Marketing 346 - Market Research » Spring 2023 » Chapter 3 SmartBook Reading Assignment
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Question #1
Which of the following is an example of measuring constructs?
A.
A marketing firm measures a restaurant's service quality.
B.
The human resource department of a retail store calculates the number of employees hired at all its branches.
C.
A marketing firm conducts a survey to find out how many women hold managerial positions.
D.
The sales department of a company calculates the total profits made in the previous year.
Question #2
The term _____ refers to data not gathered for the immediate study at hand but for some other purpose.
A.
supplemental data
B.
primary data
C.
secondary data
D.
back-up data
Question #3
_______ are collected by an individual company for accounting purposes or marketing activity reports.
A.
external secondary data
B.
external primay data
C.
Internal primary data
D.
Internal secondary data
Question #4
Which of the following is an example of external secondary data?
A.
A company uses surveys collected by nonprofit organizations to understand customer behavior.
B.
A company's sales department interviews its existing customers to find ways to improve its service.
C.
A company's marketing department compiles the income reports of all the departments within the company to calculate the company's profits.
D.
A company analyzes its marketing reports from the previous year to study the impact of advertising on its sales.
Question #5
Identify the true statements about a literature review.
A.
It helps researchers develop new scales to measure variables and research methodologies. It recommends research hypotheses that can be investigated. It helps researchers stay informed about the latest thinking related to their topic of interest.
B.
It gives researchers access to primary information related to their topic of interest. It helps researchers develop new scales to measure variables and research methodologies. It recommends research hypotheses that can be investigated.
C.
It helps clarify and define research questions and the research problem. It recommends research hypotheses that can be investigated. It helps researchers stay informed about the latest thinking related to their topic of interest.
D.
It helps clarify and define research questions and the research problem. It recommends research hypotheses that can be investigated. It gives researchers access to primary information related to their topic of interest.
Question #6
Which of the following are criteria used by researchers to evaluate the quality of information gained from secondary data sources?
A.
Credibility, Purpose, Accuracy,Consistency
B.
Credibility, Administrative costs, Accuracy,Duality
C.
Credibility, Duality, Accuracy,Consistency
D.
Administrative costs, Purpose, Accuracy,Consistency
Question #7
Identify the types of secondary data.
A.
Internal data and Observational data
B.
Experimental data and External data
C.
Experimental data and Observational data
D.
Internal data and External data
Question #8
Nubark Inc., a retail company, attempted to map the success of its customer loyalty program that had been implemented the previous year. To do so, the company compiled the surveys that customers filled when they had enrolled in the program. The data it complied is an example of ______.
A.
tertiary data
B.
internal secondary data
C.
experimental data
D.
external secondary data
Question #9
_________________ are collected by outside agencies such as the federal government, trade associations, or periodicals.
A.
Internal secondary data
B.
External secondary data
C.
Internal primary data
D.
external primay data
Question #10
Identify the ways in which a literature review is helpful to analysts who plan to conduct primary research.
A.
It helps analysts develop new scales to measure variables and research methodologies. It suggests methodological approaches that have been successful in researching topics that are similar. It serves as a written contract between companies and analysts.
B.
It offers contextual and background information for the current study. It helps analysts develop new scales to measure variables and research methodologies. It suggests methodological approaches that have been successful in researching topics that are similar.
C.
It offers contextual and background information for the current study. It discloses whether information that addresses the issue of interest already exists. It suggests methodological approaches that have been successful in researching topics that are similar.
D.
It serves as a written contract between companies and analysts. It discloses whether information that addresses the issue of interest already exists. It suggests methodological approaches that have been successful in researching topics that are similar.
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