Marketing 352-Exam 1 Question and
answers verified to pass 2025/2026
Primary Data - correct answer ✔for research question
Secondary Data - correct answer ✔used for other purposes previously
Internal Secondary Data - correct answer ✔Data collected by the individual company for accounting
purposes or marketing activity reports
Ex: Popular sources (industry data base)
publications in peer reviewed journals
government sources
trade associations
External Secondary Data - correct answer ✔Data collected by outside agencies such as the federal
government, trade associations, or periodical
syndicated (commerical) data
consumer panels
media panels
store audits
variable - correct answer ✔observable
construct - correct answer ✔unobservable concept measured by related variables (success,
intelligence, attitude)
, descriptive research - correct answer ✔when you want to know if differences exist or relationships
between groups/variables -• To describe and measure marketing phenomena
--asking questions/surveys/observation
surveys-advantages - correct answer ✔large samples sizes so can generalize
precise estimates
easy
surveys-disdvantages - correct answer ✔in- depth data difficult to obtain, low response rates can cause
probems, hard to develop right questions
sampling error - correct answer ✔The difference between the findings based on the sample and the
true values for a population
i.e. sample does not represent the target population well
Caused by the method of sampling used and the size of the sample
REDUCED BY: increasing sample size, using right sampling method
non-sampling error - correct answer ✔nonresponse error (so sysematic bias occurs) or response error
(impaired memory and dont respond correctly)
Person-Administered Surveys - correct answer ✔Interviewer reads questions, either face-to-face or
over the telephone, to respondents & records their answers
In home or mall intercepts
answers verified to pass 2025/2026
Primary Data - correct answer ✔for research question
Secondary Data - correct answer ✔used for other purposes previously
Internal Secondary Data - correct answer ✔Data collected by the individual company for accounting
purposes or marketing activity reports
Ex: Popular sources (industry data base)
publications in peer reviewed journals
government sources
trade associations
External Secondary Data - correct answer ✔Data collected by outside agencies such as the federal
government, trade associations, or periodical
syndicated (commerical) data
consumer panels
media panels
store audits
variable - correct answer ✔observable
construct - correct answer ✔unobservable concept measured by related variables (success,
intelligence, attitude)
, descriptive research - correct answer ✔when you want to know if differences exist or relationships
between groups/variables -• To describe and measure marketing phenomena
--asking questions/surveys/observation
surveys-advantages - correct answer ✔large samples sizes so can generalize
precise estimates
easy
surveys-disdvantages - correct answer ✔in- depth data difficult to obtain, low response rates can cause
probems, hard to develop right questions
sampling error - correct answer ✔The difference between the findings based on the sample and the
true values for a population
i.e. sample does not represent the target population well
Caused by the method of sampling used and the size of the sample
REDUCED BY: increasing sample size, using right sampling method
non-sampling error - correct answer ✔nonresponse error (so sysematic bias occurs) or response error
(impaired memory and dont respond correctly)
Person-Administered Surveys - correct answer ✔Interviewer reads questions, either face-to-face or
over the telephone, to respondents & records their answers
In home or mall intercepts
