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Chap04 - for testing what you have studied in chapter 4
Marketing Research (101)
جامعة المنصورة
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Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 4 Exploratory Research Design: Secondary Data 1) Secondary data are originated by a researcher for the specific purpose of addressing the problem at hand. Answer: FALSE Diff: 1 Page Ref: 100 LO : 1 2) Primary data are data that have already been collected for purposes other than the problem at hand. Answer: FALSE Diff: 1 Page Ref: 100 AACSB: Analytic Skills LO : 1 3) As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time. Answer: TRUE Diff: 1 Page Ref: 100 AACSB: Reflective Thinking LO : 1 4) Examination of available primary data is a prerequisite to the collection of secondary data. Answer: FALSE Diff: 2 Page Ref: 101 LO : 1 5) Secondary data can help you develop an approach to the problem, answer certain research questions and test some hypotheses, and interpret primary data more insightfully. Answer: TRUE Diff: 2 Page Ref: 101 LO : 2 6) It is easy to evaluate the accuracy of secondary data because the researcher did participate in the research. Answer: FALSE Diff: 1 Page Ref: 101-104 LO : 3 7) One of the problems when evaluating secondary data is that the data may be updated too frequently for the purpose of the problem at hand. Answer: FALSE Diff: 1 Page Ref: 101-104 LO : 3 1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8) Data collected with a specific objective in mind is always appropriate in another situation. Answer: FALSE Diff: 2 Page Ref: 101-104 AACSB: Analytic Skills LO : 3 9) Secondary data may be measured in units that may not be appropriate for the current problem. Answer: TRUE Diff: 2 Page Ref: 101-104 AACSB: Analytic Skills LO : 3 10) It is not possible to reconfigure the available data, for example, convert the units of measurements, so that the resulting data are more useful to the problem at hand. Answer: FALSE Diff: 3 Page Ref: 101-104 AACSB: Analytic Skills LO : 3 11) Data published anonymously or in a form that attempts to hide the details of the data collection methodology and process should be viewed with suspicion. Answer: TRUE Diff: 2 Page Ref: 101-104 AACSB: Analytic Skills LO : 3 12) Secondary data may be classified as either internal or extant. Answer: FALSE Diff: 1 Page Ref: 105 LO : 4 13) Primary data should be the starting point in the search for external data. Answer: FALSE Diff: 1 Page Ref: 105 AACSB: Reflective Thinking LO : 4 14) External data are those generated within the organization for which the research is being conducted. Answer: FALSE Diff: 1 Page Ref: 105 LO : 4 15) Before collecting external secondary data, it is useful to analyze internal secondary data. Answer: TRUE Diff: 1 Page Ref: 105 AACSB: Reflective Thinking LO : 4 2 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 23) Syndicated services data are not collected for the purpose of marketing research problems specific to individual clients. Answer: TRUE Diff: 3 Page Ref: 113 LO : 5 24) Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions). Answer: TRUE Diff: 2 Page Ref: 113 LO : 5 25) When institutions are the unit of measurement, the data may be obtained from retailers, wholesalers, or households. Answer: FALSE Diff: 3 Page Ref: 113 LO : 5 26) A lifestyle may be defined as a distinctive pattern of living that is described by the activities people engage in, the interests they have, and the opinions they hold of themselves and the world around them (AIOs). Answer: TRUE Diff: 2 Page Ref: 114 LO : 5 27) Surveys are the primary means of obtaining information about consumers' motives, attitudes, and preferences. Answer: TRUE Diff: 2 Page Ref: 115 LO : 5 28) The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur. Answer: TRUE Diff: 2 Page Ref: 115 AACSB: Reflective Thinking LO : 5 29) Scanner data is obtained by passing merchandise over a laser scanner that reads the UPC code from the packages. Answer: TRUE Diff: 1 Page Ref: 115 AACSB: Use of IT LO : 5 4 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 30) Scanner data have an obvious disadvantage over surveys and purchase panels, because they reflect purchasing behavior that is not subject to interviewing, recording, memory, or expert biases. Answer: FALSE Diff: 2 Page Ref: 115 AACSB: Use of IT LO : 5 31) An advantage of scanner data is that in-store variables like pricing, promotions, and displays are part of the data set. Answer: TRUE Diff: 2 Page Ref: 115 AACSB: Use of IT LO : 5 32) Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions. Answer: TRUE Diff: 2 Page Ref: 115 AACSB: Reflective Thinking LO : 5 33) Financial, operating, and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS) industrial categories. Answer: FALSE Diff: 3 Page Ref: 124 AACSB: Reflective Thinking LO : 5 34) The range and sources of syndicated data available for industrial goods firms are more limited than those available to consumer goods firms. Answer: TRUE Diff: 2 Page Ref: 124 AACSB: Reflective Thinking LO : 5 35) Maps that solve marketing problems are called thematic maps. Answer: TRUE Diff: 3 Page Ref: 125-126 LO : 7 36) Ethical issues also arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints. Answer: TRUE Diff: 2 Page Ref: 128 AACSB: Ethical Reasoning LO : 9 5 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 41) Which of the following statements refer to the objective criteria when evaluating secondary data? A) Data should be reliable and generalizable to the problem at hand. B) Syndicated firms periodically update census data. C) The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible. D) Assess accuracy by comparing data from different sources. Answer: C Diff: 1 Page Ref: 102 AACSB: Analytic Skills LO : 3 42) Based on the criteria for evaluating secondary data shown in Table 4 in the text, the data collected by Nielsen Media