Deck 4: Secondary Research and Big Data

Question 1

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

Answer 1

True

Question 2

Fact-finding, a form of secondary data research, is typically used to help researchers track market trends.

Answer 2

True

Question 3

The observation and analysis of trend in industry volume and brand share overtime is called market tracking.

Answer 3

True

Question 4

Secondary data require access to the respondents who provided the data.

Question 5

The observation and analysis of trends in industry volume and brand share over time is known as environmental scanning.

Question 6

An advantage of secondary data is that they were specifically designed to meet the researcher's needs.

Question 7

Pull technology is an internet information technology that automatically delivers specific content to the researcher or manager's desktop.

Question 8

Model building, a form of secondary data research, is typically used for trends tracking.

Question 9

A key advantage of secondary data is its objectivity.

Question 10

Marketing managers do not combine secondary data with survey results as this can mislead them.

Question 11

The use of customer database to promote one-to-one relationship customers is called database marketing.

Question 12

Managers are often smart to be able to understand complex data volumes.

Question 13

A form of artificial intelligence in which a computer is programmed to mimic the way in which the human brain process information is called neural network.

Question 14

Environmental scanning involves model building to detect indications of environmental changes in their initial stages of development.

Question 15

Information gathering and fact-finding that is designed to detect indications of environmental changes in their initial stages of development is called trend analysis.

Question 16

The secondary data is usually less expensive than primary data.

Question 17

Obtaining secondary data is always slower and more costly than gathering primary data.

Question 18

A key purpose of data transformation is to ensure that the data format is suitable to achieve the research objective.

Question 19

Secondary data are data that have been previously collected for the current project purposes.

Question 20

Secondary data is usually not inherently designed to meet researcher's need.

Question 21

Data sourced from trade journals is an internal source of secondary data.

Question 22

The comparison of data between multiple sources to ensure consistency is known as data:

A) selection.
B) transformation.
C) cleaning.
D) cross-check.

Question 23

Data published in newspaper and trade journals is considered as internal data.

Question 24

Secondary data may be acquired for the sole purpose of enhancing a customer database.

Question 25

A credit card company wishing to know their valuable customers is an example of customer discovery.

Question 26

Which of the following is not an advantage of secondary data?

A) It is instantaneous.
B) It is readily available.
C) It meets the researcher's needs.
D) It saves time and money.

Question 27

A researcher who is interested in studying total household income finds data reported as 'head of household income'. She has discovered that the data fail to meet which criterion?

A) Do the data apply to the time period of interest?
B) Do the data cover the subject of interest in adequate detail?
C) Do the data apply to the population of interest?
D) Do the data appear in the correct units of measurement?

Question 28

A marketer of computer games is interested to find out the size of the video game market in Australia. Which form of secondary data research will you recommend?

A) Fact-finding
B) Model building
C) Database marketing
D) Data mining

Question 29

Diverse type of data offered by a single company is called as sole-proprietor data.

Question 30

Which of the following statements in relation to data volume is not true?

A) Relevant marketing data are often independent.
B) Relevant marketing data are often inter-related.
C) Information contained in data volumes is typically large.
D) Information contained in data volumes is typically complex.

Question 31

Data from a previous warranty card study show where consumers prefer to purchase the product, but provide no reasons. This situation shows inadequacy of secondary information in terms of:

A) outdated information.
B) different units of measurement.
C) lack of information.
D) variation in definition of terms.

Question 32

A researcher who is interested in studying the Chinese market in Australia finds secondary data reported as 'per cent born outside Australia in Asia'. Which criterion has she discovered that the data fail to meet?

A) Do the data cover the subject of interest in adequate detail?
B) Do the data apply to the time period of interest?
C) Do the data apply to the population of interest?
D) Do the data appear in the correct units of measurement?

Question 33

A researcher who is interested in new car sales discovers that the secondary data were collected 10 years ago. He has discovered that the data fail to meet which criterion?

A) Do the data appear in the correct units of measurement?
B) Do the data apply to the time period of interest?
C) Do the data cover the subject of interest in adequate detail?
D) Do the data apply to the population of interest?

Question 34

Often large number of customers provide bulk of revenue to the firm.

Question 35

Company's sales information is classified as company's proprietary data.

Question 36

Data that originates inside the organization is called proprietary data.

