Deck 3: Secondary Data, Literature Reviews, and Hypotheses

Question 1

_____ data is market research data that is collected, packaged, and sold to many different firms.

A) Syndicated
B) Noncommercial
C) Open source
D) Government
E) Standardized

Answer 1

A

Question 2

A(n) _____ is an unobservable concept that is measured by a group of related variables.

A) quota
B) construct
C) alternative hypothesis
D) parameter
E) null hypothesis

Answer 2

B

Question 3

A _____ is an observable item that is used as a measure on a questionnaire.

A) variable
B) construct
C) quota
D) hypothesis
E) parameter

Answer 3

A

Question 4

Evaluating secondary data based on the purpose criterion involves _____.

A) ensuring accuracy of the secondary data
B) ensuring the data is consistent with the research objectives at hand
C) seeking multiple sources of the same data to assure consistency
D) finding flaws in the methodological procedures used in collecting the data
E) determining the underlying motivation or hidden agenda, if any, of the organization that collected the secondary data

Question 5

While evaluating secondary data based on the accuracy criterion, researchers must _____.

A) seek out multiple sources to check consistency of the data
B) evaluate the data collection method
C) evaluate whether or not the data is out of date
D) carefully evaluate the data on how it relates to the current research objective
E) determine the hidden agenda of the company that collected the secondary data

Question 6

In the context of developing a conceptual model, constructs are always measured by one or more _____.

A) quota sheets
B) consumer panels
C) indicator variables
D) focus groups
E) convenience samples

Question 7

A _____ is an empirically testable though yet unproven statement developed in order to explain phenomena.

A) construct
B) law
C) sample statistic
D) fact
E) hypothesis

Question 8

_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time.

A) Netnographers
B) Consumer panels
C) Focus groups
D) Ethnographers
E) Mystery shoppers

Question 9

A conceptual model becomes a theoretical model when:

A) a full-scale study is likely to cost more than an exploratory study.
B) a literature review and the available secondary data are inadequate to suggest strong candidates for explaining dependent variables of interest.
C) a literature review or an exploratory research is sufficient to support the model's pictured relationships between variables.
D) the dependent variables identified in the model are constructs.
E) the independent variables identified in the model are constructs.

Question 10

The major reason for using government documents as secondary data sources is that they _____.

A) are easily available in all marketing blogs
B) provide predefined categories of variables that always meet user requirements
C) are detailed, complete, and consistent
D) provide the most up-to-date information
E) are available for a wide range of topics

Question 11

_____ is collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers.

A) Internal primary data
B) Internal secondary data
C) External secondary data
D) External primary data
E) Internal tertiary data

Question 12

Conceptualization of a model means developing a:

A) research concept before developing a literature review.
B) conceptual model of the geographic area from which the sample would be drawn.
C) text-based model to do statistical testing of hypothesized relationships.
D) conceptual model of a new product before it is tested in a lab setting.
E) model that shows variables and hypothesized relationships between variables.

Question 13

Which of the following situations treats "deal proneness" as a dependent variable in a relationship?

A) Deal proneness is predicted by a person's household income.
B) Deal proneness results in greater price sensitivity.
C) Deal proneness predicts the time spent by a person shopping.
D) Deal proneness does not depend on a person's age.
E) Deal proneness leads to greater brand loyalty.

Question 14

_____ are sources of external secondary data.

A) Customer letters
B) U.S. census reports
C) Accounts receivable reports
D) Warranty cards
E) Sales invoices

Question 15

In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain.

A) dependent variable
B) independent variable
C) positive relationship
D) negative relationship
E) null hypothesis

Question 16

_____ are sources of internal secondary data.

A) U.S. government documents
B) Articles on Lexus/Nexus
C) Marketing blogs
D) Sales invoices
E) Newspaper websites

Question 17

Which of the following statements is true about consumer panels?

A) They provide accurate and specific reporting of socially sensitive expenditures.
B) They are more expensive than primary data collection methods.
C) They provide information that is limited to the data collected at the point of purchase.
D) They only provide information about the intentions or propensities to purchase.
E) They are the most readily available sources of secondary data.

