Question 1

Secondary data may be acquired for the sole purpose of enhancing a customer database.

Accepted Answer

Secondary data can be used to enrich existing customer databases by adding new information about customers or updating existing information.

Question 2

Which of the following is not an example of a proprietary data source?
A) Warranty return cards
B) Journals
C) Sales invoices
D) Orders received

Accepted Answer

Journals are typically public sources of information and can be accessed by anyone. In contrast, warranty return cards, sales invoices, and orders received are examples of data sources that are considered proprietary because they are exclusive to the company or organization that generates them.

Question 3

Which of the following statements in relation to data volume is not true?
A) Relevant marketing data are often independent.
B) Relevant marketing data are often inter-related.
C) Information contained in data volumes is typically large.
D) Information contained in data volumes is typically complex.

Accepted Answer

The answer of Which of the following statements in relation...

Question 4

Objectivity is not a major concern with web-published information.

Accepted Answer

Objectivity should be a major concern with any type of published information, including web-published information. However, the absence of gatekeepers and editorial oversight on the internet means that web-published information may have a higher likelihood of being biased or inaccurate. It is still important to critically evaluate the objectivity and reliability of any information found online.

Question 5

A researcher who is interested in studying total household income finds data reported as 'head of household income'. She has discovered that the data fail to meet which criterion?
A) Do the data apply to the time period of interest?
B) Do the data cover the subject of interest in adequate detail?
C) Do the data apply to the population of interest?
D) Do the data appear in the correct units of measurement?

Accepted Answer

The answer of A researcher who is interested in studying...

Question 6

The comparison of data between multiple sources to ensure consistency is known as data:
A) selection.
B) transformation.
C) cleaning.
D) cross-check.

Accepted Answer

The answer of The comparison of data between multiple sources...

Question 7

A neural network is a form of artificial intelligence that can mimic the way a human processes information to generalise information about how consumers behave.

Accepted Answer

This statement is true. Neural networks are trained to process and analyze data in a way that allows them to make predictions or classifications based on patterns in the data, just like a human brain would. They have been used in various fields, including marketing, to understand consumer behavior and make predictions about future trends.

Question 8

Which of the following is not an advantage of secondary data?
A) It is instantaneous.
B) It is readily available.
C) It meets the researcher's needs.
D) It saves time and money.

Accepted Answer

Secondary data may not always meet the specific needs of a researcher as it was not collected with their study in mind. It may lack relevance or accuracy, which may lead to flawed insights or conclusions.

Question 9

Data on personal income may not be comparable between countries.

Accepted Answer

Personal income is influenced by various factors such as cost of living, exchange rates, and tax systems which vary between countries. Therefore, data on personal income may not be comparable between countries.

Question 10

Single-source data refers to a specific type of data offered by a single company.

Accepted Answer

The answer of Single-source data refers to a specific type...

Question 11

Consumer panels and scanner systems can be used together to create electronic test markets.

Accepted Answer

Consumer panels provide qualitative feedback on product preferences and behavior while scanner systems provide quantitative data on sales and purchasing behavior. Combining the two creates a more comprehensive understanding of consumer behavior in a specific market. This information can then be used for electronic test markets, where simulated product launches and marketing campaigns can be tested and evaluated before implementation in the real market.

Question 12

Data from a previous warranty card study show where consumers prefer to purchase the product, but provide no reasons. This situation shows inadequacy of secondary information in terms of:
A) outdated information.
B) different units of measurement.
C) lack of information.
D) variation in definition of terms.

Accepted Answer

The data from the previous warranty card study may provide information on where consumers prefer to purchase the product, but it does not provide any reasons behind their choices. This is a lack of information, which is an inadequacy of secondary information. The other options, such as outdated information, different units of measurement, or variation in definition of terms, do not apply to this situation.

Question 13

Secondary data that are available through intermediaries are known as vendors.

Accepted Answer

Secondary data vendors are third-party companies that collect, organize, and distribute data to interested parties.

Question 14

The process of changing data from its original form to a format suitable to achieve the research objective is known as:
A) data manipulation.
B) data mining.
C) data validation.
D) data transformation.

Accepted Answer

Data transformation involves converting the original data into a suitable format to achieve the research objective. The other options are not applicable in this context - data manipulation involves changing the structure or content of data, data mining involves analyzing large amounts of data to extract patterns, and data validation involves ensuring the accuracy and consistency of data.

