Deck 4: Secondary Data and Databases

Question 1

The use of social networking data has improved the effectiveness of behavioral targeting.

Answer 1

True

Question 2

Secondary data can be a cost-efficient method of obtaining important marketing research information.

Answer 2

True

Question 3

When a marketing manager accesses her company's customer database to design and generate reports that are of specific interest to this manager,this is an example of a(n):

A)PERT.
B)marketing research aggregator.
C)MBO.
D)DSS.
E)GIS.

Answer 3

D

Question 4

A computerized system that uses its own primary data within the company to generate maps of where existing customers are located is called a(n):

A)GIS.
B)marketing research aggregator.
C)external database manager.
D)PERT.
E)DSS.

Question 5

When a company uses the online search behavior of customers to develop online advertising aimed at specific customers based on their past online behavior,this is called:

A)a marketing research aggregator.
B)an experiment.
C)a focus group.
D)an external database.
E)behavioral targeting.

Question 6

A computerized database that contains information about a company's current customers is called a(n):

A)DSS.
B)internal database.
C)GIS.
D)marketing research aggregator.
E)external database.

Question 7

Information that has already been collected previously in another research study represents what type of data?

A)External data
B)Secondary data
C)Experimental data
D)Observation data
E)Primary data

Question 8

All of the following are advantages of secondary data EXCEPT that it:

A)may provide a solution to the problem.
B)may help to clarify the problem during exploratory research.
C)may suggest alternative methods of primary data research.
D)may alert the researcher to potential problems in research.
E)may have a lack of availability.

Question 9

When a salesperson's "call reports" are used to track the sales behavior of a company's customers,this is an example of a(n):

A)internal database.
B)data mining situation.
C)DSS.
D)external database.
E)GIS.

Question 10

The issue of consumer privacy is an important aspect of behavioral targeting methods.

Question 11

When computerized software of a company's customers is used to discover "buying patterns of customers" that are hidden in a database,this is known as:

A)a focus group.
B)data mining.
C)an external database.
D)an experiment.
E)a marketing research aggregator.

Question 12

When a baseball fan goes onto the Web site for Major League Baseball to check out statistics on the St.Louis Cardinals team,what type of data is involved?

A)Internal data
B)Secondary data
C)Experimental data
D)Observation data
E)Primary data

Question 13

The quality of a marketing decision is based primarily on the information used to make that decision.

Question 14

The marketing research aggregator industry is a $100 million business annually.

Question 15

All of the following are disadvantages of secondary data EXCEPT that it may:

A)have a lack of availability.
B)have measurements that cannot be used by the researcher.
C)suggest alternative methods of primary data research.
D)be inaccurate.
E)not be sufficient to make a decision.

Question 16

A personalized computer information system that is designed and managed by a marketing manager using the company's databases is called a(n):

A)MBO system.
B)DSS.
C)PERT system.
D)GIS.
E)marketing research aggregator.

Question 17

A company that resells marketing research reports developed by other marketing research companies is called a(n):

A)GIS.
B)database marketing company.
C)marketing research aggregator.
D)DSS.
E)primary data collector.

Question 18

All of the following are examples of primary data that could be collected by a company EXCEPT:

A)focus groups.
B)survey data.
C)secondary data.
D)observation data from scanners.
E)experimental daa.

Question 19

What type of computerized system within a company allows the manager of a department to see aggregated customer figures while a worker within that department can use this same system to design reports of interest to that worker?

A)Marketing research aggregator
B)MBO
C)DSS
D)PERT
E)External database

Question 20

When a computer file of a company's customers and their buying patterns is used to create a marketing mix aimed at specific customers,this is an example of:

A)an experiment.
B)a focus group.
C)database marketing.
D)exploratory research.
E)a marketing research aggregator.