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Exam 8: Secondary Data Research in a Digital Age

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Question 21

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The simplest form of secondary-data research is _____.

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

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Question 22

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

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Three general categories of research obj...

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Question 23

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

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

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 _____.

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 _____.

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

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

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

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

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

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

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

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

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 _____,

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

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.

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

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