Deck 6: Secondary Data Research in a Digital Age

Question 1

Market potential is frequently estimated through the use of secondary data.

Answer 1

True

Question 2

A researcher should always evaluate the professional reputation of the organization that has gathered secondary data in the process of evaluating the quality of the data.

Answer 2

True

Question 3

It is always possible to gather the primary data needed for a research project.

Answer 3

False

Question 4

A disadvantage of secondary data is that the current researcher has no control over the accuracy of the data.

Question 5

The index of retail saturation is the ratio of moving average projection to local market potential (demand).

Question 6

Customer discovery is a form of data mining that analyzes anonymous point-of-sale transactions databases to identify coinciding purchases or relationships between products purchased and other retail shopping information.

Question 7

The use of secondary data requires current access to respondents who provided the data.

Question 8

The primary advantage of secondary data is their validity.

Question 9

By definition, secondary data are always data that are external to the organization.

Question 10

One advantage of secondary data is that there is no variation in definitions of terms.

Question 11

Cross-checking data can help determine the similarity of independent projects.

Question 12

A disadvantage to secondary data is that they were not designed specifically to meet the objectives of the current project.

Question 13

Schematic networks are a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information.

Question 14

Secondary data are data that have already been collected for some other purpose than the one at hand.

Question 15

Marketing researchers frequently use internal accounting data to generate sales forecasts.

Question 16

Model building is the simplest form of secondary data analysis.

Question 17

Data mining techniques can help to define the underlying meaning of data.

Question 18

The user has complete control over secondary data's reliability and validity.

Question 19

Market tracking is the observation and analysis of trends in industry volume and brand share over time.

Question 20

Database marketing involves specifying relationships between two or more variables.

Question 21

Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not.His use of secondary data to help specify this relationship is an example of ____.

A) data transformation
B) validation
C) reliability
D) model building

Question 22

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

A) faster; more
B) slower; more
C) faster; less
D) slower; less

Question 23

One disadvantage of secondary data is that ____.

A) the user has no control over their reliability and validity
B) the data cannot be converted
C) it typically requires additional access to research respondents
D) it takes more time to collect than primary data

Question 24

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____.

A) outdated information
B) too expensive
C) variation in definition of terms
D) different units of measurement

Question 25

All of the following are advantages of secondary data EXCEPT ____.

A) it is fairly recent data.
B) it is faster than acquiring primary data.
C) t requires no access to subjects..
D) it may provide information otherwise not accessible.

Question 26

Trade associations gather data to help the organizations in a specific industry.

Question 27

The Census of Population is an example of only one of many resources that the government provides.

Question 28

Data purchased from a company such as NPD Group, Inc.on the consumption of frozen pizza in the U.S.is most likely going to be used for ____.

A) model building
B) database marketing
C) data mining
D) fact-finding

Question 29

Which index describes the relationship between retail demand and supply?

A) index of retail sales
B) index of retail utilization
C) index of retail saturation
D) index of retail sites

Question 30

The observation and analysis of trends in industry volume and brand share over time is called ____.

A) market tracking
B) model building
C) data mining
D) database marketing

Question 31

Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts.This process of predicting sales totals over a specific time period is called ____.

A) model building
B) trend analysis
C) sales forecasting
D) market potential estimation

Question 32

The marketing research industry uses the term primary-source data for diverse types of data offered by one particular company.

Question 33

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____.

A) site analysis
B) model building
C) database marketing
D) market tracking

Question 34

Secondary data offers value, and thus, companies buy and sell data access regularly.

Question 35

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____.

A) environmental scanning
B) model building
C) database marketing
D) data mining

Question 36

Financial data from different countries tend to be the same due to standardization of accounting and recording practices for economic concepts.

Question 37

Tracking monthly sales trends over the past year is best described as an example of ____.

A) model building
B) fact-finding
C) database marketing
D) environmental scanning

Question 38

A user has no control over secondary data's _________ and ____________.

A) fact-finding; model building
B) reliability; validity
C) mining; tracking
D) transformation; enhancement

Question 39

Shawn is interested in average monthly sales for automobiles in Memphis, TN.He found information on the Internet that gives annual automobile sales by cities, so he took the annual sales for Memphis and divided it by twelve to get a monthly average for that city.This is an example of ____.

A) data mining
B) data division
C) data transformation
D) data validation

Question 40

The ________ technique fits situations where more recent events carry greater influence.

