79) In marketing research, ________ involves generalizing the results from the sample to much
larger groups of distributors, customers, or prospects to help decide on marketing actions.
A) nonprobability sampling
B) probability sampling
C) extrapolation
D) statistical inference
E) criteria sampling
80) Drawing conclusions about every woman who leases a car in a particular zip code from a
representative sample of 250 women in that zip code who lease a car is called
A) probability sampling.
B) nonprobability sampling.
C) random sampling.
D) statistical inference.
E) interpolation.
81) The National Health Interview Survey is conducted annually by the Centers for Disease
Control and Prevention. By examining information gathered from a national sample of 600
respondents throughout the United States, it was able to announce that 11.3 percent of all
Americans adults under age 65 lacked health insurance. To make this statement, the Centers for
Disease Control and Prevention used
A) focus groups.
B) no constraints.
C) internal secondary data.
D) statistical inference.
E) interpolation.
82) After defining the problem and developing the research plan, the next step in the five-step
marketing research approach is to
A) collect relevant information.
B) develop findings and recommendations.
C) take marketing actions.
D) plan the research budget.
E) identify the constraints on the process.
83) GI Design is a small studio that designs and builds items such as fountains and tabletops
made from copper. To increase sales, Greg, the owner, developed a research plan to determine
what landscape architects and interior designers wanted in copper furnishings and appropriate
pricing. He had begun to interview representative designers. Greg was engaged in ________, the
third step of the five-step marketing research approach.
A) developing the research plan
B) solving the problem
C) developing findings and recommendations
D) collecting relevant information
E) taking marketing actions
84) Penningtons Superstore, which specializes in plus-size fashions for women, wanted to
determine if it should add a line of plus-size junior wear. The following statement reflects which
step in the five-step marketing research approach? “To compare the effectiveness of offering
products for the teenage market in our current stores versus opening separate stores targeted
directly to this market, let’s distribute questionnaires to current shoppers and solicit their
opinions, set up some focus groups with plus-size teens, and locate any relevant secondary
research.”
A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Develop findings and recommendations.
E) Take marketing actions.
85) The facts and figures related to a research problem are referred to as
A) data.
B) statistics.
C) variables.
D) concepts.
E) constraints.
86) Data are the
A) subjective psychographic feelings collected by an organization upon which it bases
subsequent marketing actions.
B) objective demographic characteristics collected by an organization upon which it bases
subsequent marketing actions.
C) facts and figures related to the problem that are divided into two main parts: secondary data
and primary data.
D) information collected by a source other than the company itself used to determine the best
possible solution to a marketing problem.
E) facts and figures related to the problem that are only available for purchase from the federal
government.
87) The two main types of data are
A) independent and dependent.
B) primary and secondary.
C) comprehension and case specific.
D) extraneous and experimental.
E) measurable and non-measurable.
88) Considering the two main types of data, if facts and figures are newly collected for a project,
which type of data is being collected?
A) immediate data
B) internal data
C) external data
D) primary data
E) secondary data
89) Figure 8-2 above shows that secondary data may be divided into two related parts. If Box A
represents marketing input and outcome data (budgets, call reports, customer communications,
etc.), which type of data is A?
A) questionnaire data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
90) Figure 8-2 above shows that secondary data may be divided into two related parts. If B
represents data collected from the U.S. Census Bureau, trade association studies, business
periodicals, etc., which type of data is B?
A) compiled data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
91) Figure 8-2 above shows that primary data may be divided into three related parts. If C
represents data obtained by watching how people actually behave using mechanical, personal, or
neuromarketing methods, which type of data is C?
A) questionnaire data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
92) Figure 8-2 above shows that primary data may be divided into three related parts. If D
represents data obtained by asking people about their attitudes, awareness, intentions, and
behaviors using individual interviews, focus groups, or online surveys, which type of data is D?
A) questionnaire data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
93) All of the following are sources of primary data except which?
A) government publications
B) observational data
C) experiments
D) social media
E) panels
94) Secondary data are the
A) facts and figures that have already been recorded before the project at hand.
B) facts and figures that are newly collected for the project at hand.
C) facts and figures obtained by watching people mechanically rather than in person.
D) facts and figures obtained by asking people questions through the use of information
technology.
E) conclusions developed from information obtained from a representative sample of a
population.
95) Facts and figures that have already been recorded before the project at hand are referred to as
A) primary data.
B) empirical data.
C) secondary data.
D) demographic data.
E) observational data.
96) Secondary data can be divided into two parts:
A) primary data and empirical data.
B) empirical data and secondary data.
C) tertiary data and demographic data.
