Question 1

Joe is conducting research for the marketing department of Major League Baseball about the effects of sports strikes on ticket sales. The regression model he has developed is from information and data he found in sports journals, periodicals, and newspapers. Joe is using what kind of data in his research?
A) Primary data
B) Secondary data
C) Survey data
D) Focus group data
E) Experimental data

Accepted Answer

Joe is using secondary data, which refers to data collected by someone other than the user for a different purpose. In this case, Joe is using data from journals, periodicals, and newspapers that was previously collected for other reasons.

Question 2

A mink coat retailer wishes to locate in cities that may offer good market potential for their coats. They need cities with average incomes exceeding $85,000. However, the secondary information source they find has an income category of $70,000 to $100,000. This represents a major disadvantage of secondary data, which is:
A) different units of measurement.
B) different class definition.
C) out of date data.
D) data having high credibility.
E) Both a and b.

Accepted Answer

The major disadvantage of secondary data in this scenario is that it has a different class definition of income compared to the company's requirement. The income category of $70,000 to $100,000 may include cities that do not meet their minimum requirement of $85,000. This is an example of how secondary data may not perfectly fit the specific needs of a company.

Question 3

AT&T has a marketing research department that regularly collects customer information from numerous sources including: sales invoices, salesperson expense accounts, warranty cards, etc. This is an example of a firm's:
A) external published secondary source.
B) internal secondary source.
C) external commercial secondary source.
D) tertiary data.
E) None of the above.

Accepted Answer

The data collected by AT&T's marketing research department comes from internal sources, such as sales invoices and salesperson expense accounts. Therefore, it is considered internal secondary data.

Question 4

Which of the following is NOT an example of primary data collection?
A) Telephone survey of manufacturers.
B) Computerized literature search of Google.com to learn about the U.S. trade deficit.
C) Asking restaurant patrons to complete a survey after their meal and dropping it in the suggestion box before exiting.
D) Observation of oil patches in driveways of homes to determine the socioeconomic status of the neighborhood.
E) An academic experiment using graduate students in a retailing course as subjects to determine how different retailers measure customer satisfaction.

Accepted Answer

Computerized literature search of Google.com is an example of secondary data collection, as the information is already available and being accessed through a pre-existing source. The other options are all examples of primary data collection, as new data is being collected through surveys, observations, or experiments.

Question 5

You are searching for relevant secondary data via computer searching. After determining what you already know and what you wish to know about your topic, what is the next step?
A) Go to the library and begin searching through relevant marketing publications.
B) Consult an authority in the field.
C) Consult a reference librarian for help.
D) Consult a specialized index that relates to your topic.
E) Generate a list of key terms and names.

Accepted Answer

Generating a list of key terms and names will help you to conduct an effective computer search by providing you with relevant search terms to use. This will enable you to find relevant secondary data more efficiently. Once you have generated a list of key terms and names, you can move on to using specialized indexes and consulting reference librarians for help.

Question 6

The process of collating demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small is called ____________________.

Accepted Answer

The answer of The process of collating demographic, consumer-behavior, and...

Question 7

A major drawback to using U.S. census data in marketing research projects is:
A) the quality of the data is suspect due to coding and tabulation problems.
B) the data may not be as current as the researcher needs.
C) data is seldom available at the level of detail needed by the researcher.
D) data is unobtainable in machine-readable formats.
E) census data is only available for demographic variables.

Accepted Answer

The answer of A major drawback to using U.S. census...

Question 8

Geodemographers consider the experts' suggestion, for the regular update of the census data through statistical extrapolation, as technically irrelevant .

Accepted Answer

Geodemographers generally consider the suggestion to update census data through statistical extrapolation as technically relevant, rather than irrelevant. This is because accurate and up-to-date data is crucial for effective planning and decision-making in geodemography.

Question 9

A combination of database, analytical models, and dialog system that allows managers to develop and access customized information is called the ____________________.

Accepted Answer

The answer of A combination of database, analytical models, and...

Question 10

People meter is a device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it.

Accepted Answer

The statement correctly describes what a people meter is used for.

Question 11

The primary advantage of using online computer searches to gather secondary data is:
A) savings in time spent.
B) savings in cost of assembling data.
C) the accuracy of the data obtained.
D) the ability to take advantage of expert help from a reference librarian.
E) data are furnished in machine-readable formats.

Accepted Answer

Online computer searches to gather secondary data save time. With online searches, researchers can quickly find relevant information without having to spend hours manually searching through physical resources or databases. This allows them to devote more time to analyzing and interpreting the data they collect.

Question 12

Two advantages offered by secondary data are ____________________ and ____________________.

Accepted Answer

The answer of Two advantages offered by secondary data are...

Question 13

Name at least one of the key sources researchers should keep in mind in conducting a search process: ____________________.

Accepted Answer

The answer of Name at least one of the key...

Question 14

A marketing manager needs information about all competitors' prices in order to make a pricing decision. The internal database she consults contains prices that were collected by mystery shoppers over a year ago. Her database has one of the major disadvantages of secondary data, namely, _____.
A) age of the data
B) quality
C) relevance
D) completeness
E) units of measure that do not match

Accepted Answer

The given database has the disadvantage of age of the data, as the prices were collected by mystery shoppers over a year ago.

Question 15

A representative group of individuals or households that keeps track of purchases made or products consumed over a given period of time is called a scanner.

Accepted Answer

A representative group of individuals or households that tracks purchases or consumption is called a "panel," not a "scanner." A scanner is a device used to read barcodes.

Question 16

____________________ is a mapping software which combines various kinds of demographic data with geographic information on maps.

Accepted Answer

The answer of ____________________ is a mapping software which combines...

Question 17

The use of analytic techniques to explore the data held within a dataset in order to isolate useful information is called ____________________.

Accepted Answer

The answer of The use of analytic techniques to explore...

Question 18

A computer-based, artificial intelligence system that attempts to model how specialists in the area process information to solve the problem at hand is called the ____________________.

Accepted Answer

The answer of A computer-based, artificial intelligence system that attempts...

Question 19

Name at least one of the three criteria researchers should use in judging the accuracy of secondary data: ____________________.

Accepted Answer

The answer of Name at least one of the three...

Question 20

The CIO serves as the liaison between the firm's top management and its information systems department.

Accepted Answer

The CIO, or Chief Information Officer, is responsible for managing the information systems department and ensuring that it aligns with the organization's strategic goals. As part of this role, the CIO serves as a bridge between top management and the department, communicating the needs and priorities of both sides to ensure effective decision-making and resource allocation.

Quiz 4: Collecting Secondary Data from Inside and Outside the Organization

AT&T has a marketing research department that regularly collects customer information from numerous sources including: sales invoices, salesperson expense accounts, warranty cards, etc. This is an example of a firm's:

Which of the following is NOT an example of primary data collection?

You are searching for relevant secondary data via computer searching. After determining what you already know and what you wish to know about your topic, what is the next step?