1
37) As compared to primary data, secondary data are collected ________.
2
The ________ for primary data is very involved and the ________ is high.
3
Which of the following is not a disadvantage of secondary data?
4
Which of the following statements refer to the currency criteria when evaluating secondary
data?
.
5
Which of the following statements refer to the objective criteria when evaluating secondary
data?
6
Based on the criteria for evaluating secondary data shown in Table 4.2 in the text, the data
collected by Nielsen Media Research may be suspect because of all of the following criteria
except ________.
7
Errors in the approach, research design, sampling, data collection, analysis, and reporting
stages of the project refer to the ________ criteria for evaluating secondary data.
8
Which of the following statements is not true about the currency of secondary data?
9
When evaluating secondary data, the ________ criteria asks the question of "why the data
were collected in the first place."
10
If the key variables have not been defined or are defined in a manner inconsistent with the
researcher's definition, then the usefulness of the data is limited. This statement refers to the
________ criteria for evaluating secondary data.
11
You are reviewing secondary data to help with a project concerning consumer preferences
for television programs based on viewer income. Which of the following statements would not
be of concern when considering the nature criteria for evaluating secondary data?
12
An overall indication of the dependability of data may be obtained by examining the
________, credibility, reputation, and ________ of the source.
13
Which of the following classifications of secondary data is not a classification for external
secondary data (Figure 4.1 in the text)?
14
Creating a marketing database involves all of the following steps except ________.
15
Caterpillar needed to know what truck fleets should test their two new engines; how they
could get a marketing strategy that could be measured; and how to adjust for the coming
downturn in sales. To answer these questions, they gave their salesforce laptops and paid them
to enter customer information related to each sale they made. Caterpillar analyzed the newly
acquired customer data and developed strategies to address their marketing questions.
Caterpillar utilized ________.
16
_______ are an excellent source of standard or recurring information.
17
ublished external secondary data sources may be broadly classified as ________ or
________ sources (Figure 4.2 in the text).
18
_______ are helpful for identifying individuals or organizations that collect specific data.
19
It is possible to locate information on a particular topic in several different publications by
using ________.
20
Examples of other government publications published by the federal government include all
of the following except ________.
21
_______ are databases stored in computers that require a telecommunications network to
access.
22
You are researching secondary data on the shopping habits of households for your project. A
marketing research firm that had done research in the area has agreed to allow you to dial into
their mainframe computer to access the data. You will be accessing a(n) ________.
23
You are researching secondary data on the shopping habits of households for your project.
You found a data source available via CD-ROM at the library. You are about to check out a(n)
________.
24
________ are databases composed of citations to articles in journals, magazines, newspapers,
marketing research studies, technical reports, government documents, and the like.
25
InfoUSA (www.infousa.com) is a leading provider of sales and marketing support data.
InfoUSA provides data via a ________.
26
_______ databases provide information on individuals, organizations and services.
27
Which of the following is a disadvantage of audit services (Table 4.3 in the text)?
28
Which of the following is a disadvantage of surveys (Table 4.3 in the text)?
29
Which of the following is a characteristic of purchase panels (Table 4.3 in the text)?
30
Which of the following is a characteristic of audit services (Table 4.3 in the text)?
31
Surveys can be used for which of the following purposes?
32
Gallup and Robinson Magazine Impact Research Service (MIRS) test ads using an at-home
in-magazine context among widely dispersed samples. Test ads may naturally appear in the
magazine or are inserted as tip-ins. It provides strong, validated measures of recall, persuasion,
and ad reaction with responsive scheduling. The MIRS is an example of surveys being used
________.
33
A data gathering technique that is comprised of samples of respondents whose television
viewing behavior is automatically recorded by electronic devices, supplementing the purchase
information recorded online or in a diary is referred to as ________.
34
According to your text, volume tracking data and scanner panels with cable TV are sources
of scanner data. Which of the following is also a type of scanner data?
35
Scanner data where panel members are identified by an ID card allowing each panel
member's purchases to be stored with respect to the individual shopper are referred to as
________.
36
The different types of scanner data are useful for a variety of purposes. Which of the
following purposes applies to scanner data?
37
The uses of retail and wholesale audit data include all of the following except ________.
38
Information provided by industry services is useful for which of the following?
39
________ combines geography with demographic information and a company's sales data or
other proprietary information to develop thematic maps.
40
Sales & Marketing Management's annual Survey of Buying Power provides data to help you
analyze each of your U.S. markets, whether they are cities, counties, metro areas, or states. What
of the following information is also true of the Survey of Buying Power?
41
Which of the following concerns are important when evaluating secondary data for
international projects?
42
Which of the following practices might be unethical?
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