Question 1

Poor fit of secondary data is usually due to which of the following problems?
A)Different units of measurement
B)Different class definitions
C)Age of the data
D)All of these are correct.
E)None of these are correct.

Accepted Answer

Poor fit of secondary data can be due to different units of measurement, different class definitions, or outdated data. Therefore, option D, which states that all of these are correct, is the best choice.

Question 2

Research that has been collected in such a way that the results will support a particular position is often referred to as ______ research.
A)sponsored
B)biased
C)advocacy
D)persuasive
E)supporting

Accepted Answer

Advocacy research is specifically collected or presented to support a particular cause or position, often with the intention of influencing policy or public opinion.

Question 3

A big disadvantage of the systems approach is
A)it takes a manager a long time to get data.
B)that managers are limited to the information that is available in the database.
C)that the databases lack historical information.
D)that collection of data is a manual,time-consuming process.
E)All of these are correct.

Accepted Answer

B

Question 4

With secondary data,who incurs the expense of collecting it?
A)The user of the secondary data
B)The government
C)No one-secondary data by definition is always free.
D)Taxpayers
E)The original compiler of the information

Accepted Answer

The original compiler or collector of the information incurs the expense of collecting the secondary data. The user of the data may have to pay to access or obtain the data, but they do not bear the initial expense of collecting it. The government or taxpayers may finance the collection of some types of secondary data, but this is not always the case.

Question 5

Marketing Information Systems (MIS)produce ___________ reports based on data held in an organization's database(s).
A)regular,customized
B)regular,standardized
C)random,customized
D)random,standardized
E)None of these are correct.

Accepted Answer

MIS produce regular reports that are standardized based on the data held in an organization's database(s). These reports help in making informed decisions based on consistent information. Customized reports can also be produced, but they are usually based on specific requirements or queries. Random reports are not appropriate in MIS as they are not based on any specific criteria.

Question 6

Putting systems in place that provide marketing research data on an ongoing basis is called
A)the project approach.
B)the systems approach.
C)the automated approach.
D)the repetitive approach.
E)the scientific approach.

Accepted Answer

The systems approach involves establishing systems that provide ongoing marketing research data. This approach is focused on creating a continuous flow of information rather than a one-time project.

Question 7

The systems approach to marketing research is most accurately compared to a
A)flashbulb.
B)candle.
C)strobe light.
D)lantern.
E)flame.

Accepted Answer

The answer of The systems approach to marketing research is...

Question 8

Which of the following is TRUE?
A)Secondary data is always available.
B)You should only resort to secondary data if primary data is unavailable.
C)Primary data collection saves time and money.
D)Some types of marketing research rely almost exclusively on secondary data.
E)Any needed secondary data can be found on the internet.

Accepted Answer

Some types of marketing research, such as industry and competitor analysis, rely heavily on secondary data. However, other types of research may require primary data collection to gather specific information relevant to the research question. Therefore, it is not always true that primary data collection saves time and money, and secondary data may not always be readily available, especially if it is proprietary or confidential. It is also not true that any needed secondary data can be found on the internet, as some sources may require payment or access restrictions.

Question 9

Which of the following statements are TRUE about the problems that commonly arise with secondary data?
A)They are never available when you need it.
B)They do not completely fit the problem.
C)They are too expensive to collect and they are never available when you need it.
D)They are not totally accurate.
E)They do not completely fit the problem and they are not totally accurate.

Accepted Answer

Common problems with secondary data include that it may not completely fit the problem and may not be totally accurate. Secondary data can be obtained at a lower cost than primary data, but it may require thorough evaluation to ensure validity for the research problem. The statement that secondary data is never available when you need it is not true as secondary data sources can be accessed through databases, archives, and other sources. The statement that secondary data is too expensive to collect is also not true as it refers to the cost of primary data collection.

Question 10

Sales and cost data are promising internal secondary data for many research problems.In B2B con-texts,the ______ is a gold mine of information.
A)sales invoice
B)packing slip
C)inventory report
D)general ledger
E)accounts payable report

Accepted Answer

Sales invoice provides information about the sales made, the amount of revenue generated, and the products or services sold. It also contains customer information, such as contact details and purchase history. This data is valuable for analyzing sales trends, identifying top-selling products, and customer behavior. Therefore, in a B2B context, the sales invoice is a gold mine of information.

Question 11

Which of the following are ways to judge the accuracy of secondary data?
A)Consider the source of the data
B)Look at the sponsor of the research that yielded the secondary data
C)Look for evidence that the research was done properly
D)All of these are correct.
E)None of these are correct.

Accepted Answer

All of these options are important ways to judge the accuracy of secondary data. Considering the source of the data can help determine if it is reputable and reliable. Looking at the sponsor of the research can give insight into any potential biases or agendas that could influence the data. Finally, looking for evidence that the research was done properly, such as checking the methodology used or the sampling methods, can help ensure that the data is trustworthy.

Question 12

Secondary data can exist
A)inside the organization only.
B)outside the organization only.
C)inside or outside the organization.
D)from government agencies only,such as the Census Bureau.
E)None of these are correct.

