廣告調(diào)查（第二版）英文 答案 Chapter 3 Secondary Research

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

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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

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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

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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

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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

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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