Question 1

When interpreting a sentiment analysis,note that it
A)may not represent the whole target market.
B)can be very costly.
C)takes a long time to generate a little information.
D)is one of the best ways to understand the sentiment of a broad set of customers.
E)All these answers are correct.

Accepted Answer

Marketing managers should be cautious when interpreting a sentiment analysis.Although tools that measure sentiment analysis can generate a lot of information,much of which is free,the measures may not accurately represent the sentiment of the whole target market.

Question 2

Which of the following is/are NOT a secondary data source?
A)company sales information
B)previous marketing research studies
C)libraries
D)private research organizations
E)consumer panels

Accepted Answer

The answer of Which of the following is/are NOT a...

Question 3

About ________ percent of marketing research spending is for syndicated research.
A)10
B)25
C)40
D)60
E)75

Accepted Answer

About 40 percent of marketing research spending is for syndicated research.This is economical when different firms need the same type of data.

Question 4

Which of the following statements concerning secondary data is correct?
A)Secondary data usually take longer to obtain than primary data.
B)Secondary data are only available within the firm.
C)Secondary data were originally collected for some other purpose.
D)Secondary data may provide some background but never provide the answer.
E)None of these answers is correct.

Accepted Answer

Data that have already been collected in a previous study are called secondary data.

Question 5

Information that has already been collected or published is called ________ data.
A)useful
B)secondary
C)primary
D)free
E)collective

Accepted Answer

Secondary data refers to information that has been collected or published already.

Question 6

Secondary data
A)may provide some background but never provide the answer.
B)consist of information that has been collected already.
C)are rarely available and are expensive.
D)are specifically collected to solve a current problem.
E)can be in the form of online surveys or observations.

Accepted Answer

Secondary data refers to information that has been collected or published already.

Question 7

Searching the Internet,reviewing secondary data,and monitoring "chatter" on the web are inexpensive and informal ways for marketers to
A)use a decision support system.
B)perform a situation analysis.
C)perform a focus group interview.
D)join a market research online community (MROC).
E)interpret data.

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area.It can help define the problem and specify what additional information is needed.The situation analysis may begin with quick research-perhaps an Internet search-and should also include a review of relevant secondary data or even "web chatter."

Question 8

Which of the following statements about using the Internet to gather secondary data is FALSE?
A)Internet searches often identify too many irrelevant sources.
B)Information on the Internet is readily available and very reliable.
C)The Internet is one of the first places a researcher should look for secondary data.
D)The key to the Internet is finding what's needed.
E)Powerful Internet search engines provide lists of links to websites that include words specified by the researcher.

Accepted Answer

It is known that a treasure trove of useful information is found on the Internet; but not all the available information is reliable.Anyone can post anything on the Internet.

Question 9

The marketing manager at Massimino and McCarthy,a chain of retail stores that sells men's clothing,is reviewing marketing research data to try to determine if changes in marketing strategy are needed.Which of the following describes a secondary data source?
A)looking through the company's marketing information system to see past sales trends
B)reviewing videotapes of a recent focus group
C)making phone calls to some of the best customers to learn their interest in a new line of clothing
D)spending time in stores observing customers' behavior
E)looking through the results of an online customer satisfaction survey

Accepted Answer

Secondary data refers to information that has been collected or published already.Ideally,much secondary data are readily available from the firm's MIS.

Question 10

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region.An analyst is asked to interview the wholesaler in that region.This seems to be
A)part of a situation analysis.
B)the beginning of a focus group interview.
C)a case of gathering information that will be analyzed by a statistical package.
D)a bad practice,since the problem has not yet been defined.
E)None of these answers is correct.

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search,utilizing an MIS,and phone calls or informal talks with people familiar with the industry,problem,or situation.

Question 11

Secondary data are often available at little or no cost through
A)tracking consumer clicks on a website.
B)conducting focus group interviews.
C)the use of online customer surveys.
D)conducting in-depth interviews.
E)a review of company files.

Accepted Answer

Refer to Exhibit 7-4.Secondary data are available inside the company,from sales and cost data and previously published marketing research studies.Secondary data from outside the company include searches of the Internet,library,and government databases and talking to researchers at universities and private research organizations.

Question 12

Data that have already been collected in a previous study are called ________ data,while data that are generated by a phone survey this month of key customers are called ________ data.
A)primary; secondary
B)primary; intranet
C)secondary; primary
D)secondary; experimental
E)intranet; sample

Accepted Answer

Primary data are information specifically collected to solve a current problem.Secondary data refers to information that has been collected or published already.

