Question 1

Data which 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.

Accepted Answer

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

Question 2

Which of the following statements about a situation analysis is False?

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.

Question 3

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

Accepted Answer

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

Question 4

Data that has been collected or published already is:

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

Popular Internet search engines for locating secondary data include:

Accepted Answer

Powerful Internet search engines like Google.com, Ask.com, and Yahoo.com, provide lists of links to websites that include words or phrases specified by the researcher.

Question 7

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 sources of data would be a secondary data source?

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 8

Secondary data

Accepted Answer

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

Question 9

Marketing managers can search the Internet for secondary data by using:

Accepted Answer

Powerful Internet search engines like Google.com, Ask.com, and Yahoo.com are used by marketing managers for secondary data; a library Internet directory resource like INFOMINE can also be employed for such a purpose.

Question 10

Data that has already been collected or published is:

Accepted Answer

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

Question 11

Which of the following is likely to be part of a situation analysis?

Accepted Answer

The situation analysis should find relevant secondary data. These data are available from libraries, advertising agencies, newspapers, and magazines, Internet directories, trade associations, government agencies, and private research organizations.

Question 12

A situation analysis

Accepted Answer

The virtue of a good situation analysis is that it can be very informative but takes little time or money.

Question 13

Secondary data from federal government sources

Accepted Answer

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

Question 14

A good place for a marketing analyst to START looking for published statistical data is the:

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 is issued annually and can also be accessed online.

Question 15

Secondary data:

Accepted Answer

Secondary data is data that has been collected or published already either internally or outside the firm. It may eliminate the need for further research and provide the solution. Primary data is collected when secondary data does not solve the problem.

Question 16

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

Accepted Answer

The Statistical Abstract of the United States is issued annually and can also be accessed online (www.census.gov/compendia/statab/). It is useful for a summary of statistics.

Question 17

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

Accepted Answer

Secondary data are available from libraries, the Internet, trade associations, government agencies, and private research organizations. A phone survey is primary data.

Question 18

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Accepted Answer

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

Question 19

Secondary data is often available--at little or no cost--from:

Accepted Answer

Secondary data are available from libraries, the Internet, company's files and reports, trade associations, government agencies, and private research organizations; they are available at little or no cost.

Question 20

Which of the following statements concerning secondary data is correct?

Accepted Answer

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

Quiz 7: Improving Decisions With Marketing Information

Data which 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.

Which of the following statements about a situation analysis is False?

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

Data that has been collected or published already is:

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

Popular Internet search engines for locating secondary data include:

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 sources of data would be a secondary data source?

Secondary data

Marketing managers can search the Internet for secondary data by using:

Data that has already been collected or published is:

Which of the following is likely to be part of a situation analysis?

A situation analysis

Secondary data from federal government sources

A good place for a marketing analyst to START looking for published statistical data is the:

Secondary data:

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

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

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Secondary data is often available--at little or no cost--from:

Which of the following statements concerning secondary data is correct?