1. Nielsen's PRIZM features lifestyle clusters of every U.S. neighborhood based on geo-coding.

(T)
2. Data mining is marketing that involves using powerful computers with advanced statistical and
other software to analyze large databases to discover hidden patterns in the data. (T)
3. CRM databases can be analyzed in terms of a customer's activity over the life of the business
relationship. (T)
4. According to the text, bibliographies are organized alphabetically by topic. (T)
5. Indexes and bibliographies are general business sources of external secondary data that provide
brief descriptions of companies, organizations, or individuals. (F)
6. According to the text, Nielsen is the largest source of secondary data in the United States. (F)
7. The North American Industry Classification System (NAICS) has been replaced by the Standard
Industrial Code (SIC).
8. According to the text, the governmental database is a major type of computerized database. (F)
1. According to the text, the largest database of companies in the United States is contained in the
national Electronic Yellow Pages. (T)
2. Computer mapping involves merging internal customer data with external geographic,
demographic, and lifestyle data on the same customers. (F)
3. Computer mapping is a product of Geographic Information Systems (GIS). (T)
4. A company's blog, Facebook page, or Twitter account can generate rich internal secondary data.
(T)
5. The posts from social media such as blogs or Facebook "fan" pages give an informative account
of consumer perception and preference with regard to the problem at hand. (T)
6. Social media represent the true voice of the consumer. (T)
7. Social media sites may be popular with businesses but are not being used by nonprofit and
government organizations. (F)
8. Companies that collect and sell common pools of data designed to serve information needs
shared by a number of clients are called syndicated services or syndicated sources. (T)
1. ________ is data originated by the researcher for the specific purpose of addressing the
research problem.
A) primary data
B) secondary data
C) experimental data
D) virtual data
E) problem-focused data
2. Which of the following types of data represent any data that have already been collected for
purposes other than the problem at hand?
A) primary data
B) secondary data
C) experimental data
D) virtual data
E) special data
3. According to the text, the collection process of secondary data is ________
compared to the collection process of primary data.
A) very involved
B) the same
C) rapid and easy
D) not correlated
E) long and involved
4. Compared to the collection cost of primary data, secondary data is ________.
A) more expensive
B) approximatley the same cost
C) less expensive
D) nonexistent
E) more elusive
5. Which of the following is NOT a disadvantage of secondary data?
A) the objectives, nature, and methods used to collect the secondary data may not be
appropriate to the present situation
B) secondary data may be lacking in accuracy
C) secondary data collection may be expensive and time consuming
D) secondary data may not be completely current or dependable
6. According to the text, a basic rule of research is to " ________."
A) examine primary data first
B) examine secondary data first
C) examine experiemental data first
D) examine virtual data first
E) examine special data first
7. Which of the following is NOT mentioned in the text as a primary criterion for evaluating
secondary data?
A) specifications
B) error
C) currency
D) availability
E) objective
8. If the key variables have not been defined or are defined in a manner inconsistent with the
researcher's definition, then the usefulness of the data is limited. This statement refers to the
________ criteria for evaluating secondary data.
A) nature
B) objective
C) error/accuracy
D) currency
9. An overall indication of the dependability of the data may be obtained by examining all of
the following EXCEPT:
A) the expertise of the source
B) the reputation of the source
C) the trustworthiness of the source
D) the cost of the source
E) the source being the original source rather than an acquired source
10. ________ is data that originates outside of the client organization.
A) internal data
B) external data
C) modular data
D) secondary data
E) supporting data
11. All of the following are typical sources of internal secondary data EXCEPT:
A) accounting records
B) sales reports
C) internal experts
D) focus groups
E) production or operation reports
12. ________ is marketing that involves using powerful computers with advanced statistical and
other software to analyze large databases to discover hidden patterns in the data.
A) data mining
B) mass marketing
C) parallel marketing
D) traditional marketing
E) competitive intelligence
13. ________ is a centralized database that consolidates company-wide data from a variety of
operational systems.
A) syndicated service
B) bibliography
C) competitive intelligence
D) standard industry classification (SIC) system
E) data warehouse
14. Psychographics refers to ________.
A) qualitative inventories of business personalities
B) pictorial renderings of individuals' psychological traits
C) psychological assessments of consumers' behavior
D) graphic depictions of psychological testing results
E) quantified psychological profiles of individuals
15. Published external sources may be broadly classified as ________.
A) syndicated data
B) business/non-government data or government data
C) internal data or external data
D) primary data or secondary data
E) A and B
16. All of the following are examples of business sources of external secondary data EXCEPT:
A) guides
B) directories
C) indexes
D) focus groups
E) statisitical data
17. Which of the following general business sources of external secondary data provides a
path to other sources of secondary data contained in directories or published by
professional or trade associations?
A) guides
B) indexes and bibliographies
C) directories
 D) nongovernmental statistical data
E) conditional data
18. All of the following are examples of guides that a researcher should first consult when
proceeding with a marketing research project EXCEPT:
A) business information sources
B) montly catalog of US government publications
C) encyclopedia of business information sources
D) a guide to consumer and industrial markets
E) A and C
19. According to the text, bibliographies are organized alphabetically ________.
A) by author
B) by title
C) by company
D) by topic
E) by date
20. Which of the following business sources are helpful for identifying manufacturers
operating in your market, for compiling names and addresses of associations in your
sales territory, or for verifying names and addresses of prospective customers who carry
a specific job title?
A) guides
B) indexes and bibliographies
C) directores
D) nongovernmental statistical data
E) census data
21. ________ are general business sources of external secondary data that provide brief
descriptions of companies, organizations, or individuals.
