Question 1

customers have their groceries scanned at the supermarket checkout counter,the data are collected and processed by services such as SymphonyIRIGroup's (IRI)InfoScan.Consumer product firms like Proctor & Gamble use data collected by IRI to allocate scarce marketing resources.Which of the following data are not collected at retail checkout counters?

Accepted Answer

Household demographics are not typically collected at retail checkout counters.

Question 2

According to research conducted by Canadian cultural anthropologists,Canadians place a high importance on personal relationships.This leads them to be extremely reluctant to buy through an impersonal medium like a telephone.For an insurance company that was hoping to sell insurance through telemarketers,this research would be an example of

Accepted Answer

The answer of According to research conducted by Canadian cultural...

Question 3

Published data from outside the organization are referred to as __________ data.

Accepted Answer

External secondary data are published data that come from sources outside of the organization. These sources can include government agencies, research institutions, trade associations, and other organizations that collect and publish data on various topics. These data can be useful for market research, competitive analysis, and other business purposes. Proprietary data refers to data that is owned by the organization and not shared with others, while internal primary data is data that is collected directly by the organization. Internal secondary data are data that exist within the organization but were collected for a different purpose than the current research project.

Question 4

Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how much broccoli was eaten per person in 2011.This service provides

Accepted Answer

The Economic Research Service of the U.S. Department of Agriculture provides external secondary data, as it is a source of information that is not collected by the organization conducting the research but is compiled by external sources.

Question 5

of the following are examples of marketing input data EXCEPT:

Accepted Answer

Billing records are financial data related to transactions with customers and do not provide input on marketing strategies or activities. The other choices all provide information directly related to marketing efforts.

Question 6

Google

Accepted Answer

Google is the most popular Internet portal for searches where users can enter keywords or topics to find specific information. It is not a government depository or portal to government websites, and while it provides news and research reports on companies, industries and countries, this is not its primary function. It also does not specifically access online databases or an index of blogs by primary topic.

Question 7

gov

Accepted Answer

Choice B accurately describes what gov is - a portal to all government websites that can be found by topic or keyword. None of the other choices accurately describe gov's function.

Question 8

of the following are examples of marketing outcome data EXCEPT:

Accepted Answer

Salespeople's call reports are not examples of marketing outcome data because they do not measure the results of marketing activities.

Question 9

U.S.Census Bureau publishes the __________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.These reports are vital to business firms selling products and services to organizations.

Accepted Answer

The Economic Census is conducted every five years by the U.S. Census Bureau and provides detailed information on the number and sales of U.S. establishments that produce goods or resources. This information is important for business firms that sell products and services to these establishments, making the Economic Census vital for businesses to have access to. The other choices listed provide different types of surveys or classifications that may be useful to businesses but are not specifically focused on the production of goods or resources by U.S. establishments.

Question 10

Information in online databases consist of two categories: (1)indexes to articles in periodicals,and (2)statistical or financial data on markets,products,and organizations.These can be accessed either directly,via Internet search engines,or using

Accepted Answer

Portals can provide organized and structured access to online databases through the use of keyword searches, making it easy for users to find the data or articles they need. Internal statistical data, probability sampling data, personal chat rooms and social media like Facebook are not necessarily related to accessing online databases.

Question 11

general rule of thumb among marketing researchers is to use __________ first and then collect _________.

Accepted Answer

The general rule of thumb among marketing researchers is to use secondary data first, as it is often readily available, cost-effective, and time-efficient. After analyzing the secondary data, primary data can be collected to fill any gaps or gain further insight into the research question.

Question 12

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,etc.The principle advantage of these services is that

Accepted Answer

The principle advantage of these services is that they can collect, analyze, interrelate, and present information about household demographics and lifestyle, purchases, TV viewing behavior, etc. This means that a single service can provide comprehensive information, saving time for the firm and making it easier to make informed marketing decisions.

Question 13

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

Accepted Answer

The researcher is using data that has already been collected within her own firm, making it internal secondary data. Primary data would be newly collected data specifically for the researcher's purposes. External secondary data would come from sources outside of the firm. Sensitivity analysis and probability data are not relevant in this scenario.

Question 14

Karsh & Hagan Advertising Agency uses information found in Nielsen Television Index Ranking Report published by the Nielsen Company to plan television advertising schedules for its clients,it is relying on __________ data.

Accepted Answer

The Nielsen Television Index Ranking Report is outside of Karsh & Hagan Advertising Agency and was created by a different company, making it external secondary data.

Question 15

2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography,industry sector,and North American Industry Classification code.

Accepted Answer

The Economic Census is conducted every five years and provides comprehensive data on the number and sales of establishments in the United States that produce a good or service based on its geography, industry sector, and North American Industry Classification code. The other surveys listed provide data on specific sectors (retail, manufacturing, wholesale, or service) but do not provide as comprehensive of data as the Economic Census.

Question 16

Wall Street Journal,CNBC,and Fox Business News

Accepted Answer

Wall Street Journal, CNBC, and Fox Business News provide up-to-the-minute business news and video clips about companies, industries, and trends.

Question 17

J.D.Power & Associates and other market research firms recruit large groups of consumers,who are paid to record all of their purchases on a regular basis.Known as __________,they economically collect data using a paper or electronic diary.Businesses pay firms like J.D.Power for their reports that answer the question "How many times did our customers buy our products this year compared to last year?"

Accepted Answer

The method described in the question is called syndicated panels, in which a group of consumers record their purchases regularly to collect data. The collected data is then sold to businesses for market research purposes. This method is cost-effective and commonly used in the industry. Therefore, the correct answer is C, syndicated panels.

Question 18

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as __________.

Accepted Answer

The practice described in the question is known as syndicated panel data, where a panel of households or businesses record their purchases over time. The data collected is then available for purchase by market research companies. None of the other options accurately describe this practice.

Question 19

STAT-USA and the U.S.Census Bureau

Accepted Answer

STAT-USA and the U.S. Census Bureau both collect and provide information on U.S. business, economic, and trade activity on behalf of the federal government.

Question 20

survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Accepted Answer

All of the sources listed come from outside the company or organization and are therefore external. Additionally, the fact that they have already been collected and are being used for research purposes means they are secondary data.

Quiz 8: Marketing Research: From Customer Insights to Actions