Question 1

"Mortality rates" occur in consumer panels when the consumers refuse to participate in the exercise.

Accepted Answer

A) True 
 B)False  False

Question 2

Starch scores can be used to measure product sales and market share.

Accepted Answer

A) True 
 B)False  False

Question 3

The tendency for new members of a panel to report unusual levels of purchase is the result of

Accepted Answer

A) testing effects. 
B) mortality. 
C) selection bias. 
D) probability sampling. 
E) none of the above. 
A) testing effects. 
B) mortality. 
C) selection bias. 
D) probability sampling. 
E) none of the above. A

Question 4

Syndicated marketing data sources serve only a few large customers who have a need for specific data on a continuing basis.

Accepted Answer

A) True 
 B)False

Question 5

The tendency for new members of a panel to report unusual levels of purchase is the result of

Accepted Answer

A)  testing effects 
B)  mortality 
C)  selection bias 
D)  probability sampling 
E)  none of the above 
A)  testing effects 
B)  mortality 
C)  selection bias 
D)  probability sampling 
E)  none of the above

Question 6

The Starch surveys employ the ____________ to assess a particular ad's effectiveness

Accepted Answer

A)  people meter 
B)  Starch method 
C)  Nielsen method 
D)  recognition method 
E)  Arbitron method 
A)  people meter 
B)  Starch method 
C)  Nielsen method 
D)  recognition method 
E)  Arbitron method

Question 7

Which one of the following is not an expert system based on scanner data services?

Accepted Answer

A) SymphonyGOLD 
B) SymphonyEYC 
C) Assortman 
D) Spaceman 
E) Nielsen Connected System 
A) SymphonyGOLD 
B) SymphonyEYC 
C) Assortman 
D) Spaceman 
E) Nielsen Connected System

Question 8

___________ occurs in choosing consumer panels because of the high rates of refusal and the resulting lack of representativeness.

Accepted Answer

A) Mortality effects 
B) Testing effects 
C) Selection bias 
D) Response bias 
E) None of the above 
A) Mortality effects 
B) Testing effects 
C) Selection bias 
D) Response bias 
E) None of the above

Question 9

The more specific and topical the need for information, the greater is the likelihood that relevant secondary data will be found.

Accepted Answer

A) True 
 B)False

Question 10

Expert systems are being created by suppliers of scanner data in order to provide more utility to the managers and to aid in their decision process.

Accepted Answer

A) True 
 B)False

Question 11

Store audit data are used over time to assess the impact of marketing activities, such as a price change.

Accepted Answer

A) True 
 B)False

Question 12

The Starch surveys employ the recognition method to assess a particular ad's effectiveness.

Accepted Answer

A) True 
 B)False

Question 13

"Testing effects" in consumer panels occur when new members report unusual levels of purchasing due to the novelty of the reporting responsibility.

Accepted Answer

A) True 
 B)False

Question 14

"Selection bias" in consumer panels arises out of the refusal of consumers to participate in the panel, thereby resulting in lack of representativeness.

Accepted Answer

A) True 
 B)False

Question 15

Behavior Scan maintains a household panel in each of several cities who record their purchases in a diary.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not an application of the standardized data source?

Accepted Answer

A) Measuring promotion effectiveness 
B) Measuring ad exposure and effectiveness 
C) Measuring product sales and market shares 
D) Estimation and evaluation of models 
E) Identifying newer markets 
A) Measuring promotion effectiveness 
B) Measuring ad exposure and effectiveness 
C) Measuring product sales and market shares 
D) Estimation and evaluation of models 
E) Identifying newer markets

Question 17

Testing Effects occur because

Accepted Answer

A)  of the high rates of refusal and the resulting lack of representativeness. 
B)  of the tendency for new panel members to report unusual levels of purchasing 
C)  panel members are representative of the population 
D)  panel members provide longitudinal data 
E)  panel members provides higher quality data than sample 
A)  of the high rates of refusal and the resulting lack of representativeness. 
B)  of the tendency for new panel members to report unusual levels of purchasing 
C)  panel members are representative of the population 
D)  panel members provide longitudinal data 
E)  panel members provides higher quality data than sample

Question 18

The standardized source of marketing data that deals with print media is

Accepted Answer

A) Starch scores. 
B) Arbitron information on demand 
C) NTI. 
D) Simmons media. 
E) none of the above. 
A) Starch scores. 
B) Arbitron information on demand 
C) NTI. 
D) Simmons media. 
E) none of the above.

Question 19

Continuous panels are beneficial to researchers because

Accepted Answer

A)  the researcher can study changes in behavior 
B)  the researcher can collect buyer characteristics and look to market segment behavior 
C)  not only do you have time series data, but it is not aggregated over all individuals so a single individual or family) can be studied 
D)  all of the above 
E)  none of the above 
A)  the researcher can study changes in behavior 
B)  the researcher can collect buyer characteristics and look to market segment behavior 
C)  not only do you have time series data, but it is not aggregated over all individuals so a single individual or family) can be studied 
D)  all of the above 
E)  none of the above

Question 20

As the manager of a fast-food business, you need information on brand switching behavior.Which source would you use?

Accepted Answer

A) A restaurant audit 
B) A Census of Business 
C) A mail diary panel 
D) A restaurant audit and a Census of Business 
E) All of these 
A) A restaurant audit 
B) A Census of Business 
C) A mail diary panel 
D) A restaurant audit and a Census of Business 
E) All of these

Exam 6: Standardized Sources of Marketing Data

"Mortality rates" occur in consumer panels when the consumers refuse to participate in the exercise.

Starch scores can be used to measure product sales and market share.

The tendency for new members of a panel to report unusual levels of purchase is the result of

Syndicated marketing data sources serve only a few large customers who have a need for specific data on a continuing basis.

The tendency for new members of a panel to report unusual levels of purchase is the result of

The Starch surveys employ the ____________ to assess a particular ad's effectiveness

Which one of the following is not an expert system based on scanner data services?

___________ occurs in choosing consumer panels because of the high rates of refusal and the resulting lack of representativeness.

The more specific and topical the need for information, the greater is the likelihood that relevant secondary data will be found.

Expert systems are being created by suppliers of scanner data in order to provide more utility to the managers and to aid in their decision process.

Store audit data are used over time to assess the impact of marketing activities, such as a price change.

The Starch surveys employ the recognition method to assess a particular ad's effectiveness.

"Testing effects" in consumer panels occur when new members report unusual levels of purchasing due to the novelty of the reporting responsibility.

"Selection bias" in consumer panels arises out of the refusal of consumers to participate in the panel, thereby resulting in lack of representativeness.

Behavior Scan maintains a household panel in each of several cities who record their purchases in a diary.

Which of the following is not an application of the standardized data source?

Testing Effects occur because

The standardized source of marketing data that deals with print media is

Continuous panels are beneficial to researchers because

As the manager of a fast-food business, you need information on brand switching behavior.Which source would you use?

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters