Marketing Research 8th Edition by Burns - Test Bank

Marketing Research 8th Edition by Burns – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Marketing Research, 8e (Burns/Bush)

Chapter 5   Secondary Data & Packaged Information

 

1) The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies.

1. A) basic data
2. B) big data
3. C) proprietary data
4. D) primary data

Answer:  B

LO:  5:1: To understand the meaning of big data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

2) Given the large amounts of data available, researchers need to be ________ about their use.

1. A) strategic
2. B) cautious
3. C) tactical
4. D) enthusiastic

Answer:  A

LO:  5:1: To understand the meaning of big data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

3) Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:

1. A) Proprietary data.
2. B) Secondary data.
3. C) Primary data.
4. D) Big data.

Answer:  B

LO:  5:2: The differences between primary and secondary data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

 

4) Data that have been gathered by another source other than the researcher or for some other purpose than the research project is:

1. A) Primary data.
2. B) Published data.
3. C) Proprietary data.
4. D) Secondary data.

Answer:  D

LO:  5:2: The differences between primary and secondary data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

5) Which of the following is NOT an example of secondary data?

1. A) Census data
2. B) Export data
3. C) Economic trends data
4. D) Data from a custom survey

Answer:  D

LO:  5:2: The differences between primary and secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

6) Suggested applications for ________ include forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others.

1. A) secondary data
2. B) government data
3. C) primary data
4. D) big data

Answer:  A

LO:  5:2: The differences between primary and secondary data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

7) ________ is an example of internal secondary data.

1. A) U.S. census data
2. B) Corporate sales data
3. C) Online information database
4. D) Sales tax data

Answer:  B

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

8) Which of the following is NOT an example of external secondary data?

1. A) Encyclopedia of Business Information Sources
2. B) Business Source Complete
3. C) Salesforce.com sales data
4. D) Brands and Their Companies

Answer:  C

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

9) ________ are sources of information that are prepared for public distribution and are normally found in libraries and online.

1. A) Data aggregators
2. B) Official statistics
3. C) Published sources
4. D) Custom sources

Answer:  C

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

10) You can investigate all the free data that are collected by U.S. government agencies and now are available by law due to the U.S. Open Data Policy. The website location is:

1. A) www.census.gov.
2. B) www.usa.gov.
3. C) www.bls.gov.
4. D) www.data.gov.

Answer:  D

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

11) The general manager of a jewelry store would like to allocate radio ad dollars to the three markets in which the store has locations. The manager’s review of secondary data shows that retail sales of jewelry are available by radio market area. Allotting the radio budget based on the percentage of sales in a given market would be an excellent way to:

1. A) Solve the manager’s problem and satisfy the research objective.
2. B) Solve the manager’s problem by predicting actual sales of pieces of jewelry.
3. C) Complicate the manager’s problem on how much inventory to order.
4. D) Complicate the manager’s problem and satisfy the objective.

Answer:  A

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

12) There are several distinct advantages of using secondary data. Which is NOT an advantage?

1. A) Secondary data can usually be obtained quickly.
2. B) Secondary data may be obtained in any form desired.
3. C) Secondary data are relatively inexpensive.
4. D) Secondary data may achieve the research objective.

Answer:  B

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

13) There are some disadvantages associated with secondary data. Which of the following is NOT listed in the text as a disadvantage?

1. A) Data are often reported in incompatible reporting units.
2. B) Measurement units do not match researchers’ needs.
3. C) Source and origin of data are not identified.
4. D) Class definitions are incompatible with the researchers’ needs.

Answer:  C

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

 

14) Problems exist with secondary data because:

1. A) Data have been collected specifically to address the problem at hand but is proprietary.
2. B) Data have not been collected specifically to address the problem at hand and belongs to another company.
3. C) Data have not been collected specifically to address the problem at hand and is out-of-date.
4. D) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

Answer:  D

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

15) Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.

1. A) assess the quality and validity
2. B) consider the cost against the value of the project
3. C) assess the quality and cost
4. D) assess the cost, quality, and value

Answer:  A

LO:  5:5: How to evaluate secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

16) Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a method of evaluating secondary data?

