Deck 5: Information Types and Sources: Secondary Data and Standardized Information

Question 1

Which of the following was NOT discussed as an advantage of using secondary data?

A)may be obtained quickly
B)may be obtained in all forms desired by the researcher
C)is relatively inexpensive
D)is usually available
E)sometimes enhances primary data

Answer 1

B

Question 2

Which of the following was NOT discussed as a method of evaluating secondary data?

A)What was the purpose of the study?
B)Who collected the information?
C)How readily available is the information to the public?
D)How consistent is the information with other information?
E)What information was collected?

Answer 2

C

Question 3

Which of the following best represents a field within a database?

A)anything outside the company laboratory
B)a database record
C)a data mine
D)records within customer names
E)customer names within a record

Answer 3

E

Question 4

Which of the following would be classified as a part of internal secondary data?

A)online information database
B)internal database
C)demographic data within a company's target market
D)any government data
E)Google

Question 5

Which of the following best describes CRM?

A)Certificate for Record Management; awarded by the MRA after passing certain record-keeping requirements
B)Customer Relationship Management; the use of internal databases to strengthen customer relationships
C)Certified Record Manager; awarded by the MRA for successfully passing a series of courses related to database management
D)Customer Recognition Managers; used to identify customers from non-customers primarily in airports for purposes of security
E)none of the above; there is no such thing as CRM

Question 6

Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?

A)basic data
B)primary data
C)complex data
D)secondary data
E)standardized data

Question 7

Each unit of information in a database is called a(n)________.

A)field
B)record
C)inventory
D)item
E)transaction

Question 8

Which of the following would NOT be considered an application of secondary data?

A)predicting very broad changes in a culture's "way of life"
B)selecting a street address for a new car wash
C)determining the likelihood of customers purchasing a brand new product
D)determining population growth rates in different geographical areas
E)examining information about competitors

Question 9

Which of the following was NOT discussed as a disadvantage of using secondary data?

A)there is a mismatch of the units of measurement
B)differing classifications of the data in terms of what is available and what is needed
C)the data may be dated
D)data may be collected too quickly causing problems with the project schedule
E)geographic reporting units are incompatible

Question 10

Complete the following sentence with the answer that most completely answers the question.Typical fields in a customer database include ________.

A)name
B)name and address
C)name, address and email address
D)name, address, email address and products purchased
E)name, address, email address, products purchased and dates of purchase

Question 11

Many marketing research firms have white papers on varied topics on their website.The one discussed in your text is ________.

A)Wikipedia
B)AMA's "Research Papers"
C)Burke's "Literature Library"
D)MRA's "Research Library"
E)AMA's "More Research Topics"

Question 12

What provides an incredible stock of free secondary data?

A)The AMA
B)Textbooks
C)The Internet
D)Company reports
E)The Department of Education

Question 13

A syndicated services data firm collects data in a standard format and makes it available to:

A)only the first firm that purchases the data
B)all who subscribe to the data
C)shareholders in the company
D)government regulators
E)no one; syndicated services data firms do not collect data in a standard format

Question 14

Which of the following is described by Kotler and Keller as a way that companies use their databases?

A)to identify prospects
B)to deepen customer loyalty
C)to avoid serious customer mistakes
D)to decide which customers should receive a particular offer
E)to decide which products to offer in a particular geographic area

Question 15

Which of the following is true regarding secondary data?

A)It is rare for a marketing research project to be conducted without including some secondary data.
B)Some research projects may be totally based upon secondary data.
C)There can be many uses of secondary data.
D)Secondary data have many applications including economic trend forecasting and competitive intelligence.
E)all of the above are true

Question 16

Databases are sometimes packaged together and are referred to as:

A)database packages
B)databanks or aggregators
C)aggregators or packaged services
D)deals
E)none of the above; databases are not packaged together

Question 17

In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers.The cloth diaper industry found just the opposite.The point of this example is:

A)research studies are always objective and are conducted to provide the truth
B)when evaluating research studies you should understand that some studies are conducted with a clear purpose in mind to "prove" some position or advance some special interest
C)chambers of commerce have always been able to clear up discrepancies between research studies
D)if you are really concerned about the environment, don't wear any type of diaper
E)secondary data be discarded because those collecting it always have a hidden agenda

Question 18

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

A)basic data
B)primary data
C)complex data
D)secondary data
E)standardized data

Question 19

External data may be grouped into which three sources?

