Marketing Final Exam

Industry e a newspaper story describing the lifestyle

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Unformatted text preview: first-time physical count of the number of cars passing through an intersection to determine the need for a traffic signal b. a census report on the number of people who are native to a community c. any product testing results made available to the media d. a collection of trade journal articles about the future of a particular industry e. a newspaper story describing the lifestyle of the average Internet user ANS: A Of the choices, all are secondary data except the physical count of cars done for the first time, which would be primary data. PTS: 1 REF: 141 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 29. When assessing the quality of secondary data, it is: a. not necessary to know why the data were collected in the first place b. important to be able to have easy access to the data c. important to know the purpose for which the data were originally collected d. not important to know when the data were collected e. imperative to use the same methods and procedures when primary data are collected ANS: C To assess the quality of the data, it is important to know when, where, why, and how the data were originally collected. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 30. Radio One is the largest U.S. radio broadcasting company targeting black Americans today. Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market. Potential disadvantages of this research approach include: a. the questionable quality of the data b. c. d. e. the high cost of collecting secondary data the length of time it takes to collect secondary data interviewer bias during the collection process the potential for sampling error ANS: A The quality of secondary data can be a problem. Often secondary data sources do not give detailed information that would enable a researcher to assess their quality or relevance. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 31. A _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms. a. syndicated vendor b. research directory c. marketing research aggregator d. secondary data provider e. marketing research compiler ANS: C This is the definition of a marketing research aggregator PTS: 1 REF: 142 KEY: CB&E Model Online/Computer OBJ: 09-3 TOP: AACSB Technology MSC: BLOOMS Knowledge 32. _____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. a. A secondary data use plan b. The research collaborative plan c. An autonomous director d. The research design e. The sampling plan ANS: D This is the function of the research design, and once approved, the project budget is finalized. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research 33. The research design specifies: a...
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This document was uploaded on 09/29/2013.

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