MKTG Research Ch.6 Exam Questions with Verified Answers
Secondary data - CORRECT ANSWER Data gathered and recorded by someone else
prior to and for a purpose other than the current project
Advantages for secondary data - CORRECT ANSWER -Available
-Faster and less expensive than acquiring primary data
-Requires no access to subjects
-Inexpensive
-May provide information otherwise not accessible
Disadvantages for secondary data - CORRECT ANSWER -Uncertain accuracy
-Data not consistent with needs
-Inappropriate units of measurement
-Time period inappropriate (outdated)
unit of measurement - CORRECT ANSWER Data conversion (data transformation):
the process of changing the original form of the data to a format suitable to
achieve the research objective
reliability and validity - CORRECT ANSWER Cross-checks: the comparison of data
from one source with data from another source to determine the similarity of
independent projects
fact finding - CORRECT ANSWER -Identification of consumer behavior for a
product category
-Trend analysis
Market tracking: observation and analysis of trends in industry volume and brand
share over time
-Environmental scanning
-Information gathering and fact-finding that is designed to detect indications of
environmental changes in their initial stages of development
