Chapter 7
Data Collection: Secondary Data
a. Secondary data help to state better the problem under investigation.
b. Secondary data cost less to collect than primary data.
c. Secondary data can suggest improved methods or data for addressing the research
problem.
d. Secondary data provide comparative data to which primary data can be compared.
e. Secondary data better fit the problem under investigation.
a. Secondary data are more costly to collect than primary data.
b. Secondary data typically do not fit completely the problem at hand.
c. Secondary data are generally more accurate than primary data.
d. b and c only.
e. None of the above.
a. Primary data is gathered by the researcher’s organization and secondary data is
gathered by some other organization.
b. The researcher should attempt to gather secondary data before initiating a search for
primary data.
c. Secondary data in a secondary source is just as accurate as secondary data in a
primary source.
d. If a researcher obtains secondary data from the party who collected them, he or she
is using a secondary source of secondary data.
e. They are all false.
EXCEPT
a. the ability of the sponsoring organization to collect the data.
b. the source.
c. the general evidence regarding quality.
d. the purpose of publication.
e. all of the above are criteria that should be used to judge the accuracy of secondary
data.
a. internal primary data
b. external primary data
c. external secondary data
d. internal secondary data
e. survey data
a. Internal secondary data are the least costly of any type of marketing research.
b. Secondary data usually have the advantage of being faster to collect than primary
data.
c. Although secondary data provide a good starting point for a research project, it will
always be necessary to collect primary data at some point.
d. One of the advantages of secondary data is that secondary data generally are much
less costly to collect than primary data.
e. Secondary data typically do not provide as good a fit to the problem as primary data.
a. the method of collection.
b. the purpose of the investigation.
c. the form used for collection.
d. the group sponsoring the collection.
e. none of the above.
a. A pet food manufacturer wants to determine if dogs will prefer a new type of dog
food.
b. Officials of a local bank want to determine how the bank‘s customers feel about the
service they receive.
c. A national department store chain wants to know if consumers are willing to pay
more to purchase products manufactured in the U.S.
d. A fast-food franchisee wants to determine the market potential for a new type of
specialty food in a certain area.
e. None of the above.
a. talk to reference librarian.
b. go to library and page through sources to get a feel for what is in them.
c. use a computer database to locate possible sources.
d. identify what you know and what you wish to know about your topic.
e. none of the above.
collection process is
a. Begin with secondary data, then proceed if necessary to collect primary data.
b. Always start by consulting the Statistical Abstract of the United States.
c. Begin with primary data, then supplement if needed with secondary data.
d. Always investigate external sources of secondary data first.
e. Design a field experiment to collect primary data.
a. The best way to begin research is to conduct a brief preliminary survey so that other
areas of interest may be uncovered early in the research process.
b. A key problem is using secondary data is the difficulty of finding data that exactly fit
the needs of the present project.
c. It is recommended that the researcher always use the primary source of secondary
data.
d. Secondary data may be helpful in problem definition
e. Secondary data may be helpful in improving the methods by which primary data are
collected.
a. cost of research staff
b. cost of data
c. time savings
d. accuracy
e. ease of collection
a. anonymous data published as propaganda
b. product failure statistics as reported by a manufacturer
c. a report by a prestigious government agency providing a description of data
collection methods, definitions, sampling frame, etc
d. a very recent study of business activity published in a high-class business
publication but containing no description of the research methodology employed
e. a cigarette company report presenting data that shows there is no link between
smoking and cancer
a. A table showing “Prestige Ratings of Occupations in the United States” published in
a textbook but extracted from a research monograph.
b. Estimated brand shares for a number of leading electrical firms as published in
Fortune and which was the result of research sponsored by that magazine.
c. The Census of Population.
d. The Census of Housing which is taken in conjunction with the Census of
Population.
e. All of the above.
and has used the Statistical Abstract of the United States for some of the needed
information. Which of the following has the researcher used?
a. a primary source of primary data
b. a secondary source of primary data
c. a primary source of secondary data
d. a secondary source of secondary data
e. none of the above
sources of lack of fit are
a. out–of-date statistics, differences in units of measurement, differences in class
boundaries.
b. differences in units of measurement, theories of measurement, and class boundaries.
c. differences in evaluations of what is important.
d. a and b above.
e. b and c above.
a. It is not uncommon for secondary data to be expressed in units different from those
deemed most appropriate for the project at hand.
b. Situations in which existing secondary data are ill-suited for the research problem at
hand generally do not arise.
c. Secondary data are particularly appropriate when current, up–to-the-minute
information is required.
d. The most fundamental rule in using secondary data is to always verify important
information with at least two secondary data sources or with primary data.
e. They are all false.
a. it is appropriate for many purposes.
b. it is usually more thoroughly tested and evaluated.
c. it may involve additional field and office personnel.
d. possible cost and time savings.
e. provides a welcome rest in the library.
a. cost and fit.
b. accuracy and cost.
c. fit and accuracy.
d. time and cost.
e. accuracy and size.
a. One useful source of internal secondary data is prior marketing research studies on
related topics.
b. Most marketing research studies should begin with internal secondary data.
c. There exists some relevant external secondary data on virtually any problem a
marketer might confront.
d. In general, the single most productive source document of external secondary data is
the sales invoice.
e. The amount of secondary data available is increasing.
problems is
a. the firm’s Annual Report.
b. warranty registration cards.
c. the sales invoice.
d. salesperson’s call reports.
e. individual customer records.
secondary data?
a. The primary source typically describes the process of data collection and analysis,
while secondary sources typically do not.
b. Secondary sources typically change units of measurement.
c. Primary sources are usually more accurate and complete.
d. Only a and b are correct.
e. Only a and c are correct.
a. The first step in searching published sources of secondary data is to consult a
reference librarian.
b. One key source of secondary information is the trade association, particularly since
it is often able to obtain information from members that might not be available
elsewhere.
c. The primary advantage of on-line database searching is access to information not
available in any other format.
d. The main disadvantage of using standardized marketing information services over
primary data is that the data are not as accurate.
e. They are all false.
invoice?
a. customer name and location
b. transportation used in shipment
c. end use of product sold
d. salesperson responsible for the sale
e. all of the above can normally be obtained from a sales invoice
a. cash register receipts
b. trade magazines
c. warranty cards
d. financial records
e. all of the above are potential sources
a. primary research conducted by an outside research firm
b. external secondary data from a primary source
c. external secondary data from a secondary source
d. internal secondary data
e. primary research conducted internally
includes determining what you already know and what you wish to know about your
topic. What is the second step?
a. Go to the library and begin searching through relevant marketing publications.
b. Consult an authority in the field.
c. Consult a reference librarian.
d. Consult a specialized index that relates to your topic.
e. Generate a list of key terms and names.
from that generated by the company in several regards. Which of the following is NOT
one of these differences?
a. Many companies may use the standardized information.
b. The standardized information generally is less expensive than primary research.
c. The standardized secondary information is generally more detailed than that
generated internally.
d. a and c above
e. All of the above represent differences between the two sources of data.
a. conducting primary research
b. tabulating census and other data for geographic areas
c. updating census data through statistical extrapolation
d. performing detailed analysis of census data
e. all of the above are typically associated with “geodemographers”
a. pantry audit.
b. diary panel audit.
c. store audit.
d. product audit.
e. none of the above.
a. There are more standardized marketing information services available to the
consumer goods manufacturer than to the industrial goods manufacturer.
b. Dun’s Business Locator is popular among industrial goods and service suppliers.
c. Census Bureau material has proven to be very useful in targeting groups of
customers.
d. Geodemographers are companies that typically combine census data with other
primary and secondary data to produce customized reports for clients.
e. They are all true.
data)?
a. Demographic information (birth, age, marriage, income, etc.) collected from a
sample of respondents as a part of market segmentation study for a prominent
grocery chain.
b. Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal
of Marketing and later used by a researcher working on a project for a construction
company.
c. Housing data especially collected from a sample by a researcher working on a
project for a construction company.
d. Consumer attitudes as measured by an attitude questionnaire designed and used by a
researcher investigating a model of consumer behavior.
e. None of the above.
a. The Nielsen Retail Index monitors sales of food stores through the use of store
audits.
b. A.C. Nielsen‘s Retail Index is an example of a distribution information service.
c. Dun’s Market Identifiers is an example of an industry information service.
d. a and b.
e. a and c.
a. short-term promotions.
b. pricing changes.
c. new product introductions.
d. a and b.
e. all of the above.
a. concerned with size and nature of the television commercial audience.
b. an advertisement readership service.
c. a well-known diary panel concerned with the consumption of various goods and
services.
d. an annual service provided to consumers reporting on the average family’s
consumption behavior.
e. a product testing service for consumers.
a. Purchase data obtained through a panel (e.g. NPD) is more accurate than scanner
data (e.g. BehaviorScan).
b. A major advantage of Nielsen data (Nielsen Retail Index) over NPD (National Panel
Diary) data is that it covers products and services not covered by the NPD data.
c. A major advantage of NPD data over Nielsen data is that it can determine the
relative importance of store types in the sale of products such as batteries.
d. The recognized organizations in panel operation (e.g. NPD) select panel members by
matching socioeconomic characteristics of the panel membership with the
population. This guarantees that the panel is representative of the larger group.
e. They are all false.
