Question 1

Sales results are a type of __________ data.

Accepted Answer

A)   internal
B)   external

Question 2

The Internet has become the first, and too often the only, source used by the marketing researcher in search of pertinent secondary data.

Accepted Answer

A) True 
 B)False

Question 3

Providing the background necessary to understand the problem situation is a common use for

Accepted Answer

A)   primary data
B)   secondary data
C)   exploratory data
D)   explanatory data

Question 4

Some information is available only in the form of primary data.

Accepted Answer

A) True 
 B)False

Question 5

The Roper Reports and Harris Surveys deal with public opinion on social, political, and economic subjects.

Accepted Answer

A) True 
 B)False

Question 6

Data mining cannot be used to cross-sell different products or services by the company.

Accepted Answer

A) True 
 B)False

Question 7

Internal data is a type of a ____________ data source.

Accepted Answer

A)   primary data
B)   secondary data

Question 8

The accuracy of the data is a disadvantage of

Accepted Answer

A)   primary data
B)   secondary data

Question 9

All pertinent primary data should be gathered before moving to the secondary gathering stage because it is generally quicker and cheaper to collect primary data.

Accepted Answer

A) True 
 B)False

Question 10

Primary data are data

Accepted Answer

A)   collected for the first time by the researcher for the specific research project at hand
B)   previously gathered for some other purpose
C)   that are outdated and no longer useful
D)   that are not necessary to answer the research question

Question 11

Secondary data often can provide exploratory information that can aid in the planning and design of the instruments used to gather primary data.

Accepted Answer

A) True 
 B)False

Question 12

The syndicated data source that reports information concerning media exposures as well as purchase behavior for several hundred product categories is the

Accepted Answer

A)   Nielsen Television Index
B)   Roper Reports and Harris Survey
C)   Simmons MRB Media Marketing Service
D)   Starch Readership Reports

Question 13

Data mining is

Accepted Answer

A)   the process by which companies extract consumer behavioral patterns from analyses of huge databases containing internally and externally generated data
B)   a method for obtaining primary data
C)   the process of applying psychographic data to geographic records of customers and potential customers
D)   a method of identifying and direct marketing a firm's best customers

Question 14

Secondary data never serve as a check or standard for evaluating primary data since secondary data are older than primary data.

Accepted Answer

A) True 
 B)False

Question 15

Some of the advantages of secondary data are low cost, speed, availability, and flexibility.

Accepted Answer

A) True 
 B)False

Question 16

BehaviorScan measures exposure to print ads in a wide variety of magazines and newspapers using a large number of personal interviews.

Accepted Answer

A) True 
 B)False

Question 17

A major problem with published and secondary data is the timeliness of the information.

Accepted Answer

A) True 
 B)False

Question 18

External secondary data sources are found outside the organization initiating the research process.

Accepted Answer

A) True 
 B)False

Question 19

The Nielsen Retail Index is a syndicated data source.

Accepted Answer

A) True 
 B)False

Question 20

External data is a type of a ____________ data source.

Accepted Answer

A)   primary data
B)   secondary data

Exam 3: Secondary Data

The Internet has become the first, and too often the only, source used by the marketing researcher in search of pertinent secondary data.

Correct AnswerverifiedShow Answer

Secondary data never serve as a check or standard for evaluating primary data since secondary data are older than primary data.

Correct AnswerverifiedShow Answer

Providing the background necessary to understand the problem situation is a common use for

Correct AnswerverifiedShow Answer

Data mining is

Correct AnswerverifiedShow Answer

The accuracy of the data is a disadvantage of

Correct AnswerverifiedShow Answer

A major problem with published and secondary data is the timeliness of the information.

Correct AnswerverifiedShow Answer

Data mining cannot be used to cross-sell different products or services by the company.

Correct AnswerverifiedShow Answer

Secondary data often can provide exploratory information that can aid in the planning and design of the instruments used to gather primary data.

Correct AnswerverifiedShow Answer

External data is a type of a ____________ data source.

Correct AnswerverifiedShow Answer

The syndicated data source that reports information concerning media exposures as well as purchase behavior for several hundred product categories is the

Correct AnswerverifiedShow Answer

Sales results are a type of __________ data.

Correct AnswerverifiedShow Answer

Internal data is a type of a ____________ data source.

Correct AnswerverifiedShow Answer

The Roper Reports and Harris Surveys deal with public opinion on social, political, and economic subjects.

Correct AnswerverifiedShow Answer

All pertinent primary data should be gathered before moving to the secondary gathering stage because it is generally quicker and cheaper to collect primary data.

Correct AnswerverifiedShow Answer

The Nielsen Retail Index is a syndicated data source.

Correct AnswerverifiedShow Answer

Some information is available only in the form of primary data.

Correct AnswerverifiedShow Answer

Some of the advantages of secondary data are low cost, speed, availability, and flexibility.

Correct AnswerverifiedShow Answer

Primary data are data

Correct AnswerverifiedShow Answer

External secondary data sources are found outside the organization initiating the research process.

Correct AnswerverifiedShow Answer

BehaviorScan measures exposure to print ads in a wide variety of magazines and newspapers using a large number of personal interviews.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified