Question 1

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________.

Accepted Answer

A) syndicated services /sources 
B) data processing services 
C) field services 
D) qualitative research services 
E) pooling services 
A) syndicated services /sources 
B) data processing services 
C) field services 
D) qualitative research services 
E) pooling services

Question 2

Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?

Accepted Answer

A) subjective research 
B) exploratory research 
C) conclusive research 
D) observational research 
E) supporting research 
A) subjective research 
B) exploratory research 
C) conclusive research 
D) observational research 
E) supporting research

Question 3

Descriptive research is a type of ________ that has as its major objective the description of something - usually market characteristics or functions.

Accepted Answer

A) subjective research 
B) exploratory research 
C) conclusive research 
D) observational research 
E) supporting research 
A) subjective research 
B) exploratory research 
C) conclusive research 
D) observational research 
E) supporting research

Question 4

Accounting records, sales reports, and internal experts are typical sources of internal secondary data.

Accepted Answer

A) True 
 B)False

Question 5

Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

Accepted Answer

A) True 
 B)False

Question 6

________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

Accepted Answer

A) Descriptive research 
B) Causal research 
C) Exploratory research 
D) Subjective research 
E) Conditional research 
A) Descriptive research 
B) Causal research 
C) Exploratory research 
D) Subjective research 
E) Conditional research

Question 7

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) may lack in accuracy 
C) may be expensive and time consuming 
D) may not be completely current 
E) may lack relevance 
A) the objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation 
B) may lack in accuracy 
C) may be expensive and time consuming 
D) may not be completely current 
E) may lack relevance

Question 8

A(n)________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period.

Accepted Answer

A) focus group 
B) panel 
C) hypothesis 
D) theory 
E) research mix 
A) focus group 
B) panel 
C) hypothesis 
D) theory 
E) research mix

Question 9

Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________.

Accepted Answer

A) units of measurement might differ 
B) accuracy may vary across countries 
C) frequency of census data collection can differ 
D) differences in tax evasion rates affect reported business income 
E) language differs across countries 
A) units of measurement might differ 
B) accuracy may vary across countries 
C) frequency of census data collection can differ 
D) differences in tax evasion rates affect reported business income 
E) language differs across countries

Question 10

According to the text, ________ is the largest source of secondary data in the United States.

Accepted Answer

A) Nielsen 
B) Yahoo! 
C) Arbitron 
D) the U.S. government 
E) Microsoft 
A) Nielsen 
B) Yahoo! 
C) Arbitron 
D) the U.S. government 
E) Microsoft

Question 11

According to the text, a basic rule of research is to ________.

Accepted Answer

A) examine primary data first 
B) examine secondary data first 
C) examine experimental data first 
D) examine virtual data first 
E) examine special data first 
A) examine primary data first 
B) examine secondary data first 
C) examine experimental data first 
D) examine virtual data first 
E) examine special data first

Question 12

Syndicated services or sources can be classified based on the unit of measurement.

Accepted Answer

A) True 
 B)False

Question 13

Psychometrics refers to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.

Accepted Answer

A) True 
 B)False

Question 14

Conclusive research should be used when management realizes a problem exists but does not yet understand why.

Accepted Answer

A) True 
 B)False

Question 15

________ make their money by collecting data and designing research products that fit the information needs of more than one organization.

Accepted Answer

A) Data processing services 
B) Syndicated services 
C) Field services 
D) Qualitative research services 
E) Pooling services 
A) Data processing services 
B) Syndicated services 
C) Field services 
D) Qualitative research services 
E) Pooling services

Question 16

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 
E) relevance 
A) nature 
B) objective 
C) error/accuracy 
D) currency 
E) relevance

Question 17

Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.

Accepted Answer

A) True 
 B)False

Question 18

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 19

Which of the following is NOT one of the major types of descriptive studies?

Accepted Answer

A) internally or externally focused sales studies 
B) consumer perception and behavior studies 
C) cause-and-effect qualitative studies 
D) market characteristic studies 
E) consumer behavior studies 
A) internally or externally focused sales studies 
B) consumer perception and behavior studies 
C) cause-and-effect qualitative studies 
D) market characteristic studies 
E) consumer behavior studies

Question 20

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

Accepted Answer

A) True 
 B)False

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________.

Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?

Descriptive research is a type of ________ that has as its major objective the description of something - usually market characteristics or functions.

Accounting records, sales reports, and internal experts are typical sources of internal secondary data.

Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

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

A(n)________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period.

Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________.

According to the text, ________ is the largest source of secondary data in the United States.

According to the text, a basic rule of research is to ________.

Syndicated services or sources can be classified based on the unit of measurement.

Psychometrics refers to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.

Conclusive research should be used when management realizes a problem exists but does not yet understand why.

________ make their money by collecting data and designing research products that fit the information needs of more than one organization.

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.

Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.

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 ________.

Which of the following is NOT one of the major types of descriptive studies?

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

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

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________.

Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?

Descriptive research is a type of ________ that has as its major objective the description of something - usually market characteristics or functions.

Accounting records, sales reports, and internal experts are typical sources of internal secondary data.

Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

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

A(n)________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period.

Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________.

According to the text, ________ is the largest source of secondary data in the United States.

According to the text, a basic rule of research is to ________.

Syndicated services or sources can be classified based on the unit of measurement.

Psychometrics refers to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.

Conclusive research should be used when management realizes a problem exists but does not yet understand why.

________ make their money by collecting data and designing research products that fit the information needs of more than one organization.

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.

Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.

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 ________.

Which of the following is NOT one of the major types of descriptive studies?

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

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