Question 1

Which of the following statements about Homescan is FALSE?

Accepted Answer

A) Nielsen's Homescan Service is designed to measure natural consumer behavior rather than test the effects of different promotions or advertising. 
B) The Homescan Service maintains a panel of 61,500 participating households. 
C) Participants use a handheld scanner to record the UPC codes of products as they are purchasing them at the store. 
D) The service is able to record information such as the age and sex of the shopper or the price paid for the product. 
E) Information from each household is downloaded periodically to Nielsen's computer system. 
A) Nielsen's Homescan Service is designed to measure natural consumer behavior rather than test the effects of different promotions or advertising. 
B) The Homescan Service maintains a panel of 61,500 participating households. 
C) Participants use a handheld scanner to record the UPC codes of products as they are purchasing them at the store. 
D) The service is able to record information such as the age and sex of the shopper or the price paid for the product. 
E) Information from each household is downloaded periodically to Nielsen's computer system. C

Question 2

Demographically balanced diary panels enable the service provider to

Accepted Answer

A) save on the cost of assembling the panel. 
B) use the same panel members for all U.S.markets. 
C) assume that all panel members have the same lifestyle. 
D) generalize panel purchasing data to the population as a whole. 
E) disregard the effects of different ethnic backgrounds on purchase data. 
A) save on the cost of assembling the panel. 
B) use the same panel members for all U.S.markets. 
C) assume that all panel members have the same lifestyle. 
D) generalize panel purchasing data to the population as a whole. 
E) disregard the effects of different ethnic backgrounds on purchase data. D

Question 3

The Nielsen television ratings are computed from data gathered by means of

Accepted Answer

A) people meters. 
B) telephone surveys of representative viewer sample. 
C) handheld scanners. 
D) infrared scanning devices. 
E) None of the above. 
A) people meters. 
B) telephone surveys of representative viewer sample. 
C) handheld scanners. 
D) infrared scanning devices. 
E) None of the above. A

Question 4

Which of the following statements concerning single-source measurement is TRUE?

Accepted Answer

A) The impact of single-source measurement has been so profound that it has been said to "ultimately rival the importance of the microscope to scientists." 
B) Without proper planning,firms can literally drown in the data that the services produce. 
C) Decision support systems are becoming increasingly important for analyzing data. 
D) Both a and b. 
E) a,b,and c. 
A) The impact of single-source measurement has been so profound that it has been said to "ultimately rival the importance of the microscope to scientists." 
B) Without proper planning,firms can literally drown in the data that the services produce. 
C) Decision support systems are becoming increasingly important for analyzing data. 
D) Both a and b. 
E) a,b,and c.

Question 5

All of the following might use data indexed in Dun's Business Locator EXCEPT

Accepted Answer

A) sales management. 
B) advertising management. 
C) marketing research professionals. 
D) Both a and b. 
E) a,b,and c. 
A) sales management. 
B) advertising management. 
C) marketing research professionals. 
D) Both a and b. 
E) a,b,and c.

Question 6

The Nielsen Retail Index is an example of a(n)

Accepted Answer

A) pantry audit. 
B) diary panel audit. 
C) store audit. 
D) product audit. 
E) financial audit. 
A) pantry audit. 
B) diary panel audit. 
C) store audit. 
D) product audit. 
E) financial audit.

Question 7

Which of the following describes the "recognition method" used to assess a particular ad's effectiveness? A respondent is

Accepted Answer

A) shown slides and asked if he or she remembers them. 
B) given an open-ended questionnaire. 
C) given a self-administered questionnaire. 
D) given a self-administered questionnaire with pictures. 
E) asked whether he or she has read each ad as he/she pages through an open magazine. 
A) shown slides and asked if he or she remembers them. 
B) given an open-ended questionnaire. 
C) given a self-administered questionnaire. 
D) given a self-administered questionnaire with pictures. 
E) asked whether he or she has read each ad as he/she pages through an open magazine.

Question 8

Which of the following activities can be accomplished using GIS?

Accepted Answer

A) Tailor products,prices,and promotions to meet local customer needs. 
B) Avoid advertising in less promising geographic areas. 
C) Evaluate potential new stores sites and choose the best sites based on sales forecast. 
D) Reducing cannibalization of sales with existing stores. 
E) All of the above. 
A) Tailor products,prices,and promotions to meet local customer needs. 
B) Avoid advertising in less promising geographic areas. 
C) Evaluate potential new stores sites and choose the best sites based on sales forecast. 
D) Reducing cannibalization of sales with existing stores. 
E) All of the above.

Question 9

Radio-listening statistics gathered by Arbitron are typically collected using

Accepted Answer

A) people meters. 
B) telephone surveys of representative listener samples. 
C) audimeters. 
D) mail diaries. 
E) personal interviews. 
A) people meters. 
B) telephone surveys of representative listener samples. 
C) audimeters. 
D) mail diaries. 
E) personal interviews.

Question 10

Which of the following does NOT describe BehaviorScan?