A) guides
B) indexes and biblographies
C) directories
D) nongovernmental statsitical data
E) standard industrial classification (SIC) codes
22. According to the text, ________ is the largest source of secondary data in the United States.
A) Nielsen
B) Yahoo!
C) Arbitron
D) the U.S. government
E) Microsoft
23. In urban areas, Metropolitan Statistical Areas (MSAs) ________.
A) are defined by local communities
B) have a population of at least 50,000
C) comprise counties containing a central city
D) have a population as low as 4,000
E) B and C
24. Which of the following is true about census data?
A) the information in census data is available in only one form
 B) the data can be geographically categorized at varies levels of detail
C) census data does not need to be detailed as long as it is accurate
D) integrating enhanced census data with internal company databases is a waste of
sources
E) all of the above
25. All of the following are examples of some of the many Internet search services on the Internet
EXCEPT:
A) Lycos
B) Yahoo!
C) Webcrawler
D) Nielsen
E) Google
26. ________ are indexes of studies and reports published in journals, magazines, and newspapers.
A) bibliographic databases
B) numeric databases
C) diretory databases
D) full-text databases
E) special-purpose databases
27. For marketers, an example of a bibliographic database is ________.
A) Nielsen
B) the U.S. government
C) ABI/INFORM
D) Arbitron
E) B and D
28. Which of the following provide information on individuals, organizations, and services?
A) bibliographic databases
B) numeric databases
C) directory databases
D) full-text databases
E) special-purpose databases
29. According to the text, the largest database of companies in the United States is contained in
________.
A) the FIND/SVP database
B) the National Electronic Yellow Pages
C) the Nielsen Selling Area databases
D) the U.S. Census database
E) B and D
30. ________ involves merging internal customer data with external geographic, demographic, and
lifestyle data on the same customers.
A) geo-demographic coding
B) syndicated coding
C) psychographic coding
D) computer mapping
E) construction coding
31. Which of the following describes information services offered by marketing research
organizations that provide information from a common database to firms that subscribe to the
service?
A) syndicated services
B) primary services
C) secondary services
D) modular services
E) online services
32. Comparisons between numerical data from different countries can be difficult
because of all of the following EXCEPT:
A) units of measurement might differ
B) accuracy may vary across countries
C) frequency of census data collection can differ
D) differences in tax evasion rates affects reported business income
E) language differs across countries
33. According to the text, what is an ethical responsibility of a research agency?
A) to use all forms of data, as well as data obtained from any source- internal or external
B) discussion about all issues surrounding the relevance and accuracy of the secondary
data used with the client should be done only when required by law
C) after a detailed analysis of secondary data has been conducted, the researcher
should reexamine the collection of primary data stipulated in the proposal
D) privacy related to the client's issues are not as important as safe keeping of the
client's databases
E) B and D are valid statements
34. Secondary data is data originated by the researcher for the specific purpose of addressing the
research problem. (F)
35. Primary data represents any data that have already been collected for purposes other than the
problem at hand. (F)
36. According to the text, the collection process of secondary data is rapid and easy compared to
the collection process of primary data. (T)
37. Compared to the collection cost of primary data, secondary data is more expensive. (F)
38. As compared to primary data, secondary data are collected rapidly and easily, at a relatively low
cost, and in a short time. (T)
39. According to the text, a basic rule of research is to examine secondary data first. (T)
40. The value of secondary data is typically limited by their degree of fit with the current research
problem and by concerns regarding data accuracy. (T)
41. The research design specifications or the methodology used to collect secondary data should be
examined to identify sources of bias. (T)
42. Availability is mentioned in the text as a primary criterion for evaluating secondary data. (F)
43. An overall indication of the dependability of the data may be obtained by examining the cost of
the source. (F)
44. External data is data that originates outside of the client organization. (T)
45. Accounting records, sales reports, and internal experts are typical sources of internal secondary
data. (T)
46. Nielsen's PRIZM features lifestyle clusters of every U.S. neighborhood based on geo-coding. T
47. Data mining is marketing that involves using powerful computers with advanced statistical and
other software to analyze large databases to discover hidden patterns in the data. T
48. CRM databases can be analyzed in terms of a customer's activity over the life of the business
relationship. T
49. External sources may be broadly classified as general business data, government data, or
syndicated data. T
50. A focus group is an example of a general business source of external secondary data. F
51. Guides provide a path to other sources of secondary data contained in directories or published
by professional or trade associations. T
52. According to the text, bibliographies are organized alphabetically by topic. (T)
53. Directories are helpful for identifying manufacturers operating in your market, for compiling
names and addresses of associations in your sales territory, or for verifying names and
addresses of prospective customers who carry a specific job title. (T)
54. Directory databases provide information on individuals, organizations, and services. T
55. Indexes and bibliographies are general business sources of external secondary data that provide
brief descriptions of companies, organizations, or individuals. (F)
56. According to the text, Nielsen is the largest source of secondary data in the United States. (F)
57. The North American Industry Classification System (NAICS) has been replaced by the Standard
Industrial Code (SIC). F
58. According to the text, the governmental database is a major type of computerized database. F
59. According to the text, the largest database of companies in the United States is contained in the
national Electronic Yellow Pages. T
60. Computer mapping involves merging internal customer data with external geographic,
demographic, and lifestyle data on the same customers. T
61. Computer mapping is a product of Geographic Information Systems (GIS). T
62. A company's blog, Facebook page, or Twitter account can generate rich internal secondary data.
(T)
63. The posts from social media such as blogs or Facebook "fan" pages give an informative account
of consumer perception and preference with regard to the problem at hand. (T)
64. Social media represent the true voice of the consumer. (T)
65. Social media sites may be popular with businesses but are not being used by nonprofit and
government organizations. (F)