The costs of using an on line database do NOT include which of the following?
a. Citation and printing charges
b. Planning and executing the search
c. Connect charges
d. Telephone charges
e. All of the above are costs of using on line databases.
Question 2You are searching for relevant secondary data via computer searching. After determining what you already know and what you wish to know about your topic, what is the next step?
a. Go to the library and begin searching through relevant marketing publications.
b. Consult an authority in the field.
c. Consult a reference librarian for help.
d. Consult a specialized index that relates to your topic.
e. Generate a list of key terms and names.
Question 3Which of the following is NOT a potential source of internal secondary data?
a. Cash register receipts
b. Trade magazines
c. Warranty cards
d. Financial records
e. All of the above are potential sources.
Question 4Which of the following pieces of information can normally NOT be obtained from a sales invoice?
a. Customer name and location
b. Transportation used in shipment
c. End use of product sold
d. Salesperson responsible for the sale
e. All of the above can normally be obtained from a sales invoice.
Question 5Which of the following is TRUE?
a. The first step in searching published sources of secondary data is to consult a reference librarian.
b. One key source of secondary information is the trade association, particularly since it is often able to obtain information from members that might not be available elsewhere.
c. The primary advantage of on-line database searching is access to information not available in any other format.
d. The main disadvantage of using standardized marketing information services over primary data is that the data are not as accurate.
e. They are all false.
Question 6The first step in searching published sources of secondary data is to
a. talk to 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 7Which 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 8One 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.
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