Deck 4: Exploratory Research Design: Secondary Data

Question 1

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Answer 1

False

Question 2

As compared to primary data,secondary data are collected rapidly and easily,at a relatively low cost,and in a short time.

Answer 2

True

Question 3

Nielsen's PRIZM features lifestyle clusters of every U.S.neighborhood based on geo-coding.

Answer 3

True

Question 4

The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.

Question 5

External sources may be broadly classified as general business data,government data,or syndicated data.

Question 6

Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

Question 7

Compared to the collection cost of primary data,secondary data is more expensive.

Question 8

Primary data represents any data that have already been collected for purposes other than the problem at hand.

Question 9

Directories are helpful for identifying manufacturers operating in your market,for compiling names and addresses of associations in your sales territory,or for verifying names and addresses of prospective customers who carry a specific job title.

Question 10

Secondary data is data originated by the researcher for the specific purpose of addressing the research problem.

Question 11

Accounting records,sales reports,and internal experts are typical sources of internal secondary data.

Question 12

A focus group is an example of a general business source of external secondary data.

Question 13

According to the text,the collection process of secondary data is rapid and easy compared to the collection process of primary data.

Question 14

External data is data that originates outside of the client organization.

Question 15

According to the text,bibliographies are organized alphabetically by topic.

Question 16

Guides provide a path to other sources of secondary data contained in directories or published by professional or trade associations.

Question 17

An overall indication of the dependability of the data may be obtained by examining the cost of the source.

Question 18

CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.

Question 19

The value of secondary data is typically limited by their degree of fit with the current research problem and by concerns regarding data accuracy.

Question 20

According to the text,a basic rule of research is to examine secondary data first.

Question 21

According to the text,Nielsen is the largest source of secondary data in the United States.

Question 22

Social media represent the true voice of the consumer.

Question 23

Computer mapping involves merging internal customer data with external geographic,demographic,and lifestyle data on the same customers.

Question 24

The North American Industry Classification System (NAICS)has been replaced by the Standard Industrial Code (SIC).

Question 25

A company's blog,Facebook page,or Twitter account can generate rich internal secondary data.

Question 26

According to the text,the collection process of secondary data is ________ compared to the collection process of primary data.

A) very involved
B) the same
C) rapid and easy
D) not correlated
E) long and involved

Question 27

According to the text,a basic rule of research is to " ________."

A) examine primary data first
B) examine secondary data first
C) examine experimental data first
D) examine virtual data first
E) examine special data first

Question 28

Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand?

A) Primary data
B) Secondary data
C) Experimental data
D) Virtual data
E) Special data

Question 29

If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition,then the usefulness of the data is limited.This statement refers to the ________ criteria for evaluating secondary data.

A) nature
B) objective
C) error/accuracy
D) currency

Question 30

Computer mapping is a product of Geographic Information Systems (GIS).

Question 31

Compared to the collection cost of primary data,secondary data is ________.

A) more expensive
B) approximately the same cost
C) less expensive
D) nonexistent
E) more elusive

Question 32

Which of the following is not a disadvantage of secondary data?

A) the objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation.
B) secondary data may be lacking in accuracy.
C) secondary data collection may be expensive and time consuming.
D) secondary data may not be completely current or dependable.

Question 33

Directory databases provide information on individuals,organizations,and services.

Question 34

Social media sites may be popular with businesses but are not being used by nonprofit and government organizations.

Question 35

According to the text,the governmental database is a major type of computerized database.

Question 36

________ is data originated by the researcher for the specific purpose of addressing the research problem.

A) Primary data
B) Secondary data
C) Experimental data
D) Virtual data
E) Problem-focused data

Question 37

The posts from social media such as blogs or Facebook "fan" pages give an informative account of consumer perception and preference with regard to the problem at hand.

Question 38

Indexes and bibliographies are general business sources of external secondary data that provide brief descriptions of companies,organizations,or individuals.

Question 39

According to the text,the largest database of companies in the United States is contained in the national Electronic Yellow Pages.

Question 40

Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data?

A) specifications
B) error
C) currency
D) availability
E) objective (why was the data collected?)

Question 41

According to the text,bibliographies are organized alphabetically ________.

A) by author
B) by title
C) by company
D) by topic
E) by date

Question 42

According to the text,________ is the largest source of secondary data in the United States.

A) Nielsen
B) Yahoo!
C) Arbitron
D) the U.S. government
E) Microsoft

Question 43

________ is a centralized database that consolidates company-wide data from a variety of operational systems.

A) Syndicated service
B) Bibliography
C) Competitive intelligence
D) Standard Industry Classification (SIC) system
E) Data warehouse

Question 44

All of the following are examples of some of the many Internet search services on the Internet EXCEPT:

A) Lycos.
B) Yahoo!
C) Webcrawler.
D) Nielsen.
E) Google.

Question 45

Published external sources may be broadly classified as ________.