Accepted Answer

Secondary data can exist both inside and outside the organization. Inside the organization, it can be found in reports, databases, and records. Outside the organization, it can be found in published sources such as government reports, industry reports, and market research reports. Therefore, option C is correct as it includes both inside and outside the organization. Option A, B, and D are incorrect as they represent only one source of secondary data. Option E is incorrect as there must be at least one correct answer.

Question 13

Once a problem has been carefully defined,research projects should begin with
A)a careful search for a marketing research agency.
B)a comprehensive primary data collection effort.
C)a careful search for existing secondary data.
D)All of these are correct.
E)None of these are correct.

Accepted Answer

It is most efficient to start research projects with a careful search for existing secondary data. This can help to provide valuable insights and save time and resources. Once this information has been analyzed, primary data collection efforts can be focused on areas where information is lacking or additional data is needed. Searching for a marketing research agency should only be done once it has been determined that external expertise is necessary and cannot be handled in-house.

Question 14

Which of the following is a general rule of marketing research data sources?
A)Secondary data should only be used when it is impossible to collect primary data.
B)Primary data should always be collected.
C)Look for secondary prior to collecting primary data.
D)Primary AND secondary data should always be used.
E)None of these statements are true.

Accepted Answer

It is generally recommended to look for available secondary sources of data before collecting primary data. This can save time and resources and provide valuable insights. However, if the secondary data is outdated or not relevant to the specific research question, primary data collection may be necessary. The other options are not accurate general rules of marketing research data sources.

Question 15

A big advantage of the systems approach over the project approach is
A)current information is available when managers need it.
B)systems automatically gather all needed information.
C)The systems approach requires no special software or programming.
D)The project approach yields less accurate data.
E)The systems approach better anticipates future informational needs.

Accepted Answer

The systems approach provides current information when managers need it because it is constantly updated and can be accessed in real time.

Question 16

Which of the following is an example of secondary data?
A)An online survey to gather demographic information on product purchasers
B)Existing data compiled from product warranty registration cards
C)Neither of these are correct.
D)Both of these are correct.

Accepted Answer

Both A and B are examples of secondary data as they are both pre-existing data sources that were not collected by the researcher for the specific purpose of their study.

Question 17

Which of the following is NOT a useful means of assessing the accuracy of secondary data?
A)The cost of the data
B)The source of the data
C)The sponsor of the research
D)The data collection methods
E)The presentation of the data

Accepted Answer

The cost of the data is not a useful means of assessing the accuracy of secondary data. While cost may be a consideration when deciding on whether to use certain secondary data sources, it does not necessarily indicate the accuracy or reliability of the data. It is more important to consider factors such as the source of the data, the sponsor of the research, the data collection methods, and the presentation of the data to assess accuracy.

Question 18

Which of the following is NOT an example of internal secondary data?
A)Customer inquiries
B)Customer complaints
C)U.S.Department of Commerce reports
D)Sales invoices
E)Product registration card data

Accepted Answer

Internal secondary data refers to data collected by the company itself for its own use, such as customer inquiries, complaints, sales invoices, and product registration card data. U.S. Department of Commerce reports are external secondary data, collected by an outside organization and made available for use by other organizations.

Question 19

The challenge of having a Marketing Information System (MIS)be effective is
A)to train managers on its use.
B)to justify the cost of the system.
C)to protect the data in the system from hackers.
D)to get accurate reports from the system.
E)to identify,in advance,the data that managers will need to ensure it gets into the system.

Accepted Answer

The effectiveness of a Marketing Information System (MIS) largely depends on identifying the necessary data that managers will need in advance, ensuring that this data is collected and integrated into the system for informed decision-making.

Question 20

A key distinction of a Marketing Information System (MIS)is that
A)the information is accurate.
B)it can only be used by marketing managers.
C)information is collected on a regular basis.
D)it does not involve focused reports.
E)the information is used in making marketing decisions.

Accepted Answer

A Marketing Information System (MIS) is designed to collect information on a regular basis to support marketing decision-making.

Quiz 5: Decision Support Systems: Introduction

Poor fit of secondary data is usually due to which of the following problems?

Research that has been collected in such a way that the results will support a particular position is often referred to as ______ research.

A big disadvantage of the systems approach is

With secondary data,who incurs the expense of collecting it?

Marketing Information Systems (MIS) produce ___________ reports based on data held in an organization's database(s) .

Putting systems in place that provide marketing research data on an ongoing basis is called

The systems approach to marketing research is most accurately compared to a

Which of the following is TRUE?

Which of the following statements are TRUE about the problems that commonly arise with secondary data?

Sales and cost data are promising internal secondary data for many research problems.In B2B con-texts,the ______ is a gold mine of information.

Which of the following are ways to judge the accuracy of secondary data?

Secondary data can exist

Once a problem has been carefully defined,research projects should begin with

Which of the following is a general rule of marketing research data sources?

A big advantage of the systems approach over the project approach is

Which of the following is an example of secondary data?

Which of the following is NOT a useful means of assessing the accuracy of secondary data?

Which of the following is NOT an example of internal secondary data?

The challenge of having a Marketing Information System (MIS) be effective is

A key distinction of a Marketing Information System (MIS) is that