Understanding Secondary Data: Definition, Types, Applications, and Sources, Quizzes of Marketing Research

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TERM 1 primary data DEFINITION 1 data you collect yourself TERM 2 secondary data DEFINITION 2 data that already exists TERM 3 applications of secondary data DEFINITION 3 economic forecastcorporate intelligencepublic opinionhistorical data TERM 4 internal secondary data DEFINITION 4 exists within a compnay TERM 5 external secondary data DEFINITION 5 exists outside a company TERM 6 database marketing DEFINITION 6 making marketing decisions based on company databasescreating customer databases to build relationships TERM 7 CRM DEFINITION 7 customer relationship management TERM 8 data mining DEFINITION 8 digging through information to find important data use regression looking for relationhips TERM 9 databases DEFINITION 9 collection of data TERM 10 records DEFINITION 10 rows TERM 21 proximity operators DEFINITION 21 adjacent, near, same TERM 22 truncation DEFINITION 22 search on a root word TERM 23 nesting DEFINITION 23 search order TERM 24 limiting DEFINITION 24 meet specified criteria TERM 25 secondary data sources DEFINITION 25 population censusstatistical abstract of the US TERM 26 NAICS DEFINITION 26 North American IndustryClassificationSystemBusiness codinggeneral and specific20 broad sectors identified by 6 digit codes TERM 27 survey of buying power DEFINITION 27 published in "Sales and Marketing Management"buying power index TERM 28 Buying power index DEFINITION 28 % of US buying power in a marketBPI= ((population of Market area/ total us pop) x2) + ((effiective buying income of market area/total us ebi) x5) +( (retail sales of market area/ total us retail sales) x3) TERM 29 effective buying income DEFINITION 29 disposable incomegross income- taxes TERM 30 lifestyle market analyst DEFINITION 30 market profileslifestyle profiles TERM 31 DMA DEFINITION 31 designated market areatotal population, jobs, education, race, age, income TERM 32 standardizes information DEFINITION 32 data collected, or data collection process, standardized for all users TERM 33 syndicated data DEFINITION 33 collect data in standard format, available to subscribersNieson tv ratings TERM 34 standardized services DEFINITION 34 standardized process generates informationESRI's community tapestry TERM 35 advantages of standardized services DEFINITION 35 shared costshigh qualityquickly disseminate TERM 46 arbitron DEFINITION 46 radio TERM 47 MRI's starch readership service DEFINITION 47 notedassociatedread someread most TERM 48 simmons national consumer study DEFINITION 48 multimedia TERM 49 single source data DEFINITION 49 info on multiple variablesrecorded from respondent paneltest causal relationships TERM 50 qualitative DEFINITION 50 less structured, info from less people TERM 51 quantitative DEFINITION 51 questionnaire, more structured info from more people TERM 52 pluralistic research DEFINITION 52 do both togetherqualitative before quantitative TERM 53 direct observation DEFINITION 53 behavior in real time TERM 54 indirect observation DEFINITION 54 results of behavior archives physical traces TERM 55 disguised observation DEFINITION 55 subject unawareeg mystery shopper TERM 56 undisguised observation DEFINITION 56 subject awareeg manager evaluating sales techniques TERM 57 structured observation DEFINITION 57 researchers uses a checklist TERM 58 unstuctured observation DEFINITION 58 all behavior monitored TERM 59 human observation DEFINITION 59 person observes behavior TERM 60 mechanical observation DEFINITION 60 static observing device TERM 71 laddering DEFINITION 71 attributes -> consequences -> values TERM 72 protocol analysis DEFINITION 72 respondent verbalizes decision making process TERM 73 types of projective techniques DEFINITION 73 simulated actives to get answers not revealed under direct questioning word association sentence completion picture test carbon/balloon test role-playing TERM 74 ethnographic research DEFINITION 74 descriptive study of groupobserve, interview, record behaviorresearchers shouldn't interfere with behavior TERM 75 physiological measurements DEFINITION 75 monitoringinvoluntaryresponses to stimuli pupilometer galvanometer