Deck 4: Using Secondary Data and Online Information Databases

Question 1

Which of the following was NOT discussed as a disadvantage of using secondary data?

A) there is a mismatch of the units of measurement
B) data may be collected too quickly causing problems with the project schedule
C) differing classifications of the data in terms of what is available and what is needed
D) the data may be dated
E) reporting units are incompatible with research needs

Answer 1

B

Question 2

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

A) secondary data
B) basic data
C) primary data
D) complex data
E) online data

Answer 2

A

Question 3

If you wanted to locate periodicals on a subject you would find them in:

A) a browser
B) a library catalog
C) an index
D) an encyclopedia
E) a directory

Answer 3

C

Question 4

Secondary data can enhance primary data in all of the following ways except by:

A) familiarizing the researcher with the industry.
B) being convertible.
C) identifying concepts.
D) identifying data.
E) identifying terminology.

Question 5

If you wanted to know where to look in order to find different types of other reference sources on a topic, you should use:

A) a reference guide.
B) an index.
C) a directory.
D) a dictionary.
E) a biographical source.

Question 6

The following are all levels within an actual database hierarchy except:

A) records.
B) words.
C) databases.
D) advanced.
E) fields.

Question 7

External data may be grouped into three sources:

A) published, syndicated services data, and databases.
B) published, nonpublished data, and other electronic sources.
C) syndicated services data, external data, and complex data.
D) fields, records, and databases.
E) records, fields, and CRMs.

Question 8

Which of the following does NOT represents an application of secondary data?

A) predicting broad changes in culture
B) selecting a street location for a new car wash
C) economic trends forecasting
D) corporate intelligence
E) evaluating traffic flow in a new store layout

Question 9

Which of the following secondary data sources represents an ethical issue in terms of customer privacy issues?

A) published sources
B) fields
C) records
D) internal databases
E) external databases

Question 10

Providers of published secondary information are all of the following except:

A) Government
B) Non-profit organizations
C) Trade associations
D) IPSOS
E) For profit organizations

Question 11

When it is determined that the research project will require primary data, secondary data should:

A) be discarded.
B) not be collected as it will be a waste of resources.
C) be consulted anyway.
D) be utilized only if it conforms to the findings contained in the primary data.
E) be used only in cases where the primary data is not gathered using accepted industry standards.

Question 12

The textbook provides a step-by-step process to aid in the location of secondary data sources. Step 2 says to:

A) begin using several library sources.
B) identify what you wish to know.
C) search online.
D) develop a list of key terms and names.
E) compile the literature you already have.

Question 13

Which of the following best represents a field within a database?

A) anything outside the company laboratory
B) a database record
C) records within customer names
D) customer names within a record
E) a supplier record

Question 14

A great deal of secondary data are available to marketers to aid them in understanding the lifestyles and purchasing habits of demographic groups such as:

A) Baby Boomers and Gen Mers
B) Boomers and Oklahomans
C) Baby Boomers, Gen Xers, and Gen Yers
D) Baby Boomers and Gen Qs
E) Boomers and Sooners

Question 15

Which of the following was NOT discussed as an advantage of using secondary data?

A) may be obtained quickly
B) may be obtained in any form desired by the researcher
C) is relatively inexpensive
D) is usually available
E) may achieve the research objective

Question 16

Which of the following best describes CRM?

A) Certificate of Record Management; awarded by the MRIA after passing certain record-keeping requirements.
B) Customer Relationship Management; the use of internal databases to strengthen customer relationships.
C) Certified Record Manager; awarded by the MRIA for successfully passing a series of courses related to database management.
D) Customer Requirement Mandate; referring to customer requests that must be honored at all costs.
E) Competitive Records Management; the use of external databases to understand competitors.

Question 17

Which of the following would be classified as a part of internal secondary data?

A) internal database
B) online information database
C) demographic data within a company's target market
D) any government data
E) data within libraries

Question 18

Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?

A) basic data
B) complex data
C) secondary data
D) online data
E) primary data

Question 19

Text mining is a growing type of data mining analysis. Text is scanned from all the sources listed below except:

A) websites
B) online blogs
C) Facebook
D) University theses
E) internal data sources

Question 20

Which has done more to bring about fast and easy access to secondary data since the Gutenberg Press?

