In the marketing research process, coding and data-entry errors in the primary data will most likely be noticed while ___.

• Interpreting data to create knowledge.
• Designing and pretesting the questionnaire
• Collecting and preparing data
• Examining measurement issues and scales
• Developing the sample design

Mack is an entrepreneur who is trying to determine the household size (i.e., how many one-person households, two-person households, etc.) for his local area. Which of the following sources would be optimal in providing him with this information?

• External causal data
• External secondary data
• Internal secondary data
• External primary data
• Internal primary data

In which of the following situations would data mining be LEAST effective?

• A firm is trying to determine which factors are closely related to its customers loyalty.
• A firm attempts to learn what products its customers might be most interested in.
• After customers have discontinued doing business with a firm, it tries to determine what they had in common with one another.
• A firm is attempting to figure out what types of promotional techniques result in the newest customers.
• A firm wants to discover what items it sells have the highest per-unit profit.

In evaluating secondary data, the bias criterion suggests that researchers must ___.

• Evaluate the overall procedure of collecting the data
• Evaluate how the data relate to the current research objective
• Determine whether the entity that collected the data had an agenda
• Evaluate when the secondary data were collected