Marketing Research: Chapter 6 Secondary Data Research in a Digital Age – Flashcards
Unlock all answers in this set
Unlock answersquestion
Secondary Data
answer
Data that have been previously collected for some purpose other than the one at hand.
question
Data Transformation
answer
The process of changing the original form of the data to a format suitable to achieve the research objective; also called data transformation.
question
Cross-checks
answer
The comparison of data from one source with data from another source to determine the similarity of independent projects.
question
Market Tracking
answer
The observation and analysis of trends in industry volume and brand share over time.
question
Model Building
answer
A mathematical representation of the relationship between two or more variables; shows how one thing responds to changes in another.
question
Site Analysis Techniques
answer
Techniques that us secondary data to select the best location for retail or wholesale operations.
question
Index of retail saturation
answer
A calculation that describes the relationship between retail demand and supply as a ratio of sales potential per unit area of retail sale space.
question
Data mining
answer
The use of powerful computer analytical routines to dig automatically through huge volumes of data searching for useful patterns of relationships.
question
Neural networks
answer
A form of artificial intelligence in which a computer is programmed to mimic the way human brains process information.
question
Market-basket analysis
answer
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.
question
Customer Discovery
answer
Involved mining data to look for patterns identifying who is likely to be a valuable customer.
question
Database Marketing
answer
The us of customer databases to promote one-to-one relationships with customers and create precisely targeted promotions.
question
Internal Data
answer
Data that originate in the organization and represent events recorded by or generated by the organization.
question
Proprietary Data
answer
Secondary data owned and controlled by the organization.
question
Enterprise Search
answer
A search driven by an internet type search engine that focuses on data within an origination's internal network.
question
Open-source Innovation
answer
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.
question
External Data
answer
Facts observed, recorded, and stored by an entity outside of the researcher's organization.
question
Single-source Data
answer
Diverse types of data offered by a single company; usually integrated on the basis of a common variable such as geographic area or store.
