Exam 7: Secondary Data Research in a Digital Age

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:

Asking a group of households to record their consumption of certain products over a two-year period is an example of:

Give examples of various external sources of secondary data and discuss how information,as a product,is distributed.

Market tracking is the observation and analysis of trends in industry volume and brand share over time.

A moving average sales forecast works best in a dynamic competitive environment.

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

Fact-finding is the most complicated form of secondary data analysis.

Model building is the simplest form of secondary data analysis.

A disadvantage of secondary data is that the current researcher has no control over the accuracy of the data.

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets,this is an example of:

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:

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior,this is a form of:

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:

Secondary data are typically historical data that have already been collected.

Obtaining secondary data is typically _____ and _____ expensive than obtaining primary data.

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:

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

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

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

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