### Data Analysis – Marketing Research Quiz

The key terms of Marketing Research include Data Analysis, Secondary Data, Data Validation.

Leslie is interested in average monthly sales for automobiles in Memphis, TN. She found information on the Internet that gives annual automobile sales by cities, so she took the annual sales for Memphis and divided it by twelve to get a monthly average for that city. This is an example of ____.

Data validation

Data division

Data cross-check

Data conversion (transformation) – correct

Data that were collected previously for a different research study are known as

Secondary – correct

Tertiary

Primary

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____.

Database marketing

Site analysis – correct

Model building

Market tracking

Calculating the market potential for beer consumption is an example of using secondary research for ___________ .

Experiment Building

Trend Analysis

Fact checking

Model Building – correct

All of the following are common reasons why secondary data may not adequately satisfy research needs EXCEPT ____.

Different units of measurement

Outdated information

Too expensive – correct

Variation in definition of terms

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____.

Environmental scanning – correct

Database marketing

Model building

Data mining

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

Slower; less

Faster; more

Faster; less – correct

Slower; more

#### Data Analysis – Marketing Research Quiz

True – correct

False

Leslie is interested in average monthly sales for automobiles in Memphis, TN. She found information on the Internet that gives annual automobile sales by cities, so she took the annual sales for Memphis and divided it by twelve to get a monthly average for that city. This is an example of ____.

Data validation

Data division

Data cross-check

Data conversion (transformation) – correct

Data that were collected previously for a different research study are known as

Secondary – correct

Tertiary

Primary

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____.

Database marketing

Site analysis – correct

Model building

Market tracking

Calculating the market potential for beer consumption is an example of using secondary research for ___________ .

Experiment Building

Trend Analysis

Fact checking

Model Building – correct

All of the following are common reasons why secondary data may not adequately satisfy research needs EXCEPT ____.

Different units of measurement

Outdated information

Too expensive – correct

Variation in definition of terms

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____.

Environmental scanning – correct

Database marketing

Model building

Data mining

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

Slower; less

Faster; more

Faster; less – correct

Slower; more