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14 Cards in this Set
- Front
- Back
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secondary data |
data that has been previously collected for some purpose other than the one at hand |
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Data Conversion |
the process of changing the original form of the data to a format suitable to achieve the research objective; also called data transformation |
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Cross Checks |
the comparison of data from one source with data from another source to determine the similarity of independent projects |
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Market tracking |
The observation and analysis of trends in industry volume and brand share over time |
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Site Analysis Techniques |
techniques that use secondary data to select the best location for retail or wholesale operations |
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Index of retail saturation |
a calculation that describes the relationship between retail demand and supply |
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Data mining |
The use of powerful computers to dig through volumes of data to discover patterns about an organizations customers and products , applies to many different forms of analysis |
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Neural network |
a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information |
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Market Basket Analysis |
a form of data mining that analyzes anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping info |
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Customer discovery |
involves mining data to look for patterns identifying who is likely to be a valuable customer |
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Data base marketing |
the use of customer databases to promote one-to-one relationships with customers and create precisely targeted promotions |
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Internal and propriety data |
secondary data that originate inside the organization |
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External data |
data created, recorded, or generated by an entity other than the researcher's organization |
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Single source data |
Diverse types of data offered by a single company usually integrated on the basis of a common variable such as a geographic area or store |
