1. _____ is collected by outside organizations such as federal and state governments, trade
associations, nonprofit organizations, marketing research services, or academic researchers.
A. Internal primary data
2. _____ is a comprehensive examination of available information that is related to a
research topic.
E. Cluster sampling
3. Evaluating secondary data based on the purpose criterion involves _____.
E. determining the underlying motivation or hidden agenda, if any, of the organization that
collected the secondary data
4. While evaluating secondary data based on the accuracy criterion, researchers must
_____.
A. seek out multiple sources to check consistency of the data
5. Which of the following statements is true of internal secondary data?
A. It is expensive to access the sources of internal secondary data.
6. _____ are sources of internal secondary data.
A. U.S. government documents
7. _____ are sources of external secondary data.
A. Customer letters
8. The major reason for using government documents as secondary data sources is that
they _____.
A. are easily available in all marketing blogs
9. The North American Industry Classification System (NAICS) codes are designed to _____.
A. index major market research reports for a variety of private institutions
10. _____ data is market research data that is collected, packaged, and sold to many different
firms.
E. Standardized
11. _____ consist of large samples of households that have agreed to provide detailed data
for an extended period of time.
A. Netnographers
12. Which of the following statements is true about consumer panels?
D. They only provide information about the intentions or propensities to purchase.
E. They are the most readily available sources of secondary data.
13. A _____ is an observable item that is used as a measure on a questionnaire.
D. hypothesis
E. parameter
14. A(n) _____ is an unobservable concept that is measured by a group of related variables.
A. quota
E. null hypothesis
15. In the context of developing a conceptual model, constructs are always measured by one
or more _____.
A. quota sheets
E. convenience samples
16. In the context of developing a conceptual model, a(n) _____ is the construct researchers
are seeking to explain.
D. negative relationship
E. null hypothesis
17. Which of the following situations treats “deal proneness” as a dependent variable in a
relationship?
E. Deal proneness leads to greater brand loyalty.
18. Conceptualization of a model means developing a:
A. research concept before developing a literature review.
B. conceptual model of the geographic area from which the sample would be drawn.
19. A conceptual model becomes a theoretical model when:
A. a full-scale study is likely to cost more than an exploratory study.
B. a literature review and the available secondary data are inadequate to suggest strong
candidates for explaining dependent variables of interest.
20. A _____ is an empirically testable though yet unproven statement developed in order to
explain phenomena.
A. construct
21. A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under
the assumption that it is true.
A. marginal
22. Which of the following hypotheses is always tested by statisticians and market
researchers?
A. Test hypothesis
23. A(n) _____ hypothesis states that there is a relationship between two variables.
A. null
24. A parameter is defined as the _____.
A. true value of a null hypothesis
25. _____ is the value of a variable that is estimated from a sample.
D. Sample parameter
E. Alternative parameter
26. Internal secondary data is collected by organizations other than the company itself.
27. A literature review can suggest research hypotheses to investigate.
28. Literature reviews can be helpful in identifying appropriate sampling approaches that have
been successful in researching similar topics.
29. A primary research must always be conducted along with collecting secondary data to
address a research problem.
30. The logical starting point in searching for secondary data is to look for data in government
documents and websites.
31. Scholarly sources are used to obtain external secondary data.
32. The ideas expressed in popular sources often involve secondhand reporting of
information.
33. Bundlr is an example of gatekeeper technology.
34. Bookmarking tools on scholarly sources show how many times a study is referenced by
another document on the web and lists that number in the search results.
35. Unlike popular sources of secondary data, scholarly sources can be tracked using web-
based bookmarking.
36. Before using census data, researchers need to consider the timeliness of the data.
37. Syndicated data is the data available for free on various blogs and websites.
38. Consumer panels, store audits, and optical-scanner technology are methods to collect
syndicated data.
39. The cost of collecting data using consumer panels is higher than the cost of using primary
data collection methods.
40. There are two types of panel-based data sources: those reflecting actual purchases of
products and services and those reflecting media habits.
41. Media panels and consumer panels are similar in procedure, composition, and design.
42. Many of the biases of consumer panels are also found in store audits.
43. A construct is an unobservable and abstract concept.
44. When modeling causal relationships, variables or constructs in relationships can only be
dependent variables.
45. Hypotheses provide the basis for the relationships between constructs pictured in
conceptual models.
46. If it is hypothesized that service provider competence and empathy lead to higher
perceptions of service quality, then service quality is the dependent variable in this relationship.
47. A positive relationship is an association between two variables in which they increase or
decrease together.
48. The end result of conceptualization is a visual display of hypothesized relationships.
49. A sample statistic is an estimate of the population parameter.
50. The failure to reject a null hypothesis means that the null hypothesis is definitely true.
51. Explain the objectives of doing a literature review.
52. Explain the importance of internal secondary data.
53. In what ways can the information generated by media panels be useful to marketers?
54. How is a construct different from a variable? Give two examples of each.
55. Briefly explain the process of conceptualization.
56. Explain the differences between a null hypothesis and an alternative hypothesis.