1. A) Evaluate how the information was gathered
2. B) Evaluate the availability of the data
3. C) Evaluate the purpose of the study
4. D) Evaluate the source of collection of the data

Answer:  B

LO:  5:5: How to evaluate secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

17) Some studies are conducted to “prove” some position or to:

1. A) Attract investors or be acquired.
2. B) Protect unfit or negligent management.
3. C) Advance the special interest of those conducting the study.
4. D) Ensure financial stability.

Answer:  C

LO:  5:5: How to evaluate secondary data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

18) It is important to consider who collected data that a company may use. An emerging trend is the:

1. A) Rise of commissioned studies.
2. B) Outsourcing of data.
3. C) Subcontracting of data.
4. D) Crowdsourcing of data.

Answer:  D

LO:  5:5: How to evaluate secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

19) Most reputable organizations that provide secondary data also provide detailed information on which of the following?

1. A) Their data collection methods
2. B) Their clients and prior projects
3. C) The budget for the project
4. D) Background on the researchers

Answer:  A

LO:  5:5: How to evaluate secondary data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

20) The ________ may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.

1. A) U.S. Census
2. B) American Community Survey
3. C) County Business Patterns
4. D) Census of e-Retail Trade

Answer:  B

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

21) What is the main advantage of the ACS?

1. A) It provides data monthly instead of once a year.
2. B) It provides data bi-monthly instead of once a year.
3. C) It provides data annually instead of once every 10 years.
4. D) It provides data every two years instead of once every 10 years.

Answer:  C

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

22) Why is the ACS a major secondary data resource for marketing researchers?

1. A) The data have high reliability since major research firms collect it.
2. B) The data have “high marks” for reliability since it is collected from social media.
3. C) The data have “high marks” for reliability since it is continuously collected from online panels
4. D) The data have the U.S. Census Bureau’s “high marks” for reliable data and will be current,

Answer:  D

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

23) Packaged information is a special form of:

1. A) Secondary data.
2. B) Social media data.
3. C) Primary data.
4. D) Consumer data

Answer:  A

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

24) Packaged services provide each client with:

1. A) Data from a common database.
2. B) A marketing research process that is used to generate information.
3. C) Data provided periodically.
4. D) Data collected in a standard format.

Answer:  B

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

25) Nielsen Ratings service, which measures TV audience size and viewer demographics for TV programs, is an example of:

1. A) A syndicated data processing firm.
2. B) A standardized data processing firm.
3. C) A syndicated data services firms.
4. D) A packaged data services firms.

Answer:  C

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

26) Instead of a client firm trying to “reinvent the wheel” by developing its own process for measuring customer satisfaction, the firm may elect to use a ________ to accomplish this aim.

1. A) syndicated service
2. B) custom data service
3. C) customer relationship management service
4. D) packaged service

Answer:  D

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

27) Firms providing specialized routine information needed by a given industry in the form of ready-to-use packaged data to subscribing firms are:

1. A) Syndicated data firms.
2. B) Custom research data firms.
3. C) Government data recyclers.
4. D) Industry research data firms.

Answer:  A

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

28) Syndicated data has several advantages. Of the following, which is NOT a key advantage of syndicated data?

1. A) The quality of the data collected is typically high.
2. B) The client has control over which data are to be collected.
3. C) Because there are many subscribers, the cost is usually reduced.
4. D) Information is collected and is quickly disseminated to subscribers.

Answer:  B

LO:  5:8: The advantages and disadvantages of packaged information

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

29) Like syndicated data, packaged information has several advantages. Of the following, which is NOT a key advantage of packaged information?

1. A) The experience of the firm gathering the data
2. B) The collection of the information by the supplier is efficient and far less costly
3. C) Customization of various portions of the project
4. D) Reduced turnaround time from start to finish

Answer:  C

LO:  5:8: The advantages and disadvantages of packaged information

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

30) Manufacturers interested in prevailing attitudes about pollution and government regulation would be an application of what type of research?

1. A) Opinion polling research
2. B) Syndicated research
3. C) Customized research
4. D) Packaged information research

Answer:  D

LO:  5:9: The applications of packaged information

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

31) Geodemographics is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants. The term geodemographics is associated with what type of research application?

