Deck 6: Secondary Data Research in a Digital Age

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False
Sometimes the required information is not accessible to a private firm (i.e.,taxes paid).

Question 4

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

Question 5

The primary advantage of secondary data is their validity.

Question 6

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

Question 7

Model building is the simplest form of secondary data analysis.

Question 8

Market potential is frequently estimated through the use of secondary data.

Question 9

Secondary data are data that have already been collected for some other purpose than the one at hand.

Question 10

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.

Question 11

Cross-checking data can help determine the similarity of independent projects.

Question 12

By definition,secondary data are always data that are external to the organization.

Question 13

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

Question 14

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

Question 15

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

Question 16

A disadvantage to secondary data is that they were not designed specifically to meet the objectives of the current project.

Question 17

Customer discovery 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.

Question 18

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

Question 19

The use of secondary data requires current access to respondents who provided the data.

Question 20

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

Question 21

Financial data from different countries tend to be the same due to standardization of accounting and recording practices for economic concepts.

Question 22

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets,they are engaged in ____.

A)site analysis
B)model building
C)database marketing
D)market tracking

Question 23

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

Question 24

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 ____.

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

Question 25

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

Question 26

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

A)faster;more
B)slower;more
C)faster;less
D)slower;less

Question 27

A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined.What criterion have the data failed to meet?

A)The data should be in the correct unit of measurement.
B)The data should apply to the time period of interest.
C)The data should be supplied by a reputable source.
D)The data should show evidence of reliability and validity.

Question 28

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

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

Question 29

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

Question 30

Tracking monthly sales trends over the past year is best described as an example of ____.

A)model building
B)fact-finding
C)database marketing
D)environmental scanning

Question 31

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 ____.

A)model building
B)trend analysis
C)sales forecasting
D)market potential estimation

Question 32

Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not.His use of secondary data to help specify this relationship is an example of ____.

A)data transformation
B)validation
C)reliability
D)model building

Question 33

One disadvantage of secondary data is that ____.

A)the user has no control over their reliability and validity
B)the data cannot be converted
C)it typically requires additional access to research respondents
D)it takes more time to collect than primary data

Question 34

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____.

A)outdated information
B)too expensive
C)variation in definition of terms
D)different units of measurement

Question 35

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 ____.

A)data mining
B)data division
C)data transformation
D)data validation

Question 36

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 ____.

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

Question 37

Which index describes the relationship between retail demand and supply?

A)index of retail sales
B)index of retail utilization
C)index of retail saturation
D)index of retail sites

Question 38

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 ____.

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

Question 39

Secondary data can be bought and sold like other products.

Question 40

When a researcher compares secondary data from one source with data from another source,the researcher is doing a(n)____.

A)data transformation
B)cross-check
C)data mining
D)data enhancement

Question 41

Which type of data cannot be purchased (legally and ethically)from commercial sources?

A)demographic and census updates
B)market-share data
C)consumer attitudes and public opinions
D)proprietary research and development data

Question 42

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

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

Question 43

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

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

Question 44

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 ____.

A)neural networking
B)scandowns
C)database marketing
D)market-basket analysis

Question 45

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 ____.

A)12.65
B)79.01
C)159.99
D)1437.51

Question 46

Data that were collected previously for a different research study are known as ____________________ data.

Question 47

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

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

Question 48

Bath and Body Works is a retail chain of bath and home fragrance products.Before entering a new geographic area,the company develops an index consisting of a ratio of local market potential in dollars (demand)to local market retailing space in square feet.If this ratio is below a predetermined level,the site is not considered further.However,if this ratio is greater than that level,further site-selection analyses are performed.This index is called the ____.

A)index of retailers
B)index of retail utilization
C)index of retail sales
D)index of retail saturation

Question 49

A(n)____ network is a form of artificial intelligence in which a computer is programmed to mimic the way that people process information.

A)cognitive
B)neural
C)schematic
D)intelligent

Question 50

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

A)model building
B)database marketing
C)data transformation
D)diary panel data

Question 51

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 ____.

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

Question 52

When original data are changed to a different format in order to make them consistent with a research objective,the data are said to have been ____________________.

Question 53

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

A)sales invoices
B)U.S.Census data
C)inventory levels
D)back orders

Question 54

Reading The New York Times to study possible changes in consumer consumption patterns of specific products is an example of ____________________.

Question 55

Tracking industry unit sales over the past twelve months is a form of ____________________ tracking.

Question 56

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

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

Question 57

Comparing data from one source with data from other sources to determine the consistency of the data is known as performing a(n)____________________.

Question 58

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products.This activity is called data ____.

A)mining
B)snooping
C)surveying
D)discovery

Question 59

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

A)libraries
B)trade associations
C)government
D)media

Question 60

Secondary data that are owned and controlled by the organization are best called ____.

A)first order data
B)proprietary data
C)exclusive data
D)valid data

Question 61

Discuss the advantages and disadvantages of secondary data.

Question 62

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

Question 63

Data which are created outside of the organization are called ____________________ secondary data.

Question 64

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

Question 65

Secondary data owned and controlled by a specific organization are called ____________________ data.

Question 66

When an organization uses powerful computers to try to discover patterns of customer relationships for its products,this is known as ____________________.

Question 67

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

Question 68

Using secondary data to study relationships between two variables is an example of ____________________.

Question 69

Explain the three broad objectives that can be achieved using secondary data and give an example of each.

Question 70

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

Question 71

Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n)____________________.

Question 72

Diverse types of data offered by a single company are known as ____________________ data.

Question 73

Identify various internal and proprietary sources of secondary data.

Question 74

Techniques that use secondary data to select the best location for a retail or wholesale operation are called ____________________ techniques.

Question 75

The mathematical result of describing the relationship between retail demand and supply for a specific geographic area for a specific product is known as the index of ____________________.