CH.6 Secondary Data

A researcher is interested in new truck sales and collects a secondary data set that includes both truck and car sales combined. What criterion have the secondary data not met?

The data should be in the right unit of measurement

A(n) ____ network is a form of artificial intelligence in which a computer is programmed to mimic the way that people process information.

Neutral

Simone is comparing advertising costs across different print media outlets. Some print media report average ad expenses per month, while others report expenses per year. To be able to better compare her different options, Simone takes the annual expenses and divides them by twelve to get a monthly average. This is an example of __________.

Data Transformation

Marketing managers often read publications such as Business Insider or Forbes to detect new trends in consumer behavior. What behavior are marketing managers engaging in?

Environmental Scanning

Cross-checking data can help determine the similarity of independent projects.

False

Fact-finding is the most complicated form of secondary data analysis.

False

Secondary data collection is typically ______ and _______ economical than primary data collection.

Quicker ; More

Berchindle, the manager of the local Wawa, goes through the annual process of estimating annual sales figures for the upcoming year by looking at the store's previous year's sales and market sales. In addition, Berchindle looks at economic trends and predictions by experts within the industry. What is the process called that Mark uses to predict sales?

Sales Forecasting

Secondary data has the following disadvantage:

The researcher has no control over their reliability and validity.

Data mining techniques can help to define the underlying meaning of data.

True