當(dāng)代市場調(diào)研 （原第12版）測試題及答案 ch02

Chapter2 Testbank

Chapter2:SecondaryData:APotentialBigDataInput

MultipleChoice

Whichofthefollowingisnotcharacteristicofsecondarydata?

a.observationdatacollectedfortheprojectathand

b.mightberelevanttotheproblemathand

c.gatheredpreviouslyforanotherpurpose

d.mightberelevanttoproblemandgatheredpreviouslyforanotherpurpose

e.Allarecharacteristicofsecondarydata.

Answer:a

Whichofthefollowingwouldnotbeasourceofinternallygeneratedsecondarydata?

a.reportstostockholders

b.governmentdocuments

c.producttestingresults

d.annualreports

e.alloftheseareinternallygenerateddata

Answer:b

Whichofthefollowingisnotasourceofexternallygeneratedsecondarydata?

a.syndicatedmarketingresearchdata

b.newsmediareports

c.Web-basedreports

d.salespersonstrategicintelligencereports

e.Alloftheseareexternallygenerateddata.

Answer:d

USATodayconductedapollwhichfoundthat84%ofthepersonsrespondingtothepollindicatedtheyhadchangedinsomesignificantwaysince9/11.Thistypeofdatawouldbeconsideredwhichofthefollowing?

a.internallygeneratedsecondarydata

b.internallygeneratedprimarydata

c.externallygeneratedsecondarydata

d.externallygeneratedprimarydata

e.noneofthese

Answer:c

Whichofthefollowingisnotanadvantageofsecondarydata?

a.Secondarydatacanhelpclarifytheresearchproblem.

b.Secondarydatamayprovideasolutiontotheproblem.

c.Secondarydatamayprovidethesampleframe.

d.Alloftheseareadvantagesofsecondarydata.

Answer:d

Amarketingresearcherwantstoknowwhatpercentageofconsumerswouldpurchaseacarthathasnotyetbeenproduced.Shewouldlikelyhaveahardtimefindingsecondarydatatoaddressthisdueto__________.

a.lackofavailability

b.lackofrelevance

c.inaccuracy

d.insufficiency

e.noneofthese

Answer:a

Amarketresearcherwasnegotiatingwithaclientconcerningthebestwaytoaccomplishtheclient’sobjectives.Theresearcherdiscoveredastudy,whichhadsomecircumstancessimilartothatofthepresentclient.Whichofthefollowingbestdescribeswhathappened?

a.Secondarydataprovidedprimaryresearchalternatives.

b.Secondarydataactuallyprovidedthesolutiontotheproblem.

c.Secondarydatahelpedtoclarifytheproblem.

d.Secondarydataprovidednecessarybackgroundinformation.

e.noneofthese

Answer:a

Whichofthefollowingisnotalimitationofsecondarydata?

a.takesmoretimetocollectthanprimarydata

b.maylackrelevanceforthepresentstudy

c.maynotbeavailableintheformneededforthepresentstudy

d.maynotbeaccurate

e.Allofthesearepossiblelimitationsofsecondarydata.

Answer:a

Whichofthefollowingwouldbetheleastreliablesourceofsecondarydata?Datacompiledby_______.

a.theFederalGovernment

b.aUniversityBureauofBusiness&EconomicResearch

c.amajortradeassociation

d.city’sChamberofCommerce

e.Alloftheseareequallyreliable.

Answer:d

Whichofthefollowingwebsiteswouldincludethemostcredibledata?

a.U.S.CensusBureau

b.localnewspaper’swebsite

c.chamberofcommercewebsite

d.anindividual’shomepage

e.Wikipedia

Answer:a

Whattypeofcompanycouldmosteasilycompilealargeinternaldatabase?

a.CPG,suchasKellogg’s

b.service,suchasDeltaAirlines

c.Online,suchasGoogle

d.entertainment,suchasUniversal

Answer:c

Whenyouarenotsurewhogatheredsecondarydata,its__________maybequestionable.

a.availability

b.relevance

c.accuracy

d.timeliness

e.noneofthese

Answer:c

Amarketingdatabasewouldbeeasiesttosetupforwhichtypeofbusiness?

a.traditionalretailer

b.internationalretailer

c.onlineretailer

d.specialtyretailer

Answer:c

Allofthefollowingareadvantagesofsecondarydataexcept:

a.Itcanhelpclarifyorredefinetheproblemduringtheexploratoryresearchprocess.

b.Itmayprovideasolutiontotheproblem.

