Question 1

Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Accepted Answer

A) True 
 B)False

Question 2

What are purchase panels and media panels? Develop examples of marketing situations where you would use each. Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Accepted Answer

In purchase panels respondents record th

Question 3

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Accepted Answer

A) Scanner data 
B) Secondary data 
C) Qualitative data 
D) Modular data 
E) Cashier data 
A) Scanner data 
B) Secondary data 
C) Qualitative data 
D) Modular data 
E) Cashier data

Question 4

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Accepted Answer

A) True 
 B)False

Question 5

Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly.

Accepted Answer

A) True 
 B)False

Question 6

________ refer to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.

Accepted Answer

A) Psychometrics 
B) Psychographics 
C) Demographics 
D) Geodemographics 
E) Ego-profiling 
A) Psychometrics 
B) Psychographics 
C) Demographics 
D) Geodemographics 
E) Ego-profiling

Question 7

Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?

Accepted Answer

A) syndicated services 
B) primary services 
C) secondary services 
D) modular services 
E) online services 
A) syndicated services 
B) primary services 
C) secondary services 
D) modular services 
E) online services

Question 8

For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary?

Accepted Answer

A) purchase panels 
B) audit services 
C) surveys 
D) media panels 
E) online surveys 
A) purchase panels 
B) audit services 
C) surveys 
D) media panels 
E) online surveys

Question 9

Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?

Accepted Answer

A) media panels 
B) surveys 
C) purchase panels 
D) movement exams 
E) audit services 
A) media panels 
B) surveys 
C) purchase panels 
D) movement exams 
E) audit services

Question 10

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________.

Accepted Answer

A) segmenting data 
B) volume-tracking data 
C) secondary data 
D) modular data 
E) audiologs 
A) segmenting data 
B) volume-tracking data 
C) secondary data 
D) modular data 
E) audiologs

Question 11

Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services?

Accepted Answer

A) surveys 
B) audits 
C) purchase panels 
D) media panels 
E) movement exams 
A) surveys 
B) audits 
C) purchase panels 
D) media panels 
E) movement exams

Question 12

A company's blog, Facebook page, or Twitter account can generate rich internal secondary data.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand?

Accepted Answer

A) primary data 
B) secondary data 
C) experimental data 
D) virtual data 
E) special data 
A) primary data 
B) secondary data 
C) experimental data 
D) virtual data 
E) special data

Question 14

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.

Accepted Answer

A) Cross-sectional design 
B) Longitudinal design 
C) Horizontal design 
D) Vertical design 
E) Fixed design 
A) Cross-sectional design 
B) Longitudinal design 
C) Horizontal design 
D) Vertical design 
E) Fixed design

Question 15

Which of the following is NOT a task a researcher must perform in formulating a research design?

Accepted Answer

A) specify the information needed 
B) determine how to make the research design error free 
C) specify the measurement and scaling procedures 
D) determine the sampling process and sample size 
E) develop a plan of analysis 
A) specify the information needed 
B) determine how to make the research design error free 
C) specify the measurement and scaling procedures 
D) determine the sampling process and sample size 
E) develop a plan of analysis

Question 16

In a short essay, list the six tasks that a researcher must typically perform in formulating a research design.

Accepted Answer

a. Specify the information needed.
b. De

Question 17

________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions.

Accepted Answer

A) Descriptive research 
B) Exploratory research 
C) Causal research 
D) Subjective research 
E) Identifying research 
A) Descriptive research 
B) Exploratory research 
C) Causal research 
D) Subjective research 
E) Identifying research

Question 18

Social media can be appropriate for conducting exploratory and descriptive research but not causal research.

Accepted Answer

A) True 
 B)False

Question 19

If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________.

Accepted Answer

A) scanner data 
B) in-store intercepts where consumers were observed purchasing a product in a particular category 
C) telephone interviews with individuals who made a recent purchase in a particular category 
D) an audit 
E) panel data from individuals in the interested category 
A) scanner data 
B) in-store intercepts where consumers were observed purchasing a product in a particular category 
C) telephone interviews with individuals who made a recent purchase in a particular category 
D) an audit 
E) panel data from individuals in the interested category

Question 20

The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.

Accepted Answer

A) True 
 B)False

Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

What are purchase panels and media panels? Develop examples of marketing situations where you would use each. Be sure to explain the type of information you would collect and the makeup of the panel respondents.

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly.

________ refer to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.

Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?

For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary?

Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________.

Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services?

A company's blog, Facebook page, or Twitter account can generate rich internal secondary data.

Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand?

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.

Which of the following is NOT a task a researcher must perform in formulating a research design?

In a short essay, list the six tasks that a researcher must typically perform in formulating a research design.

________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions.

Social media can be appropriate for conducting exploratory and descriptive research but not causal research.

If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________.

The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 3: Research Design, Secondary and Syndicated Data

Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

What are purchase panels and media panels? Develop examples of marketing situations where you would use each. Be sure to explain the type of information you would collect and the makeup of the panel respondents.

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly.

________ refer to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.

Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?

For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary?

Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________.

Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services?

A company's blog, Facebook page, or Twitter account can generate rich internal secondary data.

Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand?

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.

Which of the following is NOT a task a researcher must perform in formulating a research design?

In a short essay, list the six tasks that a researcher must typically perform in formulating a research design.

________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions.

Social media can be appropriate for conducting exploratory and descriptive research but not causal research.

If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________.

The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters