Deck 4: Exploratory Research Design

Question 1

databases provide information on individuals, organizations and services.

A) Directory
B) Numeric
C) Bibliographic
D) Special purpose

Answer 1

A

Question 2

It is possible to locate information on a particular topic in several different publications by using .

A) directories
B) indexes
C) statistical published data
D) guides

Answer 2

B

Question 3

are helpful for identifying individuals or organizations that collect specific data.

A) Directories
B) Statistical published data
C) Indexes
D) Guides

Answer 3

A

Question 4

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary is referred to as .

A) media panels
B) purchase panels
C) scanner diary panels/cable TV
D) scanner panels

Question 5

Information provided by industry services is useful for which of the following?

A) advertising decisions such as allocating advertising budgets
B) sales management decisions such as defining territories and setting quotas
C) segmenting the market and designing custom products and services for important segments
D) all of the above

Question 6

Which of the following classifications of secondary data is not a classification for external secondary data (Figure 4.1 in the text)?

A) published materials
B) ready- to- use
C) computerized databases
D) syndicated services

Question 7

According to your text, volume tracking data and scanner panels with cable TV are sources of scanner data. Which of the following is also a type of scanner data?

A) scanner panels
B) grocery panels
C) Both A and B are correct.
D) none of the above

Question 8

You are reviewing secondary data to help with a project concerning consumer preferences for television programs based on viewer income. Which of the following statements would not be of concern when considering the nature criteria for evaluating secondary data?

A) It is possible to reconfigure the available data so that the resulting data are more useful to the problem at hand.
B) The relationships examined should be taken into account.
C) Secondary data may be measured in units that may not be appropriate for the current problem.
D) The researcher must determine if the data are accurate enough for the purpose of the present study.

Question 9

The CRM system used by Chrysler is an example of .

A) audits
B) database marketing
C) directory databases
D) none of the above

Question 10

are databases composed of citations to articles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like.

A) Bibliographic databases
B) Internet databases
C) Offline databases
D) Online databases

Question 11

You are researching secondary data on the shopping habits of households for your project. A marketing research firm that had done research in the area has agreed to allow you to dial into their mainframe computer to access the data. You will be accessing a(n) .

A) offline database
B) special purpose database
C) online database
D) customer database

Question 12

Which of the following practices might be unethical?

A) the use of secondary data alone when the research requires primary data collection
B) the client is billed a fixed fee for the project
C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone
D) Both A and C are correct.

Question 13

combines geography with demographic information and a company's sales data or other proprietary information to develop thematic maps.

A) Single- source data
B) Thematic mapping
C) Computer mapping
D) Demographic mapping

Question 14

You are researching secondary data on the shopping habits of households for your project. You found a data source available via CD- ROM at the library. You are about to check out a(n) .

A) online database
B) offline database
C) customer database
D) internet database

Question 15

Which of the following is a characteristic of audit services (Table 4.4 in the text)?

A) verification of product movement by examining physical records or performing inventory analysis
B) households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur
C) household purchases recorded through electronic scanners in supermarkets
D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports

Question 16

Creating a marketing database involves all of the following steps except .

A) enhancing consumer purchase information by overlaying it with demographic and psychographic information
B) analyzing information in terms of a customer's activity over the life of the business relationship
C) transferring raw sales information to a microcomputer
D) none of the above

Question 17

Surveys can be used for which of the following purposes?

A) to examine purchase and consumption behavior
B) to evaluate advertising
C) for market segmentation
D) all of the above

Question 18

The for primary data is very involved and the is high.

A) collection cost; collection time
B) collection process; collection cost
C) collection purpose; collection time
D) collection process; collection purpose

Question 19

are an excellent source of standard or recurring information.

A) Statistical published data
B) Directories
C) Indexes
D) Guides

Question 20

Which of the following statements is not true about the currency of secondary data?

