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Jun 3, 2024

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Chapter 4: Secondary Data and Databases Multiple Choice 1. Which of the following is not characteristic of secondary data? a. observation data collected for the project at hand b. might be relevant to the problem at hand c. gathered previously for another purpose d. might be relevant to problem and gathered previously for another purpose e. All are characteristic of 2. Which of the following would not be a source of internally generated secondary data? a. eports to stockholders b. government documents c. product testing results d. annual reports e. all of these are internally generated data 3. Which of the following is not a source of externally generated secondary data? a. syndicated marketing research data b. news media reports c. Web-based reports d. salesperson strategic intelligence reports e. All of these are externally generated data. 4. USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11. This type of data would be considered which of the following? a. internally generated secondary data b. internally generated primary data c. externally generated secondary data d. externally generated primary data e. none of these 5. When comparing the collection of secondary data with primary data, secondary data relative to primary data: a. takes less time to collect. b. costs less to collect. c. is more convenient. d. all of these e. none of these 6. Which of the following is not an advantage of secondary data? a. Secondary data can help clarify the research problem. b. Secondary data may provide a solution to the problem. c. Secondary data may provide the sample frame. d. All of these are advantages of 7. A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________. a. lack of availability b. lack of relevance c. inaccuracy d. insufficiency e. none of these 8. A market researcher was negotiating with a client concerning the best way to accomplish the client’s objectives. The researcher discovered a study, which had some circumstances similar to that of the present client. Which of the following best describes what happened? a. Secondary data provided primary research alternatives. b. Secondary data actually provided the solution to the problem. c. Secondary data helped to clarify the

problem. d. Secondary data provided necessary background information. e. none of these 9. Which of the following is not a limitation of secondary data? a. takes more time to collect than primary data b. may lack relevance for the present study c. may not be available in the form needed for the present study d. may not be accurate e. All of these are possible limitations of 10. Which of the following would be the least reliable source of secondary data? Data compiled by_______. a. the Federal Government b. a University Bureau of Business & Economic Research c. a major trade association d. city’s Chamber of Commerce e. All of these are equally reliable. 11. Suppose a market researcher was consulting several sources of information about the best location for a high-end furniture store, and found the following: Percent of Luxury Purchases 2013 2014 City Census of Retailing Chamber of Commerce Metropolis 5% 12% Smallville 7% 17% Gotham City 4% 10% The Chamber studies were more recent, but how reliable is this new information? Why should the researcher question the numbers in the Chamber studies? a. age of the Chamber studies b. how the information was collected c. consistency of the Chamber information with the Census d. sufficiency of the information collected e. purpose of the study 12. A researcher does a study for a new Super Target store. The client wants to know which of five cities should be selected, and a specific location within the city of choice. The researcher investigates several sources of secondary data and finds the following: City Population Growth Growth in Retail Sales Metropolis 5% 14% Smallville 7% 13% Gotham City 4% 8% The Big Apple 2% 4% The Big Easy 10% 17% The researcher, based on the information at hand, recommends The Big Easy, and asks to be paid. Why should the client not pay the researcher? a. the information not collected in a timely manner

b. not enough information provided c. how the information was collected d. what information was collected e. none of these 13. Which of the following websites would include the most credible data? a.U.S. Census Bureau b.local newspaper’s website c.chamber of commerce website d.an individual’s homepage 14. What type of company could most easily compile a large internal database? a. CPG, such as Kellogg’s b. service, such as Delta Airlines c. Online, such as Yahoo d. entertainment, such as Universal 15. Which of the following would not be part of a database that would be ripe for data mining? a. electronic point-of-sale transactions b. inventory records c. online customer orders d. customer demographics e. All of these could be part of the data mining process. 16 . If you were interested in finding out how many people buy low-fat dog food for their dogs, you would most likely seek out a(n) _______. a. newsgroup b. congressional information service c. American statistical indexer d. marketing research aggregator e. none of these 17. Which of the following is a computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data? a. neural network b. brainwave network c. java d. data mining 18. Mike’s Seafood is a very successful Cajun restaurant chain in south Louisiana. How can a geographic information system (GIS) help the restaurant chain target its best customers? a. GIS can pinpoint exactly where the restaurant’s customer base is located, even down to the specific neighborhood, which would greatly assist a direct marketing effort. b. The map technology creates a visual translation of DSS. c. The map technology creates a visual translation of the URL. d. It can pinpoint the target marketing without the need for primary data, which makes it more cost effective. e. all of these 19. Which of the following would normally not be the result of a GIS effort? a. depicting overlapping territories of competing retailers b. describing population trends from census to census c. displaying the quickest local truck delivery routes d. providing the best location for a branch bank e. All could be assisted by GIS. 20. When you are not sure who gathered secondary data, its __________may be questionable. a. availability b. relevance

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c. accuracy d. timeliness e. none of these 21. A marketing database would be easiest to set up for which type of business? a. traditional retailer b. international retailer c. online retailer d. specialty retailer 22. Which of the following is not a tool that is used in data mining? a. probability sampling b. qualitative analysis c. multivariate statistics d. descriptive statistics 23. All of the following are advantages of secondary data except: a. It can help clarify or redefine the problem during the exploratory research process. b. It may provide a solution to the problem. c. It may provide primary data research method alternatives. d. It may provide the necessary background information and build credibility for the research report. e. All of these about are advantages 24. Which of the following is a characteristic of a decision support system (DSS)? a. Interactive b. Flexible c. Discovery-oriented d. Easy to learn and use e. All of these are characteristics 25. Data-driven science allows us to collect data and then see what it tells us. This is a __________ traditional science. a. sharp reversal from b. great component of c. standard practice of d. none of these 26. Big data offers a firm which of the following : a. broader insights b. deeper insights c. inactive insights d. Both broader and deeper insights e. None of these 27. Turning large data sets into pictures that lead companies intuitively to the information that is more important to them is most closely related to the idea of: a. Data mining b. Data visualization c. Data analytics d. Automated data e. Unstructured data 28. In the new world of big data analytics, customer insights are delivered to people who run various business functions on a _________ basis. a. sparse b. regular c. annual d. they are not delivered at all 29. Which of the following actions would help safeguard your online activity? a. Checking and deleting cookies b. Adjusting browser settings c. Monitoring “flash” cookies d. Turning on a privacy browser e. All of these are safeguards 30. Which of the following questions can help improve with checking the accuracy of secondary data?

a. Who gathered the data? b. What was the purpose of the study? c. What information was collected? d. When was the information collected? e. All of these would help True/False 31. Secondary data is more current than primary data. 32. Secondary data can sometimes solve a marketing problem. 33. Secondary data is previously gathered data that might be relevant to the problem at hand. 34. Generally, the cost of collecting secondary data is about the same as the cost of collecting primary data. 35. Secondary data can sometimes be used as a sample frame. 36. Traditionally, the starting point for the development of an internal database was based on a firm’s sales or inquiry processing and tracking system. 37. Most relationships explored in data mining are intuitively obvious. 38. Statistical techniques are often utilized in data mining. 39. Most consumers will never give up personal information to marketers. 40. Data mining facilitates customer acquisition by discovering purchasing patterns such that customized offerings can be made to prospects. 41. Secondary data is available for nearly every research question. 42. There is sometimes a conflict between a company’s database marketing practices and the consumer’s privacy. 43. Gathering secondary data is often an effective way to clarify a marketing problem. 44. A company may already possess secondary information. 45. A database could be created easier for a traditional store than for a Web retailer. 46. GIS analysts and geographers talk about lines, points, and polygons (areas), while marketing researchers talk about roads, stores, and sales territories. 47. Big data analytics takes into account all the data, structured and unstructured, to understand the complex, evolving, and interrelated conditions to produce more accurate insights. 48. Big data is more about “why” than “what.” 49. Automated decision-making plays an important role in big data analytics. 50. All big data output results in automated decision making. 51. New types of databases that began emerging in late 2009, don’t have these limitations, and allow analysts to create queries against all these types of data. 52. Until recently, complex computer programs, such as programs for big data analysis, needed to run on expensive hardware, such as enormous mainframe computers.

53. Data-driven science allows us to collect data and then see what it tells us. 54. Big data researchers have insights into all the individual, all the products, all the parts, all the events, and all the transactions. 55. Behavioral tracking has become the foundation of the television advertising industry.

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