Deck 5: Secondary Data & Packaged Information

Question 1

Researchers need to use multiple methods of evaluating secondary data.Which one of the following is NOT a method of evaluating secondary data?

A)Evaluate how the information was gathered
B)Evaluate the availability of the data
C)Evaluate the purpose of the study
D)Evaluate the source of collection of the data

Answer 1

B

Question 2

Suggested applications for ________ include forecasting economic trends analyzing the competition,choosing international markets to enter,understanding consumer concerns during a crisis situation,and many others.

A)secondary data
B)government data
C)primary data
D)big data

Answer 2

A

Question 3

Data that have been gathered by another source other than the researcher or for some other purpose than the research project is:

A)Primary data.
B)Published data.
C)Proprietary data.
D)Secondary data.

Answer 3

D

Question 4

There are some disadvantages associated with secondary data.Which of the following is NOT listed in the text as a disadvantage?

A)Data are often reported in incompatible reporting units.
B)Measurement units do not match researchers' needs.
C)Source and origin of data are not identified.
D)Class definitions are incompatible with the researchers' needs.

Question 5

Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.

A)assess the quality and validity
B)consider the cost against the value of the project
C)assess the quality and cost
D)assess the cost,quality,and value

Question 6

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:

A)Proprietary data.
B)Secondary data.
C)Primary data.
D)Big data.

Question 7

Most reputable organizations that provide secondary data also provide detailed information on which of the following?

A)Their data collection methods
B)Their clients and prior projects
C)The budget for the project
D)Background on the researchers

Question 8

________ is an example of internal secondary data.

A)U.S.census data
B)Corporate sales data
C)Online information database
D)Sales tax data

Question 9

The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies.

A)basic data
B)big data
C)proprietary data
D)primary data

Question 10

The ________ may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.

A)U.S.Census
B)American Community Survey
C)County Business Patterns
D)Census of e-Retail Trade

Question 11

Some studies are conducted to"prove"some position or to:

A)Attract investors or be acquired.
B)Protect unfit or negligent management.
C)Advance the special interest of those conducting the study.
D)Ensure financial stability.

Question 12

________ are sources of information that are prepared for public distribution and are normally found in libraries and online.

A)Data aggregators
B)Official statistics
C)Published sources
D)Custom sources

Question 13

Given the large amounts of data available,researchers need to be ________ about their use.

A)strategic
B)cautious
C)tactical
D)enthusiastic

Question 14

Which of the following is NOT an example of external secondary data?

A)Encyclopedia of Business Information Sources
B)Business Source Complete
C)Salesforce.com sales data
D)Brands and Their Companies

Question 15

There are several distinct advantages of using secondary data.Which is NOT an advantage?

A)Secondary data can usually be obtained quickly.
B)Secondary data may be obtained in any form desired.
C)Secondary data are relatively inexpensive.
D)Secondary data may achieve the research objective.

Question 16

It is important to consider who collected data that a company may use.An emerging trend is the:

A)Rise of commissioned studies.
B)Outsourcing of data.
C)Subcontracting of data.
D)Crowdsourcing of data.

Question 17

You can investigate all the free data that are collected by U.S.government agencies and now are available by law due to the U.S.Open Data Policy.The website location is:

A)www.census.gov.
B)www.usa.gov.
C)www.bls.gov.
D)www.data.gov.

Question 18

The general manager of a jewelry store would like to allocate radio ad dollars to the three markets in which the store has locations.The manager's review of secondary data shows that retail sales of jewelry are available by radio market area.Allotting the radio budget based on the percentage of sales in a given market would be an excellent way to:

A)Solve the manager's problem and satisfy the research objective.
B)Solve the manager's problem by predicting actual sales of pieces of jewelry.
C)Complicate the manager's problem on how much inventory to order.
D)Complicate the manager's problem and satisfy the objective.

Question 19

Problems exist with secondary data because:

A)Data have been collected specifically to address the problem at hand but is proprietary.
B)Data have not been collected specifically to address the problem at hand and belongs to another company.
C)Data have not been collected specifically to address the problem at hand and is out-of-date.
D)Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

Question 20

Which of the following is NOT an example of secondary data?

A)Census data
B)Export data
C)Economic trends data
D)Data from a custom survey

Question 21

Syndicated data has several advantages.Of the following,which is NOT a key advantage of syndicated data?

A)The quality of the data collected is typically high.
B)The client has control over which data are to be collected.
C)Because there are many subscribers,the cost is usually reduced.
D)Information is collected and is quickly disseminated to subscribers.

Question 22

Professors Kotler and Keller describe several ways companies use their databases as part of data mining.Of the following,which is NOT a way companies primarily use their databases?

