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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter3SecondaryResearch
1)Whattypesofresearchhelpadvertisersmakebetterinformeddecisions?
A)Primaryonly
B)Secondaryonly
C)Bothprimaryandsecondary
Answer:C
PageRef:54
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
2)Whichtypeofdataprovidesinformationthathasbeencollectedbytheresearcherspecificallyforthecurrentresearchproject?
A)Syndicateddata
B)Primarydata
C)Secondarydata
D)Evaluativedata
Answer:B
PageRef:54
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
3)________informationisinformationthathasalreadybeencollectedforpurposesotherthanthecurrentinformationneed.
A)Primary
B)Secondary
C)Tertiary
Answer:B
PageRef:54
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
4)Whichtypeofdataprovidesinformationthathasbeencollectedbyotherthantheresearcherforapurposeotherthanthecurrentresearchproject?
A)Syndicateddata
B)Primarydata
C)Secondarydata
D)Evaluativedata
Answer:C
PageRef:54
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
5)ThinkabouttheU.S.Census.WhenthisinformationisusedbyCongress,itisconsideredtobe________research.
A)primary
B)secondary
C)tertiary
D)proprietary
E)confidential
Answer:A
PageRef:54
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
6)ThinkabouttheU.S.Census.Whenthisinformationisusedbyanadvertisingagencytobetterunderstanddemographictrends,itisconsideredtobe________research.
A)primary
B)secondary
C)tertiary
D)proprietary
E)confidential
Answer:B
PageRef:54
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
7)ThinkabouttheU.S.Census.WhenanadvertisingagencyobtainsthisinformationfromtheU.S.CensusBureau,itisobtainingitfromthe________source.
A)primary
B)secondary
C)tertiary
Answer:A
PageRef:54
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:AnalyticSkills
8)ThinkabouttheU.S.Census.Whenanadvertisingagencyobtainsthisinformationfromalong,analyticalarticleintheNewYorkTimes,itisobtainingitfroma________source.
A)primary
B)secondary
C)tertiary
Answer:B
PageRef:54
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:AnalyticSkills
9)Itisalwaysbettertoobtainsecondaryinformationfroma________source.
A)primary
B)secondary
C)tertiary
Answer:A
PageRef:55
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
10)Anadvertiserislikelytoobtaininformationthatismorecompleteandaccuratewhenitisobtainedfromthe________source.
A)primary
B)secondary
C)tertiary
Answer:A
PageRef:55
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
11)Considerthetwostatementsshownbelowregardingthepotentialcontributionofsecondaryresearch.
I. Secondaryresearchcancontributetoquestionnairedevelopment.
II. Secondaryresearchcannever,onitsown,answeranadvertiser's
informationneeds.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:A
PageRef:56-59
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
12)Considerthetwostatementsshownbelow.
I. Secondaryresearchcanhelptoclarify,redefine,orrefocusaplanned
primaryresearchstudy.
II. Secondaryresearchobtainedfrommultiplesourcestypically
requiresasynthesisoffindingsbeforeitisuseful.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:C
PageRef:55
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
13)Primarydatashouldbethestartingpointinthesearchforsecondarydata.
Answer:FALSE
PageRef:57
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
14)Considerthethreestatementsshownbelow.Howmanyofthesestatementscorrectlydescribethecontributionofsecondaryresearchtoaplannedprimaryresearchstudy?
- Secondaryresearchcananswersomeofthequestionsoriginally
addressedintheprimaryresearchstudy,makingtheexplorationsof
theseareasunnecessary.
- Secondaryresearchcanidentifynewareastoexplore.
- Secondaryresearchcancauseachangeintheprimaryresearchstudy's
hypotheses.
A)0
B)1
C)2
D)3
Answer:D
PageRef:59
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
15)WhichofthefollowingisNOTanadvantageofsecondaryresearchcomparedtoprimaryresearch?
A)isgenerallyquicktoobtain
B)isalwaystimely
C)isrelativelyinexpensive
Answer:B
PageRef:59
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
16)Bonnieisunsureofhowtoprobeandexploresomekeyattitudesinanupcomingresearchstudy.Bonnie'sfirststepshouldbeto________.
A)holdfocusgroups
B)talkinformallywithtargetaudiencerespondents
C)conductasearchofsecondaryinformationtoseewhatothershavedone
D)eliminatetheproblemareasfromtheprimaryresearchstudy
Answer:C
PageRef:59
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
17)Secondaryresearchhastwosignificantadvantagesoverprimaryresearch.Theseadvantagesrelatetogreaterefficienciesintermsof________.
A)costandquality
B)qualityandtime
C)timeandcost
Answer:C
PageRef:59
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
18)Thetextnotedlimitationsofsecondaryresearch.Howmanyofthefollowingwerenotedaslimitations?
