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Chapter

Chapter 5 Notes- Al Burns


Department
Marketing
Course Code
MKT 3413
Professor
All

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1
Basic Marketing Research, 3e (Burns)
Chapter 5 Information Types and Sources: Secondary Data and
Standardized Information
1) Which type of data refers to information that is developed or gathered by the researcher
specifically for the research project at hand?
A) basic data
B) primary data
C) complex data
D) secondary data
E) standardized data
Answer: B
Diff: 1 Page Ref: 107
AACSB: Analytic Skills
Objective: LO 1
2) Which type of data refers to data that have been gathered by someone other than the
researcher and/or for some other purpose than the research project at hand?
A) basic data
B) primary data
C) complex data
D) secondary data
E) standardized data
Answer: D
Diff: 1 Page Ref: 108
AACSB: Analytic Skills
Objective: LO 1
3) What provides an incredible stock of free secondary data?
A) The AMA
B) Textbooks
C) The Internet
D) Company reports
E) The Department of Education
Answer: C
Diff: 1 Page Ref: 108
AACSB: Analytic Skills
Objective: LO 1

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

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4) Which of the following is a use of secondary data?
A) to determine the population and growth rate in almost any geographical area
B) to evaluate market performance
C) to help make public policy decisions
D) to predict broad changes in a culture's "way of life"
E) all of the above
Answer: E
Diff: 3 Page Ref: 108
AACSB: Analytic Skills
Objective: LO 1
5) Which of the following is true regarding secondary data?
A) It is rare for a marketing research project to be conducted without including some secondary
data.
B) Some research projects may be totally based upon secondary data.
C) There can be many uses of secondary data.
D) Secondary data have many applications including economic trend forecasting and competitive
intelligence.
E) all of the above are true
Answer: E
Diff: 2 Page Ref: 108
AACSB: Reflective Thinking Skills
Objective: LO 1
6) Which of the following would NOT be considered an application of secondary data?
A) predicting very broad changes in a culture's "way of life"
B) selecting a street address for a new car wash
C) determining the likelihood of customers purchasing a brand new product
D) determining population growth rates in different geographical areas
E) examining information about competitors
Answer: C
Diff: 3 Page Ref: 108
AACSB: Reflective Thinking Skills
Objective: LO 1
7) Which of the following would be classified as a part of internal secondary data?
A) online information database
B) internal database
C) demographic data within a company's target market
D) any government data
E) Google
Answer: B
Diff: 2 Page Ref: 109
AACSB: Reflective Thinking Skills
Objective: LO 1

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

3
8) Each unit of information in a database is called a(n) ________.
A) field
B) record
C) inventory
D) item
E) transaction
Answer: B
Diff: 1 Page Ref: 109
AACSB: Reflective Thinking Skills
Objective: LO 1
9) Which of the following best represents a field within a database?
A) anything outside the company laboratory
B) a database record
C) a data mine
D) records within customer names
E) customer names within a record
Answer: E
Diff: 3 Page Ref: 109
AACSB: Reflective Thinking Skills
Objective: LO 1
10) Complete the following sentence with the answer that most completely answers the question.
Typical fields in a customer database include ________.
A) name
B) name and address
C) name, address and email address
D) name, address, email address and products purchased
E) name, address, email address, products purchased and dates of purchase
Answer: E
Diff: 1 Page Ref: 109
AACSB: Reflective Thinking Skills
Objective: LO 1
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