Question 1

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

Accepted Answer

This statement is true.

Question 2

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.

Accepted Answer

This is not necessarily true. The researcher should instead investigate further to determine which source is more reliable or accurate, or seek additional sources to verify or clarify the information.

Question 3

________ is a term which refers to online consumer word of mouth.

Accepted Answer

Buzz is a term used to describe online consumer word of mouth, particularly in the context of social media and viral marketing. It refers to the level of attention and excitement surrounding a particular product or brand, and can be a powerful driver of consumer behavior and purchasing decisions. While other options like Blogging and Twitter can be used to generate buzz, they are not themselves synonymous with the concept.

Question 4

External secondary data was classified in the textbook into three sources: published,nonpublished,and video.

Accepted Answer

The textbook typically classifies external secondary data into published, nonpublished, and syndicated sources, not video.

Question 5

Aggregator,or data bank,services offer a wide variety of indexes,directories,and statistical and full-text files,but they are all compiled using the same search logic.

Accepted Answer

Aggregator or data bank services use the same search logic to compile their indexes, directories, and files.

Question 6

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

Accepted Answer

If a researcher needs to measure income on a per capita basis, using household income or income before tax would not match their needs and could lead to inaccurate conclusions. Similarly, using after-tax income could also skew findings if the researcher is interested in understanding the distribution of pre-tax income.

Question 7

The textbook highlighted Target's successful micromarketing practices by explaining how the company increased sales of products used by new mothers and babies.

Accepted Answer

The textbook did indeed highlight Target's successful micromarketing practices in relation to new mothers and babies.

Question 8

________ is an umbrella term which refers to the online posting of consumer opinions,comments,and personal experiences.

Accepted Answer

Consumer-generated media (CGM) refers to any online content created by consumers, including product reviews, ratings, comments, and personal experiences. This can be in the form of blog posts, social media updates, videos, and more. CGM is a valuable source of information for other consumers and can influence purchasing decisions.

Question 9

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

Accepted Answer

Secondary data refers to information that has already been collected by someone else for another purpose and is available for the researcher to use. It is not developed or gathered by the researcher specifically for the research project at hand.

Question 10

One of the advantages of using secondary data is that it is usually available free of charge.

Accepted Answer

The answer of One of the advantages of using secondary...

Question 11

It is never prudent to search secondary data until you have fully consulted the primary data you have collected.

Accepted Answer

Secondary data can provide context, background, and insights that can inform the analysis of primary data, making it beneficial to consult both types of data concurrently.

Question 12

CRM stands for Custom Reporting Methods and refers to a standardized process used by secondary data firms to report data.

Accepted Answer

CRM actually stands for Customer Relationship Management, not Custom Reporting Methods.

Question 13

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

Accepted Answer

The answer of Syndicated sources of secondary data cover a...

Question 14

Which of the following standardized information services firms is developing a device that will automatically record media (radio,TV,or web pages)to which a person is exposed?

Accepted Answer

Arbitron is developing a device called "Portable People Meter" (PPM) that automatically records media exposure, such as radio and TV, as well as other forms of audio that may be present in the environment.

Question 15

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.

Accepted Answer

This statement correctly defines data mining as a tool that helps managers analyze and make sense of large amounts of data in databases.

Question 16

A wealth of secondary data is available concerning the lifestyles and purchasing habits of demographic groups.Since the people in demographic groups tend to make similar purchases and have similar attitudes,this secondary data is heavily scrutinized by marketers.

Accepted Answer

The statement correctly describes the importance of secondary data in understanding the lifestyles and purchasing habits of demographic groups. Marketers analyze this data to create targeted marketing strategies for specific demographic groups.

Question 17

Procter & Gamble,owning the major market share for disposable diapers,published a research report showing that cloth diapers were as harmful to the environment as disposable diapers.This example illustrates why it is important to evaluate all secondary research and fully understand the true purpose of the research.

Accepted Answer

This example highlights the potential bias in research conducted by a company with vested interests, emphasizing the need to critically evaluate secondary research for objectivity and underlying motives.

Question 18

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

Accepted Answer

Internal secondary data refers to any information that is generated or collected within the organization, but stored in different formats such as reports, databases, spreadsheets, or other electronic files. It is not necessarily stored in the internal memory of a computer.

Question 19

There are so many uses of secondary data that it is rare for a marketing research project to be conducted without including some of this information.In fact,some projects may be based exclusively on secondary data.

Accepted Answer

Secondary data can provide a wealth of information that may already exist and can save time and resources compared to collecting primary data. It is often used in combination with primary data to provide a more complete understanding of the research question or problem. However, some research projects may be based exclusively on secondary data if the available information is sufficient to address the research objectives.

Question 20

Marketing researchers must evaluate secondary information to determine if it is reliable.This involves investigating all of the following,EXCEPT:

Accepted Answer

The answer of Marketing researchers must evaluate secondary information to...

Quiz 5: Secondary Data Packaged Information