1. A) Packaged information
2. B) Census-related
3. C) Syndicated
4. D) Customized

Answer:  A

LO:  5:9: The applications of packaged information

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

32) ________ are available to monitor the effectiveness of print media promotional messages.

1. A) Syndicated services
2. B) Packaged services
3. C) Customized services
4. D) Media services

Answer:  B

LO:  5:9: The applications of packaged information

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

33) Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.

1. A) cross-sectional studies
2. B) prevalence studies
3. C) longitudinal studies
4. D) transversal studies

Answer:  C

LO:  5:9: The applications of packaged information

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

34) Professors Kotler and Keller describe several ways companies use their databases as part of data mining. Of the following, which is NOT a way companies primarily use their databases?

1. A) Identify prospects
2. B) Deepen customer loyalty
3. C) Reactivate customer purchases
4. D) Discover illegal customer activities

Answer:  D

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

35) Retailers who purchase Nielsen’s tracking data for their category get up-to-date information about what brands are selling at which retailers at the SKU level, and learn what their competitors are selling. The tracking studies are examples of:

1. A) Syndicated services.
2. B) Customized services.
3. C) Media services.
4. D) Packaged services

Answer:  A

LO:  5:9: The applications of packaged information

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

36) One of the fastest-growing areas of marketing research involves the organization and analysis of:

1. A) Social media data.
2. B) Consumer products data.
3. C) Consumer healthcare data.
4. D) Mass media usage data.

Answer:  A

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

37) What is the term for any information that is created by users of online systems and intended to be shared with others?

1. A) E-commerce-generated data
2. B) User-generated data
3. C) Product-generated data
4. D) Media-generated data

Answer:  B

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

 

38) Social media have a number of strengths as a source of marketing research data. Which of the following is NOT considered one of those strengths?

1. A) Fast, immediate, up-to-date feedback from consumers
2. B) Relatively inexpensive to access data
3. C) Little or no expertise is needed to organize and analyze data
4. D) Unprompted, unfiltered, and authentic voice of the consumer

Answer:  B

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

39) The use of social media data for marketing research also has quite a few disadvantages. Which of the following is NOT considered one of those disadvantages?

1. A) Commenters may not represent a brand’s target audience
2. B) Vocal critics may have a more active voice and distort the conversation.
3. C) Even though much of the material on social media is shallow or useless, it is always relevant
4. D) Demographic and geographic information of the consumers may not be identifiable or may be falsified

Answer:  C

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

40) ________ is the ratio of positive to negative comments posted about products and brands on the web.

1. A) Feedback
2. B) Commentary
3. C) Reaction
4. D) Sentiment

Answer:  D

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

41) An important emerging source of big data that uses sensors and monitors is:

1. A) the Internet of Things (IoT).
2. B) Mass media data.
3. C) Online consumer panels.
4. D) Social media data.

Answer:  A

LO:  5:11: The Internet of Things and its future potential

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

42) ________ are information that is collected without overt consumer activity.

1. A) Covert data
2. B) Passive data
3. C) Monitored data
4. D) Active data

Answer:  B

LO:  5:11: The Internet of Things and its future potential

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

43) Smartglasses (e.g., Google Glass), fitness trackers (e.g., Fitbit), and smart watches (e.g., Apple Watch) are examples of what?

1. A) Smart technologies
2. B) Big data technologies
3. C) Wearable technologies
4. D) Smartphone technologies

Answer:  C

LO:  5:11: The Internet of Things and its future potential

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

44) Wearables turn people into walking, talking trails of data. The generated data from wearables can be particularly valuable to which industry?

1. A) Consumer products industries
2. B) Entertainment industry
3. C) Electronics industries
4. D) Healthcare and fitness industries

Answer:  D

LO:  5:11: The Internet of Things and its future potential

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

45) The Internet of Things offers real promise for greater ________ and exciting applications for the future.

1. A) automation of marketing research
2. B) automation of marketing
3. C) automation of sales
4. D) retail store automation

Answer:  A

LO:  5:11: The Internet of Things and its future potential

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

46) Since the data from the IoT generally lack context, pairing passive data with ________ will be important.

