978-0135078228 Chapter 5 Solution Manual

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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