MR 1st Edition by Tom J. Brown – Test Bank

Chapter 4—Collecting Secondary Data from Inside and Outside the Organization

MULTIPLE CHOICE

1.The distinction between primary and secondary data is defined by the:

a.	method of collection.
b.	purpose of the investigation.
c.	form used for collection.
d.	group sponsoring the collection.
e.	type of data collected.

ANS:BPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

2.Which of the following might NOT be considered a benefit of using secondary data?

a.	Secondary data help clarify the problem under investigation better.
b.	Secondary data cost less to collect than primary data.
c.	Secondary data suggest improved methods or data for addressing research problems.
d.	Secondary data provide comparative data to primary data.
e.	Secondary data fit the problem under investigation better.

ANS:EPTS:1

NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension

3.Which of the following are examples of secondary data (as contrasted with primary data)?

a.	Demographic information (birth, age, marriage, income, etc.) collected from a sample of respondents as a part of a market segmentation study for a prominent grocery chain.
b.	Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal of Marketing and later used by a researcher working on a project for a construction company.
c.	Housing data especially collected from a sample by a researcher working on a project for a construction company.
d.	Consumer attitudes as measured by an attitude questionnaire designed and used by a researcher investigating a model of consumer behavior.
e.	Results of an experiment used to evaluate advertisement effectiveness for a new product.

ANS:BPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Application

4.Which of the following is TRUE?

a.	Primary data is gathered by the researcher’s organization and secondary data is gathered by some other organization.
b.	The researcher should attempt to gather secondary data before initiating a search for primary data.
c.	Secondary data in a secondary source is just as accurate as secondary data in a primary source.
d.	If a researcher obtains secondary data from the party who collected them, he or she is using a secondary source of secondary data.
e.	They are all false.

ANS:BPTS:1

NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension

5.The basic rule that should be followed by all researchers when beginning the data collection process is to:

a.	begin with secondary data, and then proceed if necessary to collect primary data.
b.	always start by consulting the statistical abstract of the United States.
c.	begin with primary data, then supplement if needed with secondary data.
d.	always investigate external sources of secondary data first.
e.	design a field experiment to collect primary data.

ANS:APTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

6.Which of the following does not constitute an advantage of secondary sources of information?

a.	Help to better state the problem under investigation
b.	Complete fit with the problem
c.	Suggest improved methods or data for better coming to grips with the problem
d.	Provide comparative data by which primary data can be more insightfully interpreted
e.	Less costly

ANS:BPTS:1

NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension

7.The most important advantage(s) of secondary data is(are) that:

a.	it is appropriate for many purposes.
b.	it is usually more thoroughly tested and evaluated.
c.	it may involve additional field and office personnel.
d.	there could be possible cost and time savings.
e.	it provides a welcome rest in the library.

ANS:DPTS:1

NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension

8.Secondary data rarely fit perfectly the researcher’s particular problem. The most important reason for the lack of fit is(are):

a.	out-of-date statistics, differences in units of measurement, differences in class boundaries.
b.	differences in units of measurement, theories of measurement, and class boundaries.
c.	differences in evaluations of what is important.
d.	the volume of data provided is too large.
e.	differences in collection method and research design.

ANS:APTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

9.A source of secondary data that presents data, often in abstracted form, secured from the originator of the data is known as a(n):

a.	mediated source.
b.	secondary source.
c.	third-party source.
d.	primary source.
e.	abstractive source.

ANS:BPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

10.A researcher is attempting to evaluate the market potential of a new product in a new area and has used the Statistical Abstract of the United States for some of the needed information. Which of the following has the researcher used?

a.	A primary source of primary data.
b.	A secondary source of primary data.
c.	A primary source of secondary data.
d.	A secondary source of secondary data.
e.	None of the above.

ANS:DPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Application

11.Which of the following is FALSE?

a.	Internal secondary data are the least costly of any type of marketing research.
b.	Secondary data usually have the advantage of being faster to collect than primary data.
c.	Although secondary data provide a good starting point for a research project, it will always be necessary to collect primary data at some point.
d.	One of the advantages of secondary data is that secondary data generally are much less costly to collect than primary data.
e.	Secondary data typically do not provide as good a fit to the problem as primary data.

ANS:CPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

12.Once the research problem is defined and clearly specified:

a.	the research effort turns to data analysis.
b.	data collection takes place.
c.	researchers should begin designing a survey immediately.
d.	survey data becomes necessary.
e.	All of the above are true.

ANS:BPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

13.Secondary sources are not recommended for secondary data collection because:

a.	it is difficult to determine the quality of the data.
b.	primary sources are typically more accurate.
c.	errors in transcription may have occurred.
d.	secondary sources are often incomplete.
e.	All of the above are correct.

ANS:EPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

14.Which of the following is (are) secondary source(s) of secondary data?

a.	A table showing “Prestige Ratings of Occupations in the United States” published in a textbook but extracted from a research monograph.
b.	Estimated brand shares for a number of leading electrical firms as published in Fortune and which was the result of research sponsored by that magazine.
c.	The Census of Population.
d.	The Census of Housing which is taken in conjunction with the Census of Population.
e.	Results of a research project on a related topic.

ANS:APTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Application

MAECENAS IACULIS

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ADIPISCING CONVALLIS BULUM

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