1. A) quantitative data
2. B) active data
3. C) qualitative data
4. D) non-descript data

Answer:  C

LO:  5:11: The Internet of Things and its future potential

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

47) The phrase, “big data” is often used to indicate alarm and apprehension about the enormous-and multiplying-amounts of data that are being created on an ongoing basis.

Answer:  TRUE

LO:  5:1: To understand the meaning of big data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

48) Due to advances in technology, decisions are routine about what data to collect and how to analyze the data to find trends, patterns, and relationships among data from multiple sources.

Answer:  FALSE

LO:  5:1: To understand the meaning of big data

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

49) Proper management of big data has the potential to increase productivity for companies significantly.

Answer:  TRUE

LO:  5:1: To understand the meaning of big data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

50) Given the large amounts of data available, researchers need to be more tactical than strategic about their use.

Answer:  FALSE

LO:  5:1: To understand the meaning of big data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

51) Even with big data, researchers first must be sure that the problem statement and research objectives have been carefully defined.

Answer:  TRUE

LO:  5:1: To understand the meaning of big data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

52) Suggested applications for secondary data include forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others.

Answer:  TRUE

LO:  5:2: The differences between primary and secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

53) Commercial firms, government agencies, or community service organizations conducting surveys, recording transactions, or conducting business activities are creating a written records of activities. This type of data represents primary data.

Answer:  FALSE

LO:  5:2: The differences between primary and secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

54) Certain projects may be based exclusively on secondary data.

Answer:  TRUE

LO:  5:2: The differences between primary and secondary data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

55) Data captured from sales records, purchase requisitions, invoices, and complaints represent external secondary data.

Answer:  FALSE

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

56) A database refers to a collection of data and information describing items of interest, and consists of records and subcomponents of fields.

Answer:  TRUE

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

57) Data translation software helps managers make sense out of seemingly senseless masses of information contained in databases.

Answer:  FALSE

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

58) Micromarketing employs a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper.

Answer:  TRUE

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

59) There are three primary sources of internal data: (1) published sources, (2) official data, and (3) data aggregators.

Answer:  FALSE

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

60) Information prepared for public distribution by trade associations, professional organizations, companies, and other entities and can be found in libraries and online is an example of published sources.

Answer:  FALSE

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

61) One of the advantages of secondary data is that for almost any application, some secondary data are readily available.

Answer:  TRUE

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

62) Primary data may enhance secondary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of secondary that should be collected.

Answer:  FALSE

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

63) Disadvantages and problems exist with secondary data because it has not been collected specifically to address the problem at hand but have been collected for some other purpose.

Answer:  TRUE

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

64) Sometimes a marketing researcher will find information reported with the desired unit of measurement and the proper classifications; however, the data may be outdated and no longer reliable.

Answer:  TRUE

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

65) Companies use their external databases for purposes of direct marketing and to strengthen relationships with customers, which is referred to as customer relationship marketing (CRM).

Answer:  FALSE

LO:  5:3: Different classifications of secondary data, including internal and external databases

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

66) Trustworthy sources of secondary data will almost always have comprehensive details related to the methods used to collect their data.

Answer:  TRUE

LO:  5:5: How to evaluate secondary data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

67) Because of their reputations and acknowledged expertise, competent firms usually do not voluntarily provide written and detailed explanations of the procedures and methods used in collecting the information cited in the report.

Answer:  FALSE

LO:  5:5: How to evaluate secondary data

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

68) Studies may claim to provide information on a specific subject but, in fact, measure something quite different.

Answer:  TRUE

LO:  5:5: How to evaluate secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

69) If two or more independent organizations report the same data, researchers should have less confidence in the validity and reliability of the data and should double-check the source.

Answer:  FALSE

LO:  5:5: How to evaluate secondary data

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

70) It is rare that two organizations will report exactly the same results. In assessing differing data, the magnitude of the differences is a good place to start.

Answer:  TRUE

LO:  5:5: How to evaluate secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

71) The 2010 U.S. Census departed from tradition and only collected data using the short form, which asks only for name, sex, age, date of birth, race, ethnicity, relationship, and housing tenure.