A) The data may not be updated frequently enough for the problem at hand.
B) The time lag between data collection and publication may be long.
C) The value of secondary data is diminished as it becomes dated.
D) All of the above are correct.

Question 21

Which of the following statements refer to the currency criteria when evaluating secondary data?

A) Assess accuracy by comparing data from different sources.
B) Data should be reliable and generalizable to the problem at hand.
C) The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible.
D) Syndicated firms periodically update census data.

Question 22

InfoUSA (www.infousa.com) is a leading provider of sales and marketing support data. InfoUSA provides data via a(n) .

A) internet database
B) offline database
C) bibliographic database
D) online database

Question 23

Published external secondary data sources may be broadly classified as or _ sources (Figure 4.2 in the text).

A) general business; federal
B) general business; government
C) public business; federal
D) public business; government

Question 24

Which of the following concerns are important when evaluating secondary data for international projects?

A) Measurement units may not be equivalent across countries.
B) The accuracy of secondary data may vary from country to country.
C) Both A and B are correct.
D) None of the above is correct.

Question 25

Which of the following statements refer to the objective criteria when evaluating secondary data?

A) The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible.
B) Syndicated firms periodically update census data.
C) Assess accuracy by comparing data from different sources.
D) Data should be reliable and generalizable to the problem at hand.

Question 26

are databases stored in computers that require a telecommunications network to access.

A) Special purpose databases
B) Offline databases
C) Bibliographic databases
D) Online databases

Question 27

The different types of scanner data are useful for a variety of purposes. Which of the following purposes applies to scanner data?

A) making advertising decisions, including budget, copy and media, pricing
B) data used for establishing consumer attitudes
C) data used for consumer beliefs
D) data used to determine customer motives

Question 28

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as .

A) scanner panels with cable TV
B) scanner panels
C) volume tracking data
D) none of the above

Question 29

An overall indication of the dependability of data may be obtained by examining the _ , credibility, reputation, and _ of the source.

A) expertise; accuracy
B) trustworthiness; expertise
C) accuracy; trustworthiness
D) None of the above is correct.

Question 30

As compared to primary data, secondary data are collected _.

A) in a short time
B) rapidly and easily
C) at a relatively low cost
D) all of the above

Question 31

The uses of retail and wholesale audit data include all of the following except .

A) developing sales potentials and forecasts
B) analyzing distribution problems
C) identifying shelf space allocation and inventory problems
D) establishing profiles of specific user groups

Question 32

Which of the following is a characteristic of purchase panels (Table 4.4 in the text)?

A) households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur
B) verification of product movement by examining physical records or performing inventory analysis
C) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports
D) household purchases recorded through electronic scanners in supermarkets

Question 33

Which of the following is a disadvantage of surveys (Table 4.4 in the text)?

A) Coverage may be incomplete; matching of data on the competitive activity may be difficult.
B) Data is lacking in terms of content, quantity, and quality.
C) Data may not be representative; quality of data is limited.
D) interviewer errors; respondent errors

Question 34

Which of the following is not a disadvantage of secondary data?

A) Secondary data may not be completely current or dependable.
B) Secondary data may be lacking in accuracy.
C) Secondary data may be expensive and time consuming.
D) The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation.

Question 35

When evaluating secondary data, the criteria asks the question,"Why were the data collected in the first place?"

A) error/accuracy
B) nature
C) currency
D) objective

Question 36

Based on the criteria for evaluating secondary data shown in Table 4.2 in the text, the data collected by Nielsen Media Research may be suspect because of all of the following criteria except .

A) error/accuracy
B) objective
C) dependability
D) specification/methodology

Question 37

If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the criteria for evaluating secondary data.

A) nature
B) error/accuracy
C) currency
D) objective

Question 38

Which of the following is a disadvantage of audit services (Table 4.4 in the text)?

