Deck 4: A: Secondary Data and Databases

Question 1

What type of company could most easily compile a large internal database?

A)CPG,such as Kellogg's
B)service,such as Delta Airlines
C)Online,such as Yahoo
D)entertainment,such as Universal

Answer 1

C

Question 2

Marketresearch.com is an example of a(n)_______.

A)marketing research aggregator
B)search engine
C)URL
D)cookie
E)none of the above

Answer 2

A

Question 3

Which of the following would not be part of a database that would be ripe for data mining?

A)electronic point-of-sale transactions
B)inventory records
C)online customer orders
D)customer demographics
E)All of the above could be part of the data mining process.

Answer 3

E

Question 4

A researcher does a study for a new Super Target store.The client wants to know which of five cities should be selected,and a specific location within the city of choice.The researcher investigates several sources of secondary data and finds the following:
City Population Growth Growth in Retail Sales
Metropolis 5% 14%
Smallville 7% 13%
Gotham City 4% 8%
The Big Apple 2% 4%
The Big Easy 10% 17%
The researcher,based on the information at hand,recommends The Big Easy,and asks to be paid.Why should the client not pay the researcher?

A)the information not collected in a timely manner
B)not enough information provided
C)how the information was collected
D)what information was collected
E)none of the above

Question 5

Which of the following would not be a source of internally generated secondary data?

A)reports to stockholders
B)government documents
C)product testing results
D)annual reports
E)all of the above are internally generated data

Question 6

American Express regularly stuffs its monthly statements with combinations of products depending upon customer characteristics.This data mining application is referred to as _______.

A)customer retention
B)customer abandonment
C)market basket analysis
D)customer acquisition
E)none of the above

Question 7

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives.The researcher discovered a study,which had some circumstances similar to that of the present client.Which of the following best describes what happened?

A)Secondary data provided primary research alternatives.
B)Secondary data actually provided the solution to the problem.
C)Secondary data helped to clarify the problem.
D)Secondary data provided necessary background information.
E)none of the above

Question 8

Database marketing has come under scrutiny based on the idea that it may infringe on consumers' ___________.

A)right to know
B)right to choose
C)right to privacy
D)right to not be deceived

Question 9

Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change.This is an example of _______.

A)an internal database
B)data mining
C)URL marketing
D)database marketing
E)none of the above

Question 10

Which of the following is not an advantage of secondary data?

A)Secondary data can help clarify the research problem.
B)Secondary data may provide a solution to the problem.
C)Secondary data may provide the sample frame.
D)All of the above are advantages of secondary data.

Question 11

USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11.This type of data would be considered which of the following?

A)internally generated secondary data
B)internally generated primary data
C)externally generated secondary data
D)externally generated primary data
E)none of the above

Question 12

If you were interested in finding out how many people buy low-fat dog food for their dogs,you would most likely seek out a(n)_______.

A)newsgroup
B)congressional information service
C)American statistical indexer
D)marketing research aggregator
E)none of the above

Question 13

Which of the following is not characteristic of secondary data?

A)observation data collected for the project at hand
B)might be relevant to the problem at hand
C)gathered previously for another purpose
D)(b)and (c)
E)All are characteristic of secondary data.

Question 14

Suppose a market researcher was consulting several sources of information about the best location for a high-end furniture store,and found the following:
Percent of Luxury Purchases
2010 2011
City Census of Retailing Chamber of Commerce
Metropolis 5% 12%
Smallville 7% 17%
Gotham City 4% 10%
The Chamber studies were more recent,but how reliable is this new information? Why should the researcher question the numbers in the Chamber studies?

A)age of the Chamber studies
B)how the information was collected
C)consistency of the Chamber information with the Census
D)sufficiency of the information collected
E)purpose of the study

Question 15

Database marketing is sometimes referred to as ____________.

A)macromarketing
B)niche marketing
C)micromarketing
D)none of the above

Question 16

Which of the following is not a limitation of secondary data?

A)takes more time to collect than primary data
B)may lack relevance for the present study
C)may not be available in the form needed for the present study
D)may not be accurate
E)All of the above are possible limitations of secondary data.

Question 17

When comparing the collection of secondary data with primary data,secondary data relative to primary data:

A)takes less time to collect.
B)costs less to collect.
C)is more convenient.
D)all of the above
E)none of the above

Question 18

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

A)the Federal Government
B)a University Bureau of Business & Economic Research
C)a major trade association
D)city's Chamber of Commerce
E)All of the above are equally reliable.

Question 19

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced.She would likely have a hard time finding secondary data to address this due to __________.

A)lack of availability
B)lack of relevance
C)inaccuracy
D)insufficiency
E)none of the above

Question 20

Which of the following is not a source of externally generated secondary data?

A)syndicated marketing research data
B)news media reports
C)Web-based reports
D)salesperson strategic intelligence reports
E)All of the above are externally generated data.

