Question 1

The basic rule that should be followed by all researchers when beginning the data collection process is to

Accepted Answer

A) begin with secondary data,and then proceed if necessary to collect primary data. 
B) always start by consulting the statistical abstract of the United States. 
C) begin with primary data,then supplement if needed with secondary data. 
D) always investigate external sources of secondary data first. 
E) design a field experiment to collect primary data. 
A) begin with secondary data,and then proceed if necessary to collect primary data. 
B) always start by consulting the statistical abstract of the United States. 
C) begin with primary data,then supplement if needed with secondary data. 
D) always investigate external sources of secondary data first. 
E) design a field experiment to collect primary data.

Question 2

AT&T has a marketing research department that regularly collects customer information from numerous sources including: sales invoices,salesperson expense accounts,warranty cards,etc.This is an example of a firm's

Accepted Answer

A) external published secondary source. 
B) internal secondary source. 
C) external commercial secondary source. 
D) the firm is not collecting primary of secondary but tertiary data. 
E) None of the above. 
A) external published secondary source. 
B) internal secondary source. 
C) external commercial secondary source. 
D) the firm is not collecting primary of secondary but tertiary data. 
E) None of the above.

Question 3

For manufacturers,the one most productive source document is the sales invoice.

Accepted Answer

A) True 
 B)False

Question 4

A researcher is attempting to evaluate the market potential of a new product in a new area and has used the Statistical Abstract of the United States for some of the needed information.Which of the following has the researcher used?

Accepted Answer

A) A primary source of primary data. 
B) A secondary source of primary data. 
C) A primary source of secondary data. 
D) A secondary source of secondary data. 
E) None of the above. 
A) A primary source of primary data. 
B) A secondary source of primary data. 
C) A primary source of secondary data. 
D) A secondary source of secondary data. 
E) None of the above.

Question 5

Two advantages offered by secondary data are ____________________ and ____________________.

Accepted Answer

time savings,money s

Question 6

The distinction between primary and secondary data is defined by the

Accepted Answer

A) method of collection. 
B) purpose of the investigation. 
C) form used for collection. 
D) group sponsoring the collection. 
E) type of data collected. 
A) method of collection. 
B) purpose of the investigation. 
C) form used for collection. 
D) group sponsoring the collection. 
E) type of data collected.

Question 7

In general,the one most productive source of internal secondary data for marketing research problems is

Accepted Answer

A) the firm's Annual Report. 
B) warranty registration cards. 
C) the sales invoice. 
D) salesperson's call reports. 
E) individual customer records. 
A) the firm's Annual Report. 
B) warranty registration cards. 
C) the sales invoice. 
D) salesperson's call reports. 
E) individual customer records.

Question 8

Secondary data rarely fit perfectly the researcher's particular problem.The most important source(s)of lack of fit is(are)

Accepted Answer

A) out-of-date statistics,differences in units of measurement,differences in class boundaries. 
B) differences in units of measurement,theories of measurement,and class boundaries. 
C) differences in evaluations of what is important. 
D) the volume of data provided is too large. 
E) differences in collection method and research design. 
A) out-of-date statistics,differences in units of measurement,differences in class boundaries. 
B) differences in units of measurement,theories of measurement,and class boundaries. 
C) differences in evaluations of what is important. 
D) the volume of data provided is too large. 
E) differences in collection method and research design.

Question 9

A researcher needs secondary data concerning population,median income,median home prices,and education levels in order to design a study to investigate certain real estate sales trends in Dane County,Wisconsin.Which of the documents listed below is most likely to be the best source of this information?

Accepted Answer

A) Census of Population 
B) A Guide to Consumer Markets 
C) Census of Housing 
D) County and City Data Book 
E) County Business Patterns 
A) Census of Population 
B) A Guide to Consumer Markets 
C) Census of Housing 
D) County and City Data Book 
E) County Business Patterns

Question 10

The fundamental problem with external secondary data is identifying and accessing what is there.

Accepted Answer

A) True 
 B)False

Question 11

An example of secondary data would be

Accepted Answer

A) a survey conducted by the researcher. 
B) statistics from the U.S.census. 
C) results of a phone interview conducted by the researcher. 
D) measurements made from observation by the researcher in the field. 
E) results of a field experiment conducted by the researcher. 
A) a survey conducted by the researcher. 
B) statistics from the U.S.census. 
C) results of a phone interview conducted by the researcher. 
D) measurements made from observation by the researcher in the field. 
E) results of a field experiment conducted by the researcher.

