True/False Questions

Chapter 4 – Exploratory Research Design: Secondary Data

True/False Questions

1. Secondary data is data originated by the researcher for the specific purpose of addressing the research problem.

False (easy, page 97)

2. Primary data represents any data that have already been collected for purposes other than the problem at hand.

False (easy, page 97)

3. According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.

True (easy, page 99)

4. Compared to the collection cost of primary data, secondary data is more expensive.

False (moderate, page 99)

5. According to the test, a basic rule of research is to examine secondary data first.

True (moderate, page 99)

6. The value of secondary data is typically limited by their degree of fit with the current research problem and by concerns regarding data accuracy.

True (moderate, page 100)

7. The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.

True (easy, page 100)

8. Availability is mentioned in the text as a primary criterion for evaluating secondary data.

False (moderate, page 101)

9. An overall indication of the dependability of the data may be obtained by examining the cost of the source.

False (moderate, page 103)

10. External data is data that originates outside of the client organization.

True (moderate, page 103)

11. Accounting records, sales reports, and internal experts are typical sources of internal secondary data.

True (moderate, page 103)

12. Claritas' PRIZM features lifestyle clusters of every US neighborhood based on geo-coding.

True (moderate, page 103)

13. 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.

True (moderate, page 104)

14. CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.

True (moderate, page 105)

15. Published external sources may be broadly classified as general business data or government data.

True (moderate, page 106)

16. A focus group is an example of a general business source of external secondary data.

False (moderate, page 106)

17. Guides provide a path to other sources of secondary data contained in directories or published by professional or trade associations.

True (moderate, page 106)

18. According to the text, bibliographies are organized alphabetically by topic.

True (moderate, page 106)

19. 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.

True (moderate, page 107)

20. Indexes and bibliographies are general business sources of external secondary data that provide brief descriptions of companies, organizations, or individuals.

False (moderate, page 106)

21. According to the text, A.C. Neilsen is the largest source of secondary data in the United States.

False (moderate, page 107)

22. The North American Industry Classification System (NAICS) has been replaced by the Standard Industrial Code (SIC).

False (moderate, pages 108-109)

23. The phenomenal growth of databases is a result of the advantages of electronic dissemination of data over printed data that include more accurate information.

False (difficult, page 109)

24. Online, Internet, and offline are classifications of computerized databases in terms of how they are distributed.

True (moderate, page 110)

25. Online databases are databases stored in computers that require a telecommunications network to access.

True (moderate, page 110)

26. Databases that can be searched, accessed, or analyzed on the Internet are called Internet databases.

True (easy, page 110)

27. Online describes databases that are available on diskette or CD-ROM.

False (moderate, page 110)

28. According to the text, the governmental database is a major type of database.

False (moderate, page 111)

29. Bibliographic databases are indexes of studies and reports published in journals, magazines, and newspapers.

True (moderate, page 111)

30. For marketers, one of the largest bibliographic databases is the FIND/SVP.

True (moderate, page 111)

31. Full-text databases are databases that contain the complete text of secondary source documents comprising the database.

True (moderate, page 111)

32. Numeric databases provide information on individuals, organizations, and services.

False (moderate, page 111)

33. According to the text, the largest database of companies in the United States is contained in the national Electronic Yellow Pages.

True (moderate, page 111)

34. Special-purpose databases are databases that contain information of a specific nature, for example, data on a specialized industry.

True (easy, page 112)

35 Computer mapping involves merging internal customer data with external geographic, demographic, and lifestyle data on the same customers.

False (moderate, page 114)

36. Computer mapping is a product of Geographic Information Systems (GIS).

True (moderate, page 114)

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