Chapter 5 Secondary Data and Packaged Information Flashcards

1
Q

_______ refers to large amounts of data from multiple sources.

A

Big data

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2
Q

________ is the management and analysis of data to improve marketing decisions.

A

Marketing analytics

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3
Q

_______ refer to information that is developed or gathered by the researcher specifically for the research project at hand.

A

Primary data

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4
Q

________ have previously been gathered by someone other than the researcher for some other purpose than the research project at hand.

A

Secondary data

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5
Q

_________ are data that have been collected within a firm.

A

Internal secondary data

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6
Q

A ________ refers to a collection of data and information describing items of interest.

A

database

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7
Q

_______ are records composed of subcomponents of information.

A

Fields

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8
Q

_________ consist of information gathered by a company, typically during the normal course of business transactions.

A

Internal databases

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9
Q

________ helps managers make sense out of seemingly senseless masses of information contained in databases.

A

Data mining software

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10
Q

_________ employs a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper.

A

Micromarketing

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11
Q

________ are data obtained from outside the firm.

A

External data

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12
Q

Three sources of external data are:

A

(1) published sources,
(2) official data,
(3) data aggregators.

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13
Q

________ are those sources of information that are prepared for public distribution by trade associations, professional organizations, companies, and other entities and can be found in libraries and online.

A

Published sources

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14
Q

________ are information published by public organizations, including governments and international organizations.

A

Official statistics

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15
Q

The U.S. ________ makes all data collected by the government “open by default,” except for personal information or data related to national security.

A

Open Data Policy

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16
Q

__________ are services or vendors that organize and package information on focused topics.

A

Data aggregators

17
Q

There are five main advantages of using ________ data:

(1) Secondary data can be obtained quickly; (2) compared to primary data, collecting secondary data is inexpensive; (3) for almost any application, some secondary data are readily available; (4) secondary data may enhance primary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of primary data that should be collected; and (5) secondary data may be all that are needed to achieve the research objective.

A

secondary

18
Q

The advantages of________ data are:
that secondary data can be obtained quickly and inexpensively,
are usually available,
enhance primary data collection,
can sometimes achieve the research objective.

A

secondary

19
Q

Five of the problems associated with ________ data include:
incompatible reporting units
mismatch of the units of measurement,
differing definitions used to classify the data,
timeliness of the secondary data,
lack of information needed to assess data credibility.

A

secondary

20
Q

________ is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.

A

Packaged information

21
Q

________ are a form of external data that are supplied from a common database to subscribers for a service fee.

A

Syndicated data

22
Q

Two broad classes of packaged information are:

A

syndicated data and packaged services.

23
Q

_________ refers to a prepackaged marketing research process that is used to generate information for a particular user.

A

Packaged services

24
Q
Advantages of \_\_\_\_\_\_\_\_\_\_ are:
shared costs, 
high-quality data, 
the speed with which data are collected 
 made available for decision making.
A

syndicated data

25
Q

Disadvantages of _________ data are:
that there is little control over the data collected,
buyers must commit to long-term contracts,
competitors have access to the same information.

A

syndicated

26
Q

Advantages of __________ are:
the experience of the firm offering the service,
reduced cost,
increased speed of conducting the service.

A

packaged services

27
Q

Disadvantages of ________ services are:

the inability to customize services and the service firm not being knowledgeable about the client’s industry.

A

packaged

28
Q

_________ is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants.

A

Geodemographics

29
Q

________ are automatically collected when consumers buy products.

A

Point of sale (POS) data

30
Q

A _______ is a piece of data that is sent from a website to a user’s computer by a web browser and is used to store the user’s browsing history and other information provided by the user.

A

cookie

31
Q

A _______ is a unique identifier that can be traced back to a single mobile device, such as a smartphone or a tablet.

A

device ID

32
Q

_________ is information that identifies the physical location of an electronic device

A

Geolocation data

33
Q

_________ are any information that is created by users of online systems and intended to be shared with others.

A

Social media data, also termed user-generated content (UGC),

34
Q

_________ involves actively gathering, organizing, and analyzing social media data to gain consumer insights.

A

Social media monitoring, or social media listening,

35
Q

_______ is the ratio of positive to negative comments posted about products and brands on the web.

A

Sentiment

36
Q

The _________ is defined as the network of physical objects embedded with software or sensors that allow them to gather and distribute data.

A

Internet of Things (IoT)

37
Q

_______ are collected automatically, often without consumers’ knowledge.

A

Passive data

38
Q

________ are clothing or accessories that are equipped with computer technology or sensors that allow the collection and sharing of data.

A

Wearables, or wearable technology,