Chapter 4

Question 1

Secondary Data

Answer 1

Information not gathered for the immediate study at hand but for some other purpose

Question 2

Primary Data

Answer 2

Information collected specifically for the investigation at hand

Question 3

Primary Source

Answer 3

The originating source of secondary data

Question 4

Secondary Source

Answer 4

A source of secondary data that did not originate the data but rather secured them from another source

Question 5

Decision Support System

Answer 5

A combination of database, analytical models, and dialog system that allows managers to develop and access customized information

Question 6

Expert System

Answer 6

A computer-based artificial intelligence system that attempts to model how experts in the area process information to solve the problem at hand

Question 7

Data Mining

Answer 7

The use of analytic techniques to explore the data held within a database in order to isolate useful information

Question 8

Geodemography

Answer 8

The availability of demographic consumer-behavior and lifestyle data by arbitrary geographic boundaries that are typically quite small

Question 9

Scanner

Answer 9

An electronic device that automatically reads the Universal Product Code imprinted on a product, looks up the price in an attached computer, and instantly prints the description and price of the item on the cash register receipt

Question 10

Single-Source Data

Answer 10

Data that allow researchers to link together purchase behavior, household characteristics, and advertising exposures at the household level

Question 11

People Meter

Answer 11

A device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it