Deck 4: Secondary Research With Big Data

Question 1

Market basket analysis is a form of data mining that tracks individual customers' point-of-sale transactions to identify coinciding purchases or relationships between products purchased.

Answer 1

False

Question 2

Database marketing, a form of secondary data research, is typically used to help researchers develop prospect lists.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

Many statistical techniques build forecasting models using secondary data.

Question 5

Assessing the reputation of the organisation that has gathered the secondary data will ensure the accuracy of the data.

Question 6

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

Question 7

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

Question 8

A key advantage of secondary data is its objectivity.

Question 9

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

Question 10

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

Question 11

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

Question 12

Model building, a form of secondary data research, is typically used to help researchers identify product consumption patterns.

Question 13

Moving average forecasting works best in a dynamic, competitive environment.

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

It is not possible to disaggregate internal data.

Question 21

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

Question 22

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 23

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 24

Objectivity is not a major concern with web-published information.

Question 25

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 26

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

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

Question 27

A neural network is a form of artificial intelligence that can mimic the way a human processes information to generalise information about how consumers behave.

Question 28

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 29

Data on personal income may not be comparable between countries.

Question 30

Single-source data refers to a specific type of data offered by a single company.

Question 31

Consumer panels and scanner systems can be used together to create electronic test markets.

Question 32

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 33

Secondary data that are available through intermediaries are known as vendors.

Question 34

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 35

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 36

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 37

Comparing the sales of our competitors' products with our company's product sales over a period of time is known as environmental scanning.

Question 38

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 39

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 40

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

Question 41

Searching for information about members of the Millennial Generation - people born between 1978 and 1994 - is an example of:

A) model building.
B) data mining.
C) trend analysis.
D) environmental scanning.

Question 42

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 43

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 44

A decision support system that manages the interactions between an organisation and its customers is known as a:

A) market tracking system.
B) customer routine management system.
C) customer network management system.
D) customer relationship management system.

Question 45

The table below presents a music store's CD sales over the past five years. $$\begin{array} { c c c } \text { Year } & \text { CD sales (\$) } & \text { Rate of growth from the previous year (6) } \\2009 & 24700 & \\2010 & 24000 & - 2.8 \\2011 & 23500 & - 2.1 \\2012 & 22100 & - 6.0 \\2013 & 21200 & - 4.1\end{array}$$ 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 46

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 47

When accessing information published on a website, the researcher checks if there is any advertising on the page. In doing so, he or she is evaluating the website's:

A) authority.
B) objectivity.
C) accuracy.
D) coverage.

Question 48

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 49

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 50

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 51

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 52

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 53

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 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

The magazine Retail World provides data and reports on major grocery product categories and industry trends in retailing. This is an example of which type of secondary data?

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

Question 56

Internet information technology that automatically delivers specific content to the researcher's or manager's desktop is known as:

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

Question 57

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 58

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 59

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 60

Organisations that allow managers to access thousands of external databases via desktop computers and telecommunications systems (for example, the Dow Jones News Retrieval Service) are acting as:

A) vendors.
B) data miners.
C) proprietors.
D) data converters.

Question 61

Salespeople's reports, customer complaints and sales records are all sources of ________ secondary data.

Question 62

The forecasting method that calculates the sum of observations divided by the number of observations in the same period is known as the ______ _______ method.

Question 63

Demographic information retrieved by a researcher from the Australian Bureau of Statistics website is an example of ________ secondary data.

Question 64

The monitoring and analysis of industry sales trends over time is a form of ______ ________.

Question 65

When a franchiser examines demographic and street data to help identify potential locations for expansion, they have utilised ____ ________ __________.

Question 66

Every Christmas season, a fruit catalogue company sends out gift lists to its customers based on what they have previously bought for their friends and relatives. This is an example of ________ _________.

Question 67

Comparing data from one source with data from other sources to determine consistency is known as performing a ___________.

Question 68

When a catalogue merchant analyses its customer database to look for specific customers' purchase patterns, it is an example of ________ _________.

Question 69

________ and ___________ data are data that was created, recorded or generated by the organisation.

Question 70

Using secondary data to study relationships between two or more variables is an example of _____ ________.

Question 71

Already assembled and historical data that require no access to respondents are known as _________ data.

Question 72

Government reports, newspapers and trade association publications are all sources of ________ secondary data.

Question 73

The term ____ ______ refers to the use of powerful computers to dig through volumes of data to discover patterns about an organisation's customers and products.

Question 74

As a form of secondary data research, finding out how large the video game market is in Australia is an example of ____________.

Question 75

When a bank analyses its database to assess whether or not to approve the credit card application of an existing account holder, this is an example of ________ _________.

Question 76

External producers that make secondary data available, either directly from the organisations that produce the data or through intermediaries, are known as _______.

Question 77

The form of artificial intelligence in which a computer is programmed to mimic the way that the human brain processes information is known as a(n) ______ _______.

Question 78

The process of changing the original form of data to a format suitable to achieving the research objective is known as ____ __________.