Question 21

Which of the following would normally not be the result of a GIS effort?

A)depicting overlapping territories of competing retailers
B)describing population trends from census to census
C)displaying the quickest local truck delivery routes
D)providing the best location for a branch bank
E)All could be assisted by GIS.

Question 22

Statistical techniques are often utilized in data mining.

Question 23

Secondary data can sometimes be used as a sample frame.

Question 24

Secondary data is more current than primary data.

Question 25

What type of secondary data source would most likely charge a fee to access its information?

A)government site
B)university site
C)market research aggregator site
D)search engine

Question 26

Most consumers will never give up personal information to marketers.

Question 27

Secondary data can sometimes solve a marketing problem.

Question 28

Traditionally,the starting point for the development of an internal database was information from salespersons call reports.

Question 29

When you are not sure who gathered secondary data,its __________may be questionable.

A)availability
B)relevance
C)accuracy
D)timeliness
E)none of the above

Question 30

Which of the following is a characteristic of a decision support system (DSS)?

A)Interactive
B)Flexible
C)Discovery-oriented
D)Easy to learn and use
E)All of the above are characteristics

Question 31

All of the following are advantages of secondary data except:

A)It can help clarify or redefine the problem during the exploratory research process.
B)It may provide a solution to the problem.
C)It may provide primary data research method alternatives.
D)It may provide the necessary background information and build credibility for the research report.
E)All of the above.

Question 32

Most relationships explored in data mining are intuitively obvious.

Question 33

Market basket analysis is a common application of _______.

A)GIS systems
B)blogs
C)cookies
D)data mining

Question 34

All of the following show how data mining has uses in marketing except:

A)Customer Retention
B)Customer Requirements
C)Customer Abandonment
D)Market Basket Analysis

Question 35

Which of the following is not a tool that is used in data mining?

A)probability sampling
B)qualitative analysis
C)multivariate statistics
D)descriptive statistics

Question 36

A marketing database would be easiest to set up for which type of business?

A)traditional retailer
B)international retailer
C)online retailer
D)specialty retailer

Question 37

Secondary data is previously gathered data that might be relevant to the problem at hand.

Question 38

Mike's Seafood is a very successful Cajun restaurant chain in south Louisiana.How can a geographic information system (GIS)help the restaurant chain target its best customers?

A)GIS can pinpoint exactly where the restaurant's customer base is located,even down to the specific neighborhood,which would greatly assist a direct marketing effort.
B)The map technology creates a visual translation of DSS.
C)The map technology creates a visual translation of the URL.
D)It can pinpoint the target marketing without the need for primary data,which makes it more cost effective.
E)all of the above

Question 39

Which of the following websites would include the most credible data?

A)U.S.Census Bureau
B)local newspaper's website
C)chamber of commerce website
D)an individual's homepage

Question 40

Generally,the cost of collecting secondary data is about the same as the cost of collecting primary data.

Question 41

There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.

Question 42

Describe a situation in which a marketing research aggregator could benefit a
client or marketing research supplier.

Question 43

Describe a situation in which a geographic information could be used along with secondary data.

Question 44

A company may already possess secondary information.

Question 45

Several marketing research firms are paying people to participate in online surveys,to track their click streams,or to evaluate Web sites.

Question 46

Secondary data is available for nearly every research question.

Question 47

A database could be created easier for a traditional store than for a Web retailer.

Question 48

For example,a manager for Wal-Mart may have sufficient secondary data on
incomes,family sizes,number of competitors,and growth potential to determine in which of five Iowa towns Wal-Mart wishes to locate its next store.And if traffic counts exist for the selected town,primary data will have to be gathered to select a specific site for the store.

Question 49

Marketing research aggregators repackage research that has already been conducted.

Question 50

GIS analysts and geographers talk about lines,points,and polygons (areas),while marketing researchers talk about roads,stores,and sales territories.

Question 51

Gathering secondary data is often an effective way to clarify a marketing problem.

Question 52

How can data mining assist the direct marketer that publishes a customized catalog for its customers?

Question 53

Describe some of the important parts of an organization's information management system.

Question 54

What are some of the advantages of secondary data? More specifically,what are the advantages of secondary data over primary data?

Question 55

Data mining facilitates customer acquisition by discovering purchasing patterns such that customized offerings can be made to prospects.

Question 56

The U.S.Census is an example of a marketing research aggregator.

Question 57

An entrepreneur is contemplating establishing a funeral home in a small town.This person believes the demand for funeral home services is greater than the services being provided.Initially,the entrepreneur contacts a consultant and tells the consultant he needs a community survey to determine the total demand for funeral home services in the small town and surrounding communities.If you were the consultant,how would you react to the entrepreneur's request for a survey? What kind of counter proposal would you make?