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Exam 6: Secondary Data Research in a Digital Age

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Question 31

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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

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Question 32

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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.

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Question 33

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Reading The Wall Street Journal to study possible changes in consumer consumption patterns of specific products is an example of ______.

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

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

Identify various internal sources of secondary data and explain how researchers can search this type of data.

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

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(n)_____ search is like an Internet search but focuses on data within the organization's internal network.

Explain why researchers often look for secondary data first when conducting research but also discuss the drawbacks of using secondary data.

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

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?

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

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

An enterprise search is like an Internet search but focuses on data within the organization.

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

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 _____.

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 _____.

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

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