Q&A Hero

Q: Which of the following is a disadvantage of secondary data? A.user has no control over their validity B.inability to convert the data C.typically require additional access to research respondents D.all of these choices

Q: Sherrie is interested in average monthly sales for smartphones in the United States. She found information on the Internet that gives annual sales, so she took the annual sales and divided it by twelve to get a monthly average. This is an example of _____. A.data mining B.data division C.data conversion D.data validation

Q: The process of changing the original form of data to a format more suitable for achieving a stated research objective is called _____. A.data conversion B.reliability assessment C.cross-checking D.data mining

Q: All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____. A.outdated information B.too expensive C.variation in definition of terms D.different units of measurement

Q: A researcher who is interested in new car sales but who discovers that the secondary data from the U.S. government are in the form of statistics that include both car and light truck sales combined in the data has discovered that the data fail to meet which criterion? A.Are the data in the correct unit of measurement? B.Do the data apply to the time period of interest? C.Are the data supplied by a reputable source? D.Do the data show evidence of reliability and validity?

Q: Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data. A.faster; more B.slower; more C.faster; less D.slower; less

Q: It is safe to assume that secondary data from governments around the world are accurate.

Q: The research industry uses the term multiple-source data for diverse types of data offered by a single company.

Q: Diary panel data are data gathered by households that have agreed to record their consumption behavior over an extended period of time.

Q: Trade associations gather data to help the organizations in a specific industry.

Q: Secondary data can be bought and sold like other products.

Q: An organization's accounting system is a useful source of internal secondary data.

Q: Secondary data are always data that are external to the organization.

Q: Single-source analysis is a form of data mining that analyzes anonymous point-of-sale transactions databases to identify coinciding purchases or relationships between products purchased and other retail shopping information.

Q: Neural networks are a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information.

Q: Data mining techniques can help to define the underlying meaning of data.

Q: The index of retail saturation is the ratio of local market potential (demand) to local population density.

Q: A moving average sales forecast works best in a dynamic competitive environment.

Q: Marketing researchers frequently use external accounting data to generate sales forecasts.

Q: Market potential is frequently estimated through the use of secondary data.

Q: Model building involves specifying relationships between two or more variables, which is more complicated that simple fact-finding.

Q: Market tracking is the observation and analysis of trends in industry volume and brand share over time.

Q: Fact-finding is the simplest form of secondary data research.

Q: A reliability analysis is done by comparing data from one source with data from another source.

Q: A researcher should always evaluate the professional reputation of the organization that has gathered secondary data in terms of evaluating the quality of the data.

Q: One disadvantage of secondary data is that it cannot be converted to conform to a researcher's needs.

Q: It's usually safe to assume that secondary information is relevant, useful, and reliable.

Q: A disadvantage to secondary data is that they were not designed specifically to meet the objectives of the current project.

Q: The primary advantage of secondary data is their availability.

Q: Secondary data require current access to respondents who provided the data.

Q: Secondary data are typically historical data that have already been collected.

Q: A researcher has been commissioned by a major U.S. consumer packaged-goods company to determine the market potential for peanut butter in China. Discuss some concerns the researcher may have when attempting to find and use secondary data in this country.

Q: Give examples of various external sources of secondary data and discuss how information, as a product, is distributed.

Q: Identify various internal sources of secondary data and explain how researchers can search this type of data.

Q: Name and describe the three broad objectives that can be achieved using secondary data and give an example of each.

Q: Explain why researchers often look for secondary data first when conducting research but also discuss the drawbacks of using secondary data.

Q: Diverse types of data offered by a single company are known as ______ data.

Q: Data which are created outside of the organization are called ______ secondary data.

Q: Using customer databases to provide customized relationships with customers for specific promotions is an example of ______ marketing.

Q: _____ is a data-mining application that similarly involves mining data to look for patterns that can increase the value of customers.

Q: _____ networks are a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information.

Q: When an organization uses powerful computers to try to discover patterns of customer relationships for its products, this is known as ______.

Q: The mathematical result of describing the relationship between retail demand and supply for a specific geographic area for a specific product is known as the index of retail ______ .

Q: Techniques that use secondary data to select the best location for a retail or wholesale operation are called _____ techniques.

Q: Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n) ______.

Q: Using secondary data to study relationships between employee compensation and turnover is an example of ______.

Q: Reading The Wall Street Journal to study possible changes in stock prices is an example of ______.

Q: Tracking industry unit sales over the past twelve months is a form of ______ tracking.

Q: Comparing data from one source with data from other sources to determine the consistency of the data is known as performing a(n) ______.

Q: When original data are changed to a different format in order to make them consistent with a research objective, this is known as data ______.

Q: Data that were collected previously for a different research study are known as ______ data.

Q: All of the following are limitations of international secondary data EXCEPT _____. A.data may simply be unavailable in certain countries B.data may be too expensive C.researchers may question the accuracy of some data D.various countries use different definitions and accounting and recording practices

Q: What term is used by the marketing research industry to refer to diverse types of data offered by a single company? A.primary data B.single-source data C.compound data D.integrated data

Q: Do exploratory research approaches using qualitative research tools have a role in scientific inquiry? Explain why a decision may be based solely on these results.

Q: Explain how the Internet is useful in conducting qualitative research.

Q: Develop a discussion guide for a focus group on football fan behavior.

Q: Describe a focus group interview and discuss the advantages and disadvantages of this technique.

Q: Name and briefly describe the four qualitative research orientations.

Q: Explain the role of qualitative data and quantitative data in exploratory research designs.

Q: Compare and contrast qualitative research and quantitative research and discuss situations in which qualitative research is useful.

Q: Research that leads to the same results and conclusions by different researchers is _____.

Q: When an interviewer reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word," this is an example of a(n) _____ technique.

Q: A one-on-one interview between a professional researcher and a research respondent about why she selected a specific insurance benefit option is an example of a(n) ______.

Q: A focus group session that is conducted over the Internet is called a(n) ______ focus group session.

Q: A written set of guidelines prepared by a moderator that outlines the topics to be discussed in a focus group session is called a(n) ______.

Q: The person who leads a focus group discussion is called a(n) ______.

Q: In a focus group, when the comments of one member stimulate another member to say what she is thinking, this is called ________.

Q: An unstructured, free-flowing discussion with a small group of consumers in a session that is conducted by a moderator is called a(n) ______.

Q: An in-depth study of a major competitor in order to determine how to improve your organization's product line offerings is an example of a(n) _____.

Q: The typical ethnographic approach requires the use of _____.

Q: _____ represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

Q: Ethnography originated from the discipline of _____.

Q: Most exploratory research designs do not usually product _____ data.

Q: Qualitative research results are _____ because they are researcher-dependent.

Q: Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of business phenomena without depending on numerical measurement is referred to as _____ business research.

Q: Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research? A.validity B.replicable C.homogeneity D.scrutiny

Q: Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next. Stephanie was participating in a(n) _____. A.aptitude test B.focus interview C.thematic apperception test D.focus blog

Q: _____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted. A.Hermeneutics B.Field notes C.Discussion guides D.Verbatims

Q: When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank, this is an example of a _____. A.word association test B.concept test C.case study D.sentence completion test

Q: Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind) to some stimulus? A.phenomenology B.conversations C.probing D.free-association techniques