c.Itmayprovideprimarydataresearchmethodalternatives.

d.Itmayprovidethenecessarybackgroundinformationandbuildcredibilityfortheresearchreport.

e.Alloftheseaboutareadvantages

Bigdataoffersafirmwhichofthefollowing:

a.broaderinsights

b.deeperinsights

c.inactiveinsights

d.Bothbroaderanddeeperinsights

e.Noneofthese

Answer:d

Whichofthefollowingquestionscanhelpimprovewithcheckingtheaccuracyofsecondarydata?

a.Whogatheredthedata?

b.Whatwasthepurposeofthestudy?

c.Whatinformationwascollected?

d.Whenwastheinformationcollected?

e.Allofthesewouldhelp

Answer:e

Afirm’sinternaldatabase.

a.Firstpartydata

b.Secondpartydata

c.Thirdpartydata

d.Fourthpartydata

e.Noneoftheabove

Answer:a

Datathattwoormorefirmsdecidetoshareona“privatebasis”.

a.Firstpartydata

b.Secondpartydata

c.Thirdpartydata

d.Fourthpartydata

e.Noneoftheabove

Answer:b

Datacollectedaboutpeoplewhoaren’tknowntoyourorganization.

a.Firstpartydata

b.Secondpartydata

c.Thirdpartydata

d.Fourthpartydata

e.Noneoftheabove

Answer:c

Afirm’sdatathatiscollectedactively,suchasthroughaquestionnaire,orpassively.

a.Firstpartydata

b.Secondpartydata

c.Thirdpartydata

d.Fourthpartydata

e.Noneoftheabove

Answer:a

Requiresfinancialcorporationstotelltheircustomershowtheyusetheirpersonalinformationandtohavepoliciesthatpreventfraudulentaccesstoit.

a.Gramm-Leach-BlileyAct

b.HealthInsurancePortabilityandAccountabilityAct

c.TheFairCreditReportingAct

d.TheChildren’sOnlinePrivacyProtectionAct

e.TheGeneralDataProtectionRegulation

Answer:a

Limitsdisclosureofindividuals’medicalinformationandimposespenaltiesonorganizationsthatviolateprivacyrules.

a.Gramm-Leach-BlileyAct

b.HealthInsurancePortabilityandAccountabilityAct

c.TheFairCreditReportingAct

d.TheChildren’sOnlinePrivacyProtectionAct

e.TheGeneralDataProtectionRegulation

Answer:b

Promotesaccuracyinconsumerreports.

a.Gramm-Leach-BlileyAct

b.HealthInsurancePortabilityandAccountabilityAct

c.TheFairCreditReportingAct

d.TheChildren’sOnlinePrivacyProtectionAct

e.TheGeneralDataProtectionRegulation

Answer:c

Ismeanttoensuretheprivacyoftheinformationinconsumerreports.

a.Gramm-Leach-BlileyAct

b.HealthInsurancePortabilityandAccountabilityAct

c.TheFairCreditReportingAct

d.TheChildren’sOnlinePrivacyProtectionAct

e.TheGeneralDataProtectionRegulation

Answer:c

Aimstogiveparentscontroloverwhatinformationiscollectedfromtheirchildrenonlineandhowsuchinformationmaybeused.

a.Gramm-Leach-BlileyAct

b.HealthInsurancePortabilityandAccountabilityAct

c.TheFairCreditReportingAct

d.TheChildren’sOnlinePrivacyProtectionAct

e.TheGeneralDataProtectionRegulation

Answer:d

Isthetoughestdataprivacylawintheworld.It

a.Gramm-Leach-BlileyAct

b.HealthInsurancePortabilityandAccountabilityAct

c.TheFairCreditReportingAct

d.TheChildren’sOnlinePrivacyProtectionAct

e.TheGeneralDataProtectionRegulation

Answer:e

WaspassedbytheEuropeanUnion(EU)andputintoeffectin2018.

a.Gramm-Leach-BlileyAct

b.HealthInsurancePortabilityandAccountabilityAct

c.TheFairCreditReportingAct

d.TheChildren’sOnlinePrivacyProtectionAct

e.TheGeneralDataProtectionRegulation

Answer:e

WhichofthefollowingisnotrequiredbytheGeneralDataProtectionRegulation?

a.Thecompanymustdesignateapersonfordataprotection.

b.Thecompanymustcertifythatprocessesminimizetheimpactonprivacyrights.

c.Thecompanymustcollectonlydataneededimmediatelyandnotstoredataforunspecifieduseatalaterdate.

d.Thecompanymustlistallthedataitcollectsonapublicwebsite.

e.Intheeventofadatabreach,thefirmmustinformthedatasubjects(personsimpactedbythelossortheftofdata)within72hours.

