Question 1

If a researcher is using a "people meter," which type of data is this likely to be?

Accepted Answer

A people meter is a device that measures television viewing habits by observing what channels are watched and for how long. This is a form of observational data, as it involves direct observation of behavior rather than self-reported information or data that has been previously collected.

Question 2

The two main types of data are

Accepted Answer

The two main types of data are primary and secondary. Primary data is original data that is collected through research, surveys, or experiments. Secondary data is data that has already been collected by someone else and is available for use. The other answer choices do not accurately describe the two main types of data.

Question 3

Facts and figures that have already been recorded before the project at hand are referred to as

Accepted Answer

Secondary data refers to information that already exists and has been gathered by someone else for a different purpose. It may include data from government agencies, research institutions, and other sources. Primary data, on the other hand, is newly collected data that is directly relevant to the project at hand. Empirical data and observational data both refer to data that has been collected through observation or experimentation, but they do not indicate whether the data is primary or secondary. Demographic data refers specifically to data related to population characteristics such as age, gender, ethnicity, etc.

Question 4

Data refers to the

Accepted Answer

Data refers to facts and figures related to the problem that are divided into two main parts: secondary data and primary data. It does not refer to subjective psychographic feelings or objective demographic characteristics. It can be collected by the organization or from external sources, but it is not exclusively obtained from the federal government for purchase.

Question 5

Secondary data can be divided into two parts:

Accepted Answer

Secondary data refers to data that has already been collected and compiled by someone else. It can be divided into two categories - internal and external. Internal secondary data refers to data that is collected from within the organization, such as sales data or customer feedback. External secondary data refers to data that is collected from external sources, such as government reports or industry publications. Therefore, option E is the best choice as it distinguishes between these two types of secondary data.

Question 6

Primary data refer to

Accepted Answer

Primary data are facts and figures that are newly collected for a specific project at hand, specifically for the purpose of addressing research objectives. This is in contrast to secondary data, which are facts and figures that have already been recorded before the project at hand.

Question 7

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

Primary data refers to data that is collected directly from the source by using methods such as observation and surveys. External secondary data, on the other hand, is data that has already been collected by someone else and can be found in sources such as books, journals, and databases. Internal secondary data is data that has been collected by the same organization but for another purpose. Experimental independent variables are the variables that are manipulated in an experiment, and nonprobability data is a type of sampling method that does not involve random selection. Therefore, observing people and asking them questions are the two principal ways to obtain primary data.

Question 8

Considering the two main types of data, if facts and figures have already been recorded before a project begins, which type of data is being used?

Accepted Answer

Secondary data refers to data that has been collected and recorded by someone else or for a different purpose, and can therefore be accessed and used by others for their own research. If facts and figures have already been recorded before a project begins, this is likely to be secondary data.

Question 9

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm to make marketing decisions today, she is using

Accepted Answer

The marketing researcher is using data that has been previously collected by different departments within her firm, which classifies it as internal secondary data. Primary data refers to data that is collected specifically for a research project. External secondary data comes from sources outside of the firm, such as publicly available reports or industry publications. Sensitivity analysis refers to an analytical technique used to assess how changes in certain variables impact the outcome of a decision. Probability data is numerical information used to calculate the likelihood of an event occurring.

Question 10

All of the following are sources of primary data except

Accepted Answer

Government publications are considered secondary data as they are typically published reports or data sets that have been collected by an organization or agency and made available to the public. Primary data sources involve collecting original data through methods such as observations, experiments, surveys, and panels. Social media can also be a source of primary data if it is collected specifically for a research project.

Question 11

The facts and figures related to a research problem are referred to as

Accepted Answer

Data refers to the actual numbers, measurements, or observations collected from the research participants or sources. Statistics refer to the techniques used to analyze and interpret the data. Variables are the concepts or characteristics that can vary and are studied in a research project. Concepts are the basic building blocks of theory or ideas that are studied in research. Constraints refer to any limitations or factors that may affect the research project.

Question 12

If a researcher is using data that are low in cost and save time, which type of data is this likely to be?

Accepted Answer

Secondary data is previously collected data that researchers can access at a lower cost and with less time investment than collecting new data. This can include government reports, company records, and academic research datasets.

Question 13

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

Accepted Answer

The data obtained from the U.S. Census Bureau is not collected specifically for Red Carpet Baby!, making it secondary data.

Question 14

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project, which type of data is this likely to be?

Accepted Answer

External secondary data refers to data that has been collected by others for their own purposes, and can therefore be limited in its relevance, accuracy, and currency for the researcher's project.

Question 15

Facts and figures that are newly collected for a project at hand are referred to as

Accepted Answer

Primary data is data that is newly collected specifically for the project at hand, through methods such as surveys, interviews, or experiments. Therefore, this is the best choice for the given description. Statistical data refers to data that has already been analyzed and presented in a statistical form, and empirical data refers to data that is based on observation or experience. Secondary data is data that has already been collected for a different purpose and is being reused for the current project. Inferential data refers to data that is used to make predictions or draw conclusions about a larger population based on a smaller sample size. None of these options fit the given description as well as primary data does.

Question 16

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

Accepted Answer

Primary data refers to data that is collected specifically for the purpose of the current research project or analysis. It may be collected internally, from within the organization or externally, from outside sources. Therefore, newly collected facts and figures are considered primary data.

Question 17

Secondary data are the

Accepted Answer

Secondary data refers to facts and figures that have already been recorded or collected by someone else, and are being utilized for a new project or research. Examples of secondary data sources can be official government statistics, published reports, or research studies.

Question 18

If a researcher is seeking clear, unambiguous answers, which type of data is the researcher likely to be seeking?

Accepted Answer

Questionnaire data is likely to provide clear and unambiguous answers as the questions are structured and standardized, making it easier to obtain specific information from respondents.

Question 19

All of the following are examples of marketing outcome data except

Accepted Answer

The answer of All of the following are examples of...

Question 20

All of the following are examples of marketing input data except

Accepted Answer

Accounting records are not typically considered as input data for marketing decisions. Input data for marketing decisions typically include information on sales, advertising budgets, call reports, and advertising expenses, among other factors. Accounting records may be used as a source of financial information or to analyze costs, but they are not directly related to marketing decisions.

Quiz 8: Marketing Research: From Customer Insights to Actions