Question 1

The primary advantage of using on-line computer searches to gather secondary data is the accuracy of the data obtained.

Accepted Answer

A) True 
 B)False

Question 2

Name at least one of the key sources researchers should keep in mind in conducting a search process: ____________________.

Accepted Answer

reference librarians associati

Question 3

The most fundamental rule in using secondary data is always use the ____________________ of secondary data.

Accepted Answer

The answer of The most fundamental rule in using secondary...

Question 4

A major drawback to using U.S.census data in marketing research projects is

Accepted Answer

A) the quality of the data is suspect due to coding and tabulation problems. 
B) the data may not be as current as the researcher needs. 
C) data is seldom available at the level of detail needed by the researcher. 
D) data is unobtainable in machine-readable formats. 
E) census data is only available for demographic variables. 
A) the quality of the data is suspect due to coding and tabulation problems. 
B) the data may not be as current as the researcher needs. 
C) data is seldom available at the level of detail needed by the researcher. 
D) data is unobtainable in machine-readable formats. 
E) census data is only available for demographic variables.

Question 5

The researcher should always (if possible)begin with which type of data?

Accepted Answer

A) Internal primary data 
B) External primary data 
C) External secondary data 
D) Internal secondary data 
E) Survey data 
A) Internal primary data 
B) External primary data 
C) External secondary data 
D) Internal secondary data 
E) Survey data

Question 6

Which of the following is NOT a potential source of internal secondary data?

Accepted Answer

A) Cash register receipts 
B) Trade magazines 
C) Warranty cards 
D) Financial records 
E) All of the above are potential sources. 
A) Cash register receipts 
B) Trade magazines 
C) Warranty cards 
D) Financial records 
E) All of the above are potential sources.

Question 7

Information originated by the researcher for the purpose of the investigation at hand is called secondary data.

Accepted Answer

A) True 
 B)False

Question 8

The primary advantage of using on-line computer searches to gather secondary data is

Accepted Answer

A) savings in time spent. 
B) savings in cost of assembling data. 
C) the accuracy of the data obtained. 
D) the ability to take advantage of expert help from a reference librarian. 
E) data are furnished in machine-readable formats. 
A) savings in time spent. 
B) savings in cost of assembling data. 
C) the accuracy of the data obtained. 
D) the ability to take advantage of expert help from a reference librarian. 
E) data are furnished in machine-readable formats.

Question 9

Two problems that commonly arise with secondary data are they do not completely fit the problem and they are not totally accurate.

Accepted Answer

A) True 
 B)False

Question 10

Once the research problem is defined and clearly specified,

Accepted Answer

A) the research effort turns to data analysis. 
B) data collection takes place. 
C) researchers should begin designing a survey immediately. 
D) survey data becomes necessary. 
E) All of the above are true. 
A) the research effort turns to data analysis. 
B) data collection takes place. 
C) researchers should begin designing a survey immediately. 
D) survey data becomes necessary. 
E) All of the above are true.

Question 11

Compare and contrast primary and secondary data.

Accepted Answer

Primary data are originated by the resea

Question 12

A researcher needs secondary data concerning the number,total sales,and number of employees of department stores in the state of Delaware.Which of the documents listed below is likely to be the best source of this information?

Accepted Answer

A) Census of Service Industries 
B) Census of Manufactures 
C) Census of Retail Trade 
D) Census of Wholesale Trade 
E) Merchandising,"Statistical and Marketing Report" 
A) Census of Service Industries 
B) Census of Manufactures 
C) Census of Retail Trade 
D) Census of Wholesale Trade 
E) Merchandising,"Statistical and Marketing Report"

Question 13

Which of the following is FALSE?

Accepted Answer

A) One useful source of internal secondary data is prior marketing research studies on related topics. 
B) Most marketing research studies should begin with internal secondary data. 
C) There exists some relevant external secondary data on virtually any problem a marketer might confront. 
D) In general,the single most productive source document of external secondary data is the sales invoice. 
E) The amount of secondary data available is increasing. 
A) One useful source of internal secondary data is prior marketing research studies on related topics. 
B) Most marketing research studies should begin with internal secondary data. 
C) There exists some relevant external secondary data on virtually any problem a marketer might confront. 
D) In general,the single most productive source document of external secondary data is the sales invoice. 
E) The amount of secondary data available is increasing.

Question 14

When a person conducts research to support a particular position rather than uncover the truth about an issue,the researcher is conducting

Accepted Answer

A) primary research. 
B) internal research. 
C) secondary research. 
D) advocacy research. 
E) proprietary research. 
A) primary research. 
B) internal research. 
C) secondary research. 
D) advocacy research. 
E) proprietary research.

Question 15

A mink coat retailer wishes to locate in cities that may offer good market potential for their coats.They need cities with average incomes exceeding $85,000.However,the secondary information source they find has income category of $70,000 to $100,000.This represents a major disadvantage of secondary data

Accepted Answer

A) different units of measurement. 
B) different class definition. 
C) out of date data. 
D) data having high credibility. 
E) Both a and b. 
A) different units of measurement. 
B) different class definition. 
C) out of date data. 
D) data having high credibility. 
E) Both a and b.

Question 16

Which of the following types of secondary data is likely to be the most accurate?

