Deck 7: Data Collection: Secondary Data

Question 1

All of the following are criteria by which to judge the accuracy of secondary data EXCEPT

A) the ability of the sponsoring organization to collect the data.
B) the source.
C) the general evidence regarding quality.
D) the purpose of publication.
E) all of the above are criteria that should be used to judge the accuracy of secondary data.

Answer 1

all of the above are criteria that should be used to judge the accuracy of secondary data.

Question 2

For which of the following projects would secondary data likely be sufficient?

A) A pet food manufacturer wants to determine if dogs will prefer a new type of dog food.
B) Officials of a local bank want to determine how the bank's customers feel about the service they receive.
C) A national department store chain wants to know if consumers are willing to pay more to purchase products manufactured in the U.S.
D) A fast-food franchisee wants to determine the market potential for a new type of specialty food in a certain area.
E) None of the above.

Answer 2

A fast-food franchisee wants to determine the market potential for a new type of specialty food in a certain area.

Question 3

Which of the following is FALSE?

A) The best way to begin research is to conduct a brief preliminary survey so that other areas of interest may be uncovered early in the research process.
B) A key problem is using secondary data is the difficulty of finding data that exactly fit the needs of the present project.
C) It is recommended that the researcher always use the primary source of secondary data.
D) Secondary data may be helpful in problem definition
E) Secondary data may be helpful in improving the methods by which primary data are collected.

Answer 3

The best way to begin research is to conduct a brief preliminary survey so that other areas of interest may be uncovered early in the research process.

Question 4

Which of the following is NOT an advantage of secondary data over primary data?

A) cost of research staff
B) cost of data
C) time savings
D) accuracy
E) ease of collection

Question 5

Which of the following is TRUE?

A) It is not uncommon for secondary data to be expressed in units different from those deemed most appropriate for the project at hand.
B) Situations in which existing secondary data are ill-suited for the research problem at hand generally do not arise.
C) Secondary data are particularly appropriate when current, up-to-the-minute information is required.
D) The most fundamental rule in using secondary data is to always verify important information with at least two secondary data sources or with primary data.
E) They are all false.

Question 6

Problems associated with secondary data are

A) cost and fit.
B) accuracy and cost.
C) fit and accuracy.
D) time and cost.
E) accuracy and size.

Question 7

Which of the following is the least expensive type of marketing research?

A) primary research conducted by an outside research firm
B) external secondary data from a primary source
C) external secondary data from a secondary source
D) internal secondary data
E) primary research conducted internally

Question 8

The information obtained through standardized marketing information services differs from that generated by the company in several regards. Which of the following is NOT one of these differences?

A) Many companies may use the standardized information.
B) The standardized information generally is less expensive than primary research.
C) The standardized secondary information is generally more detailed than that generated internally.
D) a and c above
E) All of the above represent differences between the two sources of data.

Question 9

Which of the following is FALSE?

A) The Nielsen Retail Index monitors sales of food stores through the use of store audits.
B) A.C. Nielsen's Retail Index is an example of a distribution information service.
C) Dun's Market Identifiers is an example of an industry information service.
D) a and b.
E) a and c.

Question 10

Which of the following is TRUE?

A) Purchase data obtained through a panel (e.g. NPD) is more accurate than scanner data (e.g. BehaviorScan).
B) A major advantage of Nielsen data (Nielsen Retail Index) over NPD (National Panel Diary) data is that it covers products and services not covered by the NPD data.
C) A major advantage of NPD data over Nielsen data is that it can determine the relative importance of store types in the sale of products such as batteries.
D) The recognized organizations in panel operation (e.g. NPD) select panel members by matching socioeconomic characteristics of the panel membership with the population. This guarantees that the panel is representative of the larger group.
E) They are all false.

Question 11

Which of the following is(are) NOT true with regard to the National Purchase Diary Panel?

A) Families on the panel are geographically dispersed.
B) Participants use a preprinted diary to record purchases.
C) The panel is demographically balanced.
D) Initial diary results are supplemented with detailed "pantry audits."
E) All of the above are true.

Question 12

Which of the following is FALSE?

A) The families comprising NPD are demographically balanced so the panel can be projected onto total U.S. purchasing.
B) The National Purchase Diary uses store audits to collect information.
C) Turnover tables can be applied to NPD data.
D) a and b.
E) a, b, and c.

Question 13

Through use of the National Purchase Diary Panel, a subscribing company is able to assess all of the following EXCEPT

A) brand share over time.
B) brand switching behavior.
C) characteristics of heavy buyers.
D) overall size of the market.
E) all of the above can be assessed.

Question 14

Which of the following is FALSE?

A) BehaviorScan measures purchase behavior whereas mail panels typically measure purchase intentions.
B) The Nielsen Television Index is of little use to advertisers. Only networks use it to determine which shows should remain on the air.
C) The Simmons service allows clients to determine which media vehicles will most effectively reach the target market.
D) BehaviorScan can minimize the problem of having comparable experimental and control groups by controlling the advertisements seen in each household.
E) They are all true.

Question 15

NFO Research is not a true source of secondary data because

A) the data collected are specifically designed to meet the client's needs.
B) the respondents are not compensated.
C) NFO collects the information from another source.
D) it collects its data from a secondary source, so it is tertiary data.
E) none of the above.

Question 16

"National Family Opinion" and "Consumer Mail Panel" have what in common

A) a sample size of over 1 million
B) use of telephone survey methods
C) use of personal interview methods
D) use of mail panels
E) none of the above

Question 17

BehaviorScan is an attempt to gain what advantage(s) that mail diaries have other scanners?

A) speed
B) matching of demographic characteristics to purchase behavior
C) unbiased response
D) cost
E) all of the above

Question 18

Scanner data can contain which of the following information:

A)the brands of products a household purchases
B)the prices those products were bought at
C)the products the household bought at the previous trip to the grocer
D)the head of household's perception of value for the products
E)a and b

Question 19

The NAICS codes:

A) will be used along with SIC codes
B) will replace SIC codes
C) are used along with editing and tabulating data
D) increase the data reliability
E) are only for the U.S.A.

Question 20

Census data:

A) allow comparison of Chicago to Paris
B) are updated online quarterly
C) are best used for marketers in manufacturing
D) can help retailers in site selection
E) none of the above are true

Question 21

Which statement is true:

A) Data comparing competitors within industries is proprietary.
B) Published data can only describe the past-future trend projections are not possible.
C) The President of the U.S.A. is a source of economic information.
D) The source of all economic data is either the Federal Reserve or the Department of Commerce.
E) The Population Census collects data on demographics such as marital status and race and ethnicity, but has phased out questions about age as being politically insensitive.