ct scans TERM 76 surveys DEFINITION 76 predesigned questionnaire for many respondentsstandardizedeasy to administertap "unseen"suitable for analysisidentify group differences TERM 77 person administered surveys DEFINITION 77 interviewer reads questions and records answersface to face or telephone TERM 78 advantages of person administered surveys DEFINITION 78 feedbackrapportquality controladaptable TERM 79 disadvantages of person administered surveys DEFINITION 79 human errorslowcostlyinterview evaluation TERM 80 computer assisted surveys DEFINITION 80 computer technology plays some role TERM 81 advantages of computer assisted surveys DEFINITION 81 speedfewer errorsgraphics and videoslow "interviewevaluation" concerns TERM 82 disadvantages of computer assisted surveys DEFINITION 82 technical skillsset up costs TERM 83 self administered survey DEFINITION 83 respondent completes questionnaire alone paper and pencil TERM 84 advantages of self administered surveys DEFINITION 84 costrespondent sets pacelow evaluation concerns TERM 85 disadvantages of self administered surveys DEFINITION 85 respondent controls surveyno one to clarify/encourage questionsmust be perfect TERM 96 sample frame error DEFINITION 96 because frame doesn't include entire population, there is going to be an error of some form TERM 97 reasons to use a sample DEFINITION 97 costtime considerationstoo much data with censussamples can be precise TERM 98 probability sample DEFINITION 98 known chance of selectionsimple random sampling blind draw random numbers need complete list of population unique IDs for everyone TERM 99 nonprobability DEFINITION 99 not based on fairness, equity, equal chanceoften not representative TERM 100 types of probability DEFINITION 100 systematic samplingcluster samplingstratified sampling TERM 101 systematic sampling DEFINITION 101 more efficident than SRSneed random starting point skip interval = pop size/ sample size TERM 102 cluster sampling DEFINITION 102 population divided into representative clustersone step area sample select one area, conduct census two step area sample reandolly select areas and people in areas specification error clusters dont represent population TERM 103 stratified sampling DEFINITION 103 use if answers research questions (likely to vary)separate population into strata sample from each stratum classificiation measures create strata proportionate stratified sample disproportionate stratified sample larger samples taken from strata with more varaince TERM 104 nonprobability samples DEFINITION 104 convenience samplejudgement samplereferral (snowball sample)quata sample TERM 105 convenience sample DEFINITION 105 error: population members don't frequent location from which sample is drawn TERM 106 judgement sample DEFINITION 106 educated guess as to who represents populationsubjective TERM 107 referral (snowball) sample DEFINITION 107 respondents name other respondentsless known, disliked low probability of being sleected TERM 108 quata sample DEFINITION 108 specific number of certain types of people TERM 109 online sampling techniques DEFINITION 109 random interceptinvitationpanel TERM 110 steps in the sample plan DEFINITION 110 define populationobtain list of populationdetermine sample size, methoddraw samplevalidate sampleresample if necessary TERM 121 ways to control fieldwork errors DEFINITION 121 supervison, validationselection, training, role playingbreaks, reduce monotony TERM 122 controlling respondent errors DEFINITION 122 anonymith, confidientiality, incentives, validation, third person techniquesquestionnaire/question design, response options, propmters, reverse endpoints TERM 123 online data collection errors DEFINITION 123 nonresponse refusal break offs item omissions compled interview must be defined useful to report response rates TERM 124 response rates DEFINITION 124 % of total sample who completed questionnaire TERM 125 components of CASRO formula DEFINITION 125 completions, ineligible, refusals, no answers TERM 126 reducing nonresponse DEFINITION 126 advance notificatoinincentivesfollow up TERM 127 questionnaire screening DEFINITION 127 look for incomplete questionnaires item omissions response pattersn yay or nay saying, middle of road unreliable responses