A) the Information Access Act of 2003
B) Bill Gates
C) the need for information
D) the Internet
E) cable TV

Question 21

Organizing all books, magazine articles, manuals, and journal articles by topic with key terms in an electronic database, permits those looking for information to find it using the relationship between terms. This online search strategy is called:

A) Field searching
B) Proximity operators
C) Boolean logic
D) Nesting
E) Truncation

Question 22

A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for its yachts. It needs cities with average incomes exceeding $75,000. However, the secondary information source that was found had an income category of $50,000 and over. This represents:

A) differing class definitions.
B) a mismatch of the units of measurement.
C) outdated data.
D) data having high credibility.
E) incompatible reporting units.

Question 23

Which of the following does NOT describe the North American Industry Classification System (NAICS)?

A) groups the economy into 20 broad classifications
B) industries are classified by six-digit codes
C) allows for common language to be used for easier comparisons
D) provide for "new" industries such as high tech and services
E) only contains business from Canada and the United States of America

Question 24

Which of the following best illustrates the concept of "limiting" in searching databases for secondary information?

A) asking for Gates NOT Bill
B) asking for all cases where PRIME is adjacent to MINISTER
C) asking for all records that have dates from 2005 to the present
D) asking for all cases that have any ending to the root word STOCK
E) asking for a search in the "author" field

Question 25

Which of the following is not a syndicated study offered by Ipsos Canada?

A) I-Rep
B) Global @dvisor Reputation Risk Identifier
C) Tapestry^TM Segmentation
D) Municipal Quality of Life and Financial Planning
E) Canadian Donors and You

Question 26

Standardized services has many advantages and disadvantages. Which statement below best reflects one of these?

A) It offers a strategic information advantage.
B) One can take advantage of the experience of the research firm.
C) Information is customizable.
D) Data can be adapted to fit the intended situation.
E) It is slower than conducting the research on your own.

Question 27

Several surveys are conducted by Statistics Canada on a regular basis. Which of the following is NOT an example of one of those reports?

A) Survey of Household Spending
B) Ethnic Diversity Survey
C) Labour Force Survey
D) Government Service and Satisfaction
E) Consumer Price Index

Question 28

Which of the following best represents the operators of Boolean logic?

A) AND, OR, and NOT
B) ADJ and NEAR
C) AND, SAME, and OR
D) ADJ, NEAR, or SAME
E) SAME, OR, and NOT

Question 29

Which of the following secondary information sources classifies business based on similar production processes?

A) The Canadian Census
B) NAICS
C) Performer Q
D) ESRI Tapestry^TM
E) I-Rep

Question 30

Which of the following was NOT discussed as a method of evaluating secondary data?

A) What was the purpose of the study?
B) How available is the information to the public?
C) Who collected the information?
D) How consistent is the information with other information?
E) How was the information obtained?

Question 31

Which of the following statements do NOT reflect standardized data?

A) Both the process of collecting and analyzing the data and the data itself are standardized.
B) Either the process of collecting and analyzing the data are standardized; not both.
C) There are two broad classes; syndicated data and standardized services.
D) Standardized data has the advantage of reduced costs.
E) Standardized data is disseminated very quickly.

Question 32

Although the use of diaries in market tracking is decreasing, they can still be used to aid in estimating important factors except for:

A) market share.
B) brand switching.
C) brand loyalty.
D) demographic profiles.
E) UPC variances.

Question 33

Which of the following best represents the hierarchy that exists in the organization of information databases from the top level down?

A) databanks, databases, records, words, and fields
B) databases, databanks, records, fields, words, and numbers
C) records, databanks, databases, fields, and words or numbers
D) fields, words or numbers, records, and databanks or databases
E) databanks, databases, records, fields, and words or numbers

Question 34

Which of the following best represents proximity operators?

A) AND, OR, and NOT
B) ADJ and NEAR
C) AND, SAME, and OR
D) ADJ, NEAR, or SAME
E) SAME, OR, and NOT

Question 35

When two or more secondary sources provide conflicting information, you should:

A) select the one source that has been in business the longest.
B) evaluate the information from each source and select the source that best suits your needs for reliable and valid information.
C) probably abandon the project if there is conflicting information; you will never have objective results upon which to base your decision.
D) contact the client and ask which source is desired.
E) report the discrepancies immediately to each of the two sources.

