Question 1

Consumer panels make it possible to analyze all of the following except

Accepted Answer

A) the characteristics of heavy buyers. 
B) brand switching rates. 
C) the effectiveness of the distribution network. 
D) cumulative market penetration. 
E) all of these can be analyzed using consumer panels. 
A) the characteristics of heavy buyers. 
B) brand switching rates. 
C) the effectiveness of the distribution network. 
D) cumulative market penetration. 
E) all of these can be analyzed using consumer panels.

Question 2

Scanner data is marked by the inability to study very short time periods of sales activity.

Accepted Answer

A) True 
 B)False

Question 3

One benefit of scanner data is enhanced accuracy of the data.

Accepted Answer

A) True 
 B)False

Question 4

Audit data are collected by an audit team that visits an ever-changing sample of stores at regular intervals and does a physical count of inventory.

Accepted Answer

A) True 
 B)False

Question 5

Marketing performance typically is measured by the company's sales and market share.

Accepted Answer

A) True 
 B)False

Question 6

RFID offers the ability to store more information than an 11 digit UPC bar code

Accepted Answer

A) True 
 B)False

Question 7

A continuous panel purchase is not useful in conducting quasi- experiments.

Accepted Answer

A) True 
 B)False

Question 8

The Starch readership service measures the readership of advertise- ments in magazines and newspapers.

Accepted Answer

A) True 
 B)False

Question 9

Sales are computed from audit data by adding beginning inventory to deliveries and subtracting ending inventory.

Accepted Answer

A) True 
 B)False

Question 10

Store audits may give information on all of the following except the

Accepted Answer

A) distribution of products. 
B) sales of products. 
C) profitability of products. 
D) media advertising for the total market and for major brands. 
E) none of the above. 
A) distribution of products. 
B) sales of products. 
C) profitability of products. 
D) media advertising for the total market and for major brands. 
E) none of the above.

Question 11

Information on special displays, in-store advertising, and shelf facings can be obtained through

Accepted Answer

A) a Census of Business. 
B) surveying wholesalers. 
C) computer scanner checkouts. 
D) a retail store audit. 
E) none of the above. 
A) a Census of Business. 
B) surveying wholesalers. 
C) computer scanner checkouts. 
D) a retail store audit. 
E) none of the above.

Question 12

The advantage of single-source systems is that they can track purchases only at grocery stores and drug stores that are equipped with scanners.

Accepted Answer

A) True 
 B)False

Question 13

Behavior Scan can control purchases of new products by monitoring purchases.

Accepted Answer

A) True 
 B)False

Question 14

A large grocery product manufacturer has experienced declining sales of canned beans.You are asked to investigate whether the decline is due to the pricing of its product relative to that of the competition.What data source would you use?

Accepted Answer

A) A warehouse withdrawal service 
B) An SIC index 
C) A retail store audit 
D) A mail diary panel 
E) A home audit panel 
A) A warehouse withdrawal service 
B) An SIC index 
C) A retail store audit 
D) A mail diary panel 
E) A home audit panel

Question 15

Selection bias occurs 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 respondents 
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 respondents

Question 16

In comparison with interview methods, although not with audits, the continuous purchase panel has the advantage of accuracy.

Accepted Answer

A) True 
 B)False

Question 17

Behavior Scan can control what TV advertising is seen by each panel member.

Accepted Answer

A) True 
 B)False

Question 18

As a system for estimating national television audiences, Starch scores produces a "rating" and corresponding share estimate.

Accepted Answer

A) True 
 B)False

Question 19

One of their advantages to the researcher is the ability to

Accepted Answer

look at da

Question 20

In the mail diary method, the panel member records the details of each purchase in certain categories and returns the completed diary by mail at regular intervals

Accepted Answer

A) True 
 B)False

Exam 6: Standardized Sources of Marketing Data

Consumer panels make it possible to analyze all of the following except

Scanner data is marked by the inability to study very short time periods of sales activity.

One benefit of scanner data is enhanced accuracy of the data.

Audit data are collected by an audit team that visits an ever-changing sample of stores at regular intervals and does a physical count of inventory.

Marketing performance typically is measured by the company's sales and market share.

RFID offers the ability to store more information than an 11 digit UPC bar code

A continuous panel purchase is not useful in conducting quasi- experiments.

The Starch readership service measures the readership of advertise- ments in magazines and newspapers.

Sales are computed from audit data by adding beginning inventory to deliveries and subtracting ending inventory.

Store audits may give information on all of the following except the

Information on special displays, in-store advertising, and shelf facings can be obtained through

The advantage of single-source systems is that they can track purchases only at grocery stores and drug stores that are equipped with scanners.

Behavior Scan can control purchases of new products by monitoring purchases.

A large grocery product manufacturer has experienced declining sales of canned beans.You are asked to investigate whether the decline is due to the pricing of its product relative to that of the competition.What data source would you use?

Selection bias occurs because

In comparison with interview methods, although not with audits, the continuous purchase panel has the advantage of accuracy.

Behavior Scan can control what TV advertising is seen by each panel member.

As a system for estimating national television audiences, Starch scores produces a "rating" and corresponding share estimate.

One of their advantages to the researcher is the ability to

In the mail diary method, the panel member records the details of each purchase in certain categories and returns the completed diary by mail at regular intervals

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