Exam 6: Secondary Data Research in a Digital Age

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 ____.

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

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 ____.

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 ____.

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.

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

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

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

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

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

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 ____.

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

The observation and analysis of trends in industry volume and brand share over time is called ____.

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

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