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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Strategic Information Management: Secondary Data Sources

Multiple Choice Quiz


1	The US Government and especially the Bureau of the Census, is the major producer/supplier of demographic data in the world. This data would be most accurately described as __________________ data by the business firms who use it.
		A)	primary
		B)	free
		C)	internal secondary
		D)	"used"
		E)	external secondary


2	Typically, the Customer Relationship Management Process is primarily based upon:
		A)	a strong internal secondary data base containing information built up from customer-firm interactions over time.
		B)	a collection of company-sponsored primary research projects.
		C)	a collection of ex-firm primary research projects.
		D)	a library of government-produced demographic data
		E)	a library of trade association data.


3	Which of the following is the most common use of secondary data?
		A)	to validate internal data and primary data collection
		B)	for specific business decisions
		C)	for monitoring competitive and business intelligence
		D)	to provide functional support for primary research projects
		E)	for managerial presentations


4	Prior to utilizing secondary data, the data should be carefully evaluated to assess:
		A)	compatibility with research purpose.
		B)	accuracy.
		C)	consistency and credibility.
		D)	methodology and bias.
		E)	all of the above.


5	The X-Cel Corporation has launched an ambitious project to create customer profiles. The firm can most profitably utilize which of the following types of secondary data for this purpose?
		A)	accounts receivable reports
		B)	sales invoices
		C)	quarterly sales reports
		D)	sales activity reports
		E)	none of the above.


6	The X-Cel Corporation encourages its retail sales force to seek out and report the test marketing activities of its competitors during their routine sales calls. This information can be made a part of the firm's secondary data base by requiring its inclusion on routine:
		A)	sales invoices
		B)	accounts receivable reports.
		C)	sales activity reports.
		D)	quarterly sales reports.
		E)	distribution reports.


7	Which of the following sources of secondary data offers the least costly means of obtaining information regarding general customer satisfaction/dissatisfaction?
		A)	customer comment cards
		B)	warranty cards
		C)	mail order forms
		D)	customer letters
		E)	customer satisfaction surveys


8	The Go-Cart approach to planning for secondary data searches includes all of the following except:
		A)	goals.
		B)	accuracy.
		C)	tabulation.
		D)	objectives.
		E)	characteristics.


9	__________________ costs, developed to promote uniformity in data reporting to federal and state governments and private business, are often useful in studying specific industries.
		A)	CIC
		B)	SIC
		C)	DOT
		D)	IGC
		E)	BIC


10	The X-Cel Corporation is preparing to select several cities as sites for new retail stores. Which of the following secondary "indexes" would provide the best estimate of the ability of a market area to generate spendable income?
		A)	BPI
		B)	SIC
		C)	CPI
		D)	EBI
		E)	BEP


11	The X-Cel Corporation would like to locate its new clothing outlets in zip code areas that have a minimum score of 115 for clothing purchases in the Source Book of Demographics and Buying Power for Every Zip Code in the USA. A 115 rating indicates that he zip code:
		A)	spends more on clothes than any other area in the U.S.
		B)	spends fifteen times more on clothes than average.
		C)	spends only 85 percent as much on clothes than the average zip code.
		D)	spends 100 percent more on clothes than the average zip code.
		E)	has a 15 percent greater potential to purchase clothes than the U.S. average.


12	Which of the following sources of secondary data is most likely to offer the most recent information?
		A)	The Wall Street Journal
		B)	Sales and Marketing Management's Annual Survey of Buying Power
		C)	Editors and Publishers Market Guide
		D)	The U.S. Bureau of the Census
		E)	Source Book of Demographics on Buying Power for Every Zip Code in the USA.


13	The X-Cel Corporation desires to purchase specific, detailed data tracking the purchase behavior of a large sample of households over an extended period of time. The firm is most likely to utilize:
		A)	Sales and Marketing Management's Survey of Buying Power.
		B)	consumer panels.
		C)	the U.S. Census.
		D)	telephone surveys.
		E)	mail questionnaires.


14	All of the following are advantages of consumer panels except:
		A)	low cost.
		B)	rapid availability and timeliness.
		C)	high level of specificity.
		D)	accurate reporting of socially sensitive purchases.
		E)	high representativeness and strong internal validity of the data.


15	The X-Cel Corporation is interested in formally examination and verification of how many units of its products and brands have been sold at its retail outlets. The firm is most likely to rely upon:
		A)	consumer panels.
		B)	telephone surveys.
		C)	store audits.
		D)	Sales and Marketing Management's Survey of Buying Power.
		E)	the U.S. Bureau of the Census.

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