Deck 8: Secondary Data Research in a Digital Age

Question 1

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

Answer 1

True

Question 2

A researcher should always evaluate the professional reputation of the organization that has gathered secondary data in terms of evaluating the quality of the data.

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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

Question 5

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

Question 6

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

Question 7

Model building involves specifying relationships between two or more variables, which is more complicated that simple fact-finding.

Question 8

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

Question 9

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

Question 10

It's usually safe to assume that secondary information is relevant, useful, and reliable.

Question 11

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

Question 12

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

Question 13

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

Question 14

An organization's accounting system is a useful source of internal secondary data.

Question 15

A reliability analysis is done by comparing data from one source with data from another source.

Question 16

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

Question 17

Secondary data are always data that are external to the organization.

Question 18

The primary advantage of secondary data is their availability.

Question 19

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

Question 20

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.

Question 21

The process of changing the original form of data to a format more suitable for achieving a stated research objective is called _____.

A) data conversion
B) reliability assessment
C) cross-checking
D) data mining

Question 22

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 23

A researcher is interested in knowing the median income of residents in the state of Ohio and has found several sources with this information. He is comparing the information from each source to verify the information. This researcher is performing a _____.

A) reliability assessment
B) data conversion
C) cross-check
D) data transformation

Question 24

Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?

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

Question 25

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

Question 26

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

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

Question 27

The research industry uses the term multiple-source data for diverse types of data offered by a single company.

Question 28

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

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

Question 29

_____ involves specifying relationships between two or more variables, perhaps extending to the development of descriptive or predictive equations.

A) Data transformation
B) Data analysis
C) Model building
D) Fact-finding

Question 30

The simplest form of secondary-data research is _____.

A) fact-finding
B) model building
C) forecasting sales
D) database marketing

Question 31

Purchasing data from a company such as NPD Group, Inc. on consumption of soft drinks in the U.S. is an example of which objective for secondary data analysis?

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

Question 32

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 33

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 _____.

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

Question 34

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

Question 35

When a manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine changes in consumer behavior and employment issues, this is a form of _____,

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

Question 36

A typical objective for secondary-data research design is _____.

A) model building
B) fact-finding
C) database marketing
D) all of these choices

Question 37

It is safe to assume that secondary data from governments around the world are accurate.

Question 38

Secondary data can be bought and sold like other products.

Question 39

A researcher who is interested in new car sales but who discovers that the secondary data from the U.S. government are in the form of statistics that include both car and light truck sales combined in the data has discovered that the data fail to meet which criterion?

A) Are the data in the correct unit of measurement?
B) Do the data apply to the time period of interest?
C) Are the data supplied by a reputable source?
D) Do the data show evidence of reliability and validity?

Question 40

Which of the following is a disadvantage of secondary data?

A) user has no control over their validity
B) inability to convert the data
C) typically require additional access to research respondents
D) all of these choices

Question 41

Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____.

A) robotic thinking
B) brain simulator
C) intelligent agents
D) neural networks

Question 42

When 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 is an example of _____.

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

Question 43

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 44

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

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

Question 45

Facts observed, recorded, and stored by an entity outside of the researcher's organization are called _____.

A) proprietary data
B) external data
C) internal data
D) primary data

Question 46

Which of the following is FALSE regarding sales forecasting?

A) The moving average forecasting is best suited to a dynamic competitive environment.
B) Accurate sales forecasts frequently come from secondary data research.
C) Simple moving averages are often applied in practice.
D) Marketing researchers often use internal company sales records to project sales.

Question 47

Which of the following is a calculation that 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 48

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 conversion
B) validation
C) reliability
D) model building

Question 49

The process of predicting sales totals over a specific time period is called _____.

A) sales forecasting
B) market potential estimation
C) sales analysis
D) market tracking

Question 50

Secondary data that originate inside the organization are called _____.

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

Question 51

Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information?

A) brain scan
B) neural network
C) schematic network
D) intelligent network

Question 52

Pottery Barn is a retail chain of home 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 _____.

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

Question 53

L.L.Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently, but since her daughter started college she hasn't had as much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of _____.

A) database marketing
B) neural networks
C) customer discovery
D) electronic marketing

Question 54

Which of the following 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 55

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 56

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 57

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

A) data mining
B) data digging
C) sugging
D) neural networking

Question 58

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 _____.

A) 3.56
B) 12.65
C) 159.99
D) 330.06

Question 59

All of the following are examples of internal secondary data EXCEPT _____.

A) sales invoices
B) census data
C) inventory levels
D) back orders

Question 60

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 61

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

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

Question 62

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 conversion
D) diary panel data

Question 63

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

Question 64

Which of the following data can be purchased from commercial sources?

A) advertising research
B) market-share data
C) consumer attitudes and public opinions
D) all of these choices

Question 65

What 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 66

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

Question 67

_____ is a data-mining application that similarly involves mining data to look for patterns that can increase the value of customers.

Question 68

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

Question 69

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

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

Question 70

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

Question 71

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 retail ______ .

Question 72

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

Question 73

Using secondary data to study relationships between employee compensation and turnover is an example of ______.

Question 74

When original data are changed to a different format in order to make them consistent with a research objective, this is known as data ______.

Question 75

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

Question 76

Which of the following is TRUE regarding U.S. government sources of secondary data?

A) Most of the data published by the U.S. federal government can be counted on for accuracy and quality of investigation.
B) Provides a real-time view of business news and financial statistics including stock values, exchange rates, and more.
C) Provides customer satisfaction ratings for hundreds of large firms doing business in the United States.
D) Reports market-share data using Universal Product Codes (UPC) and optical scanning at retail store checkouts.

Question 77

Using customer databases to provide customized relationships with customers for specific promotions is an example of ______ marketing.

Question 78

All of the following are limitations of international secondary data EXCEPT _____.

A) data may simply be unavailable in certain countries
B) data may be too expensive
C) researchers may question the accuracy of some data
D) various countries use different definitions and accounting and recording practices

Question 79

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

Question 80

Reading The Wall Street Journal to study possible changes in stock prices is an example of ______.