Question 1

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

Accepted Answer

Internal secondary data refers to data that is generated and collected within an organization or company, such as sales figures, customer information, or inventory records. It is stored in databases or electronic files within an organization's computer system, not in the memory itself. Therefore, the statement is false.

Question 2

Kotler and Keller's definition of database marketing deals with external databases.

Accepted Answer

Kotler and Keller's definition of database marketing primarily focuses on the collection, analysis, and use of internal customer data to drive marketing strategies and activities, rather than relying on external databases.

Question 3

External secondary data include sales records,purchase requisitions,and invoices.

Accepted Answer

External secondary data refer to data collected by someone outside of the organization, such as government reports, industry statistics, and information from research firms. Sales records, purchase requisitions, and invoices are examples of internal secondary data, as they are generated within the organization.

Question 4

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

Accepted Answer

Secondary data can provide additional context and background information that can enrich primary data and help researchers better understand their findings. For example, if a survey is conducted to collect primary data on consumer behavior, researchers may use secondary data on industry trends and economic indicators to better interpret and analyze their findings.

Question 5

Since its first completion,the ACS has been offering yearly estimates for geographic areas with a population of 75,000 or more.

Accepted Answer

The answer of Since its first completion,the ACS has been...

Question 6

External secondary data was classified in your textbook into three sources: published,non-published,and video.

Accepted Answer

External secondary data is typically classified into two main sources: published (including books, journals, magazines, newspapers, and online sources) and non-published (internal company records, personal records, etc.). Video sources can be part of these categories but are not a separate classification on their own.

Question 7

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 homelands on a rotating basis using a sample.

Accepted Answer

The statement accurately describes the purpose and methodology of the American Community Survey.

Question 8

When consumers fill out warranty cards or register their boats,automobiles,or software programs,this information is stored in the form of secondary data.

Accepted Answer

This statement is true. Information collected from filling out warranty cards or registering products is stored as secondary data, which is data that has already been collected by someone else and can be accessed or analyzed for research purposes.

Question 9

Secondary data is readily available for very few applications.

Accepted Answer

Secondary data is readily available for many applications, as it refers to data that has been previously gathered and can be accessed through various sources, such as government agencies, research organizations, and online databases. However, it is important to consider the relevance, accuracy, and reliability of the secondary data before using it for a specific research or analysis.

Question 10

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

Accepted Answer

Syndicated sources of secondary data are specialized data provided by companies on a subscription basis, primarily for market research purposes, rather than general topics for the public.

Question 11

The primary advantage is that the ACS will provide data every two years instead of once every ten years.

Accepted Answer

The primary advantage of the American Community Survey (ACS) is that it provides data annually, not every two years, offering more current data than the decennial census.

Question 12

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

Accepted Answer

It is important to evaluate the true purpose and methodology of a research study before accepting its conclusions. The example of P&G's research report highlights the potential for biases and conflicts of interest in secondary research.

Question 13

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

Accepted Answer

This statement is true. A database is a collection of data and information organized in a particular way for efficient retrieval and management, and each unit of information in a database is typically referred to as a record.

Question 14

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

Accepted Answer

If income data is reported in a way that does not match the researcher's needs, such as before tax household income rather than after-tax per capita income, it can lead to erroneous conclusions and inappropriate comparisons. This can result in incorrect conclusions being drawn or invalid hypothesis tests being conducted.

Question 15

Core-based statistical areas (CBSAs)are geographic reporting units used by the Census Bureau.

Accepted Answer

CBSAs are indeed geographic reporting units used by the Census Bureau. They are a way of defining urban areas and their surrounding communities based on factors like population density and commuting patterns.

Question 16

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

Accepted Answer

The researcher should instead try to find additional sources of information to corroborate or refute the conflicting information. It is not always possible to find perfect agreement between sources, and it is important to evaluate the credibility and reliability of each source before making a decision about which to trust.

Question 17

Census of the Population data serve as a baseline for much marketing information that is produced during the "in-between" census years.

Accepted Answer

Census data provides valuable demographic and socioeconomic information that can inform marketing strategies and target audiences. This information can be used even during the years between censuses.

Question 18

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

Accepted Answer

The American Community Survey (ACS) is a large-scale survey conducted by the US Census Bureau that collects information about the US population and housing. The ACS has been made available annually since 2005 and provides rich demographic, social, economic, and housing data at a local level, making it a valuable tool for marketing research. Its availability and level of detail represent a significant change in the accessibility of secondary data for marketing research purposes.

Question 19

In databases,fields are composed of records.

Accepted Answer

Fields are not composed of records, but rather the opposite - records are composed of fields. Fields are the smallest unit of data in a database, while records are a collection of related fields.

Question 20

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

Accepted Answer

Data mining software helps managers extract useful insights and patterns from large datasets.

Quiz 5: Information Types and Sources: Secondary Data and Standardized Information