Exam 6: Secondary Data Research in a Digital Age

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

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.

Model building is the simplest form of secondary data analysis.

The primary advantage of secondary data is their validity.

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

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

Database marketing involves specifying relationships between two or more variables.

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

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

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

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

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

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

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

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

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

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

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

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

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.