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ANSWERS TO REVIEW QUESTIONS
1. What are secondary data, and how do they differ from primary data?
Secondary data have previously been gathered by someone other than the researcher
and/or for some other purpose than the research project at hand, whereas primary
2. Describe some uses of secondary data.
Suggested applications include economic trends forecasting, insights on industries,
3. How would you classify secondary data?
The classification system is as follows:
Internal secondary data are data that have been collected within the firm.
External secondary data are data obtained from outside the firm from three
4. What is database marketing and what is CRM?
Kotler defines database marketing as the process of building, maintaining, and
using customer (internal) databases and other (internal) databases (products,
suppliers, resellers) for the purpose of contacting, transacting, and building
5. What are three types of external secondary data?
There are three types of external:
Published sources are those sources of information that are prepared for
Syndicated services data are provided by firms that collect data in a standard
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6. What are online information databases? Name three of them.
Online information databases are sources of secondary data available by search
7. What are the five advantages of secondary data? Discuss the disadvantages of
secondary data.
The advantages of secondary data:
Four of the problems associated with secondary data include: (1) incompatible
reporting units which are not suitable for the researcher’s need, (2) mismatch of the
8. How would you go about evaluating secondary data? Why is evaluation important?
In order to properly use secondary data, you must evaluate that information before
To determine the reliability of secondary information, marketing
researchers must answer the following ve questions:
9. Describe the American Community Survey in terms of the advantage it will offer as
well as how to find it to retrieve data.
The American Community Survey provides current data about communities every
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10. What are the two types of standardized information?
11. Clearly distinguish between syndicated data and standardized services.
Syndicated data refers to data being collected in a standard format and being made
12. ESRI’s market segmentation service, Tapestry™ Segmentation would be classified as
which type of standardized information? Why?
13. What are the advantages and disadvantages of syndicated data?
Advantages of syndicated data are shared costs, high quality of the data, and speed
Disadvantages of syndicated data are that there is little control over what data are
14. What are the advantages and disadvantages of standardized services?
With standardized services, the advantages are experience of the company providing
the service, reduced cost, and speed of service. The disadvantages are inability to
15. Describe some areas in which standardized information may be applied.
ANSWERS TO APPLICATION QUESTIONS
16. Access your library’s online databases. Describe how your library helps categorize
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the many databases such that you would know how to select databases appropriate
for business.
This exercise will depend on each adopter’s library system. As an example answer,
Indexes and Databases
By Topic (General Reference: Arts & Humanities; Biological Sciences; Business,
etc.
17. Go online to your library’s website. Can you locate a database that would be a good
choice to find publications such as journal articles, trade publications, or
newspapers? What are they?
Again, this exercise depends on each adopter’s library system. If students find
“Business Source Complete,” for example, they will discover that it has the following
potential publication types for each search.
18. Go online to your favorite search engine (e.g., Google, Yahoo) and enter
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“Demographics.” Visit some of these sites and describe the kind of information you
are receiving. Why would this information be considered secondary data?
Most likely, the hits will be a combination of public websites such as the U.S. Census,
company websites such as Claritas, marketing research companies that specialize in
19. Find your library’s online databases and check if any of them have the ability to
automatically put an article you retrieve in a format suitable for citing, (e.g., MLA,
APA).
Your library may or may not have this service, and it will be easy to determine by
visiting the website or making a telephone call to the reference librarian. An
alternative is to have students look online for such services. There are a few including
the following:
20. Go to the website of Nielsen, at http://nielsen.com/. Select the region or country in
which you live. Look at the services provided by Nielsen and read about them. Which
ones would you classify as (a) syndicated data and (b) standardized services?
For the United States, Nielsen’s services are found under “Measurement.” The
services are:
Consumer Measurement
Television
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Online
Mobile
Radio listening via diary measurement—syndicated data
Three screens, which measures across television, Internet, and cell phone
Data fusion, which merges various Nielsen databases such as TV Panel and
21. Go to www.maritz.com, and click on “Sales & Marketing Services” then “Marketing
Research.” Go to “Case Studies.” Read any case in an industry in which you have an
interest for future employment. Was the study conducted by Maritz using either
syndicated data or a standardized service? If so, provide a description.
Maritz lists anywhere from a dozen to twenty such case studies with periodic updates.
Because Maritz is a full-service marketing research company, it utilizes a wide range
CASE SOLUTIONS
Case 5.1 Secondary Data to Find Your Career Industry
Case Objective: This case requires students to use secondary and other data to learn
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about industries in which they have interests with respect to possible
careers.
Answers to Case Questions
1. Go to your library and find publications that give you some assessment of industries.
There are several sources that give you industry overviews. Your reference librarian
may be able to help. Describe an industry in which you have a career interest in
terms of its future outlook. Properly cite your source. (Hint: Some of the securities
ratings services publish industry overviews).
Most students will have a unique experience as their career goals will be different.
The point of the exercise is to make them aware of the several secondary sources of
2. For your career industry, access some of the electronic databases available through
your library. Find recent publications that describe issues currently facing your
industry. Describe those issues and how your industry is trying to address them.
Properly cite your sources.
Most university libraries are under severe budget crunch pressure, and if students dig
into the various electronic databases, they will most likely find that the more
Case 5.2 Integrated Case: Advanced Automobile Concepts
Case Objective: Students are required to recommend and investigate secondary data
sources and online information sources relevant to the integrated case.
Answers to Case Questions
1. What types of secondary information should Nick Thomas seek?
First, Nick needs three different types of secondary information. He needs scientific
information from well-respected sources on the fuel crisis as well as global warming.
He will likely find mixed opinions but he needs something more authoritative than
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2. Select one particular topic from those that concern Thomas. Go to your library’s
databases and find current articles on the topic. List the database and the search
terms you used to find the articles.
See Table 5.1 for information on secondary data sources. This question is open-ended
in that each student will select a topic that appeals to him or her. Plus, library systems
3. Write a short summary of the contents of the articles you found relative to the issue
selected in question 2.
One strategy for evaluation here is to ask the students how they know what they’ve
found is authentic. They should mention the sponsoring organization of the
information. Is it a reputable source? They should do a search on the organization
In general, the chapter relates that weaknesses of secondary data can include
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