Question 37

There is only one way to calculate customer life-time value regardless of company size and customers.

Question 38

The process of changing data from its original form to a format suitable to achieve the research objective is known as:

A) data manipulation.
B) data mining.
C) data validation.
D) data transformation.

Question 39

Of the following criteria presented below, which one should be regarded as the researcher's initial criterion when evaluating secondary data?

A) Do the data apply to the time period of interest?
B) Do the data appear in the correct units of measurement?
C) Do the data help to answer questions set out in the problem definition?
D) Do other terms and variable classi?fications presented apply to the current project?

Question 40

Which of the following is not an example of a proprietary data source?

A) Warranty return cards
B) Journals
C) Sales invoices
D) Orders received

Question 41

All of the following are common model building objectives, except:

A) estimating market potential.
B) sales forecasting.
C) site selection.
D) developing prospect lists.

Question 42

Email is an early application of:

A) push technology.
B) pull technology.
C) on-demand technology.
D) database technology.

Question 43

When conducting secondary research, the researcher accesses a federal government report available from an online database. This is a source of:

A) primary data
B) internal data.
C) proprietary data.
D) external data.

Question 44

A supermarket chain mined its databases (provided by checkout scanners) and found that when men go to its stores to buy nappies between 6 p.m. and 8 p.m., they sometimes buy a six-pack of beer as well. This behavioural pattern revelation is likely to be derived from:

A) cross-checking analysis.
B) environmental analysis.
C) model building analysis.
D) market basket analysis.

Question 45

Which of the following is an adaption of the market basket analysis to detect common order of pattern for set of purchases?

A) Sequence discovery
B) Customer discovery
C) Customer network
D) Database marketing

Question 46

A catalogue retailer collates information about each of its customers by identifying the sets of products each customer buys in every purchase order. This practice is known as:

A) customer discovery.
B) sequence discovery.
C) market basket analysis.
D) market tracking.

Question 47

The florist Roses Only regularly emails gift recommendations to its customers based on each customer's past purchases. This is an example of:

A) proprietary marketing.
B) market tracking.
C) database marketing.
D) internal marketing.

Question 48

The form of data mining that uses point-of-sale transactions to identify relationships between products purchased is known as:

A) data conversion analysis.
B) cross-checking analysis.
C) market basket analysis.
D) environmental analysis.

Question 49

Identifying changes in immigration patterns that are impacting on preferences for fresh fruits and vegetables in Melbourne supermarkets is an example of:

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

Question 50

Tracking Coca-Cola's market share over the past 12 months is an example of:

A) trend analysis.
B) model building.
C) data mining.
D) database marketing.

Question 51

The table below presents a music store's CD sales over the past five years. Using the moving average method, what is the store's CD sales forecast for 2014?

A) $20 331
B) $20 338
C) $20 405
D) $21 849

Question 52

Identifying consumption pattern is an example of:

A) Model building.
B) Database marketing
C) Fact finding
D) Environmental scanning.

Question 53

Comparing the box office sales for different movie genres across the geographic regions of New Zealand is an example of:

A) data mining.
B) market basket analysis.
C) trend analysis.
D) environmental scanning.

Question 54

Typically, a credit card company will use information about a customer's age, gender, income and past credit history to assess his or her credit risk. This is an example of:

A) single-source data.
B) data conversion.
C) customer discovery.
D) sequence discovery.

Question 55

Which of the following are producers of external data?

A) Company
B) Media
C) Trade association
D) Government

Question 56

The Cancer Council observes the sales and brand share of sunscreen over a 12-month period. This is an example of:

A) trend analysis.
B) data mining.
C) model building.
D) market basket analysis.

Question 57

All of the following are examples of internal and proprietary data sources, except:

A) sales invoices.
B) public comments on our social media pages.
C) inventory records.
D) financial records.

Question 58

IBIS world provides report on industry market research, company research, and business environment is an example of:

A) Trade association
B) Library
C) Government source
D) Commercial source

Question 59

Harvey Norman is considering expanding its operations by setting up another retail site in Sydney. Which secondary research design would be most appropriate to help the organisation make its decision?

A) Fact-finding
B) Model building
C) Data mining
D) Database marketing

Question 60

Australian Marketing Institute and Australian Market & Social Research Society serves as:

A) Trade associations
B) Libraries
C) Government sources
D) Commercial sources