Quiz F

Packaged information (or data) is defined as... · Data derived as a result of direct marketing and/or e-marketing efforts conducted with the use of customer databases. · Behavioral data collected as a byproduct of consumers' use of products and services connected to the Internet. · Opinion data collected from social media platforms. · Data collected for purposes other than marketing research. · Secondary data and/or the process of data collection in a prepackaged manner

· Secondary data and/or the process of data collection in a prepackaged manner

Match the social media site with the most appropriate use or greatest utility of that site for a business. · LinkedIn · Facebook · Pinterest · Google + · Instagram

· (LinkedIn) Networking Connecting (Facebook) Connecting with the largest audience · (Pinterest) Crafts Decor · (Google +) Connecting with 25-34 Year Olds · (Instagram) Sharing videos and photos

All of the following are advantages of packaged information EXCEPT: · Experience of the firm offering the service · Reduced cost of research · Speed of research service · Availability of benchmarks · Ability to customize data for specific projects

· Ability to customize data for specific projects

Which of the following is NOT a form of secondary data? · Customer satisfaction ratings · Sales records · Customer expenditures · Medical diagnoses and prescriptions written by physicians · Traffic flow in a retail shopping environment

· Customer satisfaction ratings

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called: · Primary data. · Proprietary data. · Big data. · Secondary data. · Tertiary data.

· Primary data.

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

· Secondary data may be obtained in any form desired.

________ is the ratio of positive to negative comments posted about products and brands on the web. · Feedback · Sentiment · Reaction · Commentary · Satisfaction

· Sentiment

One of the fastest-growing areas of marketing research involves the organization and analysis of: · Sales (shopping cart) data. · Consumer products data. · Social media data. · Mass media usage data. · Consumer healthcare data.

· Social media data.

The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies. · primary data · proprietary data · complex data · basic data · big data

· big data

Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time. · prevalence studies · screener studies · transversal studies · cross-sectional studies · longitudinal studies

· longitudinal studies