MK 345 ~ Chapter 5 Quiz Answers

Some studies are conducted to "prove" some position or to: A.) Attract investors or be acquired B.) Protect unfit or negligent management C.) Advance the special interest of those conducting the study D.) Ensure financial stability

C.) Advance the special interest of those conducting the study

One of the fastest-growing areas of marketing research involves the organization and analysis of: A.) Social media data B.) Consumer products data C.) Consumer healthcare data D.) Mass media usage data

A.) Social media data

________ are information that is collected without overt consumer activity. A.) Convert data B.) Passive data C.) Monitored data D.) Active data

B.) Passive data

Social media have a number of strengths as a source of marketing research data. Which of the following is NOT considered one of those strengths? A.) Fast, immediate, up-to-date feedback from consumers B.) Relatively inexpensive to access data C.) Little or no expertise is needed to organize and analyze data D.) Unprompted, unfiltered, and authentic voice of the consumer

B.) Relatively inexpensive to access data

There are several distinct advantages of using secondary data. Which is NOT an advantage? A.) Secondary data can usually be obtained quickly B.) Secondary data may be obtained in any form desired C.) Secondary data are relatively inexpensive D.) Secondary data may achieve the research objective

B.) Secondary data may be obtained in any form desired

Syndicated data has several advantages. Of the following, which is NOT a key advantage of syndicated data? A.) The quality of the data collected is typically high B.) The client has control over which data are to be collected C.) Because there are many subscribers, the cost is usually reduced D.) Information is collected and is quickly disseminated to subscribers

B.) The client has control over which data are to be collected

What is the term for any information that is created by users of online systems and intended to be shared with others? A.) E-commerce-generated data B.) User-generated data C.) Product-generated data D.) Media-generated data

B.) User-generated data

Nielsen Ratings service, which measures TV audience size and viewer demographics for TV programs, is an example of: A.) A syndicated data processing firm B.) A standardized data processing firm C.) A syndicated services firms D.) A packaged data services firms

C.) A syndicated services firms

Manufacturers interested in prevailing attitudes about pollution and government regulation would be an application of what type of research? A.) Opinion polling research B.) Syndicated research C.) Customized research D.) Packaged information research

D.) Packaged information research

Instead of a client Krm trying to "reinvent the wheel" by developing its own process for measuring customer satisfaction, the Krm may elect to use a ________ to accomplish this aim. A.) Syndicated service B.) Custom data service C.) Customer relationship management service D.) Packaged service

D.) Packaged service

Data that have been gathered by another source other than the researcher or for some other purpose than the research project is: A.) Primary data B.) Published data C.) Proprietary data D.) Secondary data

D.) Secondary data

________ is the ratio of positive to negative comments posted about products and brands on the web. A.) Feedback B.) Commentary C.) Reaction D.) Sentiment

D.) Sentiment

Why is the ACS a major secondary data resource for marketing researchers? A.) The data have high reliability since major research firms collect it B.) The data have "high markets" for reliability since it is collected from social media C.) The data have "high marks" for reliability since it is continuously collected from online panels D.) The data have the U.S. Census Bureau's "high marks" for reliable and will be current

D.) The data have the U.S. Census Bureau's "high marks" for reliable and will be current

You can investigate all the free data that are collected by U.S. government agencies and now are available by law due to the U.S. Open Data Policy. The website location is: A.) census.gov B.) usa.gov C.) bis.gov D.) data.gov

D.) data.gov

A company providing a packaged service usually knows the idiosyncrasies of a particular industry; therefore, there is less of a burden on the client to ensure that the packaged service fits the intended situation. True or false

False

Because of their reputations and acknowledged expertise, competent firms usually do not voluntarily provide written and detailed explanations of the procedures and methods used in collecting the information cited in the report. True or false

False

Commercial Krms, government agencies, or community service organizations conducting surveys, recording transactions, or conducting business activities are creating a written records of activities. This type of data represents primary data. True or false

False

Companies use their external databases for purposes of direct marketing and to strengthen relationships with customers, which is referred to as customer relationship marketing (CRM). True or false

False

Data captured from sales records, purchase requisitions, invoices, and complaints represent external secondary data. True or false

False

Data from the prior U.S. Census long form are now collected through the American City and County Survey True or false

False

Data translation software helps managers make sense out of seemingly senseless masses of information contained in databases. True or false

False

Due to advances in technology, decisions are routine about what data to collect and how to analyze the data to Knd trends, patterns, and relationships among data from multiple sources. True or false

False

Given the large amounts of data available, researchers need to be more tactical than strategic about their use. True or false

False

If two or more independent organizations report the same data, researchers should have less confidence in the validity and reliability of the data and should double-check the source. True or false

False

Information prepared for public distribution by trade associations, professional organizations, companies, and other entities and can be found in libraries and online is an example of published sources. True or false

False

Primary data may enhance secondary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of secondary that should be collected. True or false

False

Syndicated data are a form of external primary data that are supplied from a common database to subscribers for a long-term service fee. True or false

False

Syndicated data services provide client firms with sophisticated methods of identifying members of their target market, locating these members, and provide information that will help efficiently reach these target markets. True or false

False

The timing of social media monitoring usually does not vary. It is almost always focused on one period to solve a particular problem. True or false

False

There are three primary sources of internal data: (1) published sources, (2) official data, and (3) data aggregators. True or false

False

Unlike the U.S. Census, the American Community Survey does not beneKt from "high marks" of reliability. True or false

False

When considering the use of geodemographic information, researchers should be aware that it is limited to only pre-deKned geographical boundaries such as cities, counties, or state definitions. True or false

False

With syndicated data, both the process of collecting and analyzing the data and the data themselves can be varied for the client. True or false

False

Many research professionals believe IoT is important as a data source because it has the potential to transform the marketing research industry from relying heavily on primary data to truly integrating passively collected secondary data. True or false

True

Marketers are interested in consumers' attitudes toward private brands versus national brands, the quality of products made in America and elsewhere, and claims of health benefits. Data purchased for this purpose would be an application of packaged information. True or false

True

Micromarketing employs a differentiated marketing mix for specific customer segments, sometimes Kne-tuned for the individual shopper. True or false

True

One of the advantages of secondary data is that for almost any application, some secondary data are readily available. True or false

True

Packaged information is a special form of secondary data and consists of two broad classes, which include syndicated data and packaged services. True or false

True

Proper management of big data has the potential to increase productivity for companies significantly. True or false

True

Social media data, also termed user-generated content (UGC), are any information that is created by users of online systems and intended to be shared with others. True or false

True

Social media platforms provide one of the best means to trace trends and track big themes including fears and aspirations that influence consumers True or false

True

Sometimes a marketing researcher will Knd information reported with the desired unit of measurement and the proper classiKcations; however, the data may be outdated and no longer reliable. True or false

True

Studies may claim to provide information on a speciKc subject but, in fact, measure something quite different. True or false

True

Suggested applications for secondary data include forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others. True or false

True

The 2010 U.S. Census departed from tradition and only collected data using the short form, which asks only for name, sex, age, date of birth, race, ethnicity, relationship, and housing tenure. True or false

True

The American Community Survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties, American Indian Areas, Alaska Native Areas, and Hawaiian Home Lands on a rotating basis using a sample. True or false

True

The Internet of Things (IoT) is defined as the network of physical objects embedded with software or sensors that allow them to gather and distribute data. True or false

True

The phrase, "big data" is often used to indicate alarm and apprehension about the enormous- and multiplying-amounts of data that are being created on an ongoing basis. True or false

True

The term packaged services refers to a prepackaged marketing research process that is used to generate information for a particular user. True or false

True

Tracking studies are longitudinal studies that monitor a variable such as sales or market share over time. True or false

True

Trustworthy sources of secondary data will almost always have comprehensive details related to the methods used to collect their data True or false

True

When many client Krms subscribe to information, the cost of the service is greatly reduced to any one subscriber firm. This describes a key advantage of syndicated data True or false

True

Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions A.) Assess the quality and validity B.) Consider the cost against the value of the project C.) Assess the quality and cost D.) Assess the cost, quality, and value