A)Identify prospects
B)Deepen customer loyalty
C)Reactivate customer purchases
D)Discover illegal customer activities

Question 23

Packaged information is a special form of:

A)Secondary data.
B)Social media data.
C)Primary data.
D)Consumer data

Question 24

Geodemographics is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants.The term geodemographics is associated with what type of research application?

A)Packaged information
B)Census-related
C)Syndicated
D)Customized

Question 25

What is the main advantage of the ACS?

A)It provides data monthly instead of once a year.
B)It provides data bi-monthly instead of once a year.
C)It provides data annually instead of once every 10 years.
D)It provides data every two years instead of once every 10 years.

Question 26

________ is the ratio of positive to negative comments posted about products and brands on the web.

A)Feedback
B)Commentary
C)Reaction
D)Sentiment

Question 27

Packaged services provide each client with:

A)Data from a common database.
B)A marketing research process that is used to generate information.
C)Data provided periodically.
D)Data collected in a standard format.

Question 28

Social media have a number of strengths as a source of marketing research data.Which of the following is NOT considered one of those strengths?

A)Fast,immediate,up-to-date feedback from consumers
B)Relatively inexpensive to access data
C)Little or no expertise is needed to organize and analyze data
D)Unprompted,unfiltered,and authentic voice of the consumer

Question 29

Instead of a client firm trying to"reinvent the wheel"by developing its own process for measuring customer satisfaction,the firm may elect to use a ________ to accomplish this aim.

A)syndicated service
B)custom data service
C)customer relationship management service
D)packaged service

Question 30

One of the fastest-growing areas of marketing research involves the organization and analysis of:

A)Social media data.
B)Consumer products data.
C)Consumer healthcare data.
D)Mass media usage data.

Question 31

Why is the ACS a major secondary data resource for marketing researchers?

A)The data have high reliability since major research firms collect it.
B)The data have"high marks"for reliability since it is collected from social media.
C)The data have"high marks"for reliability since it is continuously collected from online panels
D)The data have the U.S.Census Bureau's"high marks"for reliable data and will be current,

Question 32

Like syndicated data,packaged information has several advantages.Of the following,which is NOT a key advantage of packaged information?

A)The experience of the firm gathering the data
B)The collection of the information by the supplier is efficient and far less costly
C)Customization of various portions of the project
D)Reduced turnaround time from start to finish

Question 33

What is the term for any information that is created by users of online systems and intended to be shared with others?

A)E-commerce-generated data
B)User-generated data
C)Product-generated data
D)Media-generated data

Question 34

Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.

A)cross-sectional studies
B)prevalence studies
C)longitudinal studies
D)transversal studies

Question 35

Manufacturers interested in prevailing attitudes about pollution and government regulation would be an application of what type of research?

A)Opinion polling research
B)Syndicated research
C)Customized research
D)Packaged information research

Question 36

Firms providing specialized routine information needed by a given industry in the form of ready-to-use packaged data to subscribing firms are:

A)Syndicated data firms.
B)Custom research data firms.
C)Government data recyclers.
D)Industry research data firms.

Question 37

Retailers who purchase Nielsen's tracking data for their category get up-to-date information about what brands are selling at which retailers at the SKU level,and learn what their competitors are selling.The tracking studies are examples of:

A)Syndicated services.
B)Customized services.
C)Media services.
D)Packaged services

Question 38

The use of social media data for marketing research also has quite a few disadvantages.Which of the following is NOT considered one of those disadvantages?

A)Commenters may not represent a brand's target audience
B)Vocal critics may have a more active voice and distort the conversation.
C)Even though much of the material on social media is shallow or useless,it is always relevant
D)Demographic and geographic information of the consumers may not be identifiable or may be falsified

Question 39

________ are available to monitor the effectiveness of print media promotional messages.

A)Syndicated services
B)Packaged services
C)Customized services
D)Media services

Question 40

Nielsen Ratings service,which measures TV audience size and viewer demographics for TV programs,is an example of:

A)A syndicated data processing firm.
B)A standardized data processing firm.
C)A syndicated data services firms.
D)A packaged data services firms.

Question 41

The Internet of Things offers real promise for greater ________ and exciting applications for the future.

A)automation of marketing research
B)automation of marketing
C)automation of sales
D)retail store automation

Question 42

A database refers to a collection of data and information describing items of interest,and consists of records and subcomponents of fields.

Question 43

Even with big data,researchers first must be sure that the problem statement and research objectives have been carefully defined.

Question 44

Wearables turn people into walking,talking trails of data.The generated data from wearables can be particularly valuable to which industry?

