Marketing Research: CH 4- "Using Secondary Data & Online Information" – Flashcards
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Lo1: Classify types of s___________________ data and demonstrate their uses.
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secondary
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Lo2: Discuss advantages and disadvantages of secondary d_____ .
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data
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Lo3: Discover how to find secondary data, including o__________ information bases.
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online
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Lo4: Examine sources of external secondary data, including s__________________ information sources.
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standardized
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Primary data are information that is developed or gathered by the researcher s_______________ for the research project at hand
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specifically
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Secondary data is information p______________ gathered by someone other than the researcher and/or for some purpose other than the research project at hand.
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previously
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Secondary Data is f___, easy access via Internet and virtually always a part of research projects
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fast
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Statistics Canada offers much data and d_______________ data is particularly valuable.
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demographic
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Psychographic profiles can also be provided by research f______.
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firms
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Marketing researchers have identified certain demographic and psychographic groups as market segments that they tend to make s___________ purchases, have similar attitudes, and have similar media habits.
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similar
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The most significant d_______________ groups for decades has been the Baby Boomers, Gen xers and Gen yers.
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demographic
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Wikipedia is only good if you go to their r______________ section and use those and not the actually article entry.
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references
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Internal Secondary Data are data that have been collected w_________ the firm.
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within
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Internal Secondary Data is a Classification of S_________________ Data.
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secondary
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Types of secondary data include, sales records, i_____________ and more
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invoices
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Internal Secondary Data can be part of firm's marketing information s_____________ especially databases which tend to have extensive customer information.
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system
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External Secondary Data are data that have been collected from o_________ the firm.
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outside
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External Secondary Data are published sources from libraries, trade or professional a_______________ whether it be in print or online.
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associations
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Internal Databases is a collection of data and information like records on customers, s__________ , products...
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suppliers
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Internal databases are compiled by the f____ and customer relationship management uses them extensively
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firm
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When they comb through a database it is data m________ which refers to seeking trends or patterns.
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mining
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Text mining is when firms collect data from m_______ and in doing so they must do so ethical as there are legal issues on use of these data.
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media
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The advantages of secondary data is that it's quick to obtain, i_______________ compared to primary data and generally widely available.
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inexpensive
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The disadvantages of secondary data is that it may be i__________________ with your needs and you may desire a different geographical area then they used.
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incompatible
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Another disadvantages of secondary data is that the measurement unit might m____________ what you need.
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mismatch
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The household income only you get per capita or the class d________________ are unusable. There might be different categories for income or the outdated data may not be useful.
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definitions
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When e_____________ secondary data you need to answer 5 key questions!
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evaluating
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1. What was p__________ of study? It may reflect biased interest, they might have been "proving" something
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purpose
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2. W___ collected the information? Check competence of firm and the methodology used.
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Who
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3. What i________________ was collected? It may not be accurately represented.
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information
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Field searching is a search by one or more fields which may be more e__________, e.g. title of field.
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efficient
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Proximity operators: are adjoining words, truncation and nesting are l___________ but also useful.
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limiting
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Truncation allows the r____ of the word to be submitted retrieving all words beginning with that root with ???
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root
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Nesting is a technique that indicates the o________ in which a search is to be carried out first ( )
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order
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Limiting limits the search of database records to those that meet specific c____________ with advance search.
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criteria
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Online Search Strategies [steps 4, 5, 6] Step 4: Compile and e_____________ your findings. You may need additional resources, help.
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evaluate
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Step 5: If you're still unhappy, consult an a_____________ as there may be individuals who specialize in the topic.
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authority
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Analysis p______________ is when you've looked at too much information, information overload.
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paralysis
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Step 6: Report your results and it's important to report back, and d_____________ properly. (You can check with the rubric Maria provides.)
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document
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A type of standardized Information is s_______________ Data: and has a standard format for subscribers.
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syndicated
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Syndicated Data may examine appeal of performers for instance: -Nielsen provides data on TV viewing using Standardized Data and a standardized p_________.
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process
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It's a specific process to profile e.g. Neighbourhoods and ensures c_________________ measured data.
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consistently
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http://www.environicsanalytics.ca/prizm5 is a great website for looking up neighborhood d____________________.
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demographics
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The Advantages a of Syndicated Data is that cost is s________ across many firms and data is of high quality.
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shared
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Also Syndicated Data is q______, and its current data.
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quick
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Disadvantages of Syndicated Data is that buyers have little c_______________ and data is not customized and it often requires a long-term contract.
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control
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Advantages of Standardized Services is the e___________advantage, and its proven processes.
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experience
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Disadvantages of Standardized Services are there's little c_____________________, and it may not fit the situation you're testing for.
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customization
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Various a___________________ of Standardized Information exist like consumer attitudes, opinion polls, emerging social and political issues.
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Applications
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Standardized Information is defining market segments and these segments are defined by a_____________, such as age.
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attributes
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Standardized Information is especially useful in b_______________ marketing
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business
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Applications of Standardized Information includes Conducting market t_____________, scanning studies track purchase patterns.
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tracking
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Nielsen tracks s___________ data for sales in that consumer's record household consumption.
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scanning
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Applications of Standardized Information is gained when retail store a_______ and track sales.
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audits
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Diaries were the traditional method to record p__________ or document media habits but fewer consumers participate now in that.
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purchases
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Standardized Information uses many systems to support decisions and help m____________ vast information produced.
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manage
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Standardized Information view how product performs at retailers and it m______________ media and promotions.
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monitors
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Standardized Information measures p________________ effectiveness and track video and book sales.
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promotional
