Question 1

A copy of a magazine is used in which of the following methods assessing magazine advertising effectiveness?

Accepted Answer

A) Recognition technique 
B) Association technique 
C) Recent reading technique 
D) Yesterday recall technique 
E) Recall technique 
A) Recognition technique 
B) Association technique 
C) Recent reading technique 
D) Yesterday recall technique 
E) Recall technique

Question 2

Which of the following statements concerning Universal Product Codes is FALSE?

Accepted Answer

A) There is a unique code for each product. 
B) One set of digits identifies the manufacturer. 
C) The first digit is called the number system character. 
D) UPCs are 10-digit numbers imprinted on products or tags. 
E) All of the above statements concerning Universal Product Codes are true. 
A) There is a unique code for each product. 
B) One set of digits identifies the manufacturer. 
C) The first digit is called the number system character. 
D) UPCs are 10-digit numbers imprinted on products or tags. 
E) All of the above statements concerning Universal Product Codes are true.

Question 3

Which of the following is FALSE?

Accepted Answer

A) The Starch surveys employ the recognition method to assess a particular ad's effectiveness. 
B) Starch scores are based on recall tests. 
C) The recognition method uses aided recall. 
D) Both a and b. 
E) a,b,and c. 
A) The Starch surveys employ the recognition method to assess a particular ad's effectiveness. 
B) Starch scores are based on recall tests. 
C) The recognition method uses aided recall. 
D) Both a and b. 
E) a,b,and c.

Question 4

Which of the following is FALSE?

Accepted Answer

A) People meters attempt to measure the channels to which a television set is tuned and who is watching the television set. 
B) Radio listening statistics are typically obtained through the use of diaries. 
C) BehaviorScan requires only one identification card per household. 
D) Both a and b. 
E) a,b,and c. 
A) People meters attempt to measure the channels to which a television set is tuned and who is watching the television set. 
B) Radio listening statistics are typically obtained through the use of diaries. 
C) BehaviorScan requires only one identification card per household. 
D) Both a and b. 
E) a,b,and c.

Question 5

Which of the following are NOT activities typically associated with "geodemographers?"

Accepted Answer

A) Conducting primary research. 
B) Tabulating census and other data for geographic areas. 
C) Updating census data through statistical extrapolation. 
D) Performing detailed analysis of census data. 
E) All of the above are typically associated with "geodemographers." 
A) Conducting primary research. 
B) Tabulating census and other data for geographic areas. 
C) Updating census data through statistical extrapolation. 
D) Performing detailed analysis of census data. 
E) All of the above are typically associated with "geodemographers."

Question 6

Which of the following is TRUE?

Accepted Answer

A) There are more standardized marketing information services available to the consumer goods manufacturer than to the industrial goods manufacturer. 
B) The Dun's Business Locator is popular among industrial goods and service suppliers. 
C) Census Bureau material has proven to be very useful in targeting groups of customers. 
D) Geodemographers are companies that typically combine census data with other primary and secondary data to produce customized reports for clients. 
E) All of the above statements are all true. 
A) There are more standardized marketing information services available to the consumer goods manufacturer than to the industrial goods manufacturer. 
B) The Dun's Business Locator is popular among industrial goods and service suppliers. 
C) Census Bureau material has proven to be very useful in targeting groups of customers. 
D) Geodemographers are companies that typically combine census data with other primary and secondary data to produce customized reports for clients. 
E) All of the above statements are all true.

Question 7

People meters attempt to measure not only the channel to which the set is tuned,but also who in the household is watching.

Accepted Answer

A) True 
 B)False

Question 8

____________________ meters attempt to measure which household members are watching which television channels at what times.

Accepted Answer

The answer of ____________________ meters attempt to measure which household...

Question 9

The availability of demographic,consumer-behavior,and lifestyle data by arbitrary geographic boundaries that are typically quite small is called ____________________.

Accepted Answer

The answer of The availability of demographic,consumer-behavior,and lifestyle data by...

Question 10

Starch Readership Service collects data by using which of the following techniques?

Accepted Answer

A) Mail diaries 
B) Group interviews 
C) Personal interviews 
D) Surveys of magazine wholesalers 
E) Telephone surveys 
A) Mail diaries 
B) Group interviews 
C) Personal interviews 
D) Surveys of magazine wholesalers 
E) Telephone surveys

Question 11

The ____________________ is a 12-digit number imprinted on products or price tags that identifies the product manufacturer and the particular product.

Accepted Answer

universal

Question 12

Discuss three common uses of the information supplied by standardized marketing information services.

Accepted Answer

The information supplied by standardized

Question 13

Suppliers of industrial goods advertise most heavily in

Accepted Answer

A) catalogs. 
B) trade publications. 
C) academic journals. 
D) newspapers. 
E) industrial magazines. 
A) catalogs. 
B) trade publications. 
C) academic journals. 
D) newspapers. 
E) industrial magazines.

Question 14

The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases or products consumed over a period of time.

Accepted Answer

A) True 
 B)False

Question 15

A wealthy entrepreneur is able to analyze traffic patterns and consumer demographics to identify the best site for her new restaurant.Mapping software,often called a ____,allows her to easily combine demographic data with geographic information.

Accepted Answer

A) Marketing information system 
B) Management information system 
C) Business locator 
D) Geographic information system 
E) Geodemographic locator 
A) Marketing information system 
B) Management information system 
C) Business locator 
D) Geographic information system 
E) Geodemographic locator

Question 16

An entrepreneur is able to analyze traffic patterns and consumer demographics (including income,ethnicity,age)to identify the best site for her new upscale Italian restaurant.Mapping software,often called ____,allows her to easily combine demographic data with geographic information.

Accepted Answer

A) Marketing information system 
B) Management information system 
C) Business locator software 
D) Geographic information system 
E) None of the above. 
A) Marketing information system 
B) Management information system 
C) Business locator software 
D) Geographic information system 
E) None of the above.

Question 17

"Starch Readership Service"

Accepted Answer

A) is concerned with industrial buying and selling. 
B) is used to produce market profiles. 
C) is used to develop brand loyalty profiles. 
D) represents developments in mathematical modeling. 
E) directly involves the consumer and his or her behavior. 
A) is concerned with industrial buying and selling. 
B) is used to produce market profiles. 
C) is used to develop brand loyalty profiles. 
D) represents developments in mathematical modeling. 
E) directly involves the consumer and his or her behavior.

Question 18

The "National Panel Diary" (NPD)is

Accepted Answer

A) concerned with size and nature of the television commercial audience. 
B) an advertisement readership service. 
C) a well-known diary panel concerned with the consumption of various goods and services. 
D) an annual service provided to consumers reporting on the average family's consumption behavior. 
E) a group that primarily tracks food-related trends in the U.S. 
A) concerned with size and nature of the television commercial audience. 
B) an advertisement readership service. 
C) a well-known diary panel concerned with the consumption of various goods and services. 
D) an annual service provided to consumers reporting on the average family's consumption behavior. 
E) a group that primarily tracks food-related trends in the U.S.

Question 19

The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.

Accepted Answer

A) True 
 B)False

Question 20

When Jessica was asked to indicate whether she had read an ad,she had not only noted the advertisement but also saw the advertiser's name.Which degree of reading best describes Jessica's recognition of the ad?

Accepted Answer

A) Noted 
B) Associated 
C) Read some 
D) Read most 
E) Read all 
A) Noted 
B) Associated 
C) Read some 
D) Read most 
E) Read all

Exam 8: Standardized Marketing Information Services

A copy of a magazine is used in which of the following methods assessing magazine advertising effectiveness?

Which of the following statements concerning Universal Product Codes is FALSE?

Which of the following is FALSE?

Which of the following is FALSE?

Which of the following are NOT activities typically associated with "geodemographers?"

Which of the following is TRUE?

People meters attempt to measure not only the channel to which the set is tuned,but also who in the household is watching.

____________________ meters attempt to measure which household members are watching which television channels at what times.

The availability of demographic,consumer-behavior,and lifestyle data by arbitrary geographic boundaries that are typically quite small is called ____________________.

Starch Readership Service collects data by using which of the following techniques?

The ____________________ is a 12-digit number imprinted on products or price tags that identifies the product manufacturer and the particular product.

Discuss three common uses of the information supplied by standardized marketing information services.

Suppliers of industrial goods advertise most heavily in

The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases or products consumed over a period of time.

A wealthy entrepreneur is able to analyze traffic patterns and consumer demographics to identify the best site for her new restaurant.Mapping software,often called a ____,allows her to easily combine demographic data with geographic information.

An entrepreneur is able to analyze traffic patterns and consumer demographics (including income,ethnicity,age)to identify the best site for her new upscale Italian restaurant.Mapping software,often called ____,allows her to easily combine demographic data with geographic information.

"Starch Readership Service"

The "National Panel Diary" (NPD)is

The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.

When Jessica was asked to indicate whether she had read an ad,she had not only noted the advertisement but also saw the advertiser's name.Which degree of reading best describes Jessica's recognition of the ad?

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

Filters