Research may be suspect because of all of the following criteria except ________. A) specification/methodology B) error/accuracy C) objective D) dependability Answer: C Diff: 2 Page Ref: 102 AACSB: Analytic Skills LO : 3 43) Errors in the approach, research design, sampling, data collection, analysis, and reporting stages of the project refer to the ________ criteria for evaluating secondary data. A) nature B) objective C) error/accuracy D) currency Answer: C Diff: 1 Page Ref: 102 AACSB: Analytic Skills LO : 3 44) Which of the following statements is not true about the currency of secondary data? A) The time lag between data collection and publication may be long. B) The value of secondary data is diminished as it becomes dated. C) The data may not be updated frequently enough for the problem at hand. D) All of the above are correct. Answer: D Diff: 1 Page Ref: 103 AACSB: Analytic Skills LO : 3 7 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 45) When evaluating secondary data, the ________ criteria asks the question of "why the data were collected in the first place." A) nature B) objective C) error/accuracy D) currency Answer: B Diff: 2 Page Ref: 103 AACSB: Analytic Skills LO : 3 46) If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the ________ criteria for evaluating secondary data. A) nature B) objective C) error/accuracy D) currency Answer: A Diff: 2 Page Ref: 104 AACSB: Analytic Skills LO : 3 47) You are reviewing secondary data to help with a project concerning consumer preferences for television programs based on viewer income. Which of the following statements would not be of concern when considering the nature criteria for evaluating secondary data? A) The relationships examined should be taken into account. B) Secondary data may be measured in units that may not be appropriate for the current problem. C) The researcher must determine if the data are accurate enough for the purpose of the present study. D) It is possible to reconfigure the available data so that the resulting data are more useful to the problem at hand. Answer: C Diff: 3 Page Ref: 102 AACSB: Analytic Skills LO : 3 48) An overall indication of the dependability of data may be obtained by examining the ________, credibility, reputation, and ________ of the source. A) accuracy; trustworthiness B) trustworthiness; expertise C) expertise; accuracy D) None of the above is correct. Answer: B Diff: 3 Page Ref: 104 AACSB: Analytic Skills LO : 3 8 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 53) ________ are an excellent source of standard or recurring information. A) Directories B) Indexes C) Guides D) Statistical published data Answer: C Diff: 2 Page Ref: 109 LO : 4 54) Published external secondary data sources may be broadly classified as ________ or ________ sources (Figure 4 in the text). A) public business; government B) general business; government C) general business; federal D) public business; federal Answer: B Diff: 2 Page Ref: 108 LO : 4 55) ________ are helpful for identifying individuals or organizations that collect specific data. A) Directories B) Indexes C) Guides D) Statistical published data Answer: A Diff: 2 Page Ref: 109 LO : 4 56) It is possible to locate information on a particular topic in several different publications by using ________. A) directories B) indexes C) guides D) statistical published data Answer: B Diff: 2 Page Ref: 109 LO : 4 57) Examples of other government publications published by the federal government include all of the following except ________. A) Periodical Abstract B) Business Conditions Digest C) Statistical Abstract of the United States D) Survey of Current Business Answer: A Diff: 3 Page Ref: 110 LO : 4 10 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 58) ________ are databases stored in computers that require a telecommunications network to access. A) Offline databases B) Bibliographic databases C) Online databases D) Special purpose databases Answer: C Diff: 2 Page Ref: 111 LO : 4 59) You are researching secondary data on the shopping habits of households for your project. A marketing research firm that had done research in the area has agreed to allow you to dial into their mainframe computer to access the data. You will be accessing a(n) ________. A) online database B) special purpose database C) offline database D) customer database Answer: A Diff: 3 Page Ref: 111 AACSB: Reflective Thinking LO : 4 60) You are researching secondary data on the shopping habits of households for your project. You found a data source available via CD-ROM at the library. You are about to check out a(n) ________. A) online database B) internet database C) offline database D) customer database Answer: C Diff: 2 Page Ref: 111 AACSB: Reflective Thinking LO : 4 61) ________ are databases composed of citations to articles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like. A) Offline databases B) Bibliographic databases C) Online databases D) Internet databases Answer: B Diff: 2 Page Ref: 112 LO : 4 11 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 66) Which of the following is a characteristic of purchase panels (Table 4 in the text)? A) household purchases recorded through electronic scanners in supermarkets B) households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur C) verification of product movement by examining physical records or performing inventory analysis D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports Answer: B Diff: 2 Page Ref: 115 AACSB: Reflective Thinking LO : 5 67) Which of the following is a characteristic of audit services (Table 4 in the text)? A) household purchases recorded through electronic scanners in supermarkets B) households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur C) verification of product movement by examining physical records or performing inventory analysis D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports Answer: C Diff: 2 Page Ref: 115 LO : 5 68) Surveys