A.) Assess the quality and validity

The Internet of Things offers real promise for greater ________ and exciting applications for the future. A.) Automation of marketing research B.) Automation of marketing C.) Automation of sales D.) Retail store automation

A.) Automation of marketing research

Geodemographics is the term used to describe the classiKcation of geographic areas in terms of the socioeconomic characteristics of their inhabitants. The term geodemographics is associated with what type of research application? A.) Packaged information B.) Census-related C.) Syndicated D.) Customized

A.) Packaged information

Data referring to information that is developed or gathered by the researcher speciKcally for the research project at hand is called: A.) Secondary data B.) Big data C.) Proprietary data D.) Primary data

A.) Secondary data

Packaged information is a special form of: A.) Secondary data B.) Social media data C.) Primary data D.) Consumer data

A.) Secondary data

Suggested applications for ________ include forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others. A.) Secondary data B.) Government data C.) Primary data D.) Big data

A.) Secondary data

The general manager of a jewelry store would like to allocate radio ad dollars to the three markets in which the store has locations. The manager's review of secondary data shows that retail sales of jewelry are available by radio market area. Allotting the radio budget based on the percentage of sales in a given market would be an excellent way to: A.) Solve the manager's problem and satisfy the research objective B.) Solve the manager's problem by predicting actual sales of pieces of jewelry C.) Complicate the manager's problem on how much inventory to order D.) Complicate the manager's problem and satisfy the objective

A.) Solve the manager's problem and satisfy the research objective

Given the large amounts of data available, researchers need to be ________ about their use. A.) Strategic B.) Cautious C.) Tactical D.) Enthusiastic

A.) Strategic

Firms providing specialized routine information needed by a given industry in the form of ready-to-use packaged data to subscribing Krms are: A.) Syndicated data firms B.) Custom research data firms C.) Government data recyclers D.) Industry research data firms

A.) Syndicated data firms

Retailers who purchase Nielsen's tracking data for their category get up-to-date information about what brands are selling at which retailers at the SKU level, and learn what their competitors are selling. The tracking studies are examples of: A.) Syndicated services B.) Customized services C.) Media services D.) Packaged services

A.) Syndicated services

An important emerging source of big data that uses sensors and monitors is: A.) The Internet of Things (IoT) B.) Mass media data C.) Online consumer panels D.) Social media data

A.) The Internet of Things (IoT)

Most reputable organizations that provide secondary data also provide detailed information on which of the following? A.) Their data collection methods B.) Their clients and prior projects C.) The budget for the project D.) Background on the researchers

A.) Their data collection methods

Packaged services provide each client with: A.) Data from a common database B.) A marketing research process that is used to generate information C.) Data provided periodically D.) Data collected in a standard format

B.) A marketing research process that is used to generate information

The ________ may represent the most signiKcant change in the availability of secondary data to be used for marketing research purposes in several decades. A.) U.S. Census B.) American Community Survey C.) County Business Patterns D.) Census of e-Retail Trade

B.) American Community Survey

The umbrella term ________ is information that is available from more sources than ever before- from government statistics to sensor data to tracking studies. A.) Basic data B.) Big data C.) Proprietary data D.) Primary data

B.) Big data

________ is an example of internal secondary data. A.) U.S. census data B.) Corporate sales data C.) Online information database D.) Sales tax data

B.) Corporate sales data

Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a method of evaluating secondary data? A.) Evaluate how the information was gathered B.) Evaluate the availability of the data C.) Evaluate the purpose of the study D.) Evaluate the source of collection of the data

B.) Evaluate the availability of the data

________ are available to monitor the effectiveness of print media promotional messages. A.) Syndicated services B.) Packaged services C.) Customized services D.) Media services

B.) Packaged services

Like syndicated data, packaged information has several advantages. Of the following, which is NOT a key advantage of packaged information? A.) The experience of the firm gathering the data B.) The collection of the information by the supplier is efficient and far less costly C.) Customization of various portions of the project D.) Reduced turnaround time from start to finish

