Question 1

The PRIZM system for market cluster analysis is based on the fact that people of widely varying sociological backgrounds may be found within a single geographical area.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is not true about complaint letters?

Accepted Answer

A)  Complaint letters are sources of data on product quality and service problems.
B)  Complaint letters represent an incomplete and distorted picture.
C)  People who write complaint letters are likely to be highly educated and articulate.
D)  Complaint letters are the most commonly used method for consumers to resolve a dissatisfaction.
E)  All of these are true about complaint letters.F) All of the above
G) None of the above

Question 3

Which of the following sources of data should be looked first?

Accepted Answer

A)  primary data
B)  external secondary data
C)  internal secondary data
D)  census dataE) A) and C)
F) A) and B)

Question 4

A directory or compilation is an intermediate source which gives a researcher access to an original source.An example of this is the "Statistical Abstract of the United States," which contains sections from the census and other agency data.

Accepted Answer

A) True 
 B)False

Question 5

Budgets are an outcome of an internal accounting and control system and are termed outcome data.

Accepted Answer

A) True 
 B)False

Question 6

Census is a mandatory enumeration conducted by the government of the important facts about their population and the economic and social environments.

Accepted Answer

A) True 
 B)False

Question 7

One of the problems in applying accounting data to marketing information needs is that unit breakdown, such as geographic areas or product types, may differ.

Accepted Answer

A) True 
 B)False

Question 8

Secondary data is data specified, collected, and recorded by someone other than the user.

Accepted Answer

A) True 
 B)False  True

Question 9

As the manager of a fast food restaurant, you need information on brand switching behavior.Which source do you use ?

Accepted Answer

A)  A restaurant audit
B)  A Census of Business
C)  A mail diary panel
D)  A restaurant audit and a Census of Business
E)  None of the aboveF) C) and D)
G) A) and D)

Question 10

A___________ is a service that identifies groups of consumers who share demographic and lifestyle characteristics.

Accepted Answer

A)  PRIZM
B)  Dun's market identifier
C)  Standard Industrial Classification
D)  Economic Information System
E)  Arbitron PanelF) A) and E)
G) D) and E)

Question 11

The researcher who is not familiar with basic sources of marketing data may lose time in searching for nonexistent data or in collecting data which are already available.

Accepted Answer

A) True 
 B)False

Question 12

Trade association publications should be avoided because the source of their information is biased.

Accepted Answer

A) True 
 B)False

Question 13

The primary advantage to computer retrieval methods is that cross- referenced searching is possible.This type of search is nearly impossible without the computer.

Accepted Answer

A) True 
 B)False

Question 14

Information is data which answer the specific questions of the decision maker.

Accepted Answer

A) True 
 B)False  True

Question 15

The most popular source of marketing data is secondary data.Even when primary data must be collected, it is good practice for a researcher to consult an appropriate secondary source.

Accepted Answer

A) True 
 B)False

Question 16

All of the following are units used to aggregate census data except the

Accepted Answer

A)  Standard Metropolitan Statistical Area.
B)  block group.
C)  suburban tract.
D)  block.
E)  all of these are used to aggregate census data.F) A) and B)
G) A) and E) C

Question 17

Which of the following is not used to evaluate the usefulness of secondary data ?

Accepted Answer

A)  content of data
B)  purpose for which the data is collected
C)  extent to which it agrees with the primary data
D)  source of dataE) B) and C)
F) A) and C)

Question 18

Secondary data may do all of the following except

Accepted Answer

A)  eliminate the need for primary data whenever the required data are specific and topical.
B)  expand a researcher's understanding of a problem.
C)  suggest research design alternatives.
D)  provide a means of validating a sample.
E)  secondary data do all of these.F) C) and D)
G) C) and E)

Question 19

The major uses)  of secondary data in international marketing research is 1-selecting countries that merit in-depth investigation. 2-determining the initial estimate of demand potential. 3-monitoring environmental changes.

Accepted Answer

A)  1
B)  2
C)  3
D)  1 and 2
E)  1, 2, and 3F) B) and C)
G) A) and B)

Question 20

Syndicated services are not able to provide information on products

Accepted Answer

A)  through retailers, as provided by store audits.
B)  searched for by customers, as provided by customer complaints.
C)  through wholesalers, as provided by warehouse withdrawal services.
D)  purchased by consumers, as provided by consumer purchase panels.
E)  none of the above.F) All of the above
G) A) and E)

Exam 5: Secondary Sources of Marketing Data

The PRIZM system for market cluster analysis is based on the fact that people of widely varying sociological backgrounds may be found within a single geographical area.

Correct AnswerverifiedShow Answer

Which of the following is not true about complaint letters?

Correct AnswerverifiedShow Answer

Which of the following sources of data should be looked first?

Correct AnswerverifiedShow Answer

A directory or compilation is an intermediate source which gives a researcher access to an original source.An example of this is the "Statistical Abstract of the United States," which contains sections from the census and other agency data.

Correct AnswerverifiedShow Answer

Budgets are an outcome of an internal accounting and control system and are termed outcome data.

Correct AnswerverifiedShow Answer

Census is a mandatory enumeration conducted by the government of the important facts about their population and the economic and social environments.

Correct AnswerverifiedShow Answer

One of the problems in applying accounting data to marketing information needs is that unit breakdown, such as geographic areas or product types, may differ.

Correct AnswerverifiedShow Answer

Secondary data is data specified, collected, and recorded by someone other than the user.

Correct AnswerverifiedTrue

As the manager of a fast food restaurant, you need information on brand switching behavior.Which source do you use ?

Correct AnswerverifiedShow Answer

A___________ is a service that identifies groups of consumers who share demographic and lifestyle characteristics.

Correct AnswerverifiedShow Answer

The researcher who is not familiar with basic sources of marketing data may lose time in searching for nonexistent data or in collecting data which are already available.

Correct AnswerverifiedShow Answer

Trade association publications should be avoided because the source of their information is biased.

Correct AnswerverifiedShow Answer

The primary advantage to computer retrieval methods is that cross- referenced searching is possible.This type of search is nearly impossible without the computer.

Correct AnswerverifiedShow Answer

Information is data which answer the specific questions of the decision maker.

Correct AnswerverifiedTrue

The most popular source of marketing data is secondary data.Even when primary data must be collected, it is good practice for a researcher to consult an appropriate secondary source.

Correct AnswerverifiedShow Answer

All of the following are units used to aggregate census data except the

Correct AnswerverifiedC

Which of the following is not used to evaluate the usefulness of secondary data ?

Correct AnswerverifiedShow Answer

Secondary data may do all of the following except

Correct AnswerverifiedShow Answer

The major uses) of secondary data in international marketing research is 1-selecting countries that merit in-depth investigation. 2-determining the initial estimate of demand potential. 3-monitoring environmental changes.

Correct AnswerverifiedShow Answer

Syndicated services are not able to provide information on products

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
True

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
True

Correct Answer
verified

Correct Answer
verified
C

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified