Deck 5: Secondary Sources of Marketing Data

Question 1

After a survey has been completed, the demographic distribution of respondents in the sample can always be compared to census data.

Answer 1

False

Question 2

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.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

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 5

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

Question 6

Information is data which answer the specific questions of the decision maker.

Question 7

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

Question 8

Sales reports are an example of input data.

Question 9

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 10

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.

Question 11

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 12

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

Question 13

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

Question 14

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

Question 15

The researcher who is not familiar with basic sources of marketing data may lose time in searching for nonexistent data or in collecting data which are already available.

Question 16

Data which are relevant, complete, and inaccessible are of no use to a researcher.

Question 17

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

Question 18

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

Question 19

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 20

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

Question 21

Which of the following is the ideal method to collect data on lifestyles and psychographics?

A)census data
B)surveys
C)diary panels
D)scanner data

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

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 24

Complaint letters are also used as sources of data on product quality and service problems

Question 25

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 26

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 27

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

Question 28

In some cases secondary data can be more accurate than primary data

Question 29

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 30

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

Question 31

Which one of the following provides a standard source of recurring data ?

A)guides
B)census
C)directories
D)indexes

Question 32

Which of the following is not used to evaluate the usefulness of secondary data ?

A)content of data
B)purpose for which the data is collected
C)extent to which it agrees with the primary data
D)source of data

Question 33

The Standard Industrial Classification System is a uniform system of classifying establishments based on the types of goods and services they provide.

Question 34

As the manager of a fast food restaurant, you need information on brand switching behavior.Which source do you use ?

A)A restaurant audit
B)A Census of Business
C)A mail diary panel
D)A restaurant audit and a Census of Business
E)None of the above

Question 35

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 36

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

Question 37

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

Question 38

The Standard Industrial Classification System is a uniform numbering system for classifying establishments according to their economic activities.

Question 39

A customer database is raw information on the customer that can be sorted and enhanced to produce useful information.

Question 40

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

Question 41

A___________ 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

The major uses) of secondary data in international marketing research is 1-selecting countries that merit in-depth investigation. 2-determining the initial estimate of demand potential. 3-monitoring environmental changes.

A)1
B)2
C)3
D)1 and 2
E)1, 2, and 3

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

A researcher should keep in mind that the use of the computer- retrieval method is limited by

A)the slow pace of display after the actual computer search has been done.
B)inaccessibility to worldwide information services.
C)the fact that information is always available in published form before it is put on a computer.
D)its dependence on the accuracy of an abstract or citation author.
E)all of these.

Question 45

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 46

In using secondary sources, it is important for a researcher to know 1-the resources and reputation of the organization reporting the data. 2-whether the data were collected to serve the interests of a particular group. 3-the methodology used to collect the data.

A)1
B)2
C)3
D)1, 2, and 3
E)1 and 2

Question 47

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.

Question 48

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 49

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 50

Syndicated services are not able to provide information on products

A)through retailers, as provided by store audits.
B)searched for by customers, as provided by customer complaints.
C)through wholesalers, as provided by warehouse withdrawal services.
D)purchased by consumers, as provided by consumer purchase panels.
E)none of the above.

Question 51

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 52

A uniform numbering system for classifying establishments according to the types of goods and services they provide is

A)Market Identifiers.
B)Standard Industrial Classification.
C)Compustat services.
D)Valueline database.
E)Economic Information System.

Question 53

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 54

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 55

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.