Exam 6: Using Secondary Data and Online Information Databases

Access to secondary data that may be useful for marketing research purposes may be found at www.secondarydata.com.

Which of the following best describes CRM?

Which one of the following secondary information sources would give you information on demographics of bicyclists, other activities bikers indulge in, which markets have the heaviest concentration of bikers, and which magazines bikers read?

One of the disadvantages of the Survey of Buying Power is that the Elongated Billing Index (EBI)is actually calculated during a very short time period.

One of the advantages of the system replacing the SIC is that:

Walt Lewis was interested in knowing how best to allocate territories in Texas to the new, 10 member sales force he hired. While the sales force was undergoing training, Walt sought some secondary data that would help him allocate sets of counties to the salespersons. He knew he had to be equitable and felt strongly that each set of counties should have a market potential about equal to all the other sets. He needed some quantifiable measure of the market potential for each county, and he didn't want to use any Census data because he felt like this was outdated. Which secondary data source should Walt use?

Secondary data are gathered from a variety of sources such as warranty cards, boat registrations, car registrations, and so on.

The system replacing the SIC will:

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

It is never prudent to search secondary data until you have become fully familiar with the primary data you have collected.

Although there are many sources of secondary data, USES of secondary data are limited to only four or five applications at most.

Which of the following best represents proximity operators?

An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be: income being reported before tax, household income instead of per capita, and after-tax income.

A database refers to a collection of data and information describing items of interest. Each unit of information in a database is called a record.

Which of the following best represents the hierarchy of organization for information databases?

Judy Mancuso is interested in opening a health and fitness center. Being a fitness enthusiast for many years, she is knowledgeable of many of the programs designed to shape and trim one's figure. However, she needs information on the business aspects of a health and fitness center. She goes to the local library and uses the computerized search system. Using a keyword search, Judy tries "health," "fitness," and finally "health and fitness." At first she is excited because her searches generate so many "hits." But, she soon learns that more than 50,000 hits is not good. Although there may be some good information available in the sources found, she soon learns that many of the "hits" don't really have much to do with her topic. Which of the following should Judy try to find on her subject?

Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

A catalog consists of a library's holdings of periodicals.

Census of the population data serve as a baseline for much marketing information that is produced during the "in-between" census years.

A secondary data source, Lifestyle Market Analyst, analyzes several dozen lifestyle categories such as "Avid Book Readers," "Cat Owners," "Have Grandchildren," "Own Camcorder," and "Shop by Catalog/Mail."