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Exam 3: Secondary Research

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Question 21

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Imagine that you want to search just for PowerPoint presentations that relate to mothers and blogs.Which of the following search phrases would be most appropriate?

A) mothers + blogs:ppt
B) mothers - blogs:ppt
C) blogging mothers:powerpoint
D) mothers who blog:powerpoint

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Question 22

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Briefly explain why it is important to conduct an online search using several different search engines.

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Different search engines will ...

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Question 23

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You wish to obtain some secondary information.Is it better to obtain this information from the primary or a secondary source? Why?

Think about the U.S.Census.When this information is used by Congress,it is considered to be ________ research.

What types of research help advertisers make better informed decisions?

The process of online search described in the text recommends that after a number of searches are completed,you then systematically read key findings and reflect on results before proceeding with additional,more refined,searches.

Consider the two statements shown below regarding the potential contribution of secondary research. I.Secondary research can contribute to questionnaire development. II.Secondary research can never,on its own,answer an advertiser's Information needs. Which,if any,of these statements is (are) true?

Imagine that you have come across a web site with information relevant to your secondary information search.List three criteria that can be used to determine the accuracy of the provided information.

The text notes three main sources of secondary information: indexed online,non-indexed online and ________.

Imagine that you are looking for a newsletter named "Smartbrief." Which of the companies listed below would be the most likely source?

Imagine that you want to search for all sources that mention teens and diets.Which of the following search phrases would be most appropriate?

Think about the U.S.Census.When an advertising agency obtains this information from a long,analytical article in the New York Times,it is obtaining it from a ________ source.

Consider the two statements shown below. I.Secondary research can help to clarify,redefine,or refocus a planned Primary research study. II.Secondary research obtained from multiple sources typically Requires a synthesis of findings before it is useful. Which,if any,of these statements is (are) true?

You are searching for relevant web sites and have found a very relevant and informative site.The URL of this site is "www.seniorsandmobileads.com" You want to find other sites that link to this site.Which of the following search phrases would be most appropriate?

The search phrase "trends + yogurt" will return identical results when used on Google and Bing.

The goal of an online search is to locate information on how individuals over the age of 65 relate to and use mobile apps for their banking needs.Which of the following is the most appropriate way to state an information need in the first step of an online search?

Think about the U.S.Census.When an advertising agency obtains this information from the U.S.Census Bureau,it is obtaining it from the ________ source.

Online white papers and research reports typically present perspectives and research findings related to a company's area of focus and expertise.

________ information is information that has already been collected for purposes other than the current information need.

It is always better to obtain secondary information from a ________ source.