MKT 3413 Ch 5

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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?

Google

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


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