Chapter_7_-_Using_External_Secondary_Data.pdf

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1. The main disadvantage of data furnished by standardized marketing information services over user-collected primary data is standardized data a. may not always fit the specific needs of the user. b. is generally more costly than primary data. c. is generally less accurate than primary data. d. is hard to locate. e. is only available in "hard copy" formats. ANSWER: a POINTS: 1 DIFFICULTY: Easy NATIONAL STANDARDS: United States - BUSPROG: Analytic 2. A marketing manager has discovered that relevant, internal secondary data don't exist to support a decision process. The next step the manager should take is: a. Look for external sources for the relevant data. b. See if good data can be obtained from published sources. c. Begin a primary data collection effort. d. All of the above are correct next steps e. A and B are both correct. ANSWER: e POINTS: 1 DIFFICULTY: Easy NATIONAL STANDARDS: United States - BUSPROG: Analytic 3. Which of the following are NOT activities typically associated with "geodemographers?"
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4. Which of the following is TRUE? 5. Demographically balanced diary panels enable the service provider to 6. The "National Panel Diary" (NPD Group) is a. Concerned with size and nature of the television commercial audience. b. An advertisement readership service. c. A well-known diary panel concerned with the consumption of various goods and services. d. An annual service provided to consumers reporting on the average family's consumption behavior.
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