Question 1

Secondary data is available for nearly every research question.

Accepted Answer

A) True 
 B)False  False

Question 2

Secondary data is more current than primary data.

Accepted Answer

A) True 
 B)False  False

Question 3

What type of company could most easily compile a large internal database?

Accepted Answer

A) CPG,such as Kellogg's 
B) service,such as Delta Airlines 
C) Online,such as Yahoo 
D) entertainment,such as Universal 
A) CPG,such as Kellogg's 
B) service,such as Delta Airlines 
C) Online,such as Yahoo 
D) entertainment,such as Universal C

Question 4

Describe a situation in which a marketing research aggregator could benefit a
client or marketing research supplier.

Accepted Answer

Marketing Research Aggregators provide a

Question 5

Data mining facilitates customer acquisition by discovering purchasing patterns such that customized offerings can be made to prospects.

Accepted Answer

A) True 
 B)False

Question 6

Most relationships explored in data mining are intuitively obvious.

Accepted Answer

A) True 
 B)False

Question 7

When comparing the collection of secondary data with primary data,secondary data relative to primary data:

Accepted Answer

A) takes less time to collect. 
B) costs less to collect. 
C) is more convenient. 
D) all of the above 
E) none of the above 
A) takes less time to collect. 
B) costs less to collect. 
C) is more convenient. 
D) all of the above 
E) none of the above

Question 8

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

Accepted Answer

A) the Federal Government 
B) a University Bureau of Business & Economic Research 
C) a major trade association 
D) city's Chamber of Commerce 
E) All of the above are equally reliable. 
A) the Federal Government 
B) a University Bureau of Business & Economic Research 
C) a major trade association 
D) city's Chamber of Commerce 
E) All of the above are equally reliable.

Question 9

Which of the following is a characteristic of a decision support system (DSS)?

Accepted Answer

A) Interactive 
B) Flexible 
C) Discovery-oriented 
D) Easy to learn and use 
E) All of the above are characteristics 
A) Interactive 
B) Flexible 
C) Discovery-oriented 
D) Easy to learn and use 
E) All of the above are characteristics

Question 10

Which of the following would normally not be the result of a GIS effort?

Accepted Answer

A) depicting overlapping territories of competing retailers 
B) describing population trends from census to census 
C) displaying the quickest local truck delivery routes 
D) providing the best location for a branch bank 
E) All could be assisted by GIS. 
A) depicting overlapping territories of competing retailers 
B) describing population trends from census to census 
C) displaying the quickest local truck delivery routes 
D) providing the best location for a branch bank 
E) All could be assisted by GIS.

Question 11

A researcher does a study for a new Super Target store.The client wants to know which of five cities should be selected,and a specific location within the city of choice.The researcher investigates several sources of secondary data and finds the following:
City Population Growth Growth in Retail Sales
Metropolis 5% 14%
Smallville 7% 13%
Gotham City 4% 8%
The Big Apple 2% 4%
The Big Easy 10% 17%
The researcher,based on the information at hand,recommends The Big Easy,and asks to be paid.Why should the client not pay the researcher?

Accepted Answer

A) the information not collected in a timely manner 
B) not enough information provided 
C) how the information was collected 
D) what information was collected 
E) none of the above 
A) the information not collected in a timely manner 
B) not enough information provided 
C) how the information was collected 
D) what information was collected 
E) none of the above

Question 12

Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change.This is an example of _______.

Accepted Answer

A) an internal database 
B) data mining 
C) URL marketing 
D) database marketing 
E) none of the above 
A) an internal database 
B) data mining 
C) URL marketing 
D) database marketing 
E) none of the above

Question 13

GIS analysts and geographers talk about lines,points,and polygons (areas),while marketing researchers talk about roads,stores,and sales territories.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following would not be a source of internally generated secondary data?

Accepted Answer

A) reports to stockholders 
B) government documents 
C) product testing results 
D) annual reports 
E) all of the above are internally generated data 
A) reports to stockholders 
B) government documents 
C) product testing results 
D) annual reports 
E) all of the above are internally generated data

Question 15

All of the following are advantages of secondary data except:

Accepted Answer

A) It can help clarify or redefine the problem during the exploratory research process. 
B) It may provide a solution to the problem. 
C) It may provide primary data research method alternatives. 
D) It may provide the necessary background information and build credibility for the research report. 
E) All of the above. 
A) It can help clarify or redefine the problem during the exploratory research process. 
B) It may provide a solution to the problem. 
C) It may provide primary data research method alternatives. 
D) It may provide the necessary background information and build credibility for the research report. 
E) All of the above.

Question 16

There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.

Accepted Answer

A) True 
 B)False

Question 17

Marketing research aggregators repackage research that has already been conducted.

Accepted Answer

A) True 
 B)False

Question 18

If you were interested in finding out how many people buy low-fat dog food for their dogs,you would most likely seek out a(n)_______.

Accepted Answer

A) newsgroup 
B) congressional information service 
C) American statistical indexer 
D) marketing research aggregator 
E) none of the above 
A) newsgroup 
B) congressional information service 
C) American statistical indexer 
D) marketing research aggregator 
E) none of the above

Question 19

An entrepreneur is contemplating establishing a funeral home in a small town.This person believes the demand for funeral home services is greater than the services being provided.Initially,the entrepreneur contacts a consultant and tells the consultant he needs a community survey to determine the total demand for funeral home services in the small town and surrounding communities.If you were the consultant,how would you react to the entrepreneur's request for a survey? What kind of counter proposal would you make?

Accepted Answer

A survey would not be the best way to ap

Question 20

USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11.This type of data would be considered which of the following?

Accepted Answer

A) internally generated secondary data 
B) internally generated primary data 
C) externally generated secondary data 
D) externally generated primary data 
E) none of the above 
A) internally generated secondary data 
B) internally generated primary data 
C) externally generated secondary data 
D) externally generated primary data 
E) none of the above

Exam 4: A: Secondary Data and Databases

Secondary data is available for nearly every research question.

Secondary data is more current than primary data.

What type of company could most easily compile a large internal database?

Describe a situation in which a marketing research aggregator could benefit a client or marketing research supplier.

Data mining facilitates customer acquisition by discovering purchasing patterns such that customized offerings can be made to prospects.

Most relationships explored in data mining are intuitively obvious.

When comparing the collection of secondary data with primary data,secondary data relative to primary data:

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

Which of the following is a characteristic of a decision support system (DSS)?

Which of the following would normally not be the result of a GIS effort?

Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change.This is an example of _______.

GIS analysts and geographers talk about lines,points,and polygons (areas),while marketing researchers talk about roads,stores,and sales territories.

Which of the following would not be a source of internally generated secondary data?

All of the following are advantages of secondary data except:

There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.

Marketing research aggregators repackage research that has already been conducted.

If you were interested in finding out how many people buy low-fat dog food for their dogs,you would most likely seek out a(n)_______.

USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11.This type of data would be considered which of the following?

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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