MKT REA CHAP 4
Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand? A) primary data B) secondary data C) experiemental data D) virtual data E) special data
B
________ is data that originates outside of the client organization. A) internal data B) external data C) modular data D) secondary data E) supporting data
B
According to the text, the collection process of secondary data is ________ compared to the collection process of primary data. A) very involved B) the same C) rapid and easy D) not correlated E) long and involved
C
An overall indication of the dependability of the data may be obtained by examining all of the following EXCEPT: A) the expertise of the source B) the reputation of the source C) the trustworthiness of the source D) the cost of the source E) the source being the original source rather than an acquired source
D
Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data? A) specifications B) error C) currency D) availability E) objective
D
Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT: A) units of measurement might differ B) accuracy may vary across countries C) frequency of census data collection can differ D) differences in tax evasion rates affects reported business income E) language differs across countries
E
In urban areas, Metropolitan Statistical Areas (MSAs) ________. A) are defined by local communities B) have a population of at least 50,000 C) comprise counties containing a central city D) have a population as low as 4,000 E) B and C
E
Psychographics refers to ________. A) qualitative inventories of business personalities B) pictorial renderings of individuals' psychological traits C) psychological assessments of consumers' behavior D) graphic depictions of psychological testing results E) quantified psychological profiles of individuals
E
Published external sources may be broadly classified as ________. A) syndicated data B) business/non-government data or government data C) internal data or external data D) primary data or secondary data E) A and B
E
________ is a centralized database that consolidates company-wide data from a variety of operational systems. A) syndicated service B) bibliography C) competitive intelligence D) standard industry classification (SIC) system E) data warehouse
E
A focus group is an example of a general business source of external secondary data
F
According to the text, Nielsen is the largest source of secondary data in the United States.
F
According to the text, the governmental database is a major type of computerized database.
F
An overall indication of the dependability of the data may be obtained by examining the cost of the source.
F
Availability is mentioned in the text as a primary criterion for evaluating secondary data.
F
Compared to the collection cost of primary data, secondary data is more expensive.
F
Computer mapping involves merging internal customer data with external geographic, demographic, and lifestyle data on the same customers.
F
Indexes and bibliographies are general business sources of external secondary data that provide brief descriptions of companies, organizations, or individuals
F
Primary data represents any data that have already been collected for purposes other than the problem at hand.
F
Secondary data is data originated by the researcher for the specific purpose of addressing the research problem.
F
Social media sites may be popular with businesses but are not being used by nonprofit and government organizations.
F
The North American Industry Classification System (NAICS) has been replaced by the Standard Industrial Code (SIC).
F
Guides provide a path to other sources of secondary data contained in directories or published by professional or trade associations.
T
Nielsen's PRIZM features lifestyle clusters of every U.S. neighborhood based on geo-coding.
T
Social media represent the true voice of the consumer.
T
The posts from social media such as blogs or Facebook "fan" pages give an informative account of consumer perception and preference with regard to the problem at hand.
T
The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.
T
The value of secondary data is typically limited by their degree of fit with the current research problem and by concerns regarding data accuracy.
T
Directory databases provide information on individuals, organizations, and services.
T
External data is data that originates outside of the client organization.
T
If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the ________ criteria for evaluating secondary data. A) nature B) objective C) error/accuracy D) currency E)
A
Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service? A) syndicated services B) primary services C) secondary services D) modular services E) online services
A
Which of the following general business sources of external secondary data provides a path to other sources of secondary data contained in directories or published by professional or trade associations? A) guides B) indexes and bibliographies C) directories D) nongovernmental statistical data E) conditional data
A
________ are indexes of studies and reports published in journals, magazines, and newspapers. A) bibliographic databases B) numeric databases C) diretory databases D) full-text databases E) special-purpose databases
A
________ involves merging internal customer data with external geographic, demographic, and lifestyle data on the same customers. A) geo-demographic coding B) syndicated coding C) psychographic coding D) computer mapping E) construction coding
A
________ is data originated by the researcher for the specific purpose of addressing the research problem. A) primary data B) secondary data C) experimental data D) virtual data E) problem-focused data
A
________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data. A) data mining B) mass marketing C) parallel marketing D) traditional marketing E) competitive intelligence
A
According to the text, a basic rule of research is to " ________." A) examine primary data first B) examine secondary data first C) examine experiemental data first D) examine virtual data first E) examine special data first
B
According to the text, the largest database of companies in the United States is contained in ________. A) the FIND/SVP database B) the National Electronic Yellow Pages C) the Nielsen Selling Area databases D) the U.S. Census database E) B and D
B
Which of the following is true about census data? A) the information in census data is available in only one form B) the data can be geographically categorized at varies levels of detail C) census data does not need to be detailed as long as it is accurate D) integrating enhanced census data with internal company databases is a waste of sources E) all of the above
B
External sources may be broadly classified as general business data, government data, or syndicated data.
