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Exam 3: Secondary Research

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Question 1

Multiple Choice

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Think about the U.S.Census.When this information is used by an advertising agency to better understand demographic trends,it is considered to be ________ research.

A) primary
B) secondary
C) tertiary
D) proprietary
E) confidential

Correct Answer

verified

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Question 2

Multiple Choice

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An advertiser is likely to obtain information that is more complete and accurate when it is obtained from the ________ source.

A) primary
B) secondary
C) tertiary

Correct Answer

verified

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Question 3

Multiple Choice

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Which,if any,of the statements shown below are true? I.The relevance of secondary information increases when there is a high Correspondence between the units of measurement used in the secondary research And the advertiser's desired units of measurement. II.The relevance of secondary information increases when there is a high Correspondence between how an advertiser defines the unit of analysis and how The unit of analysis is defined in the secondary research.

Slideshare and Scribd are examples of ________.

Primary data should be the starting point in the search for secondary data.

Which type of data provides information that has been collected by the researcher specifically for the current research project?

Imagine you want to evaluate the credibility and "goodness" of secondary research.In this context,which,if any,of the following statements is (are) true? I.The credibility and "goodness" of secondary research increases when authors And their affiliations are explicitly provided. II.The credibility and "goodness" of secondary research increases when author Contact information is provided.

Ad Age and Clickz are examples of ________ publishers.

Two secondary sources each address the issue of teen's use of social media.The first source provides the entire data set in its report,while the second source provides a summary of data it finds the "most interesting" for advertisers.Which secondary source is considered to be the better source?

Imagine that you want to search for mentions of social media,but are not interested in any mentions of advertising.Which of the following search phrases would be most appropriate?

Imagine that you are looking for a white paper related to digital marketing technology and services.Which of the companies listed below would be the most appropriate?

Which of the following describes itself as the "world's largest collection of public records,unpublished opinions,forms,legal,news,and business information?"

The text noted limitations of secondary research.How many of the following were noted as limitations? - availability - relevance - cost

Which of the following allows you to locate books containing content that matches your search terms?

Consider the three statements shown below.How many of these statements correctly describe the contribution of secondary research to a planned primary research study? - Secondary research can answer some of the questions originally Addressed in the primary research study,making the explorations of These areas unnecessary. - Secondary research can identify new areas to explore. - Secondary research can cause a change in the primary research study's Hypotheses.

Secondary research has two significant advantages over primary research.These advantages relate to greater efficiencies in terms of ________.

In evaluating the appropriateness of secondary information,it is important to be able to distinguish opinion from fact.

Which of the following is NOT an advantage of secondary research compared to primary research?

The search phrases "trends + yogurt" and "trend + yogurt" provide identical results.

Imagine that you want to search for web sites that have the term "milk" in their URL.Which of the following search phrases would be most appropriate?