Chapter 2 & 6 quiz

Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer? data profiling data dissection customer cloning customer discovery

customer discovery

The process of predicting sales totals over a specific time period is called _____. sales analysis market potential estimation sales forecasting market tracking

sales forecasting

A business owner is interested in finding the best site to locate another shoe store. Which of the following should he use to help select the best location for his store? correlation coefficient analysis space utilization analysis techniques site analysis techniques market potential for a specific area

site analysis techniques

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____. too expensive different units of measurement outdated information variation in definition of terms

too expensive

________ involves specifying relationships between two or more variables and can involve the development of descriptive or predictive equations. Linking Fact-finding Cross-checking Model building

Model building

A typical objective for secondary-data research design is _____. database marketing model building fact-finding all of these choices

all of these choices

Which of the following is the most useful for marketing decision makers? information marketing intelligence internal data external data

marketing intelligence

Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information? intelligent network schematic network neural network brain scan

neural network

Industry sales trends are an example of information supplied by: Web tracking hyperlinks internal records outside vendors

outside vendors

Many large corporations conduct their own marketing research and don't make the results available to outsiders. This type of data is referred to as: single-source data comprehensive data proprietary data enterprise data

proprietary data

A researcher who is interested in new car sales but who discovers that the secondary data from the U.S. government are in the form of statistics that include both car and light truck sales combined in the data has discovered that the data fail to meet which criterion? Do the data show evidence of reliability and validity? Are the data in the correct unit of measurement? Do the data apply to the time period of interest? Are the data supplied by a reputable source?

Are the data in the correct unit of measurement?

All of the following are limitations of international secondary data EXCEPT _____. data may simply be unavailable in certain countries researchers may question the accuracy of some data various countries use different definitions and accounting and recording practices data may be too expensive

data may be too expensive

L.L.Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently but since her daughter started college she hasn't had as much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of _____. neural networks customer discovery database marketing electronic marketing

database marketing

Asking a group of households to record their consumption of certain products over a two-year period is an example of _____. data conversion database marketing model building diary panel data

diary panel data

When a marketing manager reads publications like The Wall Street Journal and Bloomberg Business week to try to determine changes in consumer behavior this is a form of ____ data mining model building environmental scanning database marketing

environmental scanning

Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data. slower less faster more slower more faster less

faster; less

"Focus Inc. is a research company that focuses on the observation and analysis of trends in industry volume in several different industries such as electronics automobiles and furniture. This company is performing which fact-finding function?" market audit model building laddering market tracking

market tracking

Which of the following is the most useful for marketing decision makers? external data information internal data marketing intelligence

marketing intelligence

A form of data mining that analyzes anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information is called: trend analysis customer discovery market-basket analysis census analysis

market-basket analysis