Answer:  TRUE

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

72) Data from the prior U.S. Census long form are now collected through the American City and County Survey

Answer:  FALSE

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

73) The American Community Survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties, American Indian Areas, Alaska Native Areas, and Hawaiian Home Lands on a rotating basis using a sample.

Answer:  TRUE

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

74) Unlike the U.S. Census, the American Community Survey does not benefit from “high marks” of reliability.

Answer:  FALSE

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

75) In addition to providing new data each year, the ACS offers a measure of accuracy of the yearly estimates by relying on a sampling plan that involves surveying about three million Americans every year.

Answer:  TRUE

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

 

76) Packaged information is a special form of secondary data and consists of two broad classes, which include syndicated data and packaged services.

Answer:  TRUE

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

77) Syndicated data are a form of external primary data that are supplied from a common database to subscribers for a long-term service fee.

Answer:  FALSE

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

78) Firms supplying syndicated data follow standard research formats that enable them to collect the same data over time.

Answer:  TRUE

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

79) With syndicated data, both the process of collecting and analyzing the data and the data themselves can be varied for the client.

Answer:  FALSE

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

80) The term packaged services refers to a prepackaged marketing research process that is used to generate information for a particular user.

Answer:  TRUE

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

81) When many client firms subscribe to information, the cost of the service is greatly reduced to any one subscriber firm. This describes a key advantage of syndicated data,

Answer:  TRUE

LO:  5:8: The advantages and disadvantages of packaged information

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

82) A firm that offers a packaged service can use its experience to provide measures obtained from previous research to allow direct comparisons and make sense of results.

Answer:  TRUE

LO:  5:8: The advantages and disadvantages of packaged information

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

83) A company providing a packaged service usually knows the idiosyncrasies of a particular industry; therefore, there is less of a burden on the client to ensure that the packaged service fits the intended situation.

Answer:  FALSE

LO:  5:8: The advantages and disadvantages of packaged information

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

84) Marketers are interested in consumers’ attitudes toward private brands versus national brands, the quality of products made in America and elsewhere, and claims of health benefits. Data purchased for this purpose would be an application of packaged information.

Answer:  TRUE

LO:  5:9: The applications of packaged information

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

85) When considering the use of geodemographic information, researchers should be aware that it is limited to only pre-defined geographical boundaries such as cities, counties, or state definitions.

Answer:  FALSE

LO:  5:9: The applications of packaged information

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

86) Syndicated data services provide client firms with sophisticated methods of identifying members of their target market, locating these members, and provide information that will help efficiently reach these target markets.

Answer:  FALSE

LO:  5:9: The applications of packaged information

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

87) Tracking studies are longitudinal studies that monitor a variable such as sales or market share over time.

Answer:  TRUE

LO:  5:9: The applications of packaged information

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

88) Social media data, also termed user-generated content (UGC), are any information that is created by users of online systems and intended to be shared with others.

Answer:  TRUE

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

89) The timing of social media monitoring usually does not vary. It is almost always focused on one period to solve a particular problem.

Answer:  FALSE

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

90) Social media platforms provide one of the best means to trace trends and track big themes including fears and aspirations that influence consumers.

Answer:  TRUE

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

 

91) The Internet of Things (IoT) is defined as the network of physical objects embedded with software or sensors that allow them to gather and distribute data.

Answer:  TRUE

LO:  5:11: The Internet of Things and its future potential

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

92) Many research professionals believe IoT is important as a data source because it has the potential to transform the marketing research industry from relying heavily on primary data to truly integrating passively collected secondary data.

Answer:  TRUE

LO:  5:11: The Internet of Things and its future potential

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

93) Define the term big data. Describe the challenges as well as the opportunities for the use of big data by marketing researchers.