-availability
-relevance
-cost
A)0
B)1
C)2
D)3
Answer:C
PageRef:60,61
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
19)Which,ifany,ofthestatementsshownbelowaretrue?
I. Therelevanceofsecondaryinformationincreaseswhenthereisahigh
correspondencebetweentheunitsofmeasurementusedinthesecondaryresearch
andtheadvertiser'sdesiredunitsofmeasurement.
II. Therelevanceofsecondaryinformationincreaseswhenthereisahigh
correspondencebetweenhowanadvertiserdefinestheunitofanalysisandhow
theunitofanalysisisdefinedinthesecondaryresearch.
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIistrue
Answer:C
PageRef:56
Difficulty:Difficult
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:AnalyticSkills
20)ThemanufacturerofHuggiesDiapersconductsresearchthatfindsthatdisposablediapersarenotanenvironmentalproblem.SinceHuggiesisanamebrandownedbyamajorcorporation,thisresearchshouldbeacceptedascredible.
Answer:FALSE
PageRef:61
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
21)Imagineyouwanttoevaluatethecredibilityand"goodness"ofsecondaryresearch.Inthiscontext,which,ifany,ofthefollowingstatementsis(are)true?
I. Thecredibilityand"goodness"ofsecondaryresearchincreaseswhenauthors
andtheiraffiliationsareexplicitlyprovided.
II. Thecredibilityand"goodness"ofsecondaryresearchincreaseswhenauthor
contactinformationisprovided.
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIistrue
Answer:C
PageRef:61
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
22)Twosecondarysourceseachaddresstheissueofteen'suseofsocialmedia.Thefirstsourceprovidestheentiredatasetinitsreport,whilethesecondsourceprovidesasummaryofdataitfindsthe"mostinteresting"foradvertisers.Whichsecondarysourceisconsideredtobethebettersource?
A)Thefirstsource
B)Thesecondsource
C)Bothsourcesareequal
Answer:A
PageRef:55
Difficulty:Easy
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
23)Inevaluatingtheappropriatenessofsecondaryinformation,itisimportanttobeabletodistinguishopinionfromfact.
Answer:TRUE
PageRef:62
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
24)Thetextnotesthreemainsourcesofsecondaryinformation:indexedonline,non-indexedonlineand________.
A)offlineexperts
B)offlineprint
C)onlinesocialmedia
D)mobileapplications
Answer:B
PageRef:62
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
25)SlideshareandScribdareexamplesof________.
A)offlineprintsources
B)onlineindexedsources
C)onlinenon-indexedsources
Answer:C
PageRef:62
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
26)TheHarrisonResearchCompanyhasjustcompletedastudyofseniorcitizens'useofsocialmedia.Theywantthereporttobedisseminatedasmuchaspossible.Inadditiontopostingthestudy'sreportonitswebsite,thecompanyislikelytouploadthereportto________.
A)Google
B)Flickr
C)Slideshare
D)YouTube
Answer:C
PageRef:62
Difficulty:Moderate
LearningObj.:LO5
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
27)Whichofthefollowingdescribesitselfasthe"world'slargestcollectionofpublicrecords,unpublishedopinions,forms,legal,news,andbusinessinformation?"
A)Google
B)LexisNexis
C)MicrosoftScholar'sResource
D)Slideshare
Answer:B
PageRef:62
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
28)Thefirststepinanonlinesearchstrategyisto"stateyourinformationneedintheformofoneormoredeclarativesentences."
Answer:FALSE
PageRef:63
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
29)Thegoalofanonlinesearchistolocateinformationonhowindividualsovertheageof65relatetoandusemobileappsfortheirbankingneeds.Whichofthefollowingisthemostappropriatewaytostateaninformationneedinthefirststepofanonlinesearch?
A)What'shappeningwithseniorsandbanks?
B)Whatarethetrendsregardingseniors'useofmobilebanking?
C)Seniorsandbanking
D)Whatarecurrentdevelopmentsintheareasofbankingandhowareseniorcitizensusingandrespondingtothesebankingtrends?
Answer:B
PageRef:63
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
30)________shouldbeaddedtotheoriginalsearchphraseinordertoincreasethechancesoflocatingadditionalsecondaryinformation.
A)Metaphors
B)Syllogisms
C)Analogies
D)Synonyms
Answer:D
PageRef:63
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
31)Thesearchphrases"trends+yogurt"and"trend+yogurt"provideidenticalresults.
Answer:FALSE
PageRef:64
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
32)Thesearchphrase"trends+yogurt"willreturnidenticalresultswhenusedonGoogleandBing.
Answer:FALSE
PageRef:64
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
33)Theprocessofonlinesearchdescribedinthetextrecommendsthatafteranumberofsearchesarecompleted,youthensystematicallyreadkeyfindingsandreflectonresultsbeforeproceedingwithadditional,morerefined,searches.