A) syndicated data.
B) business/non-government data or government data.
C) internal data or external data.
D) primary data or secondary data.
E) A and B

Question 46

All of the following are examples of business sources of external secondary data EXCEPT:

A) guides.
B) directories.
C) indexes.
D) focus groups.
E) statistical data.

Question 47

________ is data that originates outside of the client organization.

A) Internal data
B) External data
C) Modular data
D) Secondary data
E) Supporting data

Question 48

Which of the following business sources are helpful for identifying manufacturers operating in your market,for compiling names and addresses of associations in your sales territory,or for verifying names and addresses of prospective customers who carry a specific job title?

A) guides
B) indexes and bibliographies
C) directories
D) nongovernmental statistical data
E) census data

Question 49

In urban areas,Metropolitan Statistical Areas (MSAs)________.

A) are defined by local communities
B) have a population of at least 50,000
C) comprise counties containing a central city
D) have a population as low as 4,000
E) B and C

Question 50

Which of the following is true about census data?

A) The information in census data is available in only one form.
B) The data can be geographically categorized at various levels of detail.
C) Census data does not need to be detailed as long as it is accurate.
D) Integrating enhanced census data with internal company databases is a waste of secondary sources.
E) all of the above

Question 51

________ are general business sources of external secondary data that provide brief descriptions of companies,organizations,or individuals.

A) Guides
B) Indexes and bibliographies
C) Directories
D) Nongovernmental statistical data
E) Standard Industrial Classification (SIC) codes

Question 52

For marketers,an example of a bibliographic database is ________.

A) Nielsen
B) the U.S. government
C) ABI/INFORM
D) Arbitron
E) B and D

Question 53

Which of the following general business sources of external secondary data provides a path to other sources of secondary data contained in directories or published by professional or trade associations?

A) guides
B) indexes and bibliographies
C) directories
D) nongovernmental statistical data
E) conditional data

Question 54

________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

A) Data mining
B) Mass marketing
C) Parallel marketing
D) Traditional marketing
E) Competitive intelligence

Question 55

Psychographics refers to ________.

A) qualitative inventories of business personalities
B) pictorial renderings of individuals' psychological traits
C) psychological assessments of consumers' behavior
D) graphic depictions of psychological testing results
E) quantified psychological profiles of individuals

Question 56

________ are indexes of studies and reports published in journals,magazines,and newspapers.

A) Bibliographic databases
B) Numeric databases
C) Directory databases
D) Full-text databases
E) Special-purpose databases

Question 57

An overall indication of the dependability of the data may be obtained by examining all of the following EXCEPT:

A) the expertise of the source.
B) the reputation of the source.
C) the trustworthiness of the source.
D) the cost of the source.
E) the source being the original source rather than an acquired source.

Question 58

All of the following are examples of guides that a researcher should first consult when proceeding with a marketing research project EXCEPT:

A) Business Information Sources.
B) Monthly Catalog of US Government Publications.
C) Encyclopedia of Business Information Sources.
D) A Guide to Consumer and Industrial Markets.
E) A and C

Question 59

All of the following are typical sources of internal secondary data EXCEPT:

A) accounting records.
B) sales reports.
C) internal experts.
D) focus groups.
E) production or operation reports.

Question 60

Which of the following provide information on individuals,organizations,and services?

A) bibliographic databases
B) numeric databases
C) directory databases
D) full-text databases
E) special-purpose databases

Question 61

According to the text,the largest database of companies in the United States is contained in ________.

A) the FIND/SVP database
B) the National Electronic Yellow Pages
C) the Nielsen Selling Area database
D) the U.S. Census database
E) B and D

Question 62

In a short essay,explain the appeal of census data to marketers.

Question 63

In a short essay,list and describe the four forms of general business sources that are categorized as external secondary data.

Question 64

According to the text,what is an ethical responsibility of a research agency?

A) To use all forms of data, as well as data obtained from any source - internal or external.
B) Discussion about all issues surrounding the relevance and accuracy of the secondary data used with the client should be done only when required by law.
C) After a detailed analysis of secondary data has been conducted, the researcher should reexamine the collection of primary data stipulated in the proposal.
D) Privacy related to the client's issues are not as important as safe keeping of the client's databases.
E) B and D are valid statements.

Question 65

Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT:

A) units of measurement might differ.
B) accuracy may vary across countries.
C) frequency of census data collection can differ.
D) differences in tax evasion rates affects reported business income.
E) language differs across countries.

Question 66

Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?

A) syndicated services
B) primary services
C) secondary services
D) modular services
E) online services

Question 67

In a short essay,discuss the advantages and uses of secondary data.Include a discussion of the disadvantages of secondary data to support your answer.

Question 68

In a short essay,list and discuss at least five specific criteria that are essential for evaluating secondary data.

Question 69

________ involves merging internal customer data with external geographic,demographic,and lifestyle data on the same customers.

A) Geo-demographic coding
B) Syndicated coding
C) Psychographic coding
D) Computer mapping
E) Construction coding