A)Consumer products industries
B)Entertainment industry
C)Electronics industries
D)Healthcare and fitness industries

Question 45

Given the large amounts of data available,researchers need to be more tactical than strategic about their use.

Question 46

Smartglasses(e.g.,Google Glass),fitness trackers(e.g.,Fitbit),and smart watches(e.g.,Apple Watch)are examples of what?

A)Smart technologies
B)Big data technologies
C)Wearable technologies
D)Smartphone technologies

Question 47

An important emerging source of big data that uses sensors and monitors is:

A)the Internet of Things(IoT).
B)Mass media data.
C)Online consumer panels.
D)Social media data.

Question 48

Data translation software helps managers make sense out of seemingly senseless masses of information contained in databases.

Question 49

________ are information that is collected without overt consumer activity.

A)Covert data
B)Passive data
C)Monitored data
D)Active data

Question 50

The phrase,"big data"is often used to indicate alarm and apprehension about the enormous-and multiplying-amounts of data that are being created on an ongoing basis.

Question 51

Certain projects may be based exclusively on secondary data.

Question 52

Information prepared for public distribution by trade associations,professional organizations,companies,and other entities and can be found in libraries and online is an example of published sources.

Question 53

Commercial firms,government agencies,or community service organizations conducting surveys,recording transactions,or conducting business activities are creating a written records of activities.This type of data represents primary data.

Question 54

Since the data from the IoT generally lack context,pairing passive data with ________ will be important.

A)quantitative data
B)active data
C)qualitative data
D)non-descript data

Question 55

Data captured from sales records,purchase requisitions,invoices,and complaints represent external secondary data.

Question 56

Proper management of big data has the potential to increase productivity for companies significantly.

Question 57

There are three primary sources of internal data: (1)published sources, (2)official data,and(3)data aggregators.

Question 58

Due to advances in technology,decisions are routine about what data to collect and how to analyze the data to find trends,patterns,and relationships among data from multiple sources.

Question 59

Suggested applications for secondary data include forecasting economic trends analyzing the competition,choosing international markets to enter,understanding consumer concerns during a crisis situation,and many others.

Question 60

Micromarketing employs a differentiated marketing mix for specific customer segments,sometimes fine-tuned for the individual shopper.

Question 61

One of the advantages of secondary data is that for almost any application,some secondary data are readily available.

Question 62

Primary data may enhance secondary data by providing a current look at issues,trends,yardsticks of performance,and so on that may affect the type of secondary that should be collected.

Question 63

Packaged information is a special form of secondary data and consists of two broad classes,which include syndicated data and packaged services.

Question 64

Because of their reputations and acknowledged expertise,competent firms usually do not voluntarily provide written and detailed explanations of the procedures and methods used in collecting the information cited in the report.

Question 65

Trustworthy sources of secondary data will almost always have comprehensive details related to the methods used to collect their data.

Question 66

It is rare that two organizations will report exactly the same results.In assessing differing data,the magnitude of the differences is a good place to start.

Question 67

Sometimes a marketing researcher will find information reported with the desired unit of measurement and the proper classifications;however,the data may be outdated and no longer reliable.

Question 68

The term packaged services refers to a prepackaged marketing research process that is used to generate information for a particular user.

Question 69

With syndicated data,both the process of collecting and analyzing the data and the data themselves can be varied for the client.

Question 70

Firms supplying syndicated data follow standard research formats that enable them to collect the same data over time.

Question 71

Companies use their external databases for purposes of direct marketing and to strengthen relationships with customers,which is referred to as customer relationship marketing(CRM).

Question 72

If two or more independent organizations report the same data,researchers should have less confidence in the validity and reliability of the data and should double-check the source.

Question 73

Unlike the U.S.Census,the American Community Survey does not benefit from"high marks"of reliability.

Question 74

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 Home Lands on a rotating basis using a sample.

Question 75

Studies may claim to provide information on a specific subject but,in fact,measure something quite different.

Question 76

Disadvantages and problems exist with secondary data because it has not been collected specifically to address the problem at hand but have been collected for some other purpose.

Question 77

Syndicated data are a form of external primary data that are supplied from a common database to subscribers for a long-term service fee.

Question 78

The 2010 U.S.Census departed from tradition and only collected data using the short form,which asks only for name,sex,age,date of birth,race,ethnicity,relationship,and housing tenure.

Question 79

Data from the prior U.S.Census long form are now collected through the American City and County Survey

Question 80

In addition to providing new data each year,the ACS offers a measure of accuracy of the yearly estimates by relying on a sampling plan that involves surveying about three million Americans every year.