Exam 6: Secondary Data Research in a Digital Age

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

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

By definition, secondary data are always data that are external to the organization.

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

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

A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined. What criterion have the data failed to meet?

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 ____.

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

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

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

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

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

The primary advantage of secondary data is their validity.

One disadvantage of secondary data is that rescaling and other transformations are not possible.

Using CRM systems to create one-to-one relationships with customers for specific promotions is an example of ____________________ marketing.

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 ____.

Model building is the simplest form of secondary data analysis.

One disadvantage of secondary data is that ____.

Secondary data owned and controlled by a specific organization are called ____________________ data.

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