Deck 3: Secondary Data

Question 1

In some cases the information and insights gained form secondary data are sufficient to answer the research questions without need for primary data.

Answer 1

True

Question 2

Secondary data alone are never sufficient to provide the background necessary to understand the problem situation.

Answer 2

False

Question 3

Secondary data often can provide exploratory information that can aid in the planning and design of the instruments used to gather primary data.

Answer 3

True

Question 4

Secondary data never serve as a check or standard for evaluating primary data since secondary data are older than primary data.

Question 5

Secondary data do not give insight into sample selection.

Question 6

Low cost is a primary advantage of secondary data.

Question 7

Primary data collection can generally be accomplished in a much shorter time frame than can a secondary data search.

Question 8

Some of the advantages of secondary data are low cost, speed, availability, and flexibility.

Question 9

Some information is available only in the form of secondary data.

Question 10

A major problem with published and secondary data is the timeliness of the information.

Question 11

Some of the disadvantages of using secondary data are it may be a poor fit, accuracy, age of the data, and time it takes to obtain secondary data.

Question 12

To verify the quality of secondary data information, it may be necessary to know how the data were collected, what the sampling plan was, what data collection method was used, and what degree of nonresponse was experienced.

Question 13

Internal secondary data originate outside the confines of the organization.

Question 14

Cash register receipts can serve as sources of internal secondary data.

Question 15

Management reports and customer complaint letters both can serve as sources of internal secondary data.

Question 16

External secondary data sources are found within the organization initiating the research process.

Question 17

Data mining is the process by which companies extract consumer behavioral patterns from analysis of huge databases containing internally and externally generated data.

Question 18

Data mining can be used to upgrade customers to more profitable products.

Question 19

Data mining can be used to cross-sell different products or services by the company.

Question 20

The Internet has become the first, and too often the only, source used by the marketing researcher in search of pertinent secondary data.

Question 21

The Nielsen Retail Index is a syndicated data source.

Question 22

Sources of secondary data of interest to marketers may include consumer, competitive, and market data sources.

Question 23

All pertinent primary data should be gathered before moving to the secondary gathering stage because it is generally quicker and cheaper to collect primary data.

Question 24

BehaviorScan uses supermarket scanners to measure consumption behavior of a panel of consumers.

Question 25

The National Purchase Diary Panel (NPD) measures consumer activity at the point of sale in retail stores.

Question 26

The Simmons MRB Media/Marketing Survey measures television show ratings and shares among a panel of television viewers.

Question 27

The Roper Reports and Harris Surveys deal with public opinion on social, political, and economic subjects.

Question 28

The Roper Reports and Harris Surveys measure exposure to print ads in a wide variety of magazines and newspapers using a large number of personal interviews.

Question 29

In some cases the information and insights gained form secondary data are not sufficient to answer the research questions without need for primary data.

Question 30

Secondary data alone may be sufficient in providing the background necessary to understand the problem situation.

Question 31

Secondary data often cannot provide exploratory information that can aid in the planning and design of the instruments used to gather primary data.

Question 32

Secondary data can serve as a check or standard for evaluating primary data since secondary data are older than primary data.

Question 33

Secondary data can give insight into sample selection.

Question 34

High cost is a primary disadvantage of secondary data.

Question 35

Secondary data collection can generally be accomplished in a much shorter time frame than can a primary data search.

Question 36

Some of the disadvantages of secondary data are high cost, speed, availability, and inflexibility.

Question 37

Some information is available only in the form of primary data.

Question 38

A major problem with published and primary data is the timeliness of the information.

Question 39

Some of the advantages of using secondary data are accuracy, age of the data, and time it takes to obtain secondary data.

Question 40

To verify the quality of primary data information, it may be necessary to know how the data were collected, what the sampling plan was, what data collection method was used, and what degree of nonresponse was experienced.

Question 41

Internal secondary data originate inside the confines of the organization.

Question 42

Cash register receipts cannot serve as sources of internal secondary data.

Question 43

Management reports and customer complaint letters cannot serve as sources of internal secondary data.

Question 44

External secondary data sources are found outside the organization initiating the research process.

Question 45

Data mining cannot be used to upgrade customers to more profitable products.

Question 46

Data mining cannot be used to cross-sell different products or services by the company.

Question 47

The Internet has become the first, and too often the only, source used by the marketing researcher in search of pertinent primary data.

Question 48

Sources of primary data of interest to marketers may include consumer, competitive, and market data sources.

Question 49

All pertinent secondary data should be gathered before gathering primary data because it is generally quicker and cheaper to collect secondary data.

Question 50

BehaviorScan measures exposure to print ads in a wide variety of magazines and newspapers using a large number of personal interviews.

Question 51

The National Purchase Diary Panel (NPD) provides monthly purchase information about approximately fifty product categories.

Question 52

The Simmons MRB Media/Marketing Survey reports information concerning media exposure as well as purchase behavior about several hundred product categories.

