discuss the advantages and uses of secondary data. Include a discussion of the disadvantages of secondary data to support your answer.

According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.

In a short essay, list and discuss the two types of general surveys used to collect syndicated data.

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________.

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

Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data?

Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?

Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?

In a short essay, list and discuss at least five specific criteria that are essential for evaluating secondary data.

________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.

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.

An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.

In a short essay, discuss the differences between exploratory and conclusive research.

Informed consent is an ethical principle which ________.

Which of the following is true about census data?

Syndicated sources can be classified based on units of measurement, such as and .

________ is very versatile and can be used at any point in a study.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 3: Research Design, Secondary and Syndicated Data

Compared to the collection cost of primary data, secondary data is ________.

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.

Which statement is NOT true about research design?

In a short essay, discuss the advantages and uses of secondary data. Include a discussion of the disadvantages of secondary data to support your answer.

According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.

In a short essay, list and discuss the two types of general surveys used to collect syndicated data.

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________.

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

Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data?

Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?

Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?

In a short essay, list and discuss at least five specific criteria that are essential for evaluating secondary data.

________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.

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.

An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.

In a short essay, discuss the differences between exploratory and conclusive research.

Informed consent is an ethical principle which ________.

Which of the following is true about census data?

Syndicated sources can be classified based on units of measurement, such as ________ and ________.

________ is very versatile and can be used at any point in a study.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Syndicated sources can be classified based on units of measurement, such as and .