T
According to the text, what is an ethical responsibility of a research agency? A) to use all forms of data, as well as data obtained from any source- internal or external B) discussion about all issues surrounding the relevance and accuracy of the secondary data used with the client should be done only when required by law C) after a detailed analysis of secondary data has been conducted, the researcher should reexamine the collection of primary data stipulated in the proposal D) privacy related to the client's issues are not as important as safe keeping of the client's databases E) B and D are valid statements
C
Compared to the collection cost of primary data, secondary data is ________. A) more expensive B) approximatley the same cost C) less expensive D) nonexistent E) more elusive
C
For marketers, an example of a bibliographic database is ________. A) Nielsen B) the U.S. government C) ABI/INFORM D) Arbitron E) B and D
C
Which of the following business sources are helpful for identifying manufacturers operating in your market, for compiling names and addresses of associations in your sales territory, or for verifying names and addresses of prospective customers who carry a specific job title? A) guides B) indexes and bibliographies C) directores D) nongovernmental statistical data E) census data
C
Which of the following is NOT a disadvantage of secondary data? A) the objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation B) secondary data may be lacking in accuracy C) secondary data collection may be expensive and time consuming D) secondary data may not be completely current or dependable E)
C
Which of the following provide information on individuals, organizations, and services? A) bibliographic databases B) numeric databases C) directory databases D) full-text databases E) special-purpose databases
C
________ are general business sources of external secondary data that provide brief descriptions of companies, organizations, or individuals. A) guides B) indexes and biblographies C) directories D) nongovernmental statsitical data E) standard industrial classification (SIC) codes
C
According to the text, ________ is the largest source of secondary data in the United States. A) Nielsen B) Yahoo! C) Arbitron D) the U.S. government E) Microsoft
D
According to the text, bibliographies are organized alphabetically ________. A) by author B) by title C) by company D) by topic E) by date
D
All of the following are examples of business sources of external secondary data EXCEPT: A) guides B) directories C) indexes D) focus groups E) statisitical data
D
All of the following are examples of guides that a researcher should first consult when proceeding with a marketing research project EXCEPT: A) business information sources B) montly catalog of US government publications C) encyclopedia of business information sources D) a guide to consumer and industrial markets E) A and C
D
All of the following are examples of some of the many Internet search services on the Internet EXCEPT: A) Lycos B) Yahoo! C) Webcrawler D) Nielsen E) Google
D
All of the following are typical sources of internal secondary data EXCEPT: A) accounting records B) sales reports C) internal experts D) focus groups E) production or operation reports
D
Directories are helpful for identifying manufacturers operating in your market, for compiling names and addresses of associations in your sales territory, or for verifying names and addresses of prospective customers who carry a specific job title.
T
A company's blog, Facebook page, or Twitter account can generate rich internal secondary data.
T
According to the text, a basic rule of research is to examine secondary data first.
T
According to the text, bibliographies are organized alphabetically by topic
T
According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.
T
According to the text, the largest database of companies in the United States is contained in the national Electronic Yellow Pages.
T
Accounting records, sales reports, and internal experts are typical sources of internal secondary data.
T
As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.
T
CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.
T
Computer mapping is a product of Geographic Information Systems (GIS).
T
Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.
T
