Chapter 5 Secondary Data and Packaged Information

Question 1

_______ refers to large amounts of data from multiple sources.

Answer 1

Big data

Question 2

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

Answer 2

Marketing analytics

Question 3

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

Answer 3

Primary data

Question 4

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

Answer 4

Secondary data

Question 5

_________ are data that have been collected within a firm.

Answer 5

Internal secondary data

Question 6

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

Answer 6

database

Question 7

_______ are records composed of subcomponents of information.

Answer 7

Fields

Question 8

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

Answer 8

Internal databases

Question 9

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

Answer 9

Data mining software

Question 10

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

Answer 10

Micromarketing

Question 11

________ are data obtained from outside the firm.

Answer 11

External data

Question 12

Three sources of external data are:

Answer 12

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

Question 13

________ 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.

Answer 13

Published sources

Question 14

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

Answer 14

Official statistics

Question 15

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

Answer 15

Open Data Policy

Question 16

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

Answer 16

Data aggregators

Question 17

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.

Answer 17

secondary

Question 18

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.

Answer 18

secondary

Question 19

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.

Answer 19

secondary

Question 20

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

Answer 20

Packaged information

Question 21

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

Answer 21

Syndicated data

Question 22

Two broad classes of packaged information are:

Answer 22

syndicated data and packaged services.

Question 23

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

Answer 23

Packaged services

Question 24

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

Answer 24

syndicated data

Question 25

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.

Answer 25

syndicated

Question 26

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

Answer 26

packaged services

Question 27

Disadvantages of ________ services are: | the inability to customize services and the service firm not being knowledgeable about the client’s industry.

Answer 27

packaged

Question 28

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

Answer 28

Geodemographics

Question 29

________ are automatically collected when consumers buy products.

Answer 29

Point of sale (POS) data

Question 30

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.

Answer 30

cookie

Question 31

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

Answer 31

device ID

Question 32

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

Answer 32

Geolocation data

Question 33

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

Answer 33

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

Question 34

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

Answer 34

Social media monitoring, or social media listening,

Question 35

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

Answer 35

Sentiment

Question 36

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

Answer 36

Internet of Things (IoT)

Question 37

_______ are collected automatically, often without consumers’ knowledge.

Answer 37

Passive data

Question 38

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

Answer 38

Wearables, or wearable technology,