Deck 5: Secondary Sources of Marketing Data

Question 1

A consistent advantage to data found in internal records is that of high reliability.

Answer 1

False

Question 2

Basic rules to guide the search for secondary sources are: 1) to start with the specific and go to the general and, 2) to make use of all available expertise.

Answer 2

False

Question 3

A researcher should be extremely careful when using data from sources that do not describe the data collection methodology.

Answer 3

True

Question 4

The most popular source of marketing data is secondary data.Even when primary data must be collected, it is good practice for a researcher to consult an appropriate secondary source.

Question 5

Budgets are an outcome of an internal accounting and control system and are termed outcome data.

Question 6

The United States Bureau of Census does censuses on business, manufacturing, agriculture, population, housing, mineral industries, transportation, and government at different time intervals.

Question 7

Trade association publications should be avoided because the source of their information is biased.

Question 8

Primary data are data that were collected by persons or agencies for purposes other than solving the problem at hand

Question 9

One of the problems in applying accounting data to marketing information needs are that unit breakdown, such as geographic areas or product types, may differ.

Question 10

Complaint letters are an important source of customer feedback because those who take the time to write are representative of the entire population of consumers for a particular product.

Question 11

The primary advantage to computer retrieval methods is that cross- referenced searching is possible.This type of search is nearly impossible without the computer.

Question 12

Standardized data are collected especially for a set of information users with a common need.

Question 13

Data on outcomes-marketing effort expended-can range from budgets and schedules of expenditures to salespeople's call reports.

Question 14

Because there is often a time lag between data collection and publication, the researcher should pay careful attention to when the data are collected.

Question 15

The researcher should be aware of the fact that two sources using different methodologies cannot be expected to arrive at the same kind of data.

Question 16

Data on orders received or invoices billed should be used carefully. These figures will not always correspond to sales.

Question 17

Sales reports are an example of input data.

Question 18

The dangers facing the user of computer search methods are those of missing important information and being overwhelmed by irrelevant data.

Question 19

The most significant benefits secondary data offer a researcher are savings in cost and time.

Question 20

A directory or compilation is an intermediate source which gives a researcher access to an original source.An example of this is the "Statistical Abstract of the United States," which contains sections from the census and other agency data.

Question 21

Census is a mandatory enumeration conducted by the government of the important facts about their population and the economic and social environments.

Question 22

Data that were initially generated for a purpose other than solving the problem at hand are termed

A) exploratory data
B) survey data
C) descriptive data
D) qualitative data
E) secondary data

Question 23

Compilations are intermediate sources, in that they facilitate access to the original sources.

Question 24

From smallest to largest, the units of census data are the city block, the block group, and the census tract.Census tracts are grouped in urban areas to form Standard Metropolitan Statistical Areas.

Question 25

Secondary data cannot be used for which of the following?

A) interpret primary data
B) demonstrate causal relationship
C) identify problem
D) all of the above

Question 26

Secondary data is data specified, collected, and recorded by someone other than the user.

Question 27

Compared to primary data, the two advantages of secondary data are they

A) can be gathered quickly and inexpensively
B) are generally more objective and accurate
C) are generally more objective and accurate.
D) are always internal to the firm and more relevant to the firm's problems
E) none of the above

Question 28

Examining available secondary data is often a prerequisite to collecting primary data.

Question 29

The NAICS is the first industry classification system that is based on the principle that producing units that use similar production processes should be grouped together in the classification.

Question 30

Which of the following is not a disadvantage of online methods?

A) Sole reliance on the accuracy of the abstract author
B) Scope of information available
C) Depend on the journal and article selection policy of the database producer
D) Potential to retrieve a lot of irrelevant data if searching by "keyword"

Question 31

The main limitation of the reference databases is the reliance on the accuracy of the abstract author.

Question 32

Within the category of guides and indices, there is a hierarchy of generality. At the top are the

A) guides to the guides
B) guides to general business information sources
C) Research Alert Directs
D) reference guides

Question 33

The PRIZM system for market cluster analysis is based on the fact that people of widely varying sociological backgrounds may be found within a single geographical area.

