Question 1

InfoUSA (www.infousa.com)is a leading provider of sales and marketing support data. InfoUSA provides data via a ________.

Accepted Answer

A) offline database 
B) bibliographic database 
C) online database 
D) internet database 
A) offline database 
B) bibliographic database 
C) online database 
D) internet database

Question 2

The uses of retail and wholesale audit data include all of the following except ________.

Accepted Answer

A) identifying shelf space allocation and inventory problems 
B) establishing profiles of specific user groups 
C) developing sales potentials and forecasts 
D) analyzing distribution problems 
A) identifying shelf space allocation and inventory problems 
B) establishing profiles of specific user groups 
C) developing sales potentials and forecasts 
D) analyzing distribution problems

Question 3

Private sources update census data at a detailed geographic level for between-census years.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is a characteristic of audit services (Table 4.3 in the text)?

Accepted Answer

A) household purchases recorded through electronic scanners in supermarkets 
B) households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur 
C) verification of product movement by examining physical records or performing inventory analysis 
D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports 
A) household purchases recorded through electronic scanners in supermarkets 
B) households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur 
C) verification of product movement by examining physical records or performing inventory analysis 
D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports

Question 5

Creating a marketing database involves all of the following steps except ________.

Accepted Answer

A) transferring raw sales information to a microcomputer 
B) enhancing consumer purchase information by overlaying it with demographic and psychographic information 
C) analyzing information in terms of a customer's activity over the life of the business relationship 
D) none of the above 
A) transferring raw sales information to a microcomputer 
B) enhancing consumer purchase information by overlaying it with demographic and psychographic information 
C) analyzing information in terms of a customer's activity over the life of the business relationship 
D) none of the above

Question 6

Examples of other government publications published by the federal government include all of the following except ________.

Accepted Answer

A) Periodical Abstract 
B) Business Conditions Digest 
C) Statistical Abstract of the United States 
D) Survey of Current Business 
A) Periodical Abstract 
B) Business Conditions Digest 
C) Statistical Abstract of the United States 
D) Survey of Current Business

Question 7

Information provided by industry services is useful for which of the following?

Accepted Answer

A) sales management decisions such as defining territories and setting quotas 
B) advertising decisions such as allocating advertising budgets 
C) segmenting the market and designing custom products and services for important segments 
D) all of the above 
A) sales management decisions such as defining territories and setting quotas 
B) advertising decisions such as allocating advertising budgets 
C) segmenting the market and designing custom products and services for important segments 
D) all of the above

Question 8

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).

Accepted Answer

A) True 
 B)False

Question 9

________ are databases composed of citations to articles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like.

Accepted Answer

A) Offline databases 
B) Bibliographic databases 
C) Online databases 
D) Internet databases 
A) Offline databases 
B) Bibliographic databases 
C) Online databases 
D) Internet databases

Question 10

Which of the following is a disadvantage of audit services (Table 4.3 in the text)?

Accepted Answer

A) interviewer errors; respondent errors 
B) data is lacking in terms of content, quantity, and quality 
C) data may not be representative; quality of data limited 
D) coverage may be incomplete; matching of data on the competitive activity may be difficult 
A) interviewer errors; respondent errors 
B) data is lacking in terms of content, quantity, and quality 
C) data may not be representative; quality of data limited 
D) coverage may be incomplete; matching of data on the competitive activity may be difficult

Question 11

Discuss the advantages and uses of secondary data.

Accepted Answer

Secondary data are easily accessible, re

Question 12

You are researching secondary data on the shopping habits of households for your project. A marketing research firm that had done research in the area has agreed to allow you to dial into their mainframe computer to access the data. You will be accessing a(n)________.

Accepted Answer

A) online database 
B) special purpose database 
C) offline database 
D) customer database 
A) online database 
B) special purpose database 
C) offline database 
D) customer database

Question 13

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) Secondary data may be lacking in accuracy. 
C) Secondary data may be expensive and time consuming. 
D) Secondary data may not be completely current or dependable. 
A) The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. 
B) Secondary data may be lacking in accuracy. 
C) Secondary data may be expensive and time consuming. 
D) Secondary data may not be completely current or dependable.

Question 14

List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text).

Accepted Answer

∙ Data collection
∙ Response r

Question 15

Scanner data have an obvious disadvantage over surveys and purchase panels, because they reflect purchasing behavior that is not subject to interviewing, recording, memory, or expert biases.

Accepted Answer

A) True 
 B)False

Question 16

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?

Accepted Answer

A) The relationships examined should be taken into account. 
B) Secondary data may be measured in units that may not be appropriate for the current problem. 
C) The researcher must determine if the data are accurate enough for the purpose of the present study. 
D) It is possible to reconfigure the available data so that the resulting data are more useful to the problem at hand. 
A) The relationships examined should be taken into account. 
B) Secondary data may be measured in units that may not be appropriate for the current problem. 
C) The researcher must determine if the data are accurate enough for the purpose of the present study. 
D) It is possible to reconfigure the available data so that the resulting data are more useful to the problem at hand.

Question 17

________ are databases stored in computers that require a telecommunications network to access.

Accepted Answer

A) Offline databases 
B) Bibliographic databases 
C) Online databases 
D) Special purpose databases 
A) Offline databases 
B) Bibliographic databases 
C) Online databases 
D) Special purpose databases

Question 18

Ethical issues also arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints.

Accepted Answer

A) True 
 B)False

Question 19

Secondary data may be classified as either internal or extant.

Accepted Answer

A) True 
 B)False

Question 20

________ are helpful for identifying individuals or organizations that collect specific data.

Accepted Answer

A) Directories 
B) Indexes 
C) Guides 
D) Statistical published data 
A) Directories 
B) Indexes 
C) Guides 
D) Statistical published data

Exam 4: Exploratory Research Design: Secondary Data

InfoUSA (www.infousa.com)is a leading provider of sales and marketing support data. InfoUSA provides data via a ________.

The uses of retail and wholesale audit data include all of the following except ________.

Private sources update census data at a detailed geographic level for between-census years.

Which of the following is a characteristic of audit services (Table 4.3 in the text)?

Creating a marketing database involves all of the following steps except ________.

Examples of other government publications published by the federal government include all of the following except ________.

Information provided by industry services is useful for which of the following?

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).

________ are databases composed of citations to articles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like.

Which of the following is a disadvantage of audit services (Table 4.3 in the text)?

Discuss the advantages and uses of secondary data.

You are researching secondary data on the shopping habits of households for your project. A marketing research firm that had done research in the area has agreed to allow you to dial into their mainframe computer to access the data. You will be accessing a(n)________.

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

List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text).

Scanner data have an obvious disadvantage over surveys and purchase panels, because they reflect purchasing behavior that is not subject to interviewing, recording, memory, or expert biases.

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?

________ are databases stored in computers that require a telecommunications network to access.

Ethical issues also arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints.

Secondary data may be classified as either internal or extant.

________ are helpful for identifying individuals or organizations that collect specific data.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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