A) moving average forecasting
B) dynamic forecasting
C) static forecasting
D) indexing

Question 41

Comparing data from one source with data from other sources to determine the consistency of the data is known as performing a(n)____________________.

Question 42

A credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk.This company is using ____.

A) single-source data
B) data transformation
C) customer discovery
D) index of customer saturation

Question 43

Tracking industry unit sales over the past twelve months is a form of ____________________ tracking.

Question 44

A(n)____ network is a form of artificial intelligence in which a computer is programmed to mimic the way that people process information.

A) cognitive
B) neural
C) schematic
D) intelligent

Question 45

____ is one of the most used advertising tracking services today.

A) Nielsen's PRIZM
B) GfK's research's data services
C) Google analytics
D) Yelp

Question 46

Data that were collected previously for a different research study are known as ____________________ data.

Question 47

The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called ____.

A) zoned marketing
B) target marketing
C) database marketing
D) electronic marketing

Question 48

__________________represents data accuracy

Question 49

Which type of data cannot be purchased (legally and ethically)from commercial sources?

A) demographic and census updates
B) market-share data
C) consumer attitudes and public opinions
D) proprietary research and development data

Question 50

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products.This activity is called data ____.

A) mining
B) snooping
C) surveying
D) discovery

Question 51

Asking a group of households to record their consumption of certain products over a two-year period is an example of ____.

A) model building
B) database marketing
C) data transformation
D) diary panel data

Question 52

When original data are changed to a different format in order to make them consistent with a research objective, the data are said to have been ____________________.

Question 53

All of the following are examples of internal secondary data EXCEPT:

A) sales invoices
B) U.S.Census data
C) inventory levels
D) back orders

Question 54

All of the following are typical internet sources for secondary data EXCEPT ____.

A) YouTube
B) U.S.Census Bureau
C) Ford Motors proprietary research
D) Datamonitor

Question 55

All of the following are producers of external secondary data EXCEPT ____.

A) libraries
B) trade associations
C) government
D) media

Question 56

Bath and Body Works is a retail chain of bath and home fragrance products.Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand)to local market retailing space in square feet.If this ratio is below a predetermined level, the site is not considered further.However, if this ratio is greater than that level, further site-selection analyses are performed.This index is called the ____.

A) index of retailers
B) index of retail utilization
C) index of retail sales
D) index of retail saturation

Question 57

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information.This type of analysis is referred to as ____.

A) neural networking
B) scandowns
C) database marketing
D) market-basket analysis

Question 58

Secondary data that are owned and controlled by the organization are best called ____.

A) first order data
B) proprietary data
C) exclusive data
D) valid data

Question 59

Neural networks are a form of artificial intelligence in which a computer mimics the way human brains ________ and ___________.

A) process information; make decisions
B) follow a pattern; visualize solutions
C) visualize problems; process solutions
D) discover information; communicate decisions

Question 60

Which term is used by the marketing research industry to refer to diverse types of data offered by a single company?

A) primary data
B) single-source data
C) compound data
D) integrated data

Question 61

Provide examples of various external sources of secondary data and discuss how information, as a product, is distributed.

Question 62

____________________ analysis is a form of data mining that analyzes anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information.

Question 63

Diverse types of data offered by a single company are known as ____________________ data.

Question 64

Secondary data owned and controlled by a specific organization are called ____________________ data.

Question 65

Discuss the advantages and disadvantages of secondary data.

Question 66

___________________ is an effort that involves allowing other firms real-time access to otherwise proprietary data within the enterprise.

Question 67

Discuss the additional challenges researchers face when using secondary data compiled outside the United States.

Question 68

Techniques that use secondary data to select the best location for a retail or wholesale operation are called ____________________ techniques.

Question 69

Using secondary data to study relationships between two variables is an example of ____________________.

Question 70

Using CRM systems to create one-to-one relationships with customers for specific promotions is an example of ____________________ marketing.

Question 71

Explain the three broad objectives that can be achieved using secondary data and give an example of each.

Question 72

Identify various internal and proprietary sources of secondary data.

Question 73

Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n)____________________.

Question 74

________________________ is one of the most used advertising tracking services today ____________________.

Question 75

Discuss some of the questions a researcher should ask when deciding whether to use secondary data.

Question 76

When an organization uses powerful computers to try to discover patterns of customer relationships for its products, this is known as ____________________.