Deck 7: Secondary Data Research in a Digital Age

Question 1

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

Answer 1

True

Question 2

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.

Answer 2

False
This is market-basket analysis.

Question 3

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

Answer 3

True

Question 4

The primary advantage of secondary data is their validity.

Question 5

A moving average sales forecast works best in a dynamic competitive environment.

Question 6

Model building is the simplest form of secondary data analysis.

Question 7

One disadvantage of secondary data is that it cannot be converted to conform to a researcher's needs.

Question 8

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

Question 9

Reliability compares data from one source with data from another source.

Question 10

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

Question 11

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

Question 12

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

Question 13

Secondary data are always data that are external to the organization.

Question 14

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

Question 15

Fact-finding is the most complicated form of secondary data analysis.

Question 16

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

Question 17

Secondary data are typically historical data that have already been collected.

Question 18

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

Question 19

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

Question 20

The index of retail saturation is the ratio of local market retailing space to local market potential (demand).

Question 21

Which of the following is a disadvantage of secondary data?

A)user has no control over their reliability and validity
B)inability to convert the data
C)typically require additional access to research respondents
D)all of the above

Question 22

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 23

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 conversion
B)validation
C)reliability
D)model building

Question 24

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

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

Question 25

Diary panel data are data gathered by households that have agreed to record their consumption behavior over an extended period of time.

Question 26

Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years).The forecasting technique he is using is called:

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

Question 27

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets,this is an example of:

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

Question 28

Which of the following is a calculation that 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 29

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

Question 30

A researcher who is interested in new car sales but who discovers that the secondary data are in the form of statistics that include both car and light truck sales combined in the data has discovered that the data fail to meet which criterion?

A)Are the data in the correct unit of measurement?
B)Do the data apply to the time period of interest?
C)Are the data supplied by a reputable source?
D)Do the data show evidence of reliability and validity?

Question 31

Purchasing data from a company such as NPD Group,Inc.on consumption of frozen pizza in the U.S.is an example of which objective for secondary data analysis?

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

Question 32

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 conversion
D)data validation

Question 33

Secondary data can be bought and sold like other products.

Question 34

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior,this is a form of:

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

Question 35

Financial data from foreign countries is the same around the world due to standardization of accounting and recording practices for economic concepts.

Question 36

What is it called when a researcher compares secondary data from one source with data from another?

A)data conversion
B)cross-check
C)data mining
D)data enhancement

Question 37

Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?

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

Question 38

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 39

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 40

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

Question 41

Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?

A)media source
B)commercial source
C)trade association source
D)primary source

Question 42

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

A)data mining
B)data digging
C)sugging
D)neural networking

Question 43

Secondary data that originate inside the organization are called:

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

Question 44

Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information?

A)brain scan
B)neural network
C)schematic network
D)intelligent network

Question 45

All of the following are producers of external secondary data EXCEPT:

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

Question 46

If the population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45,if there are 64,688 square feet of retail space used to sell athletic shoes in this city,its index of retail saturation is:

A)3.56
B)12.65
C)159.99
D)330.06

Question 47

Reading The New York Times to study possible changes in consumer consumption patterns of specific products is an example of ____________________.

Question 48

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

Question 49

What 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 50

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

A)sales invoices
B)the Internet
C)inventory levels
D)back orders

Question 51

When original data are changed to a different format in order to make them consistent with a research objective,this is known as ____________________.

Question 52

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

Question 53

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

Question 54

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 55

Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer?

A)customer discovery
B)data dissection
C)data profiling
D)customer cloning

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:

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

Question 57

When 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 is an example of:

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

Question 58

Which of the following data can be purchased from commercial sources?

A)demographic and census updates
B)market-share data
C)consumer attitudes and public opinions
D)all of the above

Question 59

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 60

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 conversion
D)diary panel data

Question 61

The mathematical result of describing the relationship between retail demand and supply for a specific geographic area for a specific product is known as the index of ____________________.

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

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

Question 64

Identify various internal and proprietary sources of secondary data.

Question 65

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

Question 66

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

Question 67

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

Question 68

Data which are created outside of the organization are called ____________________ secondary data.

Question 69

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

Question 70

Discuss the advantages and disadvantages of secondary data.

Question 71

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

Question 72

Secondary data that originates within the organization are called ____________________ and ____________________ 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

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

Question 75

Using customer databases to provide customized relationships with customers for specific promotions is an example of ____________________ marketing.