Exam 3: Secondary Data and Databases

How can data mining assist the direct marketer that publishes a customized catalog for its customers?

An entrepreneur is contemplating establishing a funeral home in a small town. This person believes the demand for funeral home services is greater than the services being provided. Initially, the entrepreneur contacts a consultant and tells the consultant he needs a community survey to determine the total demand for funeral home services in the small town and surrounding communities. If you were the consultant, how would you react to the entrepreneur's request for a survey? What kind of counter proposal would you make?

A marketing database would be easiest to set up for which type of business?

Which of the following is a characteristic of a decision support system (DSS)?

Secondary data is more current than primary data.

Most consumers will never give up personal information to marketers.

What type of secondary data source would most likely charge a fee to access its information?

Describe some of the important parts of an organization's information management system.

A researcher does a study for a new Super Target store. The client wants to know which of five cities should be selected, and a specific location within the city of choice. The researcher investigates several sources of secondary data and finds the following: City Population Growth Growth in Retail Sales Metropolis 5% 14% Smallville 7% 13% Gotham City 4% 8% The Big Apple 2% 4% The Big Easy 10% 17% The researcher, based on the information at hand, recommends The Big Easy, and asks to be paid. Why should the client not pay the researcher?

If you were interested in finding out how many people buy low-fat dog food for their dogs, you would most likely seek out a(n) _______.

Generally, the cost of collecting secondary data is about the same as the cost of collecting primary data.