Considered external secondary data a us census data b

Info icon This preview shows pages 88–91. Sign up to view the full content.

View Full Document Right Arrow Icon
considered external secondary data? A. U.S. Census
Image of page 88

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
data B. Syndicated data C. Newspaper articles D. Scanner data E. All of these Secondary data might come from free or very inexpensive external resources such as census data or newspaper articles, or can be purchased for a fee (for example, syndicated data). AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Describe the various internal and external secondary data sources. Topic: Marketing Research Process Step 3--Data Collection Process 117. (p. 187) Which of the following types of data would be the best choice for a fast food restaurant wanting to know how many hamburgers versus chicken sandwiches it has sold in past years? Internal secondary data is based on a company's day-to-day operations. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Describe the various internal and external secondary data sources. Topic: Marketing Research Process Step 3--Data Collection Process 118. (p. 185) A restaurant chain is working on improving the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, in order to track its progress. What kind of data is the restaurant chain collecting?
Image of page 89
This is an example of using a panel--a group of consumers who provide information over a period of time. It is primary, not secondary, data because the data is being collected specifically to measure progress in improving satisfaction. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 119. (p. 192) Which of the following is an unstructured question? A. "What are the m characteristics fo shampoo?" B. "How satisfied were you with your last shampoo purcha neutral, satisfied, or very satisfied?" C. "Were you happy with the quality of the shampoo you p D. "On a scale from 1 to 5 (with 1 being very unimportant a important is fragrance when choosing a shampoo?" E. "How many brands of shampoo have you purchased in more than 5?" Unstructured questions are open-ended and allow respondents to answer in their own words. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Describe the various internal and external secondary data sources. Topic: Marketing Research Process Step 3--Data Collection Process 120. (p. 188) Which of the following provides the information needed to confirm insights and help managers to
Image of page 90

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 91
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern