Question 1

With respect to standardized information,CGM stands for:

Accepted Answer

A)  consumer-granted marketing
B)  consumer-generated media
C)  customer-given media
D)  customers' generic marketing
E)  connector-generated marketing

Question 2

Which of the following was NOT discussed as an advantage of using secondary data?

Accepted Answer

A)  may be obtained quickly
B)  may be obtained in all forms desired by the researcher
C)  is relatively inexpensive
D)  is usually available
E)  sometimes enhances primary data

Question 3

Experian Simmons can help you identify which of your prospects and customers fall into the key Tipping Point segments?

Accepted Answer

A)  Socialites
B)  Connectors
C)  Mavens
D)  Salespeople
E)  Innovators

Question 4

Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Accepted Answer

A) True 
 B)False

Question 5

The key advantage of using syndicated data is taking advantage of the experience of the research firm offering the service.

Accepted Answer

A) True 
 B)False

Question 6

Consumer-generated media (CGM)is content created by consumers on blogs, discussion boards, forums, user groups, and other social media platforms.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following should you look for in evaluating a study that is secondary data?

Accepted Answer

A)  What was the sample?
B)  How large was the sample?
C)  What was the response rate?
D)  Was the information validated?
E)  all of the above

Question 8

Which of the following was NOT discussed as a disadvantage of using secondary data?

Accepted Answer

A)  there is a mismatch of the units of measurement
B)  differing classifications of the data in terms of what is available and what is needed
C)  the data may be dated
D)  data may be collected too quickly causing problems with the project schedule
E)  geographic reporting units are incompatible

Question 9

________ is (are) collected in a standard format and made available to all subscribers.

Accepted Answer

A)  Basic data
B)  Complex data
C)  Written data
D)  Standardized information
E)  Syndicated data

Question 10

In databases,fields are composed of records.

Accepted Answer

A) True 
 B)False

Question 11

Standardized services usually provide clients with standardized data.

Accepted Answer

A) True 
 B)False

Question 12

There are two broad classes of standardized information: syndicated data and standardized services.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following best represents a field within a database?

Accepted Answer

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

Question 14

A syndicated services data firm collects data in a standard format and makes it available to:

Accepted Answer

A)  only the first firm that purchases the data
B)  all who subscribe to the data
C)  shareholders in the company
D)  government regulators
E)  no one; syndicated services data firms do not collect data in a standard format

Question 15

In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers.The cloth diaper industry found just the opposite.The point of this example is:

Accepted Answer

A)  research studies are always objective and are conducted to provide the truth
B)  when evaluating research studies you should understand that some studies are conducted with a clear purpose in mind to "prove" some position or advance some special interest
C)  chambers of commerce have always been able to clear up discrepancies between research studies
D)  if you are really concerned about the environment, don't wear any type of diaper
E)  secondary data be discarded because those collecting it always have a hidden agenda

Question 16

Kotler and Keller's definition of database marketing deals with external databases.

Accepted Answer

A) True 
 B)False

Question 17

According to your text,which of the following is NOT true regarding syndicated data?

Accepted Answer

A)  Syndicated data are collected in a standard format and made available to all subscribers.
B)  Syndicated data can include data such as Marketing Evaluations Inc.'s Q Scores services.
C)  ESRI's Tapestry Segmentation is a syndicated data service that uses a process to profile residential neighborhoods.
D)  Nielsen Media Research's Nielsen Television Index is an example of syndicated data.
E)  Subscribers to syndicated data include advertisers, television and movie production companies, licensing companies, talent and public relations companies.

Question 18

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following would NOT be considered an application of secondary data?

Accepted Answer

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

Question 20

The American Community Survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties,American Indian areas,Alaska Native areas,and Hawaiian homelands on a rotating basis using a sample.

Accepted Answer

A) True 
 B)False

Exam 5: Information Types and Sources: Secondary Data and Standardized Information

Kotler and Keller's definition of database marketing deals with external databases.

Correct AnswerverifiedShow Answer

Which of the following would NOT be considered an application of secondary data?

Correct AnswerverifiedShow Answer

Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Correct AnswerverifiedShow Answer

Which of the following was NOT discussed as a disadvantage of using secondary data?

Correct AnswerverifiedShow Answer

Which of the following should you look for in evaluating a study that is secondary data?

Correct AnswerverifiedShow Answer

A syndicated services data firm collects data in a standard format and makes it available to:

Correct AnswerverifiedShow Answer

Experian Simmons can help you identify which of your prospects and customers fall into the key Tipping Point segments?

Correct AnswerverifiedShow Answer

Consumer-generated media (CGM)is content created by consumers on blogs, discussion boards, forums, user groups, and other social media platforms.

Correct AnswerverifiedShow Answer

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Correct AnswerverifiedShow Answer

There are two broad classes of standardized information: syndicated data and standardized services.

Correct AnswerverifiedShow Answer

In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers.The cloth diaper industry found just the opposite.The point of this example is:

Correct AnswerverifiedShow Answer

The key advantage of using syndicated data is taking advantage of the experience of the research firm offering the service.

Correct AnswerverifiedShow Answer

Which of the following best represents a field within a database?

Correct AnswerverifiedShow Answer

Standardized services usually provide clients with standardized data.

Correct AnswerverifiedShow Answer

________ is (are) collected in a standard format and made available to all subscribers.

Correct AnswerverifiedShow Answer

According to your text,which of the following is NOT true regarding syndicated data?

Correct AnswerverifiedShow Answer

The American Community Survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties,American Indian areas,Alaska Native areas,and Hawaiian homelands on a rotating basis using a sample.

Correct AnswerverifiedShow Answer

With respect to standardized information,CGM stands for:

Correct AnswerverifiedShow Answer

In databases,fields are composed of records.

Correct AnswerverifiedShow Answer

Which of the following was NOT discussed as an advantage of using secondary data?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified