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Exam 6: Secondary Data Research in a Digital Age

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Question 1

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

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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.

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

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 ____.

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

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 ____.

The primary advantage of secondary data is their validity.

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

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

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 ____.

Model building is the simplest form of secondary data analysis.

Secondary data can be bought and sold like other products.

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

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

Identify various internal and proprietary sources of secondary data.

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 ____.

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

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

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

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