Question 12

Which of the following is NOT an example of primary data collection?

Accepted Answer

A) Telephone survey of manufacturers. 
B) Computerized literature search of Google.com to learn about the U.S.trade deficit. 
C) Asking restaurant patrons to complete a survey after their meal and dropping it in the suggestion box before exiting. 
D) Observation of oil patches in drive ways of homes to determine the socioeconomic status of the neighborhood. 
E) An academic experiment using graduate students in a retailing course as subjects to determine how different retailers measure customer satisfaction. 
A) Telephone survey of manufacturers. 
B) Computerized literature search of Google.com to learn about the U.S.trade deficit. 
C) Asking restaurant patrons to complete a survey after their meal and dropping it in the suggestion box before exiting. 
D) Observation of oil patches in drive ways of homes to determine the socioeconomic status of the neighborhood. 
E) An academic experiment using graduate students in a retailing course as subjects to determine how different retailers measure customer satisfaction.

Question 13

You should always use the primary source of secondary data.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is TRUE?

Accepted Answer

A) Primary data is gathered by the researcher's organization and secondary data is gathered by some other organization. 
B) The researcher should attempt to gather secondary data before initiating a search for primary data. 
C) Secondary data in a secondary source is just as accurate as secondary data in a primary source. 
D) If a researcher obtains secondary data from the party who collected them,he or she is using a secondary source of secondary data. 
E) They are all false. 
A) Primary data is gathered by the researcher's organization and secondary data is gathered by some other organization. 
B) The researcher should attempt to gather secondary data before initiating a search for primary data. 
C) Secondary data in a secondary source is just as accurate as secondary data in a primary source. 
D) If a researcher obtains secondary data from the party who collected them,he or she is using a secondary source of secondary data. 
E) They are all false.

Question 15

Secondary sources are not recommended for secondary data collection because

Accepted Answer

A) it is difficult to determine the quality of the data. 
B) primary sources are typically more accurate. 
C) errors in transcription may have occurred. 
D) secondary sources are often incomplete. 
E) All of the above are correct. 
A) it is difficult to determine the quality of the data. 
B) primary sources are typically more accurate. 
C) errors in transcription may have occurred. 
D) secondary sources are often incomplete. 
E) All of the above are correct.

Question 16

Research that has been collected in such a way that the results will support a particular position is often referred to as advocacy research.

Accepted Answer

A) True 
 B)False

The basic rule that should be followed by all researchers when beginning the data collection process is to

AT&T has a marketing research department that regularly collects customer information from numerous sources including: sales invoices,salesperson expense accounts,warranty cards,etc.This is an example of a firm's

For manufacturers,the one most productive source document is the sales invoice.

A researcher is attempting to evaluate the market potential of a new product in a new area and has used the Statistical Abstract of the United States for some of the needed information.Which of the following has the researcher used?

Two advantages offered by secondary data are and .

The distinction between primary and secondary data is defined by the

In general,the one most productive source of internal secondary data for marketing research problems is

Secondary data rarely fit perfectly the researcher's particular problem.The most important source(s)of lack of fit is(are)

The fundamental problem with external secondary data is identifying and accessing what is there.

An example of secondary data would be

Which of the following is NOT an example of primary data collection?

You should always use the primary source of secondary data.

Which of the following is TRUE?

Secondary sources are not recommended for secondary data collection because

Research that has been collected in such a way that the results will support a particular position is often referred to as advocacy research.

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 basic rule that should be followed by all researchers when beginning the data collection process is to

AT&T has a marketing research department that regularly collects customer information from numerous sources including: sales invoices,salesperson expense accounts,warranty cards,etc.This is an example of a firm's

For manufacturers,the one most productive source document is the sales invoice.

A researcher is attempting to evaluate the market potential of a new product in a new area and has used the Statistical Abstract of the United States for some of the needed information.Which of the following has the researcher used?

Two advantages offered by secondary data are ____________________ and ____________________.

The distinction between primary and secondary data is defined by the

In general,the one most productive source of internal secondary data for marketing research problems is

Secondary data rarely fit perfectly the researcher's particular problem.The most important source(s)of lack of fit is(are)

The fundamental problem with external secondary data is identifying and accessing what is there.

An example of secondary data would be

Which of the following is NOT an example of primary data collection?

You should always use the primary source of secondary data.

Which of the following is TRUE?

Secondary sources are not recommended for secondary data collection because

Research that has been collected in such a way that the results will support a particular position is often referred to as advocacy research.

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

Two advantages offered by secondary data are and .