C.) Customization of various portions of the project

The use of social media data for marketing research also has quite a few disadvantages. Which of the following is NOT considered one of those disadvantages? A.) Commenters may not represent f brand's target audience B.) Vocal critics may have a more active voice and distort the conversation C.) Even though much of the material on social media is shallow or useless, it is always relevant D.) Demographic and geographic information of the consumers may not be identifiable or may be falsified

C.) Even though much of the material on social media is shallow or useless, it is always relevant

What is the main advantage of the ACS? A.) It provides data monthly instead of once a year B.) It provides data bi-monthly instead of once a year C.) It provides data annually instead of once every 10 years D.) It provides data every two years instead of once every 10 years

C.) It provides data annually instead of once every 10 years

Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time. A.) Cross-sectional studies B.) Prevalence studies C.) Longitudinal studies D.) Transversal studies

C.) Longitudinal studies

________ are sources of information that are prepared for public distribution and are normally found in libraries and online. A.) Data aggregators B.) Official statistics C.) Published sources D.) Custom sources

C.) Published sources

Since the data from the IoT generally lack context, pairing passive data with ________ will be important. A.) Quantitative data B.) Active data C.) Qualitative data D.) Non-descript data

C.) Qualitative data

Which of the following is NOT an example of external secondary data? A.) Encyclopedia of Business Information Sources B.) Business Source Complete C.) Salesforce.com sales data D.) Brands and Their Companies

C.) Salesforce.com sales data

There are some disadvantages associated with secondary data. Which of the following is NOT listed in the text as a disadvantage? A.) Data are often reported in incomplete reporting units B.) Measurement units do not match researchers' needs C.) Source and origin of data are not identified D.) Class definitions are incompatible with the researchers' needs

C.) Source and origin of data are not identified

Smartglasses (e.g., Google Glass), Ktness trackers (e.g., Fitbit), and smart watches (e.g., Apple Watch) are examples of what? A.) Smart technologies B.) Big data technologies C.) Wearable technologies D.) Smartphone technologies

C.) Wearable technologies

It is important to consider who collected data that a company may use. An emerging trend is the: A.) Rise of commissioned studies B.) Outsourcing of data C.) Subcontracting of data D.) Crowdsourcing of data

D.) Crowdsourcing of data

Which of the following is NOT an example of secondary data? A.) Census data B.) Export data C.) Economic trends data D.) Data from a custom survey

D.) Data from a custom survey

Problems exist with secondary data because: A.) Data have been collected specifically to address the problem math and but is proprietary. B.) Data have not been collected specifically to address the problem at hand and belongs to another company. C.) Data have not been collected specifically to address the problem at hand and is out-of- date. D.) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

D.) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

Professors Kotler and Keller describe several ways companies use their databases as part of data mining. Of the following, which is NOT a way companies primarily use their databases? A.) Identify prospects B.) Deepen customer loyalty C.) Reactive customer purchases D.) Discover illegal customer activities

D.) Discover illegal customer activities

Wearables turn people into walking, talking trails of data. The generated data from wearables can be particularly valuable to which industry? A.) Consumer products industries B.) Entertainment industry C.) Electronics industries D.) Healthcare and fitness industries

D.) Healthcare and fitness industries

A database refers to a collection of data and information describing items of interest, and consists of records and subcomponents of fields True or false

True

A firm that offers a packaged service can use its experience to provide measures obtained from previous research to allow direct comparisons and make sense of results. True or false

True

Certain projects may be based exclusively on secondary data. True or false

True

Disadvantages and problems exist with secondary data because it has not been collected speciKcally to address the problem at hand but have been collected for some other purpose. True or false

True

Even with big data, researchers Krst must be sure that the problem statement and research objectives have been carefully denned. True or false

True

Firms supplying syndicated data follow standard research formats that enable them to collect the same data over time. True or false

True

In addition to providing new data each year, the ACS offers a measure of accuracy of the yearly estimates by relying on a sampling plan that involves surveying about three million Americans every year. True or false

True

It is rare that two organizations will report exactly the same results. In assessing differing data, the magnitude of the differences is a good place to start True or false

True