A)published, syndicated services data, and databases
B)published, non-published data, and other
C)syndicated services data, external data, and complex data
D)published external, published internal, and syndicated data
E)non published external, published internal, and non-published internal

Question 20

Which of the following is a use of secondary data?

A)to determine the population and growth rate in almost any geographical area
B)to evaluate market performance
C)to help make public policy decisions
D)to predict broad changes in a culture's "way of life"
E)all of the above

Question 21

Since its first completion,the American Community Survey has been offering ________ estimates for geographic areas with a population of 65,000 or more,while geographic areas with populations of 20,000 or more can access ________-year estimates,and areas with populations less than 20,000 can
Access ________-year estimates beginning in 2010.

A)yearly; five; seven
B)bi-annual; three; four
C)bi-annual; two; three
D)yearly; three; five
E)yearly; two; three

Question 22

________ is (are)a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

A)Basic data
B)Complex data
C)Written data
D)Standardized information
E)Syndicated data

Question 23

Information collected in the census is collected:

A)by a long form sent to part of the citizens with the rest receiving a shorter form
B)internally at the Bureau of the Census
C)totally by sampling the citizenry
D)by a short form only and everyone receives the same census form to complete
E)only from those citizens having Internet access

Question 24

Primary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Question 25

Experian Simmons can help you identify which of your prospects and customers fall into the key Tipping Point segments?

A)Socialites
B)Connectors
C)Mavens
D)Salespeople
E)Innovators

Question 26

Which of the following should you look for in evaluating a study that is secondary data?

A)What was the sample?
B)How large was the sample?
C)What was the response rate?
D)Was the information validated?
E)all of the above

Question 27

Which of the following was NOT listed in your textbook as a secondary information source on marketing?

A)Reference guide
B)Index
C)Dictionary
D)Directory
E)Google

Question 28

________ is (are)collected in a standard format and made available to all subscribers.

A)Basic data
B)Complex data
C)Written data
D)Standardized information
E)Syndicated data

Question 29

Which of the following does NOT refer to a disadvantage of standardized information?

A)The ability to customize some projects is lost when using a standardized service.
B)The company providing the standardized service may not know the idiosyncrasies of a particular industry.
C)There is a greater burden on the client to ensure that the standardized service fits the intended situation.
D)Buyer firms often must commit to long-term contracts when buying standardized data.
E)Client firms need to be very familiar with the service provided, including what data are collected on which population, how the data are collected, and how the data are reported before they purchase the service.

Question 30

Which of the following does NOT refer to an advantage of syndicated data?

A)Many client firms may subscribe to the information.
B)The cost of the service is greatly reduced to any one subscriber firm.
C)The quality of data is typically very high.
D)The data are normally disseminated very quickly.
E)The key advantage is taking advantage of the experience of the research firm offering the service.

Question 31

What year was the ACS first completed?

A)2003
B)2004
C)2005
D)2006
E)2008

Question 32

ESRI's Tapestry™ Segmentation is a(n)________ that uses a process to profile residential neighborhoods.

A)standardized service
B)basic service
C)syndicated service
D)annual service
E)complex service

Question 33

Which of the following is the survey created by the U.S.Census Bureau in 1996 to collect economic,social,demographic,and housing information as part of the Decennial Census Program?

A)American Community Survey
B)American Census Survey
C)NAICS
D)Buying Index
E)Survey of Buying Power

Question 34

When two or more secondary sources provide conflicting information you should:

A)select the one source that has been in business the longest
B)evaluate the information from each source and select the source that best suits your needs for reliable and valid information
C)probably abandon the project; you will never have objective results upon which to base your decision
D)call the client/manager and ask which source is desired
E)select the source reporting information that is most likely to please the client

Question 35

Which of the following is NOT mentioned in your text as an application of standardized information?

A)measuring consumer attitudes and opinions
B)defining market segments
C)conducting market tracking studies
D)monitoring media usage and promotion effectiveness
E)disseminating data quickly

Question 36

With respect to standardized information,CGM stands for:

A)consumer-granted marketing
B)consumer-generated media
C)customer-given media
D)customers' generic marketing
E)connector-generated marketing

Question 37

Which of the following secondary information sources provides a baseline of data every ten years?

A)Baseline Reports
B)NAICS (decade report)
C)Census of the Population
D)Survey of Buying Power
E)Decennial Database Reports

Question 38

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Question 39

According to your text,which of the following is NOT true regarding syndicated data?

A)Syndicated data are collected in a standard format and made available to all subscribers.
B)Syndicated data can include data such as Marketing Evaluations Inc.'s Q Scores® services.
C)ESRI's Tapestry™ Segmentation is a syndicated data service that uses a process to profile residential neighborhoods.
D)Nielsen Media Research's Nielsen Television Index is an example of syndicated data.
E)Subscribers to syndicated data include advertisers, television and movie production companies, licensing companies, talent and public relations companies.

Question 40

The primary advantage of the American Community Survey is that:

A)it will be a new form that is more interesting to people
B)new, more important questions will be asked
C)it will provide data annually instead of once every ten years
D)more people will be able to understand the questions
E)it will be translated into more languages

Question 41

Internal secondary data refers to any information that is stored in the internal memory of a computer.

Question 42

Kotler and Keller's definition of database marketing deals with external databases.

Question 43

External secondary data include sales records,purchase requisitions,and invoices.

Question 44

One of the advantages of using secondary data is that it may enhance primary data.

Question 45

Since its first completion,the ACS has been offering yearly estimates for geographic areas with a population of 75,000 or more.

Question 46

External secondary data was classified in your textbook into three sources: published,non-published,and video.

Question 47

The American Community Survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties,American Indian areas,Alaska Native areas,and Hawaiian homelands on a rotating basis using a sample.

Question 48

When consumers fill out warranty cards or register their boats,automobiles,or software programs,this information is stored in the form of secondary data.

Question 49

Secondary data is readily available for very few applications.

Question 50

Syndicated sources of secondary data cover a variety of general topics of interest to the public and are widely available in libraries.

Question 51

The primary advantage is that the ACS will provide data every two years instead of once every ten years.

Question 52

Proctor & Gamble,owning the major market share for disposable diapers,published a research report showing that cloth diapers were as least as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research in terms of really understanding the true purpose of the research.

Question 53

A database refers to a collection of data and information describing items of interest and each unit of information in a database is called a record.

Question 54

An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be income being reported by before tax,household income instead of per capita,after-tax income.

Question 55

Core-based statistical areas (CBSAs)are geographic reporting units used by the Census Bureau.

Question 56

If two secondary sources of information report different information for what appears to be the same entity,a researcher should avoid using either information source at all costs.

Question 57

Census of the Population data serve as a baseline for much marketing information that is produced during the "in-between" census years.

Question 58

The American Community Survey may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.

Question 59

In databases,fields are composed of records.

Question 60

Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Question 61

The key advantage of using syndicated data is taking advantage of the experience of the research firm offering the service.

Question 62

One key advantage of syndicated data is shared costs.

Question 63

An example of syndicated data is Marketing Evaluations Inc.'s Q Scores® services.

Question 64

Standardized services are marketing a process.

Question 65

ESRI's Tapestry™ Segmentation divides U.S.residential neighborhoods into sixty-five distinctive segments based upon selected demographic and socioeconomic characteristics.

Question 66

Consumer-generated media (CGM)is content created by consumers on blogs, discussion boards, forums, user groups, and other social media platforms.

Question 67

Standardized services usually provide clients with standardized data.

Question 68

There are two broad classes of standardized information: syndicated data and standardized services.

Question 69

The ability to customize some projects is lost when using a standardized service.

Question 70

Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.