Question 15

Of the following criteria presented below, which one should be regarded as the researcher's initial criterion when evaluating secondary data?
A) Do the data apply to the time period of interest?
B) Do the data appear in the correct units of measurement?
C) Do the data help to answer questions set out in the problem definition?
D) Do other terms and variable classi?fications presented apply to the current project?

Accepted Answer

The primary purpose of gathering secondary data is to help answer research questions posed by the problem definition. Therefore, the researcher's initial criterion should be whether the data are relevant to the research questions. Options A and D are also important, but they are secondary to the main objective of using secondary data. Option B is not as crucial because units of measurement can be converted if necessary.

Question 16

A marketer of computer games is interested to find out the size of the video game market in Australia. Which form of secondary data research will you recommend?
A) Fact-finding
B) Model building
C) Database marketing
D) Data mining

Accepted Answer

Fact-finding involves gathering existing information or data that has already been collected by others, which is suitable for understanding the size of the video game market in Australia.

Question 17

Comparing the sales of our competitors' products with our company's product sales over a period of time is known as environmental scanning.

Accepted Answer

Environmental scanning involves analyzing external factors and trends that could impact an organization, while comparing sales data is more related to competitive analysis.

Question 18

A researcher who is interested in new car sales discovers that the secondary data were collected 10 years ago. He has discovered that the data fail to meet which criterion?
A) Do the data appear in the correct units of measurement?
B) Do the data apply to the time period of interest?
C) Do the data cover the subject of interest in adequate detail?
D) Do the data apply to the population of interest?

Accepted Answer

The data collected 10 years ago may not apply to the current time period of interest, as factors such as economic conditions, technology, and consumer behavior may have changed significantly over the past decade.

Question 19

A researcher who is interested in studying the Chinese market in Australia finds secondary data reported as 'per cent born outside Australia in Asia'. Which criterion has she discovered that the data fail to meet?
A) Do the data cover the subject of interest in adequate detail?
B) Do the data apply to the time period of interest?
C) Do the data apply to the population of interest?
D) Do the data appear in the correct units of measurement?

Accepted Answer

The data fails to apply to the population of interest, which is specifically the Chinese market in Australia. While the data may give insight into the overall Asian population in Australia, it does not specifically address the target population of interest for the researcher's study.

Question 20

Data sourced from trade journals is an internal source of secondary data.

Accepted Answer

Trade journals are considered an external source of secondary data because they are published outside the organization and are available to a wider audience, not just to the members of the organization.

Quiz 4: Secondary Research With Big Data

Secondary data may be acquired for the sole purpose of enhancing a customer database.

Which of the following is not an example of a proprietary data source?

Which of the following statements in relation to data volume is not true?

Objectivity is not a major concern with web-published information.

A researcher who is interested in studying total household income finds data reported as 'head of household income'. She has discovered that the data fail to meet which criterion?

The comparison of data between multiple sources to ensure consistency is known as data:

A neural network is a form of artificial intelligence that can mimic the way a human processes information to generalise information about how consumers behave.

Which of the following is not an advantage of secondary data?

Data on personal income may not be comparable between countries.

Single-source data refers to a specific type of data offered by a single company.

Consumer panels and scanner systems can be used together to create electronic test markets.

Data from a previous warranty card study show where consumers prefer to purchase the product, but provide no reasons. This situation shows inadequacy of secondary information in terms of:

Secondary data that are available through intermediaries are known as vendors.

The process of changing data from its original form to a format suitable to achieve the research objective is known as:

Of the following criteria presented below, which one should be regarded as the researcher's initial criterion when evaluating secondary data?

A marketer of computer games is interested to find out the size of the video game market in Australia. Which form of secondary data research will you recommend?

Comparing the sales of our competitors' products with our company's product sales over a period of time is known as environmental scanning.

A researcher who is interested in new car sales discovers that the secondary data were collected 10 years ago. He has discovered that the data fail to meet which criterion?

A researcher who is interested in studying the Chinese market in Australia finds secondary data reported as 'per cent born outside Australia in Asia'. Which criterion has she discovered that the data fail to meet?

Data sourced from trade journals is an internal source of secondary data.