Answer:  Answers should demonstrate a basic understanding of the term “big data,” which may include: Big data refers to large amounts of data from multiple sources. Comments should note that the term big data has been popularized in recent years in response to the numerous types and huge amounts of data to which companies now have access in real time. Answers should include that a statement that the phrase is often used to indicate alarm and apprehension about the enormous-and multiplying-amounts of data that are being created on an ongoing basis. Comments regarding the challenges of big data may mention that effective use of multiple sources of data requires having the resources and talent available to retrieve, store, integrate, analyze, and report the data. “Making meaning” out of big data sets may also be mentioned. Access to big data also creates great opportunities. Proper management of big data has the potential to increase productivity for companies significantly. In addition to increasing productivity, other answers might mention the use of big data as an immense opportunity to know extraordinary amounts about customers-both in business-to-consumer as well as business-to-business environments. Advanced answers may include specific sources of big data such as companies, sensors, retailers, trade organizations, governments, publishers, and social media. These data take many forms, both qualitative and quantitative, including text, photos, videos, business transactions, research data, and many other types of data.

LO:  5:1: To understand the meaning of big data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

94) Describe the difference between internal secondary data and data gathered externally (primary data). What are some applications of secondary data? Give one example of the use of each.

Answer:  Comments should mention that there are many uses of secondary data in marketing research, and sometimes secondary data are all that is needed to achieve the research objectives. Answers should note that data needed for marketing management decisions can be grouped into two types: primary and secondary. Primary data refers to information that is developed or gathered by the researcher specifically for the research project at hand. Secondary data have previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. Answers may mention applications of secondary data that range from predicting broad changes in a region’s “way of life” to specific applications, such as selecting a street address location for a new car wash. Suggested applications for secondary data include forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others. Secondary data might provide marketers with the information about demographics that they need to help forecast the size of the market in a newly proposed market territory.

LO:  5:2: The differences between primary and secondary data

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

95) Explain the advantages and disadvantages of secondary data.

Answer:  Students should be able to clearly and succinctly explain the advantages of the and disadvantages of secondary data. Answers do not have to mention all advantages or disadvantages, but demonstrate some of the more significant ones. Among the advantages, students may mention one or more of the five main advantages of using secondary data: (1) Secondary data can be obtained quickly; (2) compared to collecting primary data, secondary data are inexpensive; (3) for almost any application, some secondary data are readily available; (4) secondary data may enhance primary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of primary data that should be collected; and (5) secondary data may be all that are needed to achieve the research objective. Disadvantages that may be mentioned include five of the problems associated with secondary data including incompatible reporting units, mismatch of the units of measurement, differing definitions used to classify the data, timeliness of the secondary data, and lack of information needed to assess the credibility of the data reported. Advanced answers will note that these problems exist because secondary data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

LO:  5:4: The advantages and disadvantages of secondary data

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

96) Explain why the American Community Survey (ACS) may represent the most significant change in several decades in the availability of secondary data to be used for marketing research purposes. Give one example of the use of data from the ACS.

Answer:  Students should note that the American Community Survey (ACS) is an example of free public data useful for researchers. Answers may note that the ACS may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades. The U.S. Census Bureau created the ACS in 1996 to collect economic, social, demographic, and housing information as part of the Decennial Census Program. The survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties, American Indian Areas, Alaska Native Areas, and Hawaiian Home Lands on a rotating basis using a sample. The main advantage is that the ACS provides data annually instead of once every 10 years. All answers should note or mention that since these data have the U.S. Census Bureau’s “high marks” for reliable data and will be current, the ACS is a major secondary data resource for marketing researchers.

LO:  5:6: How to use the U.S. Census Bureau’s American Community Survey

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

 

97) Describe the two classes of packaged information and the advantages and disadvantages of each.

Answer:  Students should be able to identify the two classes of packaged information: syndicated data and packaged services. (Note: Some students may confuse the terms “packaged information” with “packaged services.” This question addresses the category of packaged information; not one of the two types, which is packaged services.) Answers should mention the advantages of syndicated data are shared costs, high-quality data, and speed with which data are collected and made available for decision making. Answers should address the disadvantages of packaged information by noting that there is little control over the data collected, buyers must commit to long-term contracts, and competitors have access to the same information. When addressing the advantages of packaged information, answers should state that advantages of packaged services are the experience of the firm offering the service, reduced cost, and increased speed of conducting the service. Disadvantages of packaged services are the inability to customize services and the service firm not being knowledgeable about the client’s industry.

LO:  5:7: What packaged information is and the differences between syndicated data and packaged services

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

98) Discuss the four major areas in which packaged information sources may be applied.

Answer:  Answers should mention that packaged information is useful in many marketing research decisions, such as measuring consumer attitudes and opinions, defining market segments, monitoring media usage and promotion effectiveness, and conducting market tracking studies. Comments may note that research firms supply packaged services that measure and report attitudes and opinions on these issues and many more. Gallup, one of the oldest of these firms, has been tracking attitudes and opinions and monitoring changes for many decades. The use of packaged information in market segmentation may be explained by explaining that several marketing research firms that offer a packaged service of providing client firms with sophisticated methods of identifying members of their target market, locating these members, and providing information that will help develop promotional materials to efficiently reach these target markets. Advanced answers will discuss geodemographics (the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants) as use of packaged information for segmentation purposes. With regard to the use of packaged information in monitoring media usage and promotion effectiveness, comments may cite monitoring of TV, radio, print, and other sources. Advanced answers may discuss specific monitoring services and what the services monitor. Finally, students should explain that tracking studies are longitudinal studies that monitor a variable such as sales or market share over time. Advanced answers will include specific suppliers and examples of tracking studies.

LO:  5:8: The advantages and disadvantages of packaged information

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge

 

99) One of the fastest-growing areas of marketing research involves the organization and analysis of social media data. Discuss the uses of social media data and their advantages and disadvantages.

Answer:  Answers will state that social media data, also termed user-generated content (UGC), are any information that is created by users of online systems and intended to be shared with others. Comments will include a brief discussion of social media monitoring, or social media listening, and note that it involves actively gathering, organizing, and analyzing social media data to gain consumer insights. Discussion related to advantages of social media data should include 1. The currency of social media data: Social media can provide fast, immediate, up-to-the-minute feedback on any of the 4 Ps associated with a brand. 2. Social media data’s relative inexpensiveness to access the data, although expertise is needed to organize and analyze the data properly. 3. Social media data represent the unprompted, unfiltered, and authentic voice of the consumer. As such, social media sources can lead to new understandings that might not emerge through other types of research. 4. Social media platforms provide one of the best means to trace trends and track big themes-that is, fears and aspirations-that influence consumers. Discussion related to disadvantages of social media data will note 1. Social media commenters may not represent a brand’s target audience and, consequently, provide misleading feedback. Similarly, the most vocal consumers-whether advocates or critics of a brand-may have a more active voice and distort the conversation. 2. Demographic and geographic information of the consumers may not be identifiable or may be falsified, limiting its usefulness. 3. Some types of products, such as electronics and hotels, are more likely to be reviewed online, and some, particularly local products or low-penetration products, may not have a social media presence at all. 4. Despite measures taken to prevent fraud by established websites, social media review websites can be subject to manipulation; some reviews may be posted by individuals with ulterior motives. 5. Much of the material on social media is shallow, useless, offensive, or irrelevant, which means that a lot of content must be sifted through to find useful information.

LO:  5:10: The uses of social media data and their advantages and disadvantages

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

 

100) Discuss the impact of the Internet of Things (IoT), the data the objects gather, and how IoT has the potential to transform the marketing research industry.

Answer:  Answers will note that an important emerging source of marketing research data is the Internet of Things (IoT), which is defined as the network of physical objects embedded with software or sensors that allow them to gather and send data. Comments should note that as more objects have sensors and the ability to share information, the information that is generated, along with the marketing research applications will multiply. The discussion will include comments that the Internet of Things offers real promise for greater automation of marketing research and exciting applications for the future. At the same time, the IoT raises concerns related to privacy and security that will need to be addressed. Also, since the data from the IoT generally lack context, pairing passive data with qualitative data will be important. Advanced answers will include a discussion of wearables, or wearable technology, like clothing or accessories that are equipped with computer technology or sensors that allow the collection and sharing of data. Advanced answers may include other specific relevant examples of IoT data usage.

LO:  5:11: The Internet of Things and its future potential

Diff:  Difficult

Classification:  Application

AACSB:  Application of knowledge