Answer:TRUE
PageRef:65
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
34)Imaginethatyouwanttosearchforallsourcesthatmentionteensanddiets.Whichofthefollowingsearchphraseswouldbemostappropriate?
A)teenswithdiets
B)dietingteens
C)teens-diet
D)teens+diet
Answer:D
PageRef:66
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
35)ImaginethatyouwanttosearchjustforPowerPointpresentationsthatrelatetomothersandblogs.Whichofthefollowingsearchphraseswouldbemostappropriate?
A)mothers+blogs:ppt
B)mothers-blogs:ppt
C)bloggingmothers:powerpoint
D)motherswhoblog:powerpoint
Answer:A
PageRef:66
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
36)Imaginethatyouwanttosearchformentionsofsocialmedia,butarenotinterestedinanymentionsofadvertising.Whichofthefollowingsearchphraseswouldbemostappropriate?
A)"socialmedia"+advertising
B)"socialmedia"butnot"advertising"
C)"social"+"media"-"advertising"
D)"socialmedia"-advertising
Answer:D
PageRef:66
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
37)Imaginethatyouwanttosearchforwebsitesthathavetheterm"milk"intheirURL.Whichofthefollowingsearchphraseswouldbemostappropriate?
A)inurl:milk
B)milk"in"url
C)url+milk
D)intitle:milk
Answer:A
PageRef:67
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
38)Youaresearchingforrelevantwebsitesandhavefoundaveryrelevantandinformativesite.TheURLofthissiteis""Youwanttofindothersitesthatlinktothissite.Whichofthefollowingsearchphraseswouldbemostappropriate?
A)whatsiteslinkto""
B)destinations:
C)link:
D)outto:
Answer:C
PageRef:68
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
39)Whichofthefollowingallowsyoutolocatebookscontainingcontentthatmatchesyoursearchterms?
A)GoogleScholar
B)GoogleBookSearch
C)Yahoo!Finder
D)Yahoo!InPrint
Answer:A
PageRef:69
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
40)AdAgeandClickzareexamplesof________publishers.
A)printnewsletter
B)onlinenewsletter
C)onlinesocialmedia
D)printsocialmedia
Answer:B
PageRef:70
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
41)Onlinewhitepapersandresearchreportstypicallypresentperspectivesandresearchfindingsrelatedtoacompany'sareaoffocusandexpertise.
Answer:TRUE
PageRef:72
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
42)Imaginethatyouarelookingforawhitepaperrelatedtodigitalmarketingtechnologyandservices.Whichofthecompanieslistedbelowwouldbethemostappropriate?
A)AdAge
B)Doubleclick
C)GannettMedia
D)NewMediaResearchInc.
E)OneStop
Answer:B
PageRef:72
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
43)Imaginethatyouarelookingforanewsletternamed"Smartbrief."Whichofthecompanieslistedbelowwouldbethemostlikelysource?
A)AdAge
B)Doubleclick
C)GannettMedia
D)NewMediaResearchInc.
E)InteractiveAdvertisingBureau
Answer:E
PageRef:71
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
44)Imaginethatyouarelookingforinformationregardingnewtelevisionadvertisingcampaigns.Whichofthecompanieslistedbelowwouldbethemostappropriate?
A)AdAge
B)Doubleclick
C)GannettMedia
D)NewMediaResearchInc.
E)OneStop
Answer:A
PageRef:70
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
45)Media-focusedassociationsareanexcellentsourceforresearchfocusedononespecificmedium.
Answer:TRUE
PageRef:74
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
46)Youwishtoobtainsomesecondaryinformation.Isitbettertoobtainthisinformationfromtheprimaryorasecondarysource?Why?
Answer:Secondarydata,wheneverpossible,shouldbeobtainedfromtheprimarysource.Thissourceismorelikelytoprovidedatathatismorecomplete,moreaccurateandofhigherquality.
PageRef:55
Difficulty:Moderate
LearningObj.:LO1
Classification:CriticalThinking
47)ThetextprovidedanexampleoftheLuckieSnackingIndustryreport.Whywouldanadvertisersubscribetothistypeofreportratherthancollectingtheinformationforhim/herself?
Answer:Thecost(intermsofdollars,time,andpersonnel)wouldbesignificantlyhigherifanadvertisercollectedthisinformationbyhim/herself,assumingthattheadvertisercouldbeasthoroughasLucke,acompanywhichspecializesinthecollectionofthisinformation.
PageRef:55-59
Difficulty:Difficult
LearningObj.:LO4
Classification:CriticalThinking
48)Imaginethatyouhavecomeacrossawebsitewithinformationrelevanttoyoursecondaryinformationsearch.Listthreecriteriathatcanbeusedtodeterminetheaccuracyoftheprovidedinformation.
Answer:Anythreeofthefollowingareacceptable:
- Hasthepageorpublicationprovidedexternalsourcestoverifypresentedinformation
throughfootnot
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