Chapter 8—Secondary Data Research in a Digital Age. All Answer

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1. Secondary data are typically historical data that have already been collected. T PTS: 1 DIF: Moderate REF: p. 160 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms K ... nowledge 2. Secondary data require current access to respondents who provided the data. F Secondary data are historical and already assembled, requiring no additional access to research respondents or subjects. PTS: 1 DIF: Moderate REF: p. 160 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 3. The primary advantage of secondary data is their availability. T PTS: 1 DIF: Moderate REF: p. 160 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. A disadvantage to secondary data is that they were not designed specifically to meet the objectives of the current project. T PTS: 1 DIF: Moderate REF: p. 160 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 5. It’s usually safe to assume that secondary information is relevant, useful, and reliable. F Researchers should take care not to assume that secondary information is relevant, useful, and reliable. PTS: 1 DIF: Moderate REF: p. 161 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 6. One disadvantage of secondary data is that it cannot be converted to conform to a researcher’s needs. F Data transformation is the process of changing the original form of data to a format more suitable for achieving a stated research objective. PTS: 1 DIF: Moderate REF: p. 161 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 7. A researcher should always evaluate the professional reputation of the organization that has gathered secondary data in terms of evaluating the quality of the data. T PTS: 1 DIF: Moderate REF: p. 162 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 8. A reliability analysis is done by comparing data from one source with data from another source. F This is a cross-check. PTS: 1 DIF: Moderate REF: p. 162 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 9. Fact-finding is the simplest form of secondary data research. T PTS: 1 DIF: Easy REF: p. 162 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 10. Market tracking is the observation and analysis of trends in industry volume and brand share over time. T PTS: 1 DIF: Moderate REF: p. 164 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 11. Model building involves specifying relationships between two or more variables, which is more complicated that simple fact-finding. T PTS: 1 DIF: Moderate REF: p. 165 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 12. Market potential is frequently estimated through the use of secondary data. T PTS: 1 DIF: Moderate REF: p. 166 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 13. Marketing researchers frequently use external accounting data to generate sales forecasts. F Marketing researchers frequently use internal accounting data to generate sales forecasts. PTS: 1 DIF: Hard REF: p. 167 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 14. A moving average sales forecast works best in a dynamic competitive environment. F This technique is best suited to a static competitive environment. PTS: 1 DIF: Hard REF: p. 168 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 15. The index of retail saturation is the ratio of local market potential (demand) to local population density. T The index of retail saturation is the ratio of local market potential (demand) to local market retailing space. PTS: 1 DIF: Moderate REF: p. 168 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 16. Data mining techniques can help to define the underlying meaning of data. T PTS: 1 DIF: Moderate REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 17. Neural networks are a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information. T PTS: 1 DIF: Moderate REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 18. Single-source analysis is a form of data mining that analyzes anonymous point-of-sale transactions databases to identify coinciding purchases or relationships between products purchased and other retail shopping information. F This is market-basket analysis. PTS: 1 DIF: Moderate REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 19. Secondary data are always data that are external to the organization. F Internal sources of secondary data include sales information, call reports, customer complaints, and so on. PTS: 1 DIF: Moderate REF: p. 170 OBJ: LO: 08-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 20. An organization’s accounting system is a useful source of internal secondary data. T PTS: 1 DIF: Easy REF: p. 171 OBJ: LO: 08-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 21. Secondary data can be bought and sold like other products. T PTS: 1 DIF: Moderate REF: p. 171 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 22. Trade associations gather data to help the organizations in a specific industry. T PTS: 1 DIF: Moderate REF: p. 175 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 23. Diary panel data are data gathered by households that have agreed to record their consumption behavior over an extended period of time. T PTS: 1 DIF: Hard REF: p. 176 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 24. The research industry uses the term multiple-source data for diverse types of data offered by a single company. F This is referred to as single-source data. PTS: 1 DIF: Moderate REF: p. 177 OBJ: LO: 08-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 25. It is safe to assume that secondary data from governments around the world are accurate. F Researchers may question the accuracy of some data, especially with official statistics that may be adjusted for the political purposes of foreign governments. PTS: 1 DIF: Moderate REF: p. 178 OBJ: LO: 08-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension MULTIPLE CHOICE 1. Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data. a. faster; more b. slower; more c. faster; less d. slower; less C PTS: 1 DIF: Hard REF: p. 160 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 2. A researcher who is interested in new car sales but who discovers that the secondary data from the U.S. government are in the form of statistics that include both car and light truck sales combined in the data has discovered that the data fail to meet which criterion? a. Are the data in the correct unit of measurement? b. Do the data apply to the time period of interest? c. Are the data supplied by a reputable source? d. Do the data show evidence of reliability and validity? A PTS: 1 DIF: Hard REF: p. 161 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 3. All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____. a. outdated information b. too expensive c. variation in definition of terms d. different units of measurement B PTS: 1 DIF: Hard REF: p. 161 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. The process of changing the original form of data to a format more suitable for achieving a stated research objective is called _____. a. data conversion b. reliability assessment c. cross-checking d. data mining A PTS: 1 DIF: Moderate REF: p. 161 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 5. Sherrie is interested in average monthly sales for smartphones in the United States. She found information on the Internet that gives annual sales, so she took the annual sales and divided it by twelve to get a monthly average. This is an example of _____. a. data mining b. data division c. data conversion d. data validation C PTS: 1 DIF: Hard REF: p. 161 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 6. Which of the following is a disadvantage of secondary data? a. user has no control over their validity b. inability to convert the data c. typically require additional access to research respondents d. all of these choices A PTS: 1 DIF: Hard REF: p. 162 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 7. What is it called when a researcher compares secondary data from one source with data from another? a. data conversion b. cross-check c. data mining d. data enhancement B PTS: 1 DIF: Moderate REF: p. 162 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 8. A researcher is interested in knowing the median income of residents in the state of Ohio and has found several sources with this information. He is comparing the information from each source to verify the information. This researcher is performing a _____. a. reliability assessment b. data conversion c. cross-check d. data transformation C PTS: 1 DIF: Hard REF: p. 162 OBJ: LO: 08-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 9. A typical objective for secondary-data research design is _____. a. model building b. fact-finding c. database marketing d. all of these choices D PTS: 1 DIF: Easy REF: p. 162 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 10. The simplest form of secondary-data research is _____. a. fact-finding b. model building c. forecasting sales d. database marketing A PTS: 1 DIF: Moderate REF: p. 162 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 11. Purchasing data from a company such as NPD Group, Inc. on consumption of soft drinks in the U.S. is an example of which objective for secondary data analysis? a. model building b. database marketing c. data mining d. fact-finding D PTS: 1 DIF: Hard REF: p. 162 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 12. Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis? a. model building b. fact-finding c. database marketing d. environmental scanning B PTS: 1 DIF: Hard REF: p. 162 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 13. The observation and analysis of trends in industry volume and brand share over time is called _____. a. market tracking b. model building c. data mining d. database marketing A PTS: 1 DIF: Moderate REF: p. 164 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 14. When a manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine changes in consumer behavior and employment issues, this is a form of _____, a. environmental scanning b. model building c. database marketing d. data mining A PTS: 1 DIF: Hard REF: p. 164 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 15. _____ involves specifying relationships between two or more variables, perhaps extending to the development of descriptive or predictive equations. a. Data transformation b. Data analysis c. Model building d. Fact-finding C PTS: 1 DIF: Moderate REF: p. 165 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 16. Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of _____. a. data conversion b. validation c. reliability d. model building D PTS: 1 DIF: Hard REF: p. 165 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 17. The process of predicting sales totals over a specific time period is called _____. a. sales forecasting b. market potential estimation c. sales analysis d. market tracking A PTS: 1 DIF: Moderate REF: p. 167 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 18. Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company’s previous years’ sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____. a. model building b. trend analysis c. sales forecasting d. market potential estimation C PTS: 1 DIF: Hard REF: p. 167 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 19. Kyle is conducting a sales forecast by adding up his company’s sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called _____. a. moving average forecasting b. dynamic forecasting c. static forecasting d. indexing A PTS: 1 DIF: Hard REF: p. 167 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 20. Which of the following is FALSE regarding sales forecasting? a. The moving average forecasting is best suited to a dynamic competitive environment. b. Accurate sales forecasts frequently come from secondary data research. c. Simple moving averages are often applied in practice. d. Marketing researchers often use internal company sales records to project sales. A PTS: 1 DIF: Hard REF: p. 167 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 21. When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _____. a. site analysis b. model building c. database marketing d. market tracking A PTS: 1 DIF: Hard REF: p. 168 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 22. Which of the following is a calculation that describes the relationship between retail demand and supply? a. index of retail sales b. index of retail utilization c. index of retail saturation d. index of retail sites C PTS: 1 DIF: Moderate REF: p. 168 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 23. If the population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is _____. a. 3.56 b. 12.65 c. 159.99 d. 330.06 C PTS: 1 DIF: Hard REF: p. 168 OBJ: LO: 08-02 NAT: AACSB Analytic| CB&E Model Research| Blooms Application 24. Pottery Barn is a retail chain of home products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called _____. a. index of retailers b. index of retail utilization c. index of retail sales d. index of retail saturation D PTS: 1 DIF: Hard REF: p. 168 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 25. Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called _____. a. data mining b. data digging c. sugging d. neural networking A PTS: 1 DIF: Moderate REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 26. Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information? a. brain scan b. neural network c. schematic network d. intelligent network B PTS: 1 DIF: Moderate REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 27. Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____. a. robotic thinking b. brain simulator c. intelligent agents d. neural networks D PTS: 1 DIF: Hard REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 28. Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____. a. neural networking b. scandowns c. database marketing d. market-basket analysis D PTS: 1 DIF: Moderate REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 29. Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer? a. customer discovery b. data dissection c. data profiling d. customer cloning A PTS: 1 DIF: Moderate REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 30. When a credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk, this is an example of _____. a. single-source data b. data conversion c. customer discovery d. index of customer saturation C PTS: 1 DIF: Hard REF: p. 169 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 31. The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called _____ a. zoned marketing b. target marketing c. database marketing d. electronic marketing C PTS: 1 DIF: Moderate REF: p. 170 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 32. L.L.Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently, but since her daughter started college she hasn’t had as much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of _____. a. database marketing b. neural networks c. customer discovery d. electronic marketing A PTS: 1 DIF: Hard REF: p. 170 OBJ: LO: 08-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 33. Secondary data that originate inside the organization are called _____. a. first order data b. internal and proprietary data c. exclusive data d. valid data B PTS: 1 DIF: Moderate REF: p. 170 OBJ: LO: 08-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 34. All of the following are examples of internal secondary data EXCEPT _____. a. sales invoices b. census data c. inventory levels d. back orders B PTS: 1 DIF: Moderate REF: p. 171 OBJ: LO: 08-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 35. Facts observed, recorded, and stored by an entity outside of the researcher’s organization are called _____. a. proprietary data b. external data c. internal data d. primary data B PTS: 1 DIF: Moderate REF: p. 171 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 36. All of the following are producers of external secondary data EXCEPT _____. a. libraries b. trade associations c. government d. media A PTS: 1 DIF: Hard REF: p. 174 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 37. Which of the following is TRUE regarding U.S. government sources of secondary data? a. Most of the data published by the U.S. federal government can be counted on for accuracy and quality of investigation. b. Provides a real-time view of business news and financial statistics including stock values, exchange rates, and more. c. Provides customer satisfaction ratings for hundreds of large firms doing business in the United States. d. Reports market-share data using Universal Product Codes (UPC) and optical scanning at retail store checkouts. A PTS: 1 DIF: Hard REF: p. 174 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 38. Which of the following data can be purchased from commercial sources? a. advertising research b. market-share data c. consumer attitudes and public opinions d. all of these choices D PTS: 1 DIF: Easy REF: p. 175 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 39. Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data? a. media source b. commercial source c. trade association source d. primary source B PTS: 1 DIF: Hard REF: p. 175 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 40. Asking a group of households to record their consumption of certain products over a two-year period is an example of _____. a. model building b. database marketing c. data conversion d. diary panel data D PTS: 1 DIF: Hard REF: p. 176 OBJ: LO: 08-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 41. What term is used by the marketing research industry to refer to diverse types of data offered by a single company? a. primary data b. single-source data c. compound data d. integrated data B PTS: 1 DIF: Moderate REF: p. 177 OBJ: LO: 08-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 42. All of the following are limitations of international secondary data EXCEPT _____. a. data may simply be unavailable in certain countries b. data may be too expensive c. researchers may question the accuracy of some data d. various countries use different definitions and accounting and recording practices B PTS: 1 DIF: Hard REF: p. 178 OBJ: LO: 08-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension COMPLETION 1. Data that were collected previously for a different research study are known as ______ data. 2. When original data are changed to a different format in order to make them consistent with a research objective, this is known as data ______. 3. Comparing data from one source with data from other sources to determine the consistency of the data is known as performing a(n) ______. 4. Tracking industry unit sales over the past twelve months is a form of ______ tracking. 5. Reading The Wall Street Journal to study possible changes in stock prices is an example of ______. 6. Using secondary data to study relationships between employee compensation and turnover is an example of ______. 7. Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n) ______. 8. Techniques that use secondary data to select the best location for a retail or wholesale operation are called _____ techniques. 9. The mathematical result of describing the relationship between retail demand and supply for a specific geographic area for a specific product is known as the index of retail ______ . 10. When an organization uses powerful computers to try to discover patterns of customer relationships for its products, this is known as ______. 11. _____ networks are a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information. 12. _____ is a data-mining application that similarly involves mining data to look for patterns that can increase the value of customers. 13. Using customer databases to provide customized relationships with customers for specific promotions is an example of ______ marketing. 14. Data which are created outside of the organization are called ______ secondary data. 15. Diverse types of data offered by a single company are known as ______ data. ESSAY 1. Explain why researchers often look for secondary data first when conducting research but also discuss the drawbacks of using secondary data. 2. Name and describe the three broad objectives that can be achieved using secondary data and give an example of each. 3. Identify various internal sources of secondary data and explain how researchers can search this type of data. 4. Give examples of various external sources of secondary data and discuss how information, as a product, is distributed. 5. A researcher has been commissioned by a major U.S. consumer packaged-goods company to determine the market potential for peanut butter in China. Discuss some concerns the researcher may have when attempting to find and use secondary data in this country. [Show More]

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