Question 1

Describe some of the important parts of an organization's information management system.

Accepted Answer

Some of the parts would be as follows:
C

Question 2

Gathering secondary data is often an effective way to clarify a marketing problem.

Accepted Answer

A) True 
 B)False

Question 3

What type of secondary data source would most likely charge a fee to access its information?

Accepted Answer

A) government site 
B) university site 
C) market research aggregator site 
D) search engine 
A) government site 
B) university site 
C) market research aggregator site 
D) search engine

Question 4

Suppose a market researcher was consulting several sources of information about the best location for a high-end furniture store,and found the following:
Percent of Luxury Purchases
2010 2011
City Census of Retailing Chamber of Commerce
Metropolis 5% 12%
Smallville 7% 17%
Gotham City 4% 10%
The Chamber studies were more recent,but how reliable is this new information? Why should the researcher question the numbers in the Chamber studies?

Accepted Answer

A) age of the Chamber studies 
B) how the information was collected 
C) consistency of the Chamber information with the Census 
D) sufficiency of the information collected 
E) purpose of the study 
A) age of the Chamber studies 
B) how the information was collected 
C) consistency of the Chamber information with the Census 
D) sufficiency of the information collected 
E) purpose of the study

Question 5

Secondary data can sometimes solve a marketing problem.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is not a tool that is used in data mining?

Accepted Answer

A) probability sampling 
B) qualitative analysis 
C) multivariate statistics 
D) descriptive statistics 
A) probability sampling 
B) qualitative analysis 
C) multivariate statistics 
D) descriptive statistics

Question 7

Traditionally,the starting point for the development of an internal database was information from salespersons call reports.

Accepted Answer

A) True 
 B)False

Question 8

When you are not sure who gathered secondary data,its __________may be questionable.

Accepted Answer

A) availability 
B) relevance 
C) accuracy 
D) timeliness 
E) none of the above 
A) availability 
B) relevance 
C) accuracy 
D) timeliness 
E) none of the above

Question 9

Which of the following is not a source of externally generated secondary data?

Accepted Answer

A) syndicated marketing research data 
B) news media reports 
C) Web-based reports 
D) salesperson strategic intelligence reports 
E) All of the above are externally generated data. 
A) syndicated marketing research data 
B) news media reports 
C) Web-based reports 
D) salesperson strategic intelligence reports 
E) All of the above are externally generated data.

Question 10

Statistical techniques are often utilized in data mining.

Accepted Answer

A) True 
 B)False

Question 11

For example,a manager for Wal-Mart may have sufficient secondary data on
incomes,family sizes,number of competitors,and growth potential to determine in which of five Iowa towns Wal-Mart wishes to locate its next store.And if traffic counts exist for the selected town,primary data will have to be gathered to select a specific site for the store.

Accepted Answer

A) True 
 B)False

Question 12

Marketresearch.com is an example of a(n)_______.

Accepted Answer

A) marketing research aggregator 
B) search engine 
C) URL 
D) cookie 
E) none of the above 
A) marketing research aggregator 
B) search engine 
C) URL 
D) cookie 
E) none of the above

Question 13

Which of the following websites would include the most credible data?

Accepted Answer

A) U.S.Census Bureau 
B) local newspaper's website 
C) chamber of commerce website 
D) an individual's homepage 
A) U.S.Census Bureau 
B) local newspaper's website 
C) chamber of commerce website 
D) an individual's homepage

Question 14

Which of the following is not an advantage of secondary data?

Accepted Answer

A) Secondary data can help clarify the research problem. 
B) Secondary data may provide a solution to the problem. 
C) Secondary data may provide the sample frame. 
D) All of the above are advantages of secondary data. 
A) Secondary data can help clarify the research problem. 
B) Secondary data may provide a solution to the problem. 
C) Secondary data may provide the sample frame. 
D) All of the above are advantages of secondary data.

Question 15

Database marketing is sometimes referred to as ____________.

Accepted Answer

A) macromarketing 
B) niche marketing 
C) micromarketing 
D) none of the above 
A) macromarketing 
B) niche marketing 
C) micromarketing 
D) none of the above

Question 16

Describe a situation in which a geographic information could be used along with secondary data.

Accepted Answer

There are many possibilities some of whi

Question 17

Most consumers will never give up personal information to marketers.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) takes more time to collect than primary data 
B) may lack relevance for the present study 
C) may not be available in the form needed for the present study 
D) may not be accurate 
E) All of the above are possible limitations of secondary data. 
A) takes more time to collect than primary data 
B) may lack relevance for the present study 
C) may not be available in the form needed for the present study 
D) may not be accurate 
E) All of the above are possible limitations of secondary data.

Question 19

A marketing database would be easiest to set up for which type of business?

Accepted Answer

A) traditional retailer 
B) international retailer 
C) online retailer 
D) specialty retailer 
A) traditional retailer 
B) international retailer 
C) online retailer 
D) specialty retailer

Question 20

Generally,the cost of collecting secondary data is about the same as the cost of collecting primary data.

Accepted Answer

A) True 
 B)False

Exam 4: A: Secondary Data and Databases

Describe some of the important parts of an organization's information management system.

Gathering secondary data is often an effective way to clarify a marketing problem.

What type of secondary data source would most likely charge a fee to access its information?

Secondary data can sometimes solve a marketing problem.

Which of the following is not a tool that is used in data mining?

Traditionally,the starting point for the development of an internal database was information from salespersons call reports.

When you are not sure who gathered secondary data,its __________may be questionable.

Which of the following is not a source of externally generated secondary data?

Statistical techniques are often utilized in data mining.

Marketresearch.com is an example of a(n)_______.

Which of the following websites would include the most credible data?

Which of the following is not an advantage of secondary data?

Database marketing is sometimes referred to as ____________.

Describe a situation in which a geographic information could be used along with secondary data.

Most consumers will never give up personal information to marketers.

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

A marketing database would be easiest to set up for which type of business?

Generally,the cost of collecting secondary data is about the same as the cost of collecting primary data.

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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