Question 1

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 2

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 3

The ________ for primary data is very involved and the ________ is high.
A)collection purpose; collection time
B)collection process; collection cost
C)collection process; collection purpose
D)collection cost; collection time

Accepted Answer

The question is specifically talking about the collection of primary data, which refers to data collected for the first time for a specific research purpose. The collection process for primary data is typically more involved than for secondary data (data that has already been collected and published). Therefore, the higher cost is associated with the collection process for primary data. Choice A is incorrect because while the purpose of collecting data is important, it does not necessarily impact the cost. Choice C is incorrect because the purpose and process are two different aspects of data collection. Choice D is incorrect because the question is asking specifically about primary data and not making a comparison between primary and secondary data.

Question 4

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

Accepted Answer

Surveys are one of the main tools used to gather data on consumer behavior and preferences. They provide insight into what consumers think and how they behave, as well as identifying trends in the market.

Question 5

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

Accepted Answer

Syndicated firms periodically update census data, which directly relates to the currency of the data. Currency in this context refers to how up-to-date the data is. Regular updates ensure that the data remains current and relevant for use.

Question 6

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 sources for industrial goods firms are more limited because the market size for industrial goods is smaller and the purchasing decisions are made by a smaller group of professionals, as compared to consumer goods which have a larger market size and involve more consumer behavior research.

Question 7

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 insights into the size and distribution of a market and sales by different regions and types of outlets.

Question 8

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 9

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

This is true because selectively using and interpreting data to support one's own views and interests rather than objective analysis can result in biased conclusions and unethical decision making.

Question 10

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 indeed companies that collect and sell common pools of data of known commercial value in order to serve information needs shared by a number of clients.

Question 11

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

Accepted Answer

Purchase and media panels involve capturing real-time behaviors and activities of the respondents, which makes them different from other survey methods where respondents are asked about their past behaviors or opinions.

Question 12

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 the correct definition of a lifestyle.

Question 13

As compared to primary data, secondary data are collected ________.
A)rapidly and easily
B)at a relatively low cost
C)in a short time
D)all of the above

Accepted Answer

Secondary data are already available and do not require researchers to collect new data, therefore they can be collected rapidly and easily at a relatively low cost which saves time. Hence, option D is the best choice.

Question 14

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

Accepted Answer

Syndicated sources can indeed be classified based on the unit of measurement, which can be households/consumers or institutions. This helps in understanding the audience and their preferences, which can be useful for market research and advertising purposes.

Question 15

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 16

Maps that solve marketing problems are called thematic maps.

Accepted Answer

Thematic maps are specifically designed to visualize and solve marketing problems by presenting data and patterns relevant to a specific theme or topic.

Question 17

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.

Question 18

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

Accepted Answer

Syndicated services data are collected and sold to multiple clients for general market research purposes, rather than being tailored to specific individual clients' needs.

Question 19

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

Accepted Answer

The statement "Secondary data may be expensive and time consuming" is not entirely true, as secondary data is often cheaper and requires less time and effort to collect than primary data. Therefore, option C is not a disadvantage of secondary data.

Question 20

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 the store, making it a valuable tool for understanding consumer behavior and sales patterns.

Quiz 4: Exploratory Research Design: Secondary Data