Question 34

The United States Bureau of Census conducts their Census of Population and Housing every ______ years.

A) 1
B) 2
C) 5
D) 10
E) odd-numbered

Question 35

Data on inputs-marketing effort expended-include all of these except:

A) budgets
B) schedules of expenditures
C) the billing records on shipments
D) None of the above

Question 36

Source databases provide complete text or numeric information in contrast to the indices and summaries contained in the reference database.

Question 37

Primary data can be a valuable source of new ideas which can be explored later through primary research.

Question 38

The Standard Industrial Classification SIC) codes is the new standard code system to describe business establishments and industries, replacing the North American Industry Classification System NAICS). .

Question 39

Which of the following is not an advantage of online methods?

A) Scope of information available
B) Speed of information access and retrieval
C) Sole reliance on the accuracy of the abstract author
D) Commercially available search procedures provide considerable flexibility and efficiency

Question 40

Which of the following sources of data should be looked first?

A) primary data
B) external secondary data
C) internal secondary data
D) census data

Question 41

An) ________ is a service that identifies groups of consumers who share demographic and lifestyle characteristics.

A)PRIZM
B)Dun's market identifier
C)Standard Industrial Classification
D)Economic Information System
E)Arbitron Panel

Question 42

All of the following are units used to aggregate census data except the

A)Standard Metropolitan Statistical Area.
B)block group.
C)suburban tract.
D)block.
E)all of these are used to aggregate census data.

Question 43

Which one of the following is not an external data source?

A)Government reports
B)Trade association journals
C)Companies' annual reports
D)Newspapers
E)Customer feedback

Question 44

NAICS system has _____ broad sectors.

A)5
B)20
C)4
D)6
E)10

Question 45

Internal records have all of the following characteristics except

A)ready availability.
B)absolute reliability.
C)relevance to the organization's marketing environment.
D)accessibility on a continuing basis.
E)all of these are characteristic of internal records.

Question 46

Which of the following are problems associated with secondary data in international marketing research:

A)the accuracy of data may vary on account of different definitions used in different countries
B)different countries have different tax structures and different levels of taxation
C)measurement units are not necessarily equivalent across countries.
D)differences in data accuracy on account of differences in the sophistication of procedures adopted.
E)all of these.

Question 47

Which of the following is not true about complaint letters?

A)Complaint letters are sources of data on product quality and service problems.
B)Complaint letters represent an incomplete and distorted picture.
C)People who write complaint letters are likely to be highly educated and articulate.
D)Complaint letters are the most commonly used method for consumers to resolve a dissatisfaction.
E)All of these are true about complaint letters.

Question 48

the resources and reputation of the organization

Question 49

Which of the following statements about internal records is false?

A)Internal records provide data on marketing inputs and outputs.
B)The data in internal records are intended to satisfy many different information needs and may be inappropriate for
Marketing decisions.
C)The time frames in which variables such as sales are measured will always correspond to those used in external data.
D)Records of sales staff activity may be exaggerated.
E)Sales invoices may not always correspond to actual sales.

Question 50

In using secondary sources, it is important for a researcher to know

Question 51

Secondary data may do all of the following except

A)eliminate the need for primary data whenever the required data are specific and topical.
B)expand a researcher's understanding of a problem.
C)suggest research design alternatives.
D)provide a means of validating a sample.
E)secondary data do all of these.

Question 52

Which of the following can be used in locating secondary sources?

A)authorities.
B)directories.
C)computer-retrievable databases.
D)a good reference librarian.
E)all of these should be used in locating secondary sources.

Question 53

NAICS industries are identified by a _____ code, in contrast to the ______SIC code.

A)four‐digit; six‐digit
B)six‐digit; four‐digit
C)10-digit; 20-digit
D)20-digit; 10-digit
E)none of these.

Question 54

Data that has been specified, collected, and recorded by someone other than the user are known as

A)historical data.
B)external data.
C)primary data.
D)secondary data.
E)tertiary data.