Exam 6: Secondary Data Research in a Digital Age

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 ____________________.

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

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

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

One disadvantage of secondary data is that ____.

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 ____.

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

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

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

____________________ 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.

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

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

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

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

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

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

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

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

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 ____.