The first step in searching for published sources of secondary data is to:
a. talk to the reference librarian.
b. go to the library and page through sources to get a feel for what is in them.
c. use a computer data base to locate possible sources.
d. identify what you know and what you wish to know about your topic.
e. consult an index of data sources.
Question 2Considering Hofstede's power distance, which of the following cultures does not have a vertical relationship structure?
a. Latin America c. Middle East
b. Eastern Europe d. the U.S.
Question 3Which of the following is a main reason for always using the primary source of secondary data?
a. The primary source typically describes the process of data collection and analysis, while secondary sources typically do not.
b. Secondary sources typically change units of measurement.
c. Primary sources are usually more accurate and complete.
d. Only a and b are correct.
e. Only a and c are correct.
Question 4Which region of the world has undergone great changes and individuals have lost status security?
a. Eastern Europe c. Western Europe
b. Japan d. North Africa
Question 5One key to effectively using prior marketing research projects as secondary data sources is:
a. selecting only those projects that addressed the current problem.
b. using only project results that were generated by laboratory experiments.
c. always using project results in isolation, in other words, not confusing the issue by combining results from various projects.
d. combining key learnings on related topics in order to arrive at synergistic learnings.
e. using only the learnings from projects conducted by commercial research companies, in order to avoid internal bias.
Question 6Which of the following is untrue regarding social class?
a. In the U.S. prominent politicians and business people commonly refer back to their humble beginnings.
b. Expatriates from Great Britain and Spain typically hide their lower-class origins.
c. Due to the influence of 800 years of Moorish control, Spain had a flexible social class referred to as egalitarian and democratic.
d. Mexico has an emerging middle class.
Question 7Which of the following is FALSE?
a. One useful source of internal secondary data is prior marketing research studies on related topics.
b. Most marketing research studies should begin with internal secondary data.
c. There exists some relevant external secondary data on virtually any problem a marketer might confront.
d. In general, the single most productive source document of external secondary data is the sales invoice.
e. The amount of secondary data available is increasing.
Question 8In China, business relationships are seen as:
a. a long-term engagement. c. transaction-related only.
b. a short-term engagement. d. unnecessary for doing business.
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