Question 18

_____ is a comprehensive examination of available information that is related to a research topic.

A) A literature review
B) A conjoint analysis
C) A situation analysis
D) Concept testing
E) Cluster sampling

Question 19

Which of the following statements is true of internal secondary data?

A) It is expensive to access the sources of internal secondary data.
B) Internal secondary data cannot be used by decision makers in planning new-product introductions.
C) It can be easily obtained from scholarly and government sources.
D) Internal sources of secondary data are accessed only after getting useful information from external sources of secondary data.
E) Internal secondary data are the most readily available.

Question 20

The North American Industry Classification System (NAICS) codes are designed to _____.

A) index major market research reports for a variety of private institutions
B) index online publications available up to the current month and year
C) provide the statistical foundation for the information available on the U.S. population
D) provide a detailed profile of economic activity within a given geographic area
E) promote uniformity in data reporting by government sources and private businesses

Question 21

A parameter is defined as the _____.

A) true value of a null hypothesis
B) true value of a variable
C) estimate of an alternative hypothesis
D) estimate of a sample statistic
E) estimated value of a construct

Question 22

There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits.

Question 23

Internal secondary data is collected by organizations other than the company itself.

Question 24

The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods.

Question 25

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.

A) marginal
B) test
C) null
D) theoretical
E) alternative

Question 26

Unlike popular sources of secondary data, scholarly sources can be tracked using web-based bookmarking.

Question 27

Consumer panels, store audits, and optical-scanner technology are methods to collect syndicated data.

Question 28

A literature review can suggest research hypotheses to investigate.

Question 29

Which of the following hypotheses is always tested by statisticians and market researchers?

A) Test hypothesis
B) Alternative hypothesis
C) Null hypothesis
D) Theoretical hypothesis
E) Rejection hypothesis

Question 30

_____ is the value of a variable that is estimated from a sample.

A) Sample statistic
B) Parameter statistic
C) Alternative statistic
D) Sample parameter
E) Alternative parameter

Question 31

Before using census data, researchers need to consider the timeliness of the data.

Question 32

A primary research must always be conducted along with collecting secondary data to address a research problem.

Question 33

Syndicated data is the data available for free on various blogs and websites.

Question 34

A(n) _____ hypothesis states that there is a relationship between two variables.

A) null
B) test
C) alternative
D) default
E) limited

Question 35

The ideas expressed in popular sources often involve secondhand reporting of information.

Question 36

Literature reviews can be helpful in identifying appropriate sampling approaches that have been successful in researching similar topics.

Question 37

The logical starting point in searching for secondary data is to look for data in government documents and websites.

Question 38

Bookmarking tools on scholarly sources show how many times a study is referenced by another document on the web and lists that number in the search results.

Question 39

Scholarly sources are used to obtain external secondary data.

Question 40

Bundlr is an example of gatekeeper technology.

Question 41

A sample statistic is an estimate of the population parameter.

Question 42

Explain the objectives of doing a literature review.

Question 43

The end result of conceptualization is a visual display of hypothesized relationships.

Question 44

If it is hypothesized that service provider competence and empathy lead to higher perceptions of service quality, then service quality is the dependent variable in this relationship.

Question 45

When modeling causal relationships, variables or constructs in relationships can only be dependent variables.

Question 46

The failure to reject a null hypothesis means that the null hypothesis is definitely true.

Question 47

How is a construct different from a variable? Give two examples of each.

Question 48

A positive relationship is an association between two variables in which they increase or decrease together.

Question 49

A construct is an unobservable and abstract concept.

Question 50

Hypotheses provide the basis for the relationships between constructs pictured in conceptual models.

Question 51

Many of the biases of consumer panels are also found in store audits.

Question 52

Explain the importance of internal secondary data.

Question 53

Media panels and consumer panels are similar in procedure, composition, and design.

Question 54

Explain the differences between a null hypothesis and an alternative hypothesis.

Question 55

In what ways can the information generated by media panels be useful to marketers?

Question 56

Briefly explain the process of conceptualization.