Marketing Research Methodological Foundations 10th Edition – Test Bank (Book Only)

Marketing Research Methodological Foundations 10th Edition – Test Bank (Book Only)

Chapter 7

Data Collection: Secondary Data

e 1. Which of the following might NOT be considered a benefit of using 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.

b 2. Which of the following might be considered disadvantages of secondary data?
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.

b 3. Which of the following is TRUE?
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.

e 4. All of the following are criteria by which to judge the accuracy of secondary data 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.

d 5. The researcher should always (if possible) begin with which type of data?
a. internal primary data
b. external primary data
c. external secondary data
d. internal secondary data
e. survey data

c 6. Which of the following is FALSE?
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.

b 7. The distinction between primary and secondary data is defined by
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.

d 8. For which of the following projects would secondary data likely be sufficient?
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.

d 9. The first step in searching published sources of secondary data is
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.

a 10. The basic rule that should be followed by all researchers when beginning the data 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 11. Which of the following is FALSE?
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.

d 12. Which of the following is NOT an advantage of secondary data over primary data?
a. cost of research staff
b. cost of data
c. time savings
d. accuracy
e. ease of collection

c 13. Which of the following types of secondary data is likely to be the most accurate
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 14. Which of the following is (are) secondary source(s) of secondary data
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.

d 15. A researcher is attempting to evaluate the market potential of a new product in a new area 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

a 16. Secondary data rarely fit perfectly the researcher’s particular problem. Some of the 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 17. Which of the following is TRUE?
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.

d 18. The most important advantage(s) of secondary data is (are)
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.

c 19. Problems associated with secondary data are
a. cost and fit.
b. accuracy and cost.
c. fit and accuracy.
d. time and cost.
e. accuracy and size.

d 20. Which of the following is FALSE?
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.

c 21. In general, the most productive source of internal secondary data for marketing research 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.

e 22. Which of the following is a main reason for always using the primary source of 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.

b 23. Which of the following is TRUE?
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.

e 24. Which of the following pieces of information can normally NOT be obtained from a sales 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

b 25. Which of the following is NOT a potential source of internal secondary data?
a. cash register receipts
b. trade magazines
c. warranty cards
d. financial records
e. all of the above are potential sources

d 26. Which of the following is the least expensive type of marketing research?
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

e 27. When searching for relevant secondary data via computer searching, the first step 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.

c 28. The information obtained through standardized marketing information services differs 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.

e 29. Which of the following activities are NOT typically associated with “geodemographers?”
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”

c 30. The Nielsen Retail Index is an example of
a. pantry audit.
b. diary panel audit.
c. store audit.
d. product audit.
e. none of the above.

e 31. Which of the following is TRUE?
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.

b 32. Which of the following are examples of secondary data (as contrasted with primary 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 33. Which of the following is FALSE?
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.

e 34. Nielsen’s Scantrack service allows clients to evaluate the effectiveness of
a. short term promotions.
b. pricing changes.
c. new product introductions.
d. a and b.
e. all of the above.

c 35. The National Panel Diary is
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.

c 36. Which of the following is TRUE?
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.

d 37. Which of the following is(are) NOT true with regard to the National Purchase Diary 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.

b 38. Which of the following is FALSE?
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.

e 39. Through use of the National Purchase Diary Panel, a subscribing company is able to 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.

b 40. Which of the following is FALSE?
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.

a 41. An unedited copy of a magazine is used in which of the following methods for assessing magazine ad readership?
a. recognition
b. through the book
c. recent reading
d. a and b
e. all of the above

c 42. Which of the following is FALSE?
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.

e 43. Which of the following describes the “recognition method” used to assess a particular ad’s 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.

e 44. “Starch Advertisement Readership Service” and “Simmons Media/Marketing Service”
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.

b 45. Which of the following is FALSE?
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 46. NFO Research is not a true source of secondary data because
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.

d 47. “National Family Opinion” and “Consumer Mail Panel” have what in common
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

b 48. BehaviorScan is an attempt to gain what advantage(s) that mail diaries have other scanners?
a. speed
b. matching of demographic characteristics to purchase behavior
c. unbiased response
d. cost
e. all of the above

d 49. One key to effectively using prior marketing research projects as secondary data sources 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.

e 50 Scanner data can contain which of the following information:
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