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
__________ are services or vendors that organize and package information on focused topics.
Data aggregators
There are five main advantages of using ________ data:
(1) Secondary data can be obtained quickly; (2) compared to primary data, collecting secondary data is inexpensive; (3) for almost any application, some secondary data are readily available; (4) secondary data may enhance primary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of primary data that should be collected; and (5) secondary data may be all that are needed to achieve the research objective.
secondary
The advantages of________ data are:
that secondary data can be obtained quickly and inexpensively,
are usually available,
enhance primary data collection,
can sometimes achieve the research objective.
secondary
Five of the problems associated with ________ data include:
incompatible reporting units
mismatch of the units of measurement,
differing definitions used to classify the data,
timeliness of the secondary data,
lack of information needed to assess data credibility.
secondary
________ is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.
Packaged information
________ are a form of external data that are supplied from a common database to subscribers for a service fee.
Syndicated data
Two broad classes of packaged information are:
syndicated data and packaged services.
_________ refers to a prepackaged marketing research process that is used to generate information for a particular user.
Packaged services
Advantages of \_\_\_\_\_\_\_\_\_\_ are: shared costs, high-quality data, the speed with which data are collected made available for decision making.
syndicated data
Disadvantages of _________ data are:
that there is little control over the data collected,
buyers must commit to long-term contracts,
competitors have access to the same information.
syndicated
Advantages of __________ are:
the experience of the firm offering the service,
reduced cost,
increased speed of conducting the service.
packaged services
Disadvantages of ________ services are:
the inability to customize services and the service firm not being knowledgeable about the client’s industry.
packaged
_________ is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants.
Geodemographics
________ are automatically collected when consumers buy products.
Point of sale (POS) data
A _______ is a piece of data that is sent from a website to a user’s computer by a web browser and is used to store the user’s browsing history and other information provided by the user.
cookie
A _______ is a unique identifier that can be traced back to a single mobile device, such as a smartphone or a tablet.
device ID
_________ is information that identifies the physical location of an electronic device
Geolocation data
_________ are any information that is created by users of online systems and intended to be shared with others.
Social media data, also termed user-generated content (UGC),
_________ involves actively gathering, organizing, and analyzing social media data to gain consumer insights.
Social media monitoring, or social media listening,
_______ is the ratio of positive to negative comments posted about products and brands on the web.
Sentiment
The _________ is defined as the network of physical objects embedded with software or sensors that allow them to gather and distribute data.
Internet of Things (IoT)
_______ are collected automatically, often without consumers’ knowledge.
Passive data
________ are clothing or accessories that are equipped with computer technology or sensors that allow the collection and sharing of data.
Wearables, or wearable technology,