Question 13

All of the following are examples of secondary data sources EXCEPT
A)previously published marketing studies.
B)a phone survey this month of past customers.
C)library sources.
D)company cost data.
E)government databases.

Accepted Answer

Secondary data are available from libraries,the Internet,company files,government databases,and private research organizations.A phone survey represents primary data.

Question 14

Data that have been collected or published already are
A)primary data.
B)free.
C)franchised data.
D)secondary data.
E)None of these answers are correct.

Accepted Answer

Secondary data refers to information that has been collected or published already.

Question 15

Secondary data from federal government sources
A)are readily available,but there is usually not much information at state and local levels.
B)focus mostly on agriculture.
C)are often very helpful for estimating the size of a market.
D)are only available from the Commerce Department in Washington.
E)None of these answers is correct.

Accepted Answer

Federal and state governments publish data on many subjects.These secondary data are often useful in estimating the size of markets.

Question 16

Gift Mart sent out promotional coupons to customers based on data gathered from a loyalty card program.Information from Gift Mart's loyalty card program is considered
A)primary data.
B)secondary data.
C)sentiment analysis.
D)qualitative analysis.
E)a customer journey map.

Accepted Answer

Primary data represents information that is specifically collected to solve a current problem.Loyalty card data from retailers is considered primary data.

Question 17

A firm conducting sentiment analysis would
A)monitor online comments on social media.
B)undertake qualitative research to determine how customers feel about its brand.
C)compare groups of customers that are similar except on the characteristic being tested.
D)engage a consumer panel to provide ongoing information.
E)interview 6 to 10 people in an informal group setting.

Accepted Answer

A firm undertaking a sentiment analysis would monitor the type and amount of online comments about it or its brand on social media.Sentiment analysis is an automated process of analyzing and categorizing social media to determine the amount of positive,negative,and neutral online comments a brand receives.

Question 18

Which of the following would be a marketing manager's best source of secondary data?
A)a firm's MIS
B)focus group interviews
C)loyalty card data
D)online surveys
E)customer observation

Accepted Answer

Secondary data are often readily available from a firm's MIS.The other choices describe primary data.

Question 19

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?
A)Encyclopedia of Associations
B)Congressional Record
C)The Wall Street Journal
D)Statistical Abstract of the United States
E)research files of The New York Times

Accepted Answer

The Statistical Abstract of the United States provides a summary of statistics on the social,political,and economic organization of the United States.It must be purchased or accessed through a library.

Question 20

Which of the following refers to an automated process of analyzing and categorizing social media to determine what type of comments are being made about a brand online?
A)sentiment analysis
B)data warehousing
C)situation analysis
D)response rate
E)consumer panel

Accepted Answer

One way to monitor and review what others are saying about a company or its products is to conduct a sentiment analysis,which is an automated process of analyzing and categorizing social media to determine the amount of positive,negative,and neutral online comments a brand receives.

Quiz 7: Improving Decisions With Marketing Information

When interpreting a sentiment analysis,note that it

Which of the following is/are NOT a secondary data source?

About ________ percent of marketing research spending is for syndicated research.

Which of the following statements concerning secondary data is correct?

Information that has already been collected or published is called ________ data.

Secondary data

Searching the Internet,reviewing secondary data,and monitoring "chatter" on the web are inexpensive and informal ways for marketers to

Which of the following statements about using the Internet to gather secondary data is FALSE?

The marketing manager at Massimino and McCarthy,a chain of retail stores that sells men's clothing,is reviewing marketing research data to try to determine if changes in marketing strategy are needed.Which of the following describes a secondary data source?

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region.An analyst is asked to interview the wholesaler in that region.This seems to be

Secondary data are often available at little or no cost through

Data that have already been collected in a previous study are called data,while data that are generated by a phone survey this month of key customers are called data.

All of the following are examples of secondary data sources EXCEPT

Data that have been collected or published already are

Secondary data from federal government sources

Gift Mart sent out promotional coupons to customers based on data gathered from a loyalty card program.Information from Gift Mart's loyalty card program is considered

A firm conducting sentiment analysis would

Which of the following would be a marketing manager's best source of secondary data?

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

Which of the following refers to an automated process of analyzing and categorizing social media to determine what type of comments are being made about a brand online?