MR Quiz 4

Social media have a number of strengths as a source of marketing research data. Which of the following is considered one of those strengths?

Fast, immediate, up-to-date feedback from consumers. Relatively inexpensive to access data. Unprompted, unfiltered, and authentic voice of the consumer. NOT Little or no expertise is needed to organize and analyze data.

Which of the following secondary information sources provides a baseline of data every ten years?

US Census.

Which of the following should you look for in evaluating a study that is secondary data?

What was the sample? How large was the sample? What was the response rate? Was the information validated?

A syndicated services data firm collects data in a standard format and makes it available to:

all who subscribe to the data.

Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.

assess the quality and validity

As compared to primary data, secondary data are collected ________.

at a relatively low cost NOT rapidly and easily, in a short time

When tracking data are not collected by scanners, they may be collected by:

auditors who conduct retail-store audit

Caterpillar needed to know what truck fleets should test their two new engines; how they could get a marketing strategy that could be measured; and how to adjust for the coming downturn in sales. To answer these questions, they gave their salesforce laptops and paid them to enter customer information related to each sale they made. Caterpillar analyzed the newly acquired customer data and developed strategies to address their marketing questions. Caterpillar utilized ________.

database marketing

A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for their yachts. They need cities with average incomes exceeding $75,000. However, the secondary information source they find has the income category of $50,000 and over. This represents:

differing class definitions of the data.

When two or more secondary sources provide conflicting information you should:

evaluate the information from each source and select the source that best suits your needs for reliable and valid information.

MTV has reported that Baby Boomer parents have been influenced by their children and many are watching The Osbourne Family, reality TV show, together. This example was used in the book to illustrate:

how marketers, using secondary data, study the attitudes and behaviors of selected. demographic groups such as Baby Boomers and Gen Y-ers.

The primary advantage of the American Community Survey is that:

it will provide data annually instead of once every ten years.

Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.

longitudinal studies

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary is referred to as ________.

media panels

Standardized information services collect market tracking data at the household level by using:

panels of consumers who may use scanning devices, diaries, and home audit

External data may be grouped into which two sources?

published and syndicated services 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.

secondary data

A marketing researcher, Robert D. Aaron, states that when researchers take on a new client, they need to learn about the client's industry and the issues within the industry. Therefore, researchers should use ________ at the beginning of the research project to gain an independent view of the industry.

secondary data research

Collecting information that is made available to multiple subscribers in standardized form would be characteristic of:

syndicated services firms.

The key advantage of syndicated data is:

the currency of the information. the shared costs. high quality of the data. data are quickly disseminated to users.

Surveys can be used for which of the following purposes?

to evaluate advertising to examine purchase and consumption behavior for market segmentation to determine market potential

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:

Syndicated services.

Nielsen Ratings service, which measures TV audience size and viewer demographics for TV programs, is an example of:

A syndicated data services firm.

The ________ may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.

American Community Survey

Which of the following may be an example of secondary data?

Census data Export data Economic trends data Customer database data NOT Data from a current customer survey

The use of social media data for marketing research also has quite a few disadvantages. Which of the following is considered one of those disadvantages?

Commenters may not represent a brand's target audience Vocal critics may have a more active voice and distort the conversation. Demographic and geographic information of the consumers may not be identifiable or may be falsified. NOT Even though much of the material on social media is shallow or useless, it is always relevant.

Which of the following would be classified as a part of internal secondary data?

Customer database.

Which of the following is an example of external secondary data?

Encyclopedia of Business Information Sources Business Source Complete Brands and Their Companies census data NOT sales data

Which of the following is true regarding secondary data?

It is rare for a marketing research project to be conducted without including some secondary data. Some research projects may be totally based upon secondary data. There can be many uses of secondary data. Secondary data have many applications including economic trend forecasting and competitive intelligence.

Which of the following refers to an advantage of syndicated data?

Many client firms may subscribe to the information. The cost of the service is greatly reduced to any one subscriber firm. The quality of data is typically very high. The data are normally disseminated very quickly. NOT The key advantage is taking advantage of the experience of the research firm offering the service.

Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?

Primary data.

________ are sources of information that are prepared for public distribution and are normally found in libraries and online.

Published sources

Which of the following was discussed as an advantage of using secondary data?

Secondary data may be obtained quickly. Secondary data is relatively inexpensive. Secondary data is usually available. Secondary data sometimes enhances primary data. NOT Secondary data may be obtained in all formats desired by the researcher.

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

Secondary data.

Which of the following would be considered an application of secondary data?

Selecting a street address for a new car wash. Determining the likelihood of customers purchasing a brand new product. Determining population growth rates in different geographical areas. Examining information about competitors. NOT Predicting every broad changes in a culture's "way of life."

One of the fastest-growing areas of marketing research involves the organization and analysis of:

Social media data.

________ is (are) collected in a standard format and sold to a number of clients.

Syndicated data

Which of the following is a disadvantage of secondary data?

The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. Secondary data may be lacking in accuracy. Secondary data may not be completely current or dependable. NOT Secondary data may be expensive and time consuming.

Syndicated data has several advantages. Of the following, which is a key advantage of syndicated data?

The quality of the data collected is typically high. Because there are many subscribers, the cost is usually reduced. Information is collected and is quickly disseminated to subscribers. NOT The client has control over which data are to be collected.

Which of the following was discussed as a disadvantage of using secondary data?

There is a mismatch of the units of measurement. Differing classifications of the data in terms of what is available and what is needed. The data may be dated. Geographic reporting units are incompatible. NOT Data may be collected too quickly causing problems with the project schedule.

Which of the following is a use of secondary data?

To determine the population and growth rate in almost any geographical area. To evaluate market performance. To help make public policy decisions. To predict broad changes in a culture's "way of life."