Deck 5: Introduction to Secondary Research

Question 1

Which of the following statements about the advantages of secondary analysis is correct?

A) Using available data is always inexpensive
B) There are questionnaires or instruments to construct and validate
C) Interviewers and other personnel need to be paid
D) There are no costs for data collection or subjects

Answer 1

There are no costs for data collection or subjects

Question 2

Which of the following statements about the advantages of secondary analysis is correct?

A) Using available data is always inexpensive
B) There are questionnaires or instruments to construct and validate
C) Interviewers and other personnel need to be paid
D) Secondary data is often readily available

Answer 2

Secondary data is often readily available

Question 3

Which of the following statements about the advantages of secondary analysis is correct?

A) Using available data is always inexpensive
B) There are questionnaires or instruments to construct and validate
C) Interviewers and other personnel need to be paid
D) Secondary data is sometimes helpful in refining your client's problem

Answer 3

Secondary data is sometimes helpful in refining your client's problem

Question 4

Which of the following statements about the disadvantages of secondary analysis is correct?

A) Using available data is always expensive
B) There are questionnaires or instruments to construct and validate
C) Interviewers and other personnel need to be paid
D) Secondary data can sometimes be outdated

Question 5

Which of the following statements about the disadvantages of secondary analysis is correct?

A) Using available data is always expensive
B) There are questionnaires or instruments to construct and validate
C) Interviewers and other personnel need to be paid
D) Secondary data can sometimes be contradictory

Question 6

Which of the following statements about the disadvantages of secondary analysis is correct?

A) Using available data is always expensive
B) There are questionnaires or instruments to construct and validate
C) Interviewers and other personnel need to be paid
D) Secondary data may not be specific to the purpose of your research

Question 7

Which of the following statements about the disadvantages of secondary analysis is correct?

A) Using available data is always expensive
B) There are questionnaires or instruments to construct and validate
C) Interviewers and other personnel need to be paid
D) Secondary data may sometimes lack the depth

Question 8

__________ is an example of syndicated audience rating measurement.

A) Nielsen
B) Journal of Advertising
C) American Academy of Advertising
D) U.S. Census
E) Advertising Age

Question 9

__________ is an example of governmental secondary data source.

A) Nielsen
B) Journal of Advertising
C) American Academy of Advertising
D) U.S. Census
E) Advertising Age

Question 10

_____________ is an example of trade publication secondary data source.

A) Nielsen
B) Journal of Advertising
C) American Academy of Advertising
D) U.S. Census
E) Advertising Age

Question 11

__________ is an example of academic secondary data source.

A) Nielsen
B) Journal of Advertising
C) American Academy of Advertising
D) U.S. Census
E) Advertising Age

Question 12

__________ is an example of a publicly-available and free secondary data source.

A) Nielsen
B) Journal of Advertising
C) American Academy of Advertising
D) U.S. Census
E) Advertising Age

Question 13

When starting research projects it is always recommended to start with secondary research before conducting primary research.

Question 14

Usually, secondary research is more time consuming than primary research.

Question 15

Secondary research is data that researcher collects for a specific purpose or problem.

Question 16

Primary research involves data collected by organizations sucha s Nielsen

Question 17

U.S. Census data is an example of publicly- available and free secondary data source.

Question 18

List three advantages and disadvantages of using secondary data in advertising and public relations research.