can be used for which of the following purposes? A) to evaluate advertising B) to examine purchase and consumption behavior C) for market segmentation D) all of the above Answer: D Diff: 1 Page Ref: 117 LO : 5 69) Gallup and Robinson Magazine Impact Research Service (MIRS) test ads using an at-home in-magazine context among widely dispersed samples. Test ads may naturally appear in the magazine or are inserted as tip-ins. It provides strong, validated measures of recall, persuasion, and ad reaction with responsive scheduling. The MIRS is an example of surveys being used ________. A) to evaluate advertising B) to examine purchase and consumption behavior C) for market segmentation D) all of the above Answer: A Diff: 1 Page Ref: 116 AACSB: Reflective Thinking LO : 5 13 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 70) A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary is referred to as ________. A) scanner diary panels/cable TV B) scanner panels C) purchase panels D) media panels Answer: D Diff: 2 Page Ref: 118 LO : 5 71) According to your text, volume tracking data and scanner panels with cable TV are sources of scanner data. Which of the following is also a type of scanner data? A) grocery panels B) scanner panels C) Both A and B are correct. D) none of the above Answer: B Diff: 3 Page Ref: 121 AACSB: Use of IT LO : 5 72) Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________. A) scanner panels with cable TV B) volume tracking data C) scanner panels D) none of the above Answer: C Diff: 2 Page Ref: 121 AACSB: Use of IT LO : 5 73) The different types of scanner data are useful for a variety of purposes. Which of the following purposes applies to scanner data? A) data used for consumer beliefs B) data used for establishing consumer attitudes C) data used to determine customer motives D) making advertising decisions, including budget, copy and media, pricing Answer: D Diff: 3 Page Ref: 122 AACSB: Use of IT LO : 5 14 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 78) Which of the following concerns are important when evaluating secondary data for international projects? A) Measurement units may not be equivalent across countries. B) The accuracy of secondary data may vary from country to country. C) Both A and B are correct. D) None of the above are correct. Answer: C Diff: 2 Page Ref: 127 AACSB: Multicultural and Diversity LO : 8 79) Which of the following practices might be unethical? A) the use of secondary data alone when the research requires primary data collection B) the client is billed a fixed fee for the project C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone D) Both A and C are correct. Answer: D Diff: 1 Page Ref: 128-129 AACSB: Ethical Reasoning LO : 9 80) Discuss the advantages and uses of secondary data. Answer: Secondary data are easily accessible, relatively inexpensive, and quickly obtained. Secondary data can help you: ∙ Identify the problem ∙ Better define the problem ∙ Develop an approach to the problem ∙ Formulate an appropriate research design (for example, by identifying the key variables) ∙ Answer certain research questions and test some hypotheses ∙ Interpret primary data more insightfully Diff: 2 Page Ref: 101 AACSB: Reflective Thinking LO : 2 16 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 81) List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4 in the text). Answer: ∙ Data collection ∙ Response rate ∙ Quality of data ∙ Sampling technique ∙ Sample size ∙ Questionnaire design ∙ Fieldwork ∙ Data analysis Diff: 3 Page Ref: 102 AACSB: Analytic Skills LO : 3 82) List the criteria for evaluating secondary data (Table 4 in the text). Answer: Secondary data should be evaluated on the following criteria which are fully described in Table 4 in the text. ∙ Specification/methodology ∙ Error/Accuracy ∙ Currency ∙ Objective ∙ Nature ∙ Dependability Diff: 3 Page Ref: 102 AACSB: Analytic Skills LO : 3 83) What are the major advantages of secondary internal data? Answer: Secondary internal data have two significant advantages. They are easily available and inexpensive. In fact, secondary sources are generally the least costly of any source of marketing research information; yet these data often are not fully exploited. Diff: 1 Page Ref: 106 AACSB: Reflective Thinking LO : 4 17 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 86) Discuss single-source data. What is it and how is it related to computer mapping? Answer: It is desirable to combine secondary information obtained from different sources. One outcome of the effort to combine data from different sources is single-source data. Combining data allows the researcher to compensate for the weakness of one method with the strengths of another. Single-source research follows a person's TV, reading, and shopping habits. After recruiting a test panel of households, the research firm meters each home's TV sets and surveys family members periodically on what they read. Their grocery purchases are tracked by UPC scanners. For background, most systems also track retail data, such as sales, advertising, and promotion. Thus, single-source data provide integrated information on household variables, including media consumption and purchases, and marketing variables such as product sales, price, advertising, promotion, and in-store marketing effort. Computer mapping is related to single-source data because they both combine secondary data from different sources. Computer mapping combines geography with demographic information and a company's sales data or other proprietary information to develop thematic maps. Marketers now routinely make decisions based on these color-coded maps. Diff: 3 Page Ref: 124-125 AACSB: Analytic Skills LO : 6 19 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
Chap04 - for testing what you have studied in chapter 4
Course: Marketing Research (101)
University: جامعة المنصورة
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