Answer:d

True/False

Secondarydataismorecurrentthanprimarydata.

Answer:False

Secondarydatacansometimessolveamarketingproblem.

Answer:True

Secondarydataispreviouslygathereddatathatmightberelevanttotheproblemathand.

Answer:True

Generally,thecostofcollectingsecondarydataisaboutthesameasthecostofcollectingprimarydata.

Answer:False

Secondarydatacansometimesbeusedasasampleframe.

Answer:True

Traditionally,thestartingpointforthedevelopmentofaninternaldatabasewasbasedonafirm’ssalesorinquiryprocessingandtrackingsystem.

Answer:True

Mostconsumerswillnevergiveuppersonalinformationtomarketers.

Answer:False

Secondarydataisavailablefornearlyeveryresearchquestion.

Answer:False

Gatheringsecondarydataisoftenaneffectivewaytoclarifyamarketingproblem.

Answer:True

Acompanymayalreadypossesssecondaryinformation.

Answer:True

AdatabasecouldbecreatedeasierforatraditionalstorethanforaWebretailer.

Answer:False

Bigdataanalyticstakesintoaccountallthedata,structuredandunstructured,tounderstandthecomplex,evolving,andinterrelatedconditionstoproducemoreaccurateinsights.

Answer:True

Bigdataismoreabout“why”than“what.”

Answer:False

Untilrecently,complexcomputerprograms,suchasprogramsforbigdataanalysis,neededtorunonexpensivehardware,suchasenormousmainframecomputers.

Answer:True

Bigdataresearchershaveinsightsintoalltheindividual,alltheproducts,alltheparts,alltheevents,andallthetransactions.

Answer:True

DatafromtheInternetofThingsisconsideredadatachannel.

Answer:True

Datafromthewearablesisconsideredadatachannel.

Answer:True

Passivedatacollectionisusingamethodologywhichtakesplacewithoutthe“participants”awareness

Answer:True

Privatedataiscollectedaboutpeoplewhoaren’tknowntoyourorganization.

Answer:False

Traditionalmarketingresearchwantstolearnabouthowpeoplefeelaboutaproduct,acompany,oranad.

Answer:True

Withbigdata,whypeopledothingsiscriticallyimportant.

Answer:False

Thehugegrowthofbigdatahasresolvedanumberofdataprivacyproblemsandissues.

Answer:False

Thereisnogeneralfederallawondataprivacy.

Answer:True

Asof2020,onlyCaliforniaandVermonthaveenactedstateprivacylaws.

Answer:True

TheCaliforniaConsumerPrivacyActof2018wentintoeffectonJanuary1,2020andonlyimpactscompaniesheadquarteredinCalifornia.

Answer:False

EssayQuestions

Whataresomeoftheadvantagesofsecondarydata?Morespecifically,whataretheadvantagesofsecondarydataoverprimarydata?

Answer:AdvantagesofSecondaryData:

Helpclarifyaproblemduringexploratoryresearch

Mayprovideasolutiontoaproblem

Provideprimarydataresearchalternatives

Providebackgroundinformation

Alertmarketerstopotentialproblems

Canbecollectedmuchmorequicklythanprimarydata

Costsareafractionofthecostofacquiringprimarydata

Anentrepreneuriscontemplatingestablishingafuneralhomeinasmalltown.Thispersonbelievesthedemandforfuneralhomeservicesisgreaterthantheservicesbeingprovided.Initially,theentrepreneurcontactsaconsultantandtellstheconsultantheneedsacommunitysurveytodeterminethetotaldemandforfuneralhomeservicesinthesmalltownandsurroundingcommunities.Ifyouweretheconsultant,howwouldyoureacttotheentrepreneur’srequestforasurvey?Whatkindofcounterproposalwouldyoumake?

Answer:Asurveywouldnotbethebestwaytoapproachforecastingfuneralhomedemand.Theconsultantcouldfindsecondarydata,probablyfromtheCensus.Thatwouldyielddeathratesforthecommunityinquestion,whichcouldbeextrapolatedforthepopulationgrowthtoyieldanestimatesofthenumberofdeathsinaparticulargeographicarea.

Whyshouldcompaniesco