D) demographic data and observational data.
E) internal secondary data and external secondary data.
97) Children’s accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to
determine the number of families with children under age 5 for each state in its market area. Data
obtained from this source are called
A) proprietary data.
B) primary data.
C) secondary data.
D) observational data.
E) experimental data.
98) If a researcher is using data that are low in cost and save time, which type of data is this
likely to be?
A) questionnaire data
B) mined data
C) secondary data
D) patented data
E) observational data
99) If a researcher is concerned that data may be out of date or the parameters may not entirely
suit the project, which type of data is this likely to be?
A) questionnaire data
B) mined data
C) secondary data
D) patented data
E) observational data
100) Facts and figures that are newly collected for a project at hand are referred to as
A) statistical data.
B) empirical data.
C) secondary data.
D) primary data.
E) inferential data.
101) Primary data refer to
A) facts and figures that are newly collected for a project at hand.
B) facts and figures that have already been recorded before the project at hand.
C) facts and figures obtained by watching people mechanically rather than in person.
D) facts and figures obtained by asking people questions through the use of information
technology.
E) conclusions developed from information obtained from a representative sample of a
population.
102) Observing people and asking them questions are the two principal ways to obtain
A) external secondary data.
B) internal secondary data.
C) primary data.
D) experimental independent variables.
E) nonprobability data.
103) When a marketing researcher uses a collection of reports, customer letters, financial
statements, and surveys from different departments’ archives within her firm to make marketing
decisions today, she is using
A) internal secondary data.
B) primary data.
C) external secondary data.
D) sensitivity analysis.
E) probability data.
104) All of the following are examples of marketing input data except which?
A) advertising budgets
B) call reports
C) accounting records
D) sales budgets
E) advertising expenses
105) All of the following are examples of marketing outcome data except which?
A) customer phone calls
B) repeat sales reports
C) accounting records
D) salespeople’s call reports
E) sales reports by geographic region
106) Published data from outside the organization are referred to as ________ data.
A) proprietary
B) external primary
C) internal secondary
D) internal primary
E) external secondary
107) The U.S. Census Bureau publishes the ________, which is conducted every five years and
contains detailed information on the number and sales of U.S. establishments that produce goods
or resources.
A) North American Industry Classification System
B) Economic Census
C) Annual Survey of Manufacturers
D) Annual Wholesale Trade Survey
E) Survey of Business Owners
108) The 2017 ________ contains data on the number and sales of establishments in the United
States that produce a product or service based on its geography, industry sector, and North
American Industry Classification System code.
A) Annual Retail Trade Survey
B) Annual Survey of Manufacturers
C) Economic Census
D) Annual Wholesale Trade Survey
E) Service Annual Survey
110) When Karsh and Hagan Advertising Agency uses information found in the Nielsen
Television Index Ranking Report published by Nielsen to plan television advertising schedules
for its clients, it is relying on ________ data.
A) neuromarketing
B) primary
C) internal secondary
D) observational
E) external secondary
111) According to research conducted by Canadian cultural anthropologists, Canadians place a
high importance on personal relationships. This leads them to be extremely reluctant to buy
through an impersonal medium like a telephone. For an insurance company that was hoping to
sell insurance through telemarketers, this research would be an example of
A) internal secondary data.
B) a constraint.
C) an assumption.
D) a dependent variable.
E) external secondary data.
112) A survey by the Economic Research Service of the U.S. Department of Agriculture,
government statistics from the Department of Commerce, and stock market information from
The Wall Street Journal would all be examples of
A) internal primary data.
B) nonprobability sampling methods.
C) internal secondary data.
D) external secondary data.
E) external primary data.
113) The Economic Research Service of the U.S. Department of Agriculture provides
information on topics from how many dairies there are in the United States to how many pounds
of broccoli were eaten per person in 2016. This service provides
A) internal primary data.
B) nonprobability sampling tools.
C) internal secondary data.
D) external secondary data.
E) external primary data.
114) J.D. Power and Associates and other market research firms recruit groups of consumers for
________, each of whom are paid to record all of their purchases on a regular basis. Businesses
pay firms such as J.D. Power for their reports that answer the question, “How many times did our
customers buy our products this year compared to last year?”
A) focus groups
B) experiments
C) syndicated panels
D) curated data mining
E) mall intercept interviews
115) Several market research companies pay households and businesses to record all their
purchases using a paper or electronic diary, which allows for an economical way to collect
consistent data over time. These data are referred to as
A) sponsored data.
B) data reciprocity.
C) curated sampling.
D) syndicated panel data.
E) data journaling.