Question 1

Identify various internal and proprietary sources of secondary data.

Accepted Answer

Internal and proprietary data is defined as data that originated in the organization,or data created,recorded,or generated by the organization.Most organizations routinely gather,record,and store internal data to help them solve future problems.Routine documents such as sales invoices allow external financial reporting,which in turn can be a source of data for further analysis.Sales information,customer complaints,service records,and warranty card returns are other examples of this type of secondary data.

Question 2

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

Accepted Answer

database

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Data purchased from a company such as NPD Group,Inc.on the consumption of frozen pizza in the U.S.is most likely going to be used for ____.

Accepted Answer

A) model building 
B) database marketing 
C) data mining 
D) fact-finding 
A) model building 
B) database marketing 
C) data mining 
D) fact-finding

Question 6

Model building is the simplest form of secondary data analysis.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Secondary data can be bought and sold like other products.

Accepted Answer

A) True 
 B)False

Question 9

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 ____.

Accepted Answer

A) environmental scanning 
B) model building 
C) database marketing 
D) data mining 
A) environmental scanning 
B) model building 
C) database marketing 
D) data mining

Question 10

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

Accepted Answer

A) zoned marketing 
B) target marketing 
C) database marketing 
D) electronic marketing 
A) zoned marketing 
B) target marketing 
C) database marketing 
D) electronic marketing

Question 11

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

Accepted Answer

A) customer discovery 
B) data dissection 
C) data profiling 
D) customer cloning 
A) customer discovery 
B) data dissection 
C) data profiling 
D) customer cloning

Question 12

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

Accepted Answer

A) primary data 
B) single-source data 
C) compound data 
D) integrated data 
A) primary data 
B) single-source data 
C) compound data 
D) integrated data

Question 13

Trade associations gather data to help the organizations in a specific industry.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) market tracking 
B) model building 
C) data mining 
D) database marketing 
A) market tracking 
B) model building 
C) data mining 
D) database marketing

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

The primary advantage of secondary data is their validity.

Accepted Answer

A) True 
 B)False

Question 17

A credit card company uses information about each customer's age,gender,income,and past credit history to find patterns that make customers a poor credit risk.This company is using ____.

Accepted Answer

A) single-source data 
B) data transformation 
C) customer discovery 
D) index of customer saturation 
A) single-source data 
B) data transformation 
C) customer discovery 
D) index of customer saturation

Question 18

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 ____.

Accepted Answer

A) moving average forecasting 
B) dynamic forecasting 
C) static forecasting 
D) indexing 
A) moving average forecasting 
B) dynamic forecasting 
C) static forecasting 
D) indexing

Question 19

Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n)____.

Accepted Answer

A) media source 
B) commercial source 
C) trade association source 
D) primary source 
A) media source 
B) commercial source 
C) trade association source 
D) primary source

Question 20

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.

Accepted Answer

A) True 
 B)False

Exam 6: Secondary Data Research in a Digital Age

Identify various internal and proprietary sources of secondary data.

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

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

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

Data purchased from a company such as NPD Group,Inc.on the consumption of frozen pizza in the U.S.is most likely going to be used for ____.

Model building is the simplest form of secondary data analysis.

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

Secondary data can be bought and sold like other products.

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 ____.

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

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

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

Trade associations gather data to help the organizations in a specific industry.

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

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

The primary advantage of secondary data is their validity.

A credit card company uses information about each customer's age,gender,income,and past credit history to find patterns that make customers a poor credit risk.This company is using ____.

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 ____.

Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n)____.

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.

The Role of Marketing Research

Information Systems and Knowledge Management

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Qualitative Research Tools

Survey Research

Observation

Conducting Marketing Experiments

Measurement and Attitude Scaling

Questionnaire Design

Sampling Designs and Sampling Procedures

Big Data Basics: Describing Samples and Populations

Basic Data Analysis

Testing for Differences Between Groups and for Predictive Relationships

Communicating Research Results

Beyond the Basics in Basic Data Analysis

Advanced Topics in Linear Analytics

Testing Hypotheses With Glm Procedures

Introducing Multivariate Data Analysis

Multivariate Data Analysis: Analytics With Interdependence Techniques

Primer on Structural Equations Modeling

Filters