A) Data is lacking in terms of content, quantity, and quality.
B) Data may not be representative; quality of data is limited.
C) Coverage may be incomplete; matching of data on the competitive activity may be difficult.
D) interviewer errors; respondent errors

Question 39

Errors in the approach, research design, sampling, data collection, analysis, and reporting stages of the project refer to the criteria for evaluating secondary data.

A) currency
B) error/accuracy
C) nature
D) objective

Question 40

Caterpillar needed to know what truck fleets should test their two new engines; how they could get a marketing strategy that could be measured; and how to adjust for the coming downturn in sales. To answer these questions, they gave their salesforce laptops and paid them to enter customer information related to each sale they made. Caterpillar analyzed the newly acquired customer data and developed strategies to address their marketing questions. Caterpillar utilized .

A) secondary marketing
B) internal marketing
C) external marketing
D) database marketing

Question 41

Ethical issues can arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints.

Question 42

When institutions are the unit of measurement, the data may be obtained from retailers, wholesalers, or households.

Question 43

It is not possible to reconfigure the available data, for example, convert the units of measurements, so that the resulting data are more useful to the problem at hand.

Question 44

Secondary data can help you develop an approach to the problem, answer certain research questions and test some hypotheses, and interpret primary data more insightfully.

Question 45

The range and sources of syndicated data available for industrial goods firms are more limited than those available to consumer goods firms.

Question 46

Examination of available primary data is a prerequisite to the collection of secondary data.

Question 47

Secondary internal sources of data are often not fully exploited by organizations.

Question 48

Syndicated sources collect data for marketing research problems specific to individual clients.

Question 49

Directory databases provide information on individuals, organizations, and services.

Question 50

Syndicated services data are not collected for the purpose of marketing research problems specific to individual clients.

Question 51

Secondary data may be classified as either internal or extant.

Question 52

Before collecting external secondary data, it is useful to analyze internal secondary data.

Question 53

External data are those generated within the organization for which the research is being conducted.

Question 54

Data collected with a specific objective in mind is always appropriate in another situation.

Question 55

A lifestyle may be defined as a distinctive pattern of living that is described by the activities people engage in, the interests they have, and the opinions they hold of themselves and the world around them (AIOs).

Question 56

Data published anonymously or in a form that attempts to hide the details of the data collection methodology and process should be viewed with suspicion.

Question 57

As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.

Question 58

Scanner data is obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Question 59

Surveys are the primary means of obtaining information about consumers' motives, attitudes, and preferences.

Question 60

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

Question 61

An advantage of scanner data is that in- store variables like pricing, promotions, and displays are part of the data set.

Question 62

List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text).

Question 63

Discuss the advantages and uses of secondary data.

Question 64

Primary data are data that have already been collected for purposes other than the problem at hand.

Question 65

Private sources update census data at a detailed geographic level for between- census years.

Question 66

Discuss single- source data. What is it and how is it related to computer mapping?

Question 67

What are purchase panels and media panels? Develop examples of marketing situations where you would use each. Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Question 68

Secondary internal data have two significant advantages: They are easily available and inexpensive.

Question 69

Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions).

Question 70

One of the problems when evaluating secondary data is that the data may be updated too frequently for the purpose of the problem at hand.

Question 71

What are the major advantages of secondary internal data?

Question 72

Discuss the disadvantages of different types of scanner data.

Question 73

Syndicated sources, also referred to as syndicated services, are companies that collect and sell common pools of data of known commercial value, designed to serve information needs shared by a number of clients.

Question 74

Secondary data may be measured in units that may not be appropriate for the current problem.

Question 75

Primary data should be the starting point in the search for external data.

Question 76

Maps that solve marketing problems are called thematic maps.

Question 77

Scanner data have an obvious disadvantage over surveys and purchase panels, because they reflect purchasing behavior that is not subject to interviewing, recording, memory, or expert biases.

Question 78

Secondary data are originated by a researcher for the specific purpose of addressing the problem at hand.

Question 79

The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur.

Question 80

It is easy to evaluate the accuracy of secondary data because the researcher did participate in the research.