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Exam 7: Secondary Data Research in a Digital Age

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Question 41

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

A) True
B) False

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Question 42

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

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B) False

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Question 43

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Using secondary data to study relationships between two variables is an example of ____________________.

Reading The New York Times to study possible changes in consumer consumption patterns of specific products is an example of ____________________.

Which of the following is a disadvantage of secondary data?

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:

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

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

The primary advantage of secondary data is their validity.

Discuss the advantages and disadvantages of secondary data.

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.

Secondary data can be bought and sold like other products.

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

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

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