Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

Syndicated data for industrial goods firms is often limited due to the smaller market size and the lower importance of individual product attributes in the decision-making process of industrial buyers compared to individual consumers. Additionally, industrial goods are often more customized and may not have standardized categories in which to report data.

Question 3

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

Accepted Answer

When institutions are the unit of measurement, the data typically comes from organizations, businesses, or entities rather than directly from retailers, wholesalers, or households, which are considered units in consumer or retail studies.

Question 4

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

Accepted Answer

Scanner data includes information on pricing, promotions, and displays within stores, making it a valuable dataset for analyzing consumer behavior and sales patterns.

Question 5

Financial,operating,and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS)industrial categories.

Accepted Answer

Syndicated research firms collect data across a wide range of industries, not limited to one in 10 NAICS industrial categories. They typically cover a broad spectrum of industries to provide market insights and trends.

Question 6

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

Accepted Answer

Undue criticism of unfavorable data can be viewed as a breach of ethical principles such as objectivity and honesty. It is important to acknowledge and report all findings, regardless of whether they support one's interests or not.

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

Syndicated sources collect data for general use by multiple clients, rather than conducting research specific to individual clients.

Question 9

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

Accepted Answer

Surveys are widely used to gather information about consumers' opinions, attitudes, preferences, and behaviors. They are a reliable and effective way to collect data on a large scale and to gain insights into consumer behavior. Surveys can be conducted in person, over the phone, online, or through the mail. They can provide detailed information on consumer demographics, purchase behavior, product usage, brand loyalty, and other key metrics that businesses need to make informed decisions.

Question 10

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

Accepted Answer

Syndicated services data are pre-packaged and sold to multiple clients, so they are not tailored to individual client's research needs.

Question 11

Social media sites may be popular with businesses but are not being used by nonprofit and government organizations.

Accepted Answer

This statement is not entirely true as nonprofit and government organizations do use social media sites to reach out to their audience and spread awareness regarding their cause or service. However, the level of usage and adoption may be lesser compared to businesses.

Question 12

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

Accepted Answer

The first blank refers to the purpose or reason for collecting primary data, which is not mentioned in the second blank. Therefore, choices A and C can be eliminated. The second blank refers to the cost involved in collecting primary data, which is high because it requires resources such as time, personnel, and equipment. Therefore, the correct answer is B - collection process; collection cost.

Question 13

Social media represent the true voice of the consumer.

Accepted Answer

Social media platforms provide a platform for consumers to express their opinions and experiences about products and services. Therefore, analyzing social media activity can help companies understand consumer wants and needs.

Question 14

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.

Accepted Answer

Syndicated sources are companies that provide common pools of data for multiple clients to use.

Question 15

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

Accepted Answer

Purchase and media panels are designed to capture actual behaviors of respondents, rather than relying on self-reported data. This makes them a valuable tool in understanding consumer behavior and media consumption patterns.

Question 16

The posts from social media such as blogs or Facebook "fan" pages give an informative account of consumer perception and preference with regard to the problem at hand.

Accepted Answer

Social media posts such as blogs and Facebook "fan" pages can provide valuable insights into consumer perception and preferences related to a particular issue or problem.

Question 17

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).

Accepted Answer

This is a commonly accepted definition of lifestyle.

Question 18

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

Accepted Answer

Secondary data are already available and have been collected by someone else, so they can be obtained more rapidly, easily, and at a relatively low cost compared to primary data. Therefore, all of the options A, B, and C are correct.

Question 19

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.

Accepted Answer

Audits can provide valuable information on market size and sales distribution across different outlets and regions, helping consumer product firms to make informed business decisions.

Question 20

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.

Accepted Answer

Scanner data, while accurately reflecting actual purchasing behavior without the biases inherent in surveys or panels, do not provide insights into the motivations behind those purchases, which is a disadvantage compared to methods that involve direct questioning or observation.

Quiz 4: Exploratory Research Design: Secondary Data