Question 36

The following are all keys to a successful search except:

A) be well informed about the search process
B) do not expect information to fall into your lap
C) be committed to finding information
D) use the resources of a good, professional librarian
E) limit yourself to a basic search to avoid information overload

Question 37

Online information about the Canadian Census may be found at:

A) any Government of Canada location.
B) www.census.gov
C) www.statscan.gc.ca
D) www.canadacensus.ca
E) www.census.govpubs.ca

Question 38

The first step in locating secondary data sources is to:

A) identify what you wish to know and what you already know about your topic.
B) develop a list of key terms and names.
C) begin with going through ProQuest.
D) call the trade association that best represents your area of research.
E) call key leaders in the industry that would most closely represent your subject.

Question 39

There are many services available offering market tracking information. Once such service is Nielsen Scantrack Services. Which of the following statements best reflects Nielsen Scantrack Services?

A) Information is collected on a monthly basis.
B) Data is available to customers on only a quarterly basis.
C) It allows brand managers to evaluate strategies.
D) Panel members us handheld scanners to record purchases at home.
E) Ipsos Canada offers the same service.

Question 40

Syndicated data has many advantages and disadvantages. Which statement below best reflects one of these?

A) It offers a strategic information advantage.
B) Requires commitment to a long-term contract.
C) Information is customizable.
D) Quality of data is questionable.
E) It is always more expense than using primary data.

Question 41

A "database" refers to a collection of data and information describing items of interest. Each unit of information in a database is called a "record."

Question 42

Access to secondary data that may be useful for marketing research purposes may be found at www.secondarydata.com.

Question 43

Which of the following information standardized information sources was NOT noted for conducting consumer opinion polls in Canada?

A) Dun's Market Identifiers
B) Angus Reid Global Monitor
C) Harris Poll Online
D) EKOS Research Associates
E) Maritz Poll

Question 44

Adnorms is a syndicated data service which:

A) electronic measurements of commercial viewership on TV.
B) provides readership scores by type of ad.
C) provides awareness levels for internet advertising.
D) provides point of sale data on magazines.
E) provides point of sale data on newspapers.

Question 45

Cory Funk owns a chain of radio stations. The advertising time he sells to advertisers is directly related to the number of persons who are listening to each station in each radio market. Cory purchases estimates of the number of persons who listen to the different radio stations in each market from The Broadcast Bureau of Measurement Canada (BBM Canada). In every radio market BBM gathers the same data. BBM records this information in a database and they offer it to every person who wishes to subscribe to it for a fee. BBM is an example of a:

A) syndicated processing firm
B) syndicated data services firm
C) standardized processing firm
D) standardized services firm
E) community tapestry firm

Question 46

Scanner-based databases can provide up-to-the-minute reports several variables except:

A) where was the purchase obtained
B) date and time of purchase
C) price of item purchased
D) promotions used
E) who bought the item

Question 47

Certain products such as gasoline and diesel engines require very precise drilling. Tolerances are extremely small, and drill bits that can accomplish the near-perfect drills are very expensive. Unfortunately, the drill bits must be discarded after only a few drills as they sustain distortions that cause them to exceed the tight tolerances. Feng Zu invented a new method to sharpen high performance metal drill bits to their original specifications. Feng's process meant that companies could extend the life of drill bits. Feng knew that his invention would be a success, but he needed to find the users of high-performance drill bits and direct personal sales calls to them. Using NAICS Feng was frustrated because, for example, he could compile only very general lists of potential users and many on the lists would not be users of drill bits at all. Feng needed a service that would provide much more specific information about business firms in order to determine if they were really potential customers. Which of the following services would likely help Feng?

A) VALS
B) the Gallup Poll
C) PRIZM
D) Dun's Market Identifiers
E) ESRI's Tapestry^TM Segmentation

Question 48

Which one of the following market tracking secondary information sources would give you information from the last 10 years on the various demographics of households in Winnipeg along with the products purchased by each of the varying demographics?

A) IRI ScanKey Consumer Network Household Panel
B) NAICS
C) Retail-Store Audits
D) Diaries
E) Statscan

Question 49

Judy Mancuso is interested in opening a health and fitness centre. Being a fitness enthusiast for many years, she is knowledgeable of many of the programs designed to shape and trim one's figure. However, she needs information on the business aspects of a health and fitness centre. She goes to the local library and uses the computerized search system. Using a keyword search, Judy tries "health," "fitness," and finally "health and fitness." At first she is excited because her searches generate so many "hits." But, she soon learns that more than 50,000 hits is not good. Although there may be some good information available in the sources found, she soon learns that many of the "hits" don't really have much to do with her topic. Which of the following should Judy try to find on her subject?

