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Exam 6: Secondary Data Research in a Digital Age

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Question 1

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Identify various internal and proprietary sources of secondary data.

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Internal and proprietary data is ...

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Question 2

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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

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Question 3

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

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

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

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

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

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

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 ____.

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

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 ____.

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 ____________________.

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

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

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

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

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

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

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.