A mink coat retailer wishes to locate in cities that may offer good market potential for their coats. They need cities with average incomes exceeding 85,000 . However, the secondary information source they find has income category of 70,000 to 100,000 . This represents a major disadvantage of secondary data
a. different units of measurement.
b. different class definition.
c. out of date data.
d. data having high credibility.
e. Both a and b.
Question 2Which of the following is NOT an example of primary data collection?
a. Telephone survey of manufacturers.
b. Computerized literature search of Google.com to learn about the U.S. trade deficit.
c. Asking restaurant patrons to complete a survey after their meal and dropping it in the suggestion box before exiting.
d. Observation of oil patches in drive ways of homes to determine the socioeconomic status of the neighborhood.
e. An academic experiment using graduate students in a retailing course as subjects to determine how different retailers measure customer satisfaction.
Question 3The __________ is the largest gatherer of statistical information in the world.
a. United Nations
b. Federal Reserve System Board of Governors
c. U. S. Bureau of Labor Statistics
d. Bureau of the Census of the United States Department of Commerce
e. Internal Revenue Service
Question 4A researcher needs secondary data concerning population, median income, median home prices, and education levels in order to design a study to investigate certain real estate sales trends in Dane County, Wisconsin. Which of the documents listed below is most likely to be the best source of this information?
a. Census of Population
b. A Guide to Consumer Markets
c. Census of Housing
d. County and City Data Book
e. County Business Patterns
Question 5A researcher needs secondary data concerning the number, total sales, and number of employees of department stores in the state of Delaware. Which of the documents listed below is likely to be the best source of this information?
a. Census of Service Industries
b. Census of Manufactures
c. Census of Retail Trade
d. Census of Wholesale Trade
e. Merchandising, Statistical and Marketing Report
Question 6A major drawback to using U.S. census data in marketing research projects is
a. the quality of the data is suspect due to coding and tabulation problems.
b. the data may not be as current as the researcher needs.
c. data is seldom available at the level of detail needed by the researcher.
d. data is unobtainable in machine readable formats.
e. census data is only available for demographic variables.
Question 7The primary advantage of using on line computer searches to gather secondary data is
a. savings in time spent.
b. savings in cost of assembling data.
c. the accuracy of the data obtained.
d. the ability to take advantage of expert help from a reference librarian.
e. data are furnished in machine readable formats.
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