Accepted Answer

A) It reflects purchasing behavior that is not subject to recording errors by the panel member. 
B) It can link purchase behavior to the demographic characteristics of panel members. 
C) It can link purchase behavior to members' known exposure to promotional deals,newspaper ads,and point-of-purchase displays. 
D) It can link television-viewing behavior with product-purchasing behavior. 
E) It lacks targetable television capability,maximizing the problem of having noncomparable experimental and control groups. 
A) It reflects purchasing behavior that is not subject to recording errors by the panel member. 
B) It can link purchase behavior to the demographic characteristics of panel members. 
C) It can link purchase behavior to members' known exposure to promotional deals,newspaper ads,and point-of-purchase displays. 
D) It can link television-viewing behavior with product-purchasing behavior. 
E) It lacks targetable television capability,maximizing the problem of having noncomparable experimental and control groups.

Question 11

A ____ is the geographic area surrounding a store where the vast majority of its customers come from.For example,over 50% of the customers to a typical McDonalds come from within 5 miles from the store.

Accepted Answer

A) Block Group 
B) Trade Area 
C) PRIZM Group 
D) Geocode 
E) None of the above. 
A) Block Group 
B) Trade Area 
C) PRIZM Group 
D) Geocode 
E) None of the above.

Question 12

Which of the following statements describing Nielsen SCANTRACK is NOT true?

Accepted Answer

A) SCANTRACK is a service which interprets information provided by the reading of Universal Product Codes at point of purchase. 
B) The service provides weekly sales data from a nationwide sample of scanner-equipped stores. 
C) The types of products covered by the service include grocery,clothing,and household durables. 
D) The data allow clients to monitor product recalls and shortages. 
E) The scanner data are not subject to recording biases. 
A) SCANTRACK is a service which interprets information provided by the reading of Universal Product Codes at point of purchase. 
B) The service provides weekly sales data from a nationwide sample of scanner-equipped stores. 
C) The types of products covered by the service include grocery,clothing,and household durables. 
D) The data allow clients to monitor product recalls and shortages. 
E) The scanner data are not subject to recording biases.

Question 13

The majority of retail sales information is based on store audits.

Accepted Answer

A) True 
 B)False

Question 14

Nielsen's SCANTRACK service DOES NOT allow clients to evaluate the effectiveness of

Accepted Answer

A) short-term promotions. 
B) pricing changes. 
C) new product introductions. 
D) radio advertising. 
E) in-store displays. 
A) short-term promotions. 
B) pricing changes. 
C) new product introductions. 
D) radio advertising. 
E) in-store displays.

Question 15

Services that provide "single-source" data typically do so by

Accepted Answer

A) linking magazine readership with product purchase behavior. 
B) linking lifestyle data with television viewing behavior. 
C) providing purchase and lifestyle data by arbitrary geographical units. 
D) linking diary panel data with television viewing habits. 
E) linking television viewing behavior with scanner-based purchasing behavior data. 
A) linking magazine readership with product purchase behavior. 
B) linking lifestyle data with television viewing behavior. 
C) providing purchase and lifestyle data by arbitrary geographical units. 
D) linking diary panel data with television viewing habits. 
E) linking television viewing behavior with scanner-based purchasing behavior data.

Question 16

The first electronic census took place in ____________________.

Accepted Answer

The answer of The first electronic census took place in...

Question 17

Universal Product Codes are 12-digit numbers imprinted on products themselves or on tags attached to the products.

Accepted Answer

A) True 
 B)False

Question 18

The "National Panel Diary" (NPD)is an advertisement readership service.

Accepted Answer

A) True 
 B)False

Question 19

The key feature of a(n)____________________ is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.

Accepted Answer

The answer of The key feature of a(n)____________________ is that...

Question 20

The main concern of the Starch Readership Service is to

Accepted Answer

A) provide information on the demographic characteristics of a particular publication's readership. 
B) link magazine readership with certain lifestyle characteristics. 
C) determine which magazines carry the most advertising. 
D) evaluate the fit between a magazine's geographic distribution patterns and the type of advertising it carries. 
E) provide advertisers with data concerning the effectiveness of their ads. 
A) provide information on the demographic characteristics of a particular publication's readership. 
B) link magazine readership with certain lifestyle characteristics. 
C) determine which magazines carry the most advertising. 
D) evaluate the fit between a magazine's geographic distribution patterns and the type of advertising it carries. 
E) provide advertisers with data concerning the effectiveness of their ads.

Exam 8: Standardized Marketing Information Services

Which of the following statements about Homescan is FALSE?

Demographically balanced diary panels enable the service provider to

The Nielsen television ratings are computed from data gathered by means of

Which of the following statements concerning single-source measurement is TRUE?

All of the following might use data indexed in Dun's Business Locator EXCEPT

The Nielsen Retail Index is an example of a(n)

Which of the following describes the "recognition method" used to assess a particular ad's effectiveness? A respondent is

Which of the following activities can be accomplished using GIS?

Radio-listening statistics gathered by Arbitron are typically collected using

Which of the following does NOT describe BehaviorScan?

A ____ is the geographic area surrounding a store where the vast majority of its customers come from.For example,over 50% of the customers to a typical McDonalds come from within 5 miles from the store.

Which of the following statements describing Nielsen SCANTRACK is NOT true?

The majority of retail sales information is based on store audits.

Nielsen's SCANTRACK service DOES NOT allow clients to evaluate the effectiveness of

Services that provide "single-source" data typically do so by

The first electronic census took place in ____________________.

Universal Product Codes are 12-digit numbers imprinted on products themselves or on tags attached to the products.

The "National Panel Diary" (NPD)is an advertisement readership service.

The key feature of a(n)____________________ is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.

The main concern of the Starch Readership Service is to

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

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