Two problems that commonly arise with secondary data are they do not completely fit the problem and they are not totally accurate.
a. True
b. False
Question 2Information originated by the researcher for the purpose of the investigation at hand is called secondary data.
a. True
b. False
Question 3Studies are done by companies for public relations purpose to take a position on a particular issue. For example, KFC recently asked its customers the following question, Do you prefer your chicken in a container that is environmentally friendly? These types of studies are called Advocacy research.
a. True
b. False
Question 4Joe is conducting research for the marketing department of Major League Baseball about the effects of sports strikes on ticket sales. The regression model he had developed are from information and data he found in sports journals, periodicals, and newspapers. Joe is using what kind of data in his research?
a. Primary data
b. Secondary data
c. Survey data
d. Focus group data
e. Experimental data
Question 5Mark Cuban, the owner of the Dallas Mavericks, wants to increase the sales of Mavericks merchandise. His marketing manager gathers information on how other teams in the NBA, like the Los Angeles Lakers increased there merchandise sales. This information on the Lakers is known as
a. primary Data.
b. stealing data.
c. secondary Data.
d. irrelevant data.
e. None of the above.
Question 6AT&T has a marketing research department that regularly collects customer information from numerous sources including: sales invoices, salesperson expense accounts, warranty cards, etc. This is an example of a firm's
a. external published secondary source.
b. internal secondary source.
c. external commercial secondary source.
d. the firm is not collecting primary of secondary but tertiary data.
e. None of the above.
Question 7A marketing manager needs information about all competitors' prices in order to make a pricing decision. The internal database she consults contains prices that were collected by mystery shoppers are over a year old. Her database has one of the major disadvantages of secondary data
a. age of the data.
b. quality.
c. relevance.
d. completeness.
e. units of measure do not match.
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