Panel?
a. Families on the panel are geographically dispersed.
b. Participants use a preprinted diary to record purchases.
c. The panel is demographically balanced.
d. Initial diary results are supplemented with detailed “pantry audits.”
e. All of the above are true.
a. The families comprising NPD are demographically balanced so the panel can be
projected onto total U.S. purchasing.
b. The National Purchase Diary uses store audits to collect information.
c. Turnover tables can be applied to NPD data.
d. a and b.
e. a, b, and c.
assess all of the following EXCEPT
a. brand share over time.
b. brand switching behavior.
c. characteristics of heavy buyers.
d. overall size of the market.
e. all of the above can be assessed.
a. BehaviorScan measures purchase behavior whereas mail panels typically measure
purchase intentions.
b. The Nielsen Television Index is of little use to advertisers. Only networks use it to
determine which shows should remain on the air.
c. The Simmons service allows clients to determine which media vehicles will most
effectively reach the target market.
d. BehaviorScan can minimize the problem of having comparable experimental and
control groups by controlling the advertisements seen in each household.
e. They are all true.
magazine ad readership?
a. recognition
b. through the book
c. recent reading
d. a and b
e. all of the above
a. People meters attempt to measure the channels to which a television set is tuned and
who is watching the television set.
b. Radio listening statistics are typically obtained through the use of diaries.
c. The major companies measuring multimedia exposure generally produce results that
are very similar with regard to ratings and rankings of media.
d. a and b.
e. a, b, and c.
effectiveness? A respondent is
a. shown slides and asked if he or she remembers them.
b. given an open-ended questionnaire.
c. given a self-administered questionnaire.
d. given a self-administered questionnaire with pictures.
e. asked whether he or she has read each ad as he/she pages through an open magazine.
a. are concerned with industrial buying and selling.
b. are used to produce market profiles.
c. are used to develop brand loyalty profiles.
d. represent developments in mathematical modeling.
e. directly involve the consumer and his behavior.
a. The Starch surveys employ the recognition method to assess a particular ad’s
effectiveness.
b. Starch scores are based on recall tests.
c. The recognition method uses aided recall.
d. a and b.
e. a, b, and c.
a. the data collected are specifically designed to meet the client’s needs.
b. the respondents are not compensated.
c. NFO collects the information from another source.
d. it collects its data from a secondary source, so it is tertiary data.
e. none of the above.
a. a sample size of over 1 million
b. use of telephone survey methods
c. use of personal interview methods
d. use of mail panels
e. none of the above
scanners?
a. speed
b. matching of demographic characteristics to purchase behavior
c. unbiased response
d. cost
e. all of the above
is
a. selecting only those projects that addressed the current problem.
b. using only project results that were generated by laboratory experiments.
c. always using project results in isolation, in other words, not confusing the issue by
combining results from various projects.
d. combining key learnings from prior projects.
e. using only the learnings from projects conducted by commercial research
companies, in order to avoid internal bias.
a. the brands of products a household purchases
b. the prices those products were bought at
c. the products the household bought at the previous trip to the grocer
d. the head of household’s perception of value for the products
e. a and b
a. will be used along with SIC codes
b. will replace SIC codes
c. are used along with editing and tabulating data
d. increase the data reliability
e. are only for the U.S.A.
a. allow comparison of Chicago to Paris
b. are updated online quarterly
c. are best used for marketers in manufacturing
d. can help retailers in site selection
e. none of the above are true
a. Data comparing competitors within industries is proprietary.
b. Published data can only describe the past—future trend projections are not possible.
c. The President of the U.S.A. is a source of economic information.
d. The source of all economic data is either the Federal Reserve or the Department of
Commerce.
e. The Population Census collects data on demographics such as marital status and race
and ethnicity, but has phased out questions about age as being politically insensitive.