Chapter 4

A personalized computer information system that is designed and managed by a marketing manager using the company's databases is called a(n):

DSS

What type of computerized system within a company allows the manager of a department to see aggregated customer figures while a worker within that department can use this same system to design reports of interest to that worker?

DSS

When a marketing manager accesses her company's customer database to design and generate reports that are of specific interest to this manager, this is an example of a(n):

DSS

Insufficient data is an advantage of secondary data.

False

A computerized system that uses its own primary data within the company to generate maps of where existing customers are located is called a(n):

GIS

Information that has already been collected previously in another research study represents what type of data?

Secondary data

When a baseball fan goes onto the Web site for Major League Baseball to check out statistics on the St. Louis Cardinals team, what type of data is involved?

Secondary data

Identity theft is a serious problems worldwide.

True

Secondary data can be a cost-efficient method of obtaining important marketing research information.

True

The issue of consumer privacy is an important aspect of behavioral targeting methods.

True

The use of social networking data has improved the effectiveness of behavioral targeting.

True

When a company uses the online search behavior of customers to develop online advertising aimed at specific customers based on their past online behavior, this is called:

behavioral targeting.

When computerized software of a company's customers is used to discover "buying patterns of customers" that are hidden in a database, this is known as:

data mining

When a computer file of a company's customers and their buying patterns is used to create a marketing mix aimed at specific customers, this is an example of:

data mining.

A computerized database that contains information about a company's current customers is called a(n):

internal database.

When a salesperson's "call reports" are used to track the sales behavior of a company's customers, this is an example of a(n):

internal database.

All of the following are advantages of secondary data EXCEPT that it:

may have a lack of availability.

All of the following are examples of primary data that could be collected by a company EXCEPT

secondary data.

All of the following are limitations of secondary data EXCEPT that it may:

suggest alternative methods of primary data research.