MKT 3413 Ch 5
Many marketing research firms have white papers on varied topics on their website. The one discussed in your text is ________.
Burke's "Literature Library"
Which of the following does NOT refer to a disadvantage of standardized information?
Buyer firms often must commit to long-term contracts when buying standardized data.
Proctor & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as least as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research in terms of really understanding the true purpose of the research.
TRUE
The key advantage of using syndicated data is taking advantage of the experience of the research firm offering the service.
FALSE
The primary advantage is that the ACS will provide data every two years instead of once every ten years.
FALSE
Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.
TRUE
Standardized services are marketing a process.
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 homelands on a rotating basis using a sample.
TRUE
The American Community Survey may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.
TRUE
The ability to customize some projects is lost when using a standardized service.
TRUE
There are two broad classes of standardized information: syndicated data and standardized services.
TRUE
When consumers fill out warranty cards or register their boats, automobiles, or software programs, this information is stored in the form of secondary data.
TRUE
What provides an incredible stock of free secondary data?
The Internet
Which of the following does NOT refer to an advantage of syndicated data?
The key advantage is taking advantage of the experience of the research firm offering the service.
Which of the following was NOT listed in your textbook as a secondary information source on marketing?
Which of the following was NOT discussed as a method of evaluating secondary data?
How readily available is the information to the public?
A syndicated services data firm collects data in a standard format and makes it available to:
all who subscribe to the data
Information collected in the census is collected:
by a long form sent to part of the citizens with the rest receiving a shorter form
With respect to standardized information, CGM stands for:
consumer-generated media
Which of the following best represents a field within a database?
customer names within a record
Which of the following was NOT discussed as a disadvantage of using secondary data?
data may be collected too quickly causing problems with the project schedule
Databases are sometimes packaged together and are referred to as:
databanks or aggregators
Which of the following would NOT be considered an application of secondary data?
determining the likelihood of customers purchasing a brand new product
Which of the following is NOT mentioned in your text as an application of standardized information?
disseminating data quickly
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
Which of the following would be classified as a part of internal secondary data?
internal database
The primary advantage of the American Community Survey is that:
it will provide data annually instead of once every ten years
Which of the following was NOT discussed as an advantage of using secondary data?
may be obtained in all forms desired by the researcher
Complete the following sentence with the answer that most completely answers the question. Typical fields in a customer database include ________.
name, address, email address, products purchased and dates of purchase
Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?
primary data
External data may be grouped into which three sources?
published, syndicated services data, and databases
Each unit of information in a database is called a(n) ______.
record
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
ESRI's Tapestry™ Segmentation is a(n) ________ that uses a process to profile residential neighborhoods.
standardized service
Which of the following is described by Kotler and Keller as a way that companies use their databases?
to decide which products to offer in a particular geographic area
In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers. The cloth diaper industry found just the opposite. The point of this example is:
when evaluating research studies you should understand that some studies are conducted with a clear purpose in mind to "prove" some position or advance some special interest
Since its first completion, the American Community Survey has been offering _____ estimates for geographic areas with a population of 65,000 or more, while geographic areas with populations of 20,000 or more can access _____-year estimates, and areas with populations less than 20,000 can access _____-year estimates beginning in 2010.
yearly; three; five
A database refers to a collection of data and information describing items of interest and each unit of information in a database is called a record.
TRUE
An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be income being reported by before tax, household income instead of per capita, after-tax income.
TRUE
An example of syndicated data is Marketing Evaluations Inc.'s Q Scores® services.
TRUE
Census of the Population data serve as a baseline for much marketing information that is produced during the "in-between" census years.
TRUE
Consumer-generated media (CGM) is content created by consumers on blogs, discussion boards, forums, user groups, and other social media platforms.
TRUE
Core-based statistical areas (CBSAs) are geographic reporting units used by the Census Bureau.
TRUE
Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.
TRUE
ESRI's Tapestry™ Segmentation divides U.S. residential neighborhoods into sixty-five distinctive segments based upon selected demographic and socioeconomic characteristics.
TRUE
One key advantage of syndicated data is shared costs.
TRUE
One of the advantages of using secondary data is that it may enhance primary data.
TRUE
Primary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.
TRUE
What year was the ACS first completed?
2005
Which of the following is the survey created by the U.S. Census Bureau in 1996 to collect economic, social, demographic, and housing information as part of the Decennial Census Program?
American Community Survey
Which of the following secondary information sources provides a baseline of data every ten years?
Census of the Population
Which of the following best describes CRM?
Customer Relationship Management; the use of internal databases to strengthen customer relationships
Syndicated sources of secondary data cover a variety of general topics of interest to the public and are widely available in libraries.
FALSE
According to your text, which of the following is NOT true regarding syndicated data?
ESRI's Tapestry™ Segmentation is a syndicated data service that uses a process to profile residential neighborhoods.
External secondary data include sales records, purchase requisitions, and invoices.
FALSE
External secondary data was classified in your textbook into three sources: published, non-published, and video.
FALSE
If two secondary sources of information report different information for what appears to be the same entity, a researcher should avoid using either information source at all costs.
FALSE
In databases, fields are composed of records
FALSE
Internal secondary data refers to any information that is stored in the internal memory of a computer.
FALSE
Kotler and Keller's definition of database marketing deals with external databases
FALSE
Secondary data is readily available for very few applications
FALSE
Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.
FALSE
Since its first completion, the ACS has been offering yearly estimates for geographic areas with a population of 75,000 or more.
FALSE
Standardized services usually provide clients with standardized data.
FALSE
Experian Simmons can help you identify which of your prospects and customers fall into the key Tipping Point segments?
Mavens
________ is (are) a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.
Standardized information
________ is (are) collected in a standard format and made available to all subscribers.
Syndicated data
