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Exam 4: Secondary Research With Big Data

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Question 31

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The florist Roses Only regularly emails gift recommendations to its customers based on each customer's past purchases. This is an example of:

A) proprietary marketing.
B) market tracking.
C) database marketing.
D) internal marketing.

E) B) and C)
F) C) and D)

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Question 32

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Objectivity is not a major concern with web-published information.

A) True
B) False

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Question 33

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Using secondary data to study relationships between two or more variables is an example of _____ ________.

A catalogue retailer collates information about each of its customers by identifying the sets of products each customer buys in every purchase order. This practice is known as:

Data sourced from trade journals is an internal source of secondary data.

Secondary data are data that have been previously collected for the current project purposes.

Tracking Coca-Cola's market share over the past 12 months is an example of:

Secondary data require access to the respondents who provided the data.

Assessing the reputation of the organisation that has gathered the secondary data will ensure the accuracy of the data.

Which of the following is not an example of a proprietary data source?

Salespeople's reports, customer complaints and sales records are all sources of ________ secondary data.

Comparing data from one source with data from other sources to determine consistency is known as performing a ___________.

Obtaining secondary data is always slower and more costly than gathering primary data.

The monitoring and analysis of industry sales trends over time is a form of ______ ________.

________ and ___________ data are data that was created, recorded or generated by the organisation.

Data on personal income may not be comparable between countries.

Typically, a credit card company will use information about a customer's age, gender, income and past credit history to assess his or her credit risk. This is an example of:

The term ____ ______ refers to the use of powerful computers to dig through volumes of data to discover patterns about an organisation's customers and products.

Market basket analysis is a form of data mining that tracks individual customers' point-of-sale transactions to identify coinciding purchases or relationships between products purchased.

The magazine Retail World provides data and reports on major grocery product categories and industry trends in retailing. This is an example of which type of secondary data?