Chapter 5 Secondary Data and Packaged Information Flashcards
_______ refers to large amounts of data from multiple sources.
Big data
________ is the management and analysis of data to improve marketing decisions.
Marketing analytics
_______ refer to information that is developed or gathered by the researcher specifically for the research project at hand.
Primary data
________ have previously been gathered by someone other than the researcher for some other purpose than the research project at hand.
Secondary data
_________ are data that have been collected within a firm.
Internal secondary data
A ________ refers to a collection of data and information describing items of interest.
database
_______ are records composed of subcomponents of information.
Fields
_________ consist of information gathered by a company, typically during the normal course of business transactions.
Internal databases
________ helps managers make sense out of seemingly senseless masses of information contained in databases.
Data mining software
_________ employs a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper.
Micromarketing
________ are data obtained from outside the firm.
External data
Three sources of external data are:
(1) published sources,
(2) official data,
(3) data aggregators.
________ are those sources of information that are prepared for public distribution by trade associations, professional organizations, companies, and other entities and can be found in libraries and online.
Published sources
________ are information published by public organizations, including governments and international organizations.
Official statistics
The U.S. ________ makes all data collected by the government “open by default,” except for personal information or data related to national security.
Open Data Policy