Question 53

Secondary data are data

A) collected for the first time by the researcher for the specific research project at hand
B) previously gathered for some other purpose
C) that are outdated and no longer useful
D) that are not necessary to answer the research question

Question 54

Primary data are data

A) collected for the first time by the researcher for the specific research project at hand
B) previously gathered for some other purpose
C) that are outdated and no longer useful
D) that are not necessary to answer the research question

Question 55

The most common uses for secondary data include all of the following except

A) provide the background necessary to understand the problem situation
B) serve as a check and standard for evaluating primary data
C) provide current thinking of a firm's customers
D) give insight into sample selection

Question 56

The most common uses for secondary data include all of the following except

A) provide sufficient information to answer a research question
B) can provide exploratory information that can aid in primary data collection
C) can suggest research hypotheses or ideas
D) provide competitive information relative to a company's products

Question 57

The advantages of secondary data include all of the following except

A) low cost
B) speed
C) accuracy
D) availability

Question 58

An advantage of secondary data is its

A) accuracy
B) flexibility
C) quality
D) current

Question 59

The disadvantages of secondary data include all of the following except

A) flexibility
B) age
C) quality
D) accuracy

Question 60

The two major types of secondary data sources are

A) internal data and data mines
B) internal data and external data
C) syndicated data and external data
D) Internet data and syndicated data

Question 61

Internal data include all of the following sources except

A) invoice records
B) sales results
C) management reports
D) Internet reports

Question 62

Data mining is

A) the process by which companies extract consumer behavioral patterns from analyses of huge databases containing internally and externally generated data
B) a method for obtaining primary data
C) the process of applying psychographic data to geographic records of customers and potential customers
D) a method of identifying and direct marketing a firm's best customers

Question 63

Data mining can be used in all of the following ways except

A) upgrade customers to more profitable products
B) identify competing customers to market products to
C) cross-sell different goods and services offered by the company
D) locate and develop long-term relationship with the firm's best customers

Question 64

The ____ has become the first, and too often the only, source used by the marketing researcher in search of pertinent secondary data.

A) syndicated data sources
B) consumer data sources
C) Internet
D) federal government

Question 65

The syndicated data source that provides information concerning radio listening habits is

A) Arbitron Radio Market Reports
B) Nielsen Retail Index
C) National Purchase Diary Panel (NPD)
D) BehaviorScan

Question 66

The syndicated data source that uses supermarket scanners to measure consumption behavior of a panel of consumers is

A) Arbitron Radio Market Reports
B) Nielsen Retail Index
C) National Purchase Diary Panel (NPD)
D) BehaviorScan

Question 67

The syndicated data source that provides monthly purchase information from approximately 50 product categories through a panel of several thousand households is

A) Arbitron Radio Market Reports
B) Nielsen Retail Index
C) National Purchase Diary Panel (NPD)
D) BehaviorScan

Question 68

The syndicated data source that measures consumer activity at the point of sale is

A) Arbitron Radio Market Reports
B) Nielsen Retail Index
C) National Purchase Diary Panel (NPD)
D) BehaviorScan

Question 69

The syndicated data source that measures television show ratings and shares among a panel of television viewers is the

A) Nielsen Television Index
B) Roper Reports and Harris Survey
C) Simmons MRB Media Marketing Service
D) Starch Readership Reports

Question 70

The syndicated data source that deals with public opinions on social, political, and economic subjects is the

A) Nielsen Television Index
B) Roper Reports and Harris Survey
C) Simmons MRB Media Marketing Service
D) Starch Readership Reports

Question 71

The syndicated data source that reports information concerning media exposures as well as purchase behavior for several hundred product categories is the

A) Nielsen Television Index
B) Roper Reports and Harris Survey
C) Simmons MRB Media Marketing Service
D) Starch Readership Reports

Question 72

The syndicated data source that provides measures of exposure to print ads in a wide variety of magazines and newspapers using a large number of personal interviews is the

A) Nielsen Television Index
B) Roper Reports and Harris Survey
C) Simmons MRB Media Marketing Service
D) Starch Readership Reports

Question 73

Data that has been previously gathered for some other purpose is

A) primary data
B) secondary data
C) exploratory data
D) explanatory data

Question 74

Data that has been collected for the first time by the researcher for the specific research project at hand is

A) primary data
B) secondary data
C) exploratory data
D) explanatory data

Question 75

Providing the background necessary to understand the problem situation is a common use for

A) primary data
B) secondary data
C) exploratory data
D) explanatory data

Question 76

Giving insight into sample selection is a common use for

A) primary data
B) secondary data
C) exploratory data
D) explanatory data

Question 77

Suggesting research hypotheses or ideas is a common use for

A) primary data
B) secondary data
C) exploratory data
D) explanatory data

Question 78

Providing sufficient information to answer a research question is a common use for

A) primary data
B) secondary data
C) exploratory data
D) explanatory data

Question 79

Low cost is an advantage of

A) secondary data
B) primary data

Question 80

Speed in collecting the data is an advantage of

A) secondary data
B) primary data