Module 3: SECONDARY DATA

10. Most consumers will never give up personal information to marketers.

False

11. Secondary data is available for nearly every research question.

False

5. Secondary data is more current than primary data.

False

8. Generally, the cost of collecting secondary data is about the same as the cost of collecting primary data

False

12. Gathering secondary data is often an effective way to clarify a marketing problem.

True

6. Secondary data can sometimes solve a marketing problem.

True

7. Secondary data is previously gathered data that might be relevant to the problem at hand.

True

9. Secondary data can sometimes be used as a sample frame.

True

1. A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________. a. lack of availability b. lack of relevance c. inaccuracy d. insufficiency e. none of these

a. lack of availability

2. When you are not sure who gathered secondary data, its __________may be questionable. a. availability b. relevance c. accuracy d. timeliness e. none of these

c. accuracy

4. All of the following are advantages of secondary data except: a. It can help clarify or redefine the problem during the exploratory research process. b. It may provide a solution to the problem. c. It may provide primary data research method alternatives. d. It may provide the necessary background information and build credibility for the research report. e. All of these about are advantages

e. All of these about are advantages

3. Which of the following questions can help improve with checking the accuracy of secondary data? a. Who gathered the data? b. What was the purpose of the study? c. What information was collected? d. When was the information collected? e. All of these would help

e. All of these would help