Question 1

If secondary data shows a lack of consistency, the researcher must do their own research.

Accepted Answer

A) True 
 B)False

Question 2

Statistical techniques are often utilized in data mining.

Accepted Answer

A) True 
 B)False

Question 3

Charming Charlie's, a lady's accessory store, wants to increase brand awareness of the latest season's colors. Their goal calls for increasing click through rate with their online advertising. The researcher needs to use________________ to achieve the company's goals.

Accepted Answer

A)  behavioral targeting 
B)  data mining 
C)  database marketing 
D)  none of the above 
A)  behavioral targeting 
B)  data mining 
C)  database marketing 
D)  none of the above

Question 4

Secondary data can identify potential problems.

Accepted Answer

A) True 
 B)False

Question 5

Secondary data is available for nearly every research question.

Accepted Answer

A) True 
 B)False

Question 6

Market basket analysis is a common application of _______.

Accepted Answer

A)  GIS systems 
B)  blogs 
C)  cookies 
D)  data mining 
A)  GIS systems 
B)  blogs 
C)  cookies 
D)  data mining

Question 7

VISA considers updating its affiliate offerings to customers during the holiday season based on their buying habits over the last four years. This is an example of_________.

Accepted Answer

A)  an internal database 
B)  data mining 
C)  URL marketing 
D)  database marketing 
E)  none of the above 
A)  an internal database 
B)  data mining 
C)  URL marketing 
D)  database marketing 
E)  none of the above

Question 8

A hotel chain wants to explore whether to add or reduce the number of franchises in a city. Where should the researcher look for secondary data first?

Accepted Answer

A)  local visitor's bureau 
B)  travel magazines 
C)  competitor's upcoming news sites 
D)  none of the above 
A)  local visitor's bureau 
B)  travel magazines 
C)  competitor's upcoming news sites 
D)  none of the above

Question 9

Secondary data can sometimes be used as a sample frame.

Accepted Answer

A) True 
 B)False

Question 10

A neural network is a computer program that mimics the processes of the human brain.

Accepted Answer

A) True 
 B)False

Question 11

Most relationships explored in data mining are intuitively obvious.

Accepted Answer

A) True 
 B)False

Question 12

For example, a manager for Wal-Mart may have sufficient secondary data on
incomes, family sizes, number of competitors, and growth potential to determine in which of five Iowa towns Wal-Mart wishes to locate its next store. And if traffic counts exist for the selected town, primary data will have to be gathered to select a specific site for the store.

Accepted Answer

A) True 
 B)False

Question 13

Secondary data is previously gathered data that might be relevant to the problem at hand.

Accepted Answer

A) True 
 B)False

Question 14

Starbuck's keeps records of its customers' purchases via their Starbuck's reward card and provides them with a coupon for a free drink after five purchases. This is an example of__________.

Accepted Answer

A)  an internal database 
B)  data mining 
C)  URL marketing 
D)  database marketing 
E)  none of the above 
A)  an internal database 
B)  data mining 
C)  URL marketing 
D)  database marketing 
E)  none of the above

Question 15

Describe how a decision support system can support a company's decision maker.

Accepted Answer

A True DSS system is interactive, flexib

Question 16

Which of the following is not characteristic of secondary data?

Accepted Answer

A)  observation data collected for the project at hand 
B)  might be relevant to the problem at hand 
C)  gathered previously for another purpose 
D)  (b) and (c) 
E)  All are characteristic of secondary data. 
A)  observation data collected for the project at hand 
B)  might be relevant to the problem at hand 
C)  gathered previously for another purpose 
D)  (b) and (c) 
E)  All are characteristic of secondary data.

Question 17

Social media offers researchers more information than ever before for data mining.

Accepted Answer

A) True 
 B)False

Question 18

What disadvantages might the founders of Facebook have encountered if they tried to use secondary data when they began their venture?

Accepted Answer

Facebook's founders would have had diffi

Question 19

Describe a situation in which a marketing research aggregator could benefit a
client or marketing research supplier.

Accepted Answer

Marketing Research Aggregators provide a

Question 20

All of the following are advantages of secondary data except:

Accepted Answer

A)  It can help clarify or redefine the problem during the exploratory research process. 
B)  It may provide a solution to the problem. 
C)  It may provide primary data research method alternatives. 
D)  It may provide the necessary background information and build credibility for the research report. 
E)  All of the above. 
A)  It can help clarify or redefine the problem during the exploratory research process. 
B)  It may provide a solution to the problem. 
C)  It may provide primary data research method alternatives. 
D)  It may provide the necessary background information and build credibility for the research report. 
E)  All of the above.

If secondary data shows a lack of consistency, the researcher must do their own research.

Statistical techniques are often utilized in data mining.

Charming Charlie's, a lady's accessory store, wants to increase brand awareness of the latest season's colors. Their goal calls for increasing click through rate with their online advertising. The researcher needs to use________________ to achieve the company's goals.

Secondary data can identify potential problems.

Secondary data is available for nearly every research question.

Market basket analysis is a common application of _______.

VISA considers updating its affiliate offerings to customers during the holiday season based on their buying habits over the last four years. This is an example of_________.

A hotel chain wants to explore whether to add or reduce the number of franchises in a city. Where should the researcher look for secondary data first?

Secondary data can sometimes be used as a sample frame.

A neural network is a computer program that mimics the processes of the human brain.

Most relationships explored in data mining are intuitively obvious.

Secondary data is previously gathered data that might be relevant to the problem at hand.

Starbuck's keeps records of its customers' purchases via their Starbuck's reward card and provides them with a coupon for a free drink after five purchases. This is an example of__________.

Describe how a decision support system can support a company's decision maker.

Which of the following is not characteristic of secondary data?

Social media offers researchers more information than ever before for data mining.

What disadvantages might the founders of Facebook have encountered if they tried to use secondary data when they began their venture?

Describe a situation in which a marketing research aggregator could benefit a client or marketing research supplier.

All of the following are advantages of secondary data except:

Problem Definition and the Research Process

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

Exam 3: Secondary Data and Databases

If secondary data shows a lack of consistency, the researcher must do their own research.

Statistical techniques are often utilized in data mining.

Charming Charlie's, a lady's accessory store, wants to increase brand awareness of the latest season's colors. Their goal calls for increasing click through rate with their online advertising. The researcher needs to use________________ to achieve the company's goals.

Secondary data can identify potential problems.

Secondary data is available for nearly every research question.

Market basket analysis is a common application of _______.

VISA considers updating its affiliate offerings to customers during the holiday season based on their buying habits over the last four years. This is an example of_________.

A hotel chain wants to explore whether to add or reduce the number of franchises in a city. Where should the researcher look for secondary data first?

Secondary data can sometimes be used as a sample frame.

A neural network is a computer program that mimics the processes of the human brain.

Most relationships explored in data mining are intuitively obvious.

Secondary data is previously gathered data that might be relevant to the problem at hand.

Starbuck's keeps records of its customers' purchases via their Starbuck's reward card and provides them with a coupon for a free drink after five purchases. This is an example of__________.

Describe how a decision support system can support a company's decision maker.

Which of the following is not characteristic of secondary data?

Social media offers researchers more information than ever before for data mining.

What disadvantages might the founders of Facebook have encountered if they tried to use secondary data when they began their venture?

Describe a situation in which a marketing research aggregator could benefit a client or marketing research supplier.

All of the following are advantages of secondary data except:

Problem Definition and the Research Process

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters