Subject: Marketing Research (Part2)

5. When two or more secondary sources provide conflicting information you should: a. select the one source that has been in business the longest b. evaluate the information from each source and select the source that best suits your needs for reliable and valid information c. if there is conflicting information you should probably abandon the project; you will never have objective results upon which to base your decision d. the researcher should call the client/manager and ask which source is desired

6. The first step in conducting a search of secondary data sources is: a. identify what you wish to know and what you already know about your topic b. develop a list of key terms and names c. begin with going through the Business Periodicals Index

d. call a trade association that best represents your topic/firm/industry

7. Which of the following best represents the hierarchy of organization for information databases? a. databanks, databases, records, words, fields b. databases, databanks, records, fields, words or numbers c. records, databanks, databases, fields, words or numbers d. databanks, databases, records, fields, words or numbers

8. Which of the following was NOT discussed as a method of evaluating secondary data? a. What was the purpose of the study? b. Who collected the information? c. How readily available is the information to the public? d. How consistent is the information with other information?

9. Which of the following should you look for in evaluating a study that is secondary data? a. What was the sample? b. How large was the sample? c. What was the response rate? d. all of the above

10. When two or more secondary sources provide conflicting information you should: a. select the one source that has been in business the longest b. evaluate the information from each source and select the source that best suits your needs for reliable and valid information c. if there is conflicting information you should probably abandon the project; you will never have objective results upon which to base your decision d. the researcher should call the client/manager and ask which source is desired