Marketing 380 Chapter 3

Database marketing is sometimes referred to as ____________.

micromarketing

Which of the following websites would include the most credible data?

U.S. Census Bureau Correct

Marketresearch.com is an example of a(n) _______.

URL

Which of the following is not a tool that is used in data mining?

qualitative analysis

Which of the following is not a source of externally generated secondary data?

salesperson strategic intelligence reports.

Market basket analysis is a common application of _______.

GIS systems rule mining

Which of the following is a characteristic of a decision support system (DSS)?

Interactive Flexible Discovery-oriented Easy to learn and use -All of the above are characteristics

All of the following are advantages of secondary data except:

It can help clarify or redefine the problem during the exploratory research process. It may provide a solution to the problem. It may provide primary data research method alternatives. It may provide the necessary background information and build credibility for the research report. -All of the above.

Database marketing has come under scrutiny based on the idea that it may infringe on consumers' ___________.

. right to privacy

All of the following show how data mining has uses in marketing except: Customer Retention Customer Requirements Customer Abandonment Market Basket Analysis

Customer Requirements

Which of the following is not an advantage of secondary data?

Secondary data can help clarify the research problem. Secondary data may provide a solution to the problem. Secondary data may provide the sample frame. -All of the above are advantages of secondary data.

A market researcher wants to know what improvements to make to restrooms in an upcoming redesign for a potential model aircraft. Thmarket researcher wants to know what improvements to make to restrooms in e researcher discovered a number of reports generated from customer complaints. Which of the following best describes the data?

Secondary data provided primary research alternatives Secondary data may actually provide a solution to the problem Secondary data may help to clarify the problem Secondary data may alert the marketing research to potential problems or difficulties A and B -C and D

Which question should be posed in determining the accuracy of secondary data?

What information was collected? What was the purpose of the study? -Both a & b.

When you are not sure who gathered secondary data, its __________ may be questionable.

accuracy

Charming Charlie's, a lady's accessory store, wants to increase brand awareness of the latest season's colors. Their goal calls for increasing click through rate with their online advertising. The researcher needs to use ________________ to achieve the company's goals.

behavioral targeting

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

city's Chamber of Commerce

Suppose a market researcher was consulting several sources of information about the best location for a high-end furniture store, and found the following: q13 The Chamber studies were more recent, but how reliable is this new information? Why should the researcher question the numbers in the Chamber studies?

consistency of the Chamber information with the Census

VISA considers updating its affiliate offerings to customers during the holiday season based on their buying habits over the last four years. This is an example of _________.

data mining

Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change. This is an example of _______.

database marketing

Starbuck's keeps records of its customers' purchases via their Starbuck's reward card and provides them with a coupon for a free drink after five purchases. This is an example of __________.

database marketing

Which of the following would not be part of a database that would be ripe for data mining?

electronic point-of-sale transactions. inventory records. online customer orders. customer demographics. -all of the above could be part of the data mining process.

USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11. This type of data would be considered which of the following?

externally generated secondary data

Which of the following would not be a source of internally generated secondary data?

government documents

What type of secondary data source would most likely charge a fee to access its information?

government site

Suppose a market researcher consulted multiple information sources regarding the addition of a movie theater to a local community, and found the following: q14 The studies were conducted via anonymous polls on city council website for the first two, but the third involved in person surveys of visitors entering and exiting the theater? Why should the researcher question the numbers in the website studies?

inconsistency with how the information was collected

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________.

lack of availability

A hotel chain wants to explore whether to add or reduce the number of franchises in a city. Where should the researcher look for secondary data first?

local visitor's bureau

American Express regularly stuffs its monthly statements with combinations of products depending upon customer characteristics. This data mining application is referred to as _______.

market basket analysis

If you were interested in finding out how many people buy low-fat dog food for their dogs, you would most likely seek out a(n) _______.

marketing research aggregator

Which of the following is not characteristic of secondary data?

observation data collected for the project at hand

A marketing database would be easiest to set up for which type of business?

online retailer

What type of company could most easily compile a large internal database?

online, such as Yahoo

Amazon populates weekly email recommendations and offers up customer recommendations when a customer logs in. How does this form of data mining help the client?

purchasing habits dictate the only products a customer will buy

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives. The researcher discovered a study, which had some circumstances similar to that of the present client. Which of the following best describes what happened?

secondary data provided primary research alternatives

When comparing the collection of secondary data with primary data, secondary data relative to primary data:

takes less time to collect. costs less to collect. is more convenient. -all of the above

Which of the following is not a limitation of secondary data?

takes more time to collect than primary data

A researcher does a study for a new Super Target store. The client wants to know which of five cities should be selected, and a specific location within the city of choice. The researcher investigates several sources of secondary data and finds the following: q15 The researcher, based on the information at hand, recommends The Big Easy, and asks to be paid. Why should the client not pay the researcher?

what information was collected