A) a library consultant specializing in business aspects of health and fitness
B) a truncated search
C) a search limiting all records found to the last three years
D) she should add the keyword "business"
E) a standard subject heading

Question 50

Sometimes secondary data can be used to evaluate market performance.

Question 51

All of the following reflects Nielsen's Category Business Planner (CBP) except:

A) CBP allows a manufacturer to evaluate product performance.
B) CBP allows a manufacturer to view information retailer by retailer.
C) CBP diarizes TV viewing of business advertising.
D) CBP allows for better collaboration between manufacturers and retailers.
E) CBP does not exist.

Question 52

Although there are many sources of secondary data, uses of secondary data are limited to only four areas.

Question 53

Internal secondary data refers to any information that is stored in the internal memory of a computer.

Question 54

One application of secondary data is using it to study major demographic groups such as the Baby Boomers and Gen Yers.

Question 55

ESRI's Tapestry^TM Segmentation is a standardized service that uses a process to profile residential neighbourhoods. This information is purchased by clients desiring to better understand who their customers are, where they are located, how to find them, and how to reach them. Which of the following best illustrates how this service can be applied?

A) ESRI segments were examined to determine which segments were likely to be gourmet coffee drinkers. Once the segments were identified, ESRI could provide direct mail lists that identified the names and addresses of gourmet coffee drinkers. This could allow Starbucks to send these "likely" customers a free coffee coupon to promote their patronage.
B) The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry segments which will allow the owner to locate and establish communications with potential new clients that match their target profile.
C) ESRI has data stored in a common database that identifies postal code areas that offer the most potential in terms of sales for a gourmet coffee shop like Starbucks. Starbucks would subscribe to this information for a fee, and the information was used to help find new coffee shop locations.
D) Present customers for a retailer called Nature's Beauty were determined. ESRI then, through its Community Tapestry syndicated data service, found census data which identified household addresses of the present customers. This information allowed Nature's Beauty to target customers with promotional offers.
E) None of the above. There was no example illustrating how Community Tapestry was applied.

Question 56

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Question 57

Secondary data are gathered from a variety of sources such as warranty cards, vehicle registrations, government agencies, and accounts receivables.

Question 58

It is never prudent to search secondary data until you have become fully familiar with the primary data you have collected.

Question 59

Which of the following sources of secondary data would you use if you were the brand manager for "Here Kitty Kitty" cat food and you wanted to know the psychographic profile of cat owners?

A) Feline Reporter
B) Dun's Market Identifiers
C) VALS^TM
D) Market Index Reporter
E) Statscan

Question 60

CRM stands for Custom Reporting Methods and refers to a standardized process used by secondary data firms to report data.

Question 61

An example of nesting would be "Alberta THEN Saskatchewan" as it is a technique that indicates the order in which a search is to be done.

Question 62

The Maritz Poll, because it uses a standardized process to ensure that consumer attitudes and opinions are correctly measured and represented on a variety of projects means, is an example of syndicated data services.

Question 63

Standardized data is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

Question 64

Information searching skills can be greatly improved by finding standard subject headings.

Question 65

An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be: income being reported before-tax household income, instead of after-tax per capita income.

Question 66

Procter & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research and fully understanding the true purpose of the research.

Question 67

Proximity operators allow the searcher to indicate how close and in which order two or more words are to be positioned within a record.

Question 68

Data mining is the name for the type of software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Question 69

NAICS is not really a source of information in and of itself; rather, it is a coding system that may be used to access information.

Question 70

Syndicated sources of secondary data cover a variety of general topics of interest to the public and are available in libraries for the general public.

Question 71

If two secondary sources of information report different information for what appears to be the same topic, a researcher should avoid using either information source at all costs.

Question 72

Use of the terms AND, OR, and NOT in an online search illustrate the use of "field searching."

Question 73

One of the advantages of using secondary data is that it may enhance primary data.

Question 74

Most databanks use the same search features.

Question 75

The Census of Canada is considered the "granddaddy" of all market information.

Question 76

A secondary data source, VALS^TM created by Strategic Business Insights, segments consumers into psychographic categories such as "Innovators," "Thinkers," "Strivers," "Believers," and "Achievers."

Question 77

Limiting allows for only the root of a word to be searched instead of retrieving all formats. An example would be finding "cat" by itself and not "catch," and "catastrophe."

Question 78

A catalogue consists of a library's holdings of periodicals.

Question 79

External secondary data was classified in the textbook into three sources: published, unpublished, and digital.

Question 80

The number of published sources available makes searching this type of secondary data easy.