Quiz Chapter 4 Strategic Information Management
1.
The US Government and especially the Bureau of the Census, is the major producer/supplier of demographic data in the world. This data would be
most
accurately described as __________________ data by the business firms who use it.
A.
primary
B.
free
C.
internal secondary
D.
"used"
E.
external secondary
2.
Typically, the Customer Relationship Management Process is
primarily
based upon:
A.
a strong internal secondary data base containing information built up from customer-firm interactions over time.
B.
a collection of company-sponsored primary research projects.
C.
a collection of ex-firm primary research projects.
D.
a library of government-produced demographic data
E.
a library of trade association data.
3.
Which of the following is the
most
common use of secondary data?
A.
to validate internal data and primary data collection
B.
for specific business decisions
C.
for monitoring competitive and business intelligence
D.
to provide functional support for primary research projects
E.
for managerial presentations
4.
Prior to utilizing secondary data, the data should be carefully evaluated to assess:
A.
compatibility with research purpose.
B.
accuracy.
C.
consistency and credibility.
D.
methodology and bias.
E.
all of the above.
5.
The X-Cel Corporation has launched an ambitious project to create customer profiles. The firm can
most
profitably utilize which of the following types of secondary data for this purpose?
A.
accounts receivable reports
B.
sales invoices
C.
quarterly sales reports
D.
sales activity reports
E.
none of the above.
6.
The X-Cel Corporation encourages its retail sales force to seek out and report the test marketing activities of its competitors during their routine sales calls. This information can be made a part of the firm's secondary data base by requiring its inclusion on routine:
A.
sales invoices.
B.
accounts receivable reports.
C.
sales activity reports.
D.
quarterly sales reports.
E.
distribution reports.
7.
Which of the following sources of secondary data offers the
least
costly means of obtaining information regarding general customer satisfaction/dissatisfaction?
A.
customer comment cards
B.
warranty cards
C.
mail order forms
D.
customer letters
E.
customer satisfaction surveys
8.
The Go-Cart approach to planning for secondary data searches includes all of the following
except
:
A.
goals.
B.
accuracy.
C.
tabulation.
D.
objectives.
E.
characteristics.
9.
__________________ costs, developed to promote uniformity in data reporting to federal and state governments and private business, are often useful in studying specific industries.
A.
CIC
B.
SIC
C.
DOT
D.
IGC
E.
BIC
10.
The X-Cel Corporation is preparing to select several cities as sites for new retail stores. Which of the following secondary "indexes" would provide the best estimate of the ability of a market area to generate spendable income?
A.
BPI
B.
SIC
C.
CPI
D.
EBI
E.
BEP
11.
The X-Cel Corporation would like to locate its new clothing outlets in zip code areas that have a minimum score of 115 for clothing purchases in the
Source Book of Demographics and Buying Power for Every Zip Code in the USA
. A 115 rating indicates that he zip code:
A.
spends more on clothes than any other area in the U.S.
B.
spends fifteen times more on clothes than average.
C.
spends only 85 percent as much on clothes than the average zip code.
D.
spends 100 percent more on clothes than the average zip code.
E.
has a 15 percent greater potential to purchase clothes than the U.S. average.
12.
Which of the following sources of secondary data is
most
likely to offer the
most
recent information?
A.
The Wall Street Journal
B.
Sales and Marketing Management's Annual Survey of Buying Power
C.
Editors and Publishers Market Guide
D.
The U.S. Bureau of the Census
E.
Source Book of Demographics on Buying Power for Every Zip Code in the USA.
13.
The X-Cel Corporation desires to purchase specific, detailed data tracking the purchase behavior of a large sample of households over an extended period of time. The firm is
most
likely to utilize:
A.
Sales and Marketing Management's Survey of Buying Power.
B.
consumer panels.
C.
the U.S. Census.
D.
telephone surveys.
E.
mail questionnaires.
14.
All of the following are advantages of consumer panels
except
:
A.
low cost.
B.
rapid availability and timeliness.
C.
high level of specificity.
D.
accurate reporting of socially sensitive purchases.
E.
high representativeness and strong internal validity of the data.
15.
The X-Cel Corporation is interested in formally examination and verification of how many units of its products and brands have been sold at its retail outlets. The firm is
most
likely to rely upon:
A.
consumer panels.
B.
telephone surveys.
C.
store audits.
D.
Sales and Marketing Management's Survey of Buying Power.
E.
the U.S. Bureau of the Census.
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