Marketing Research: Chapter 6 Secondary Data Research in a Digital Age

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Secondary Data
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Data that have been previously collected for some purpose other than the one at hand.
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Data Transformation
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The process of changing the original form of the data to a format suitable to achieve the research objective; also called data transformation.
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Cross-checks
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The comparison of data from one source with data from another source to determine the similarity of independent projects.
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Market Tracking
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The observation and analysis of trends in industry volume and brand share over time.
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Model Building
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A mathematical representation of the relationship between two or more variables; shows how one thing responds to changes in another.
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Site Analysis Techniques
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Techniques that us secondary data to select the best location for retail or wholesale operations.
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Index of retail saturation
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A calculation that describes the relationship between retail demand and supply as a ratio of sales potential per unit area of retail sale space.
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Data mining
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The use of powerful computer analytical routines to dig automatically through huge volumes of data searching for useful patterns of relationships.
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Neural networks
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A form of artificial intelligence in which a computer is programmed to mimic the way human brains process information.
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Market-basket analysis
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A form of data that analyzes anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information.
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Customer Discovery
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Involved mining data to look for patterns identifying who is likely to be a valuable customer.
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Database Marketing
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The us of customer databases to promote one-to-one relationships with customers and create precisely targeted promotions.
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Internal Data
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Data that originate in the organization and represent events recorded by or generated by the organization.
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Proprietary Data
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Secondary data owned and controlled by the organization.
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Enterprise Search
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A search driven by an internet type search engine that focuses on data within an origination’s internal network.
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Open-source Innovation
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Effort that involved allowing other firms real-time access to otherwise proprietary data within the enterprise in an effort to expand the solution space developing innovations.
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External Data
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Facts observed, recorded, and stored by an entity outside of the researcher’s organization.
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Single-source Data
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Diverse types of data offered by a single company; usually integrated on the basis of a common variable such as geographic area or store.

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