Chapter 5 Terms

Question 1

Primary data

Answer 1

Information that is developed or gathered by the researcher specifically for the research project at hand.

Question 2

Secondary data

Answer 2

Previously gathered by someone other than the researcher and/or for some other purpose than the research project at hand.

Question 3

Internal secondary data

Answer 3

Data collected within the firm.

Question 4

Database marketing

Answer 4

The process of building, maintaining, and using customer (internal) databases and other (internal) databases (products, suppliers, and resellers) to contract, transact, and build customer relationships.

Question 5

Record

Answer 5

Each unit of information in a database.

Question 6

Fields

Answer 6

Records that are composed of subcomponents of information.

Question 7

Internal databases

Answer 7

Consist of information gathered by a company, typically during the normal course of business transactions.

Question 8

Customer Relationship Management (CRM)

Answer 8

Companies use their internal databases for purposes of direct marketing & to strengthen relationships with customers.

Question 9

Data mining

Answer 9

Software; helps managers make sense out of seemingly senseless masses of information contained in databases.

Question 10

Micromarketing

Answer 10

Employs a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper.

Question 11

External secondary data

Answer 11

Data obtained from outside the firm.

Question 12

Published sources

Answer 12

Information prepared for public distribution and are normally found in libraries or through a variety of other entities.

Question 13

Syndicated services data

Answer 13

Provided by firms that collect data in a standard format and make them available to subscribing firms.

Question 14

External databases

Answer 14

Databases supplied by organizations outside the firm. Online information databases are sources of secondary data searchable by search engines online.

Question 15

5 advantages of secondary data:

Answer 15

1. ) Obtained quickly
2. ) Inexpensive
3. ) Readily available
4. ) Enhance primary data
5. ) Secondary data may be all that is needed

Question 16

5 disadvantages of secondary data:

Answer 16

1. ) Incompatible reporting units
2. ) Mismatch of the measurement units
3. ) Differing definitions used to classify the date
4. ) Timeliness of secondary data
5. ) Lack of info…

Question 17

Core-based statistical areas (CBSAs)

Answer 17

Geographic reporting data used by the census bureau.

Question 18

Metropolitan SAs

Answer 18

The Office of Management and Budget as having at least one urbanized area of 50,000 population.

Question 19

Micropolitan SAs

Answer 19

New set of statistical areas this that have at least one urban cluster of at least 10,000 but less than 50,000 population.

Question 20

Geogemographics

Answer 20

The classification of arbitrary, usually small, geographic areas in terms of the characteristics of their inhabitants.

Question 21

Packaged information

Answer 21

A type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.

Question 22

Syndicated data

Answer 22

Collected in a standard format and made available to all subscribers.

Question 23

Packaged services

Answer 23

Refer to a prepackaged marketing research process that is used to generate information for a particular user.