Exam 8: Secondary Data Research in a Digital Age

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 ____.

Neural networks are a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information.

Single-source analysis is a form of data mining that analyzes anonymous point-of-sale transactions databases to identify coinciding purchases or relationships between products purchased and other retail shopping information.

A researcher has been commissioned by a major U.S. consumer packaged-goods company to determine the market potential for peanut butter in China. Discuss some concerns the researcher may have when attempting to find and use secondary data in this country.

What is it called when a researcher compares secondary data from one source with data from another?

One disadvantage of secondary data is that it cannot be converted to conform to a researcher's needs.

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 _____.

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

Which of the following is FALSE regarding sales forecasting?

Fact-finding is the simplest form of secondary data research.

Secondary data require current access to respondents who provided the data.

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

Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?

If the population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is _____.

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

Sherrie is interested in average monthly sales for smartphones in the United States. She found information on the Internet that gives annual sales, so she took the annual sales and divided it by twelve to get a monthly average. This is an example of _____.

All of the following are producers of external secondary data EXCEPT _____.

The index of retail saturation is the ratio of local market potential (demand) to local population density.

Identify various internal sources of secondary data and explain how researchers can search this type of data.

Marketing researchers frequently use external accounting data to generate sales forecasts.