Accepted Answer

A) Anonymous data published as propaganda. 
B) Product failure statistics as reported by a manufacturer. 
C) Report by a prestigious government agency providing a description of data collection methods,definitions,sampling frame,etc. 
D) A very recent study of business activity published in a prestigious business publication but containing no description of the research methodology employed. 
E) A cigarette company report presenting data that shows there is no link between smoking and cancer. 
A) Anonymous data published as propaganda. 
B) Product failure statistics as reported by a manufacturer. 
C) Report by a prestigious government agency providing a description of data collection methods,definitions,sampling frame,etc. 
D) A very recent study of business activity published in a prestigious business publication but containing no description of the research methodology employed. 
E) A cigarette company report presenting data that shows there is no link between smoking and cancer.

Question 17

Which of the following pieces of information can normally NOT be obtained from a sales invoice?

Accepted Answer

A) Customer name and location 
B) Transportation used in shipment 
C) End use of product sold 
D) Salesperson responsible for the sale 
E) All of the above can normally be obtained from a sales invoice. 
A) Customer name and location 
B) Transportation used in shipment 
C) End use of product sold 
D) Salesperson responsible for the sale 
E) All of the above can normally be obtained from a sales invoice.

Question 18

Studies are done by companies for public relations purpose to take a position on a particular issue.For example,KFC recently asked its customers the following question,"Do you prefer your chicken in a container that is environmentally friendly?" These types of studies are called Advocacy research.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following might be considered disadvantages of secondary data?

Accepted Answer

A) Secondary data are more costly to collect than primary data. 
B) Secondary data typically do not fit completely the problem at hand. 
C) Secondary data are generally more accurate than primary data. 
D) Both b and c. 
E) None of the above might be considered disadvantages. 
A) Secondary data are more costly to collect than primary data. 
B) Secondary data typically do not fit completely the problem at hand. 
C) Secondary data are generally more accurate than primary data. 
D) Both b and c. 
E) None of the above might be considered disadvantages.

Question 20

Secondary data will NOT

Accepted Answer

A) provide comparative data for primary data. 
B) suggest further data to be collected. 
C) be the first data the researcher should examine. 
D) help the investigator to better state the problem. 
E) always substitute for primary data when only demographic information is needed. 
A) provide comparative data for primary data. 
B) suggest further data to be collected. 
C) be the first data the researcher should examine. 
D) help the investigator to better state the problem. 
E) always substitute for primary data when only demographic information is needed.

The primary advantage of using on-line computer searches to gather secondary data is the accuracy of the data obtained.

Name at least one of the key sources researchers should keep in mind in conducting a search process: ____________________.

The most fundamental rule in using secondary data is always use the ____________________ of secondary data.

A major drawback to using U.S.census data in marketing research projects is

The researcher should always (if possible)begin with which type of data?

Which of the following is NOT a potential source of internal secondary data?

Information originated by the researcher for the purpose of the investigation at hand is called secondary data.

The primary advantage of using on-line computer searches to gather secondary data is

Two problems that commonly arise with secondary data are they do not completely fit the problem and they are not totally accurate.

Once the research problem is defined and clearly specified,

Compare and contrast primary and secondary data.

A researcher needs secondary data concerning the number,total sales,and number of employees of department stores in the state of Delaware.Which of the documents listed below is likely to be the best source of this information?

Which of the following is FALSE?

When a person conducts research to support a particular position rather than uncover the truth about an issue,the researcher is conducting

Which of the following types of secondary data is likely to be the most accurate?

Which of the following pieces of information can normally NOT be obtained from a sales invoice?

Studies are done by companies for public relations purpose to take a position on a particular issue.For example,KFC recently asked its customers the following question,"Do you prefer your chicken in a container that is environmentally friendly?" These types of studies are called Advocacy research.

Which of the following might be considered disadvantages of secondary data?

Secondary data will NOT

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 7: Secondary Data

The primary advantage of using on-line computer searches to gather secondary data is the accuracy of the data obtained.

Name at least one of the key sources researchers should keep in mind in conducting a search process: ____________________.

The most fundamental rule in using secondary data is always use the ____________________ of secondary data.

A major drawback to using U.S.census data in marketing research projects is

The researcher should always (if possible)begin with which type of data?

Which of the following is NOT a potential source of internal secondary data?

Information originated by the researcher for the purpose of the investigation at hand is called secondary data.

The primary advantage of using on-line computer searches to gather secondary data is

Two problems that commonly arise with secondary data are they do not completely fit the problem and they are not totally accurate.

Once the research problem is defined and clearly specified,

Compare and contrast primary and secondary data.

A researcher needs secondary data concerning the number,total sales,and number of employees of department stores in the state of Delaware.Which of the documents listed below is likely to be the best source of this information?

Which of the following is FALSE?

When a person conducts research to support a particular position rather than uncover the truth about an issue,the researcher is conducting

Which of the following types of secondary data is likely to be the most accurate?

Which of the following pieces of information can normally NOT be obtained from a sales invoice?

Studies are done by companies for public relations purpose to take a position on a particular issue.For example,KFC recently asked its customers the following question,"Do you prefer your chicken in a container that is environmentally friendly?" These types of studies are called Advocacy research.

Which of the following might be considered disadvantages of secondary data?

Secondary data will NOT

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters