Question 1

_____ are sources of external secondary data.

Accepted Answer

A)   Customer letters
B)   U.S. census reports
C)   Accounts receivable reports
D)   Warranty cards
E)   Sales invoicesF) A) and E)
G) A) and B)

Question 2

A _____ is an observable item that is used as a measure on a questionnaire.

Accepted Answer

A)   variable
B)   construct
C)   quota
D)   hypothesis
E)   parameterF) All of the above
G) C) and D)

Question 3

Scholarly sources are used to obtain external secondary data.

Accepted Answer

A) True 
 B)False

Question 4

The logical starting point in searching for secondary data is to look for data in government documents and websites.

Accepted Answer

A) True 
 B)False

Question 5

A conceptual model becomes a theoretical model when:

Accepted Answer

A)   a full-scale study is likely to cost more than an exploratory study.
B)   a literature review and the available secondary data are inadequate to suggest strong candidates for explaining dependent variables of interest.
C)   a literature review or an exploratory research is sufficient to support the model's pictured relationships between variables.
D)   the dependent variables identified in the model are constructs.
E)   the independent variables identified in the model are constructs.F) A) and B)
G) C) and D)

Question 6

A(n)  _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.

Accepted Answer

A)   marginal
B)   test
C)   null
D)   theoretical
E)   alternativeF) A) and E)
G) A) and B)

Question 7

Before using census data, researchers need to consider the timeliness of the data.

Accepted Answer

A) True 
 B)False

Question 8

Syndicated data is the data available for free on various blogs and websites.

Accepted Answer

A) True 
 B)False  False

Question 9

The major reason for using government documents as secondary data sources is that they _____.

Accepted Answer

A)   are easily available in all marketing blogs
B)   provide predefined categories of variables that always meet user requirements
C)   are detailed, complete, and consistent
D)   provide the most up-to-date information
E)   are available for a wide range of topicsF) A) and E)
G) A) and D)

Question 10

Explain the objectives of doing a literature review.

Accepted Answer

A literature review is a comprehensive e...

Question 11

Which of the following statements is true about consumer panels?

Accepted Answer

A)   They provide accurate and specific reporting of socially sensitive expenditures.
B)   They are more expensive than primary data collection methods.
C)   They provide information that is limited to the data collected at the point of purchase.
D)   They only provide information about the intentions or propensities to purchase.
E)   They are the most readily available sources of secondary data.F) A) and E)
G) None of the above

Question 12

How is a construct different from a variable? Give two examples of each.

Accepted Answer

A variable is an observable item that is...

Question 13

Explain the importance of internal secondary data.

Accepted Answer

A company's own internal information is the logical starting point in searching for secondary data. Many organizations fail to realize the wealth of information their own records contain. Additionally, internal data are the most readily available and can be accessed at little or no cost at all. Internal data sources can be highly effective in helping decision makers plan new-product introductions or new distribution outlets. A lot of internal company information is available for marketing research activities. If maintained and categorized properly, internal data can be used to analyze product performance, customer satisfaction, distribution effectiveness, and segmentation strategies. These forms of internal data are also useful for planning product deletions, promotional strategies, competitive intelligence, and customer service tactics.

Question 14

_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time.

Accepted Answer

A)   Netnographers
B)   Consumer panels
C)   Focus groups
D)   Ethnographers
E)   Mystery shoppersF) A) and D)
G) C) and D)

Question 15

The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods.

Accepted Answer

A) True 
 B)False

Question 16

The failure to reject a null hypothesis means that the null hypothesis is definitely true.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following hypotheses is always tested by statisticians and market researchers?

Accepted Answer

A)   Test hypothesis
B)   Alternative hypothesis
C)   Null hypothesis
D)   Theoretical hypothesis
E)   Rejection hypothesisF) A) and B)
G) B) and D)

Question 18

A positive relationship is an association between two variables in which they increase or decrease together.

Accepted Answer

A) True 
 B)False

Question 19

In the context of developing a conceptual model, a(n)  _____ is the construct researchers are seeking to explain.

Accepted Answer

A)   dependent variable
B)   independent variable
C)   positive relationship
D)   negative relationship
E)   null hypothesisF) D) and E)
G) C) and E)

Question 20

_____ data is market research data that is collected, packaged, and sold to many different firms.

Accepted Answer

A)   Syndicated
B)   Noncommercial
C)   Open source
D)   Government
E)   StandardizedF) C) and D)
G) B) and D) A

Exam 3: Secondary Data, Literature Reviews, and Hypotheses

_____ are sources of external secondary data.

Correct Answer
verified

A _____ is an observable item that is used as a measure on a questionnaire.

Correct Answer
verified

Scholarly sources are used to obtain external secondary data.

Correct Answer
verified

The logical starting point in searching for secondary data is to look for data in government documents and websites.

Correct Answer
verified

A conceptual model becomes a theoretical model when:

Correct Answer
verified

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.

Correct Answer
verified

Before using census data, researchers need to consider the timeliness of the data.

Correct Answer
verified

Syndicated data is the data available for free on various blogs and websites.

Correct Answer
verified
False

The major reason for using government documents as secondary data sources is that they _____.

Correct Answer
verified

Explain the objectives of doing a literature review.

Correct Answer
verified
A literature review is a comprehensive e...
View Answer

Which of the following statements is true about consumer panels?

Correct Answer
verified

How is a construct different from a variable? Give two examples of each.

Correct Answer
verified
A variable is an observable item that is...
View Answer

Explain the importance of internal secondary data.

_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time.

Correct Answer
verified

The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods.

Correct Answer
verified

The failure to reject a null hypothesis means that the null hypothesis is definitely true.

Correct Answer
verified

Which of the following hypotheses is always tested by statisticians and market researchers?

Correct Answer
verified

A positive relationship is an association between two variables in which they increase or decrease together.

Correct Answer
verified

In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain.

Correct Answer
verified

_____ data is market research data that is collected, packaged, and sold to many different firms.

Correct Answer
verified
A

Exam 3: Secondary Data, Literature Reviews, and Hypotheses

_____ are sources of external secondary data.

Correct AnswerverifiedShow Answer

A _____ is an observable item that is used as a measure on a questionnaire.

Correct AnswerverifiedShow Answer

Scholarly sources are used to obtain external secondary data.

Correct AnswerverifiedShow Answer

The logical starting point in searching for secondary data is to look for data in government documents and websites.

Correct AnswerverifiedShow Answer

A conceptual model becomes a theoretical model when:

Correct AnswerverifiedShow Answer

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.

Correct AnswerverifiedShow Answer

Before using census data, researchers need to consider the timeliness of the data.

Correct AnswerverifiedShow Answer

Syndicated data is the data available for free on various blogs and websites.

Correct AnswerverifiedFalse

The major reason for using government documents as secondary data sources is that they _____.

Correct AnswerverifiedShow Answer

Explain the objectives of doing a literature review.

Correct AnswerverifiedA literature review is a comprehensive e...View AnswerShow Answer

Which of the following statements is true about consumer panels?

Correct AnswerverifiedShow Answer

How is a construct different from a variable? Give two examples of each.

Correct AnswerverifiedA variable is an observable item that is...View AnswerShow Answer

Explain the importance of internal secondary data.

_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time.

Correct AnswerverifiedShow Answer

The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods.

Correct AnswerverifiedShow Answer

The failure to reject a null hypothesis means that the null hypothesis is definitely true.

Correct AnswerverifiedShow Answer

Which of the following hypotheses is always tested by statisticians and market researchers?

Correct AnswerverifiedShow Answer

A positive relationship is an association between two variables in which they increase or decrease together.

Correct AnswerverifiedShow Answer

In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain.

Correct AnswerverifiedShow Answer

_____ data is market research data that is collected, packaged, and sold to many different firms.

Correct AnswerverifiedA

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False

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A literature review is a comprehensive e...
View Answer

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A variable is an observable item that is...
View Answer

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