Copyright Cengage Learning. Powered by Cognero.
Page 1
1. The main disadvantage of data furnished by standardized marketing information services over user-collected primary
data is standardized data
a.
may not always fit the specific needs of the user.
b.
is generally more costly than primary data.
c.
is generally less accurate than primary data.
d.
is hard to locate.
e.
is only available in “hard copy” formats.
ANSWER:
a
RATIONALE:
One of the main disadvantages of data furnished by standardized marketing information
services over user-collected primary data is that standardized data may not always fit the
specific needs of the user. See 7-1: External Secondary Data From Published Sources.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.01 – Describe the process of searching for published external secondary data.
DATE CREATED:
7/26/2017 5:25 AM
DATE MODIFIED:
7/26/2017 5:28 AM
2. A marketing manager has discovered that relevant, internal secondary data don’t exist to support a decision process.
The next step the manager should take is to
a.
b.
c.
d.
e.
ANSWER:
e
RATIONALE:
The manager should both look for external sources for relevant data and see if good data
can be obtained from published sources. See 7-1: External Secondary Data From
Published Sources.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.01 – Describe the process of searching for published external secondary data.
DATE CREATED:
7/26/2017 5:28 AM
DATE MODIFIED:
9/20/2017 2:13 PM
3. Which of the following are NOT activities 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
Copyright Cengage Learning. Powered by Cognero.
Page 2
e.
All of these are typically associated with “geodemographers”.
ANSWER:
a
RATIONALE:
All of these are typical activities of geodemographers except conducting primary research.
See 7-2: Standardized Marketing Information—Profiling Customers.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.03 – Define geodemography.
DATE CREATED:
7/26/2017 5:31 AM
DATE MODIFIED:
7/26/2017 5:33 AM
4. Which of the following is TRUE?
a.
There are more standardized marketing information services available to the consumer goods manufacturer
than to the industrial goods manufacturer.
b.
The Dun & Bradstreet global commercial database 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 sources of data to produce
customized reports for clients.
e.
All of these are true statements.
ANSWER:
e
RATIONALE:
All of these statements are true. See 7-2: Standardized Marketing Information—Profiling
Customers.
POINTS:
1
DIFFICULTY:
Easy
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.02 – List three common uses of the information supplied by standardized marking
information services.
DATE CREATED:
7/26/2017 5:34 AM
DATE MODIFIED:
7/26/2017 5:37 AM
5. Demographically balanced diary panels enable the service provider to
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.
ANSWER:
d
RATIONALE:
Demographically balanced diary panels can enable service providers to generalize panel
purchasing data to the population as a whole. See 7-3: Standardized Marketing
Information—Measuring Product Sales and Market Share.
POINTS:
1
DIFFICULTY:
Easy
Copyright Cengage Learning. Powered by Cognero.
Page 3
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.04 – Describe the use of diary panels and scanner data for assessing product
sales.
DATE CREATED:
7/26/2017 5:37 AM
DATE MODIFIED:
7/26/2017 5:39 AM
6. The “National Panel Diary” (NPD Group) is
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.
ANSWER:
c
RATIONALE:
A well-known diary panel concerned with the consumption of various goods and services
is the National Panel Diary (NPD Group). See 7-3: Standardized Marketing Information—
Measuring Product Sales and Market Share.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.04 – Describe the use of diary panels and scanner data for assessing product
sales.
DATE CREATED:
7/26/2017 5:40 AM
DATE MODIFIED:
7/26/2017 5:42 AM
7. When it comes to external secondary data, which of the following statements is FALSE?
a.
Most people underestimate what is available.
b.
There is likely to be relevant, external secondary data on almost any problem.
c.
The fundamental problem with relevant, external secondary data is availability.
d.
The fundamental problem with relevant, external secondary data is identifying and accessing what is there.
e.
Researchers who know how much valuable secondary data exists may not know how to find it.
ANSWER:
c
RATIONALE:
All of the statements are true except that the fundamental problem with relevant,
external secondary data is availability. See 7-1: External Secondary Data From Published
Sources.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.01 – Describe the process of searching for published external secondary data.
DATE CREATED:
7/26/2017 5:42 AM
Copyright Cengage Learning. Powered by Cognero.
Page 4
DATE MODIFIED:
7/26/2017 5:44 AM
8. Although old-fashioned store audits are still used in some markets, the vast majority of consumer products in the
United States are now tracked via
a.
Geographic Information Systems.
b.
online diary panels.
c.
people meters.
d.
scanners.
e.
All of these are correct.
ANSWER:
d
RATIONALE:
The vast majority of consumer products in the U.S. are tracked via scanners. See 7-3:
Standardized Marketing Information—Measuring Product Sales and Market Share.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.04 – Describe the use of diary panels and scanner data for assessing product
sales.
DATE CREATED:
7/26/2017 5:45 AM
DATE MODIFIED:
9/20/2017 3:35 PM
9. Which of the following is an example of how standardized marketing information can be used?
a.
Profiling customers
b.
Measuring product sales and market share
c.
Measuring advertising exposure and effectiveness
d.
All of these are correct.
e.
None of these are correct.
ANSWER:
d
RATIONALE:
All of these are examples of how standardized marketing information can be used. See 7-
2: Standardized Marketing Information—Profiling Customers.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.02 – List three common uses of the information supplied by standardized marking
information services.
DATE CREATED:
7/26/2017 5:47 AM
DATE MODIFIED:
9/20/2017 2:13 PM
10. Which source of standardized marketing information uses demographic considerations to classify residential
neighborhoods?
a.
Nielsen’s PRIZM
b.
NPD Group’s online diary panels
Copyright Cengage Learning. Powered by Cognero.
Page 5
c.
Arbitron
d.
GfK Group’s Starch
e.
Nielsen’s Digital Voice
ANSWER:
a
RATIONALE:
The Nielsen’s PRIZEM uses demographic considerations to classify residential
neighborhoods. See 7-2: Standardized Marketing Information—Profiling Customers.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.02 – List three common uses of the information supplied by standardized marking
information services.
DATE CREATED:
7/26/2017 5:49 AM
DATE MODIFIED:
7/26/2017 5:51 AM
11. Comsopolitans”, “Boomtown Singles“, and “Shotguns and Pickups” are examples of the 66 segments used in which of
the following systems?
a.
Dun & Bradstreet global commercial database
b.
Standard Industrial Classification system
c.
Nielsen’s PRIZM system
d.
NAICS
e.
Arbiton rating system
ANSWER:
c
RATIONALE:
These are all examples of the 66 segments used in Nielsen’s PRIZM system. See 7-2:
Standardized Marketing Information—Profiling Customers.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.02 – List three common uses of the information supplied by standardized marking
information services.
DATE CREATED:
7/26/2017 5:52 AM
DATE MODIFIED:
7/26/2017 5:54 AM
12. A common segmentation base for firms that takes into account the industry designation or designations of its
customers is
a.
the Dun & Bradstreet global commercial database.
b.
the Standard Industrial Classification system.
c.
Nielsen’s PRIZM system.
d.
the NAICS.
e.
the Arbitron rating system.
ANSWER:
d
RATIONALE:
This common segmentation base is known as the NAICS. See 7-2: Standardized Marketing
Copyright Cengage Learning. Powered by Cognero.
Page 6
Information—Profiling Customers.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.02 – List three common uses of the information supplied by standardized marking
information services.
DATE CREATED:
7/26/2017 5:54 AM
DATE MODIFIED:
7/26/2017 5:56 AM
13. Which of the following is FALSE?
a.
Effective segmentation demands that firms group their customers into relatively homogenous groups.
b.
A common segmentation base for firms takes into account the industry designation(s) of its customers.
c.
Firms selling consumer goods normally target individual customers.
d.
The main disadvantage of secondary data over primary data is that the data may not always ideally fit the
needs of the user.
e.
Secondary data are typically much less expensive than primary data.
ANSWER:
c
RATIONALE:
All of these statements are true except that firms selling consumer goods normally target
individual customers. See 7-2: Standardized Marketing Information—Profiling Customers.
POINTS:
1
DIFFICULTY:
Easy
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.02 – List three common uses of the information supplied by standardized marking
information services.
DATE CREATED:
7/26/2017 5:57 AM
DATE MODIFIED:
7/26/2017 5:59 AM
14. When using external secondary data from published sources, the fundamental problem is identifying and accessing
what is there. The first step in this process should be
a.
compiling the literature you have found.
b.
begin the search process.
c.
develop a list of key terms and authors.
d.
identify what you want to know and what you already know about your topic.
e.
enlist the assistance of a reference librarian.
ANSWER:
d
RATIONALE:
The first step is to identify what you want to know and what you already know about your
topic. See 7-1: External Secondary Data From Published Sources.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
Copyright Cengage Learning. Powered by Cognero.
Page 7
LEARNING OBJECTIVES:
7.01 – Describe the process of searching for published external secondary data.
DATE CREATED:
7/26/2017 5:59 AM
DATE MODIFIED:
7/26/2017 6:01 AM
15. A specialist that is trained to know the contents of many of the key information sources in a library and on the Web
as well as how to search those sources most effectively is known as a
a.
search librarian.
b.
research librarian.
c.
reference librarian.
d.
resource librarian.
e.
consulting librarian.
ANSWER:
c
RATIONALE:
This specialist is known as a reference librarian. See 7–1: External Secondary Data From
Published Sources.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.01 – Describe the process of searching for published external secondary data.
DATE CREATED:
7/26/2017 6:02 AM
DATE MODIFIED:
7/26/2017 6:04 AM
16. Which of the following statements concerning single-source measurement is TRUE?
a.
It combines all the relevant data at the individual consumer or household level.
b.
Much of the single-source data is tightly controlled by retailers.
c.
Many companies that want the advantages of single-source data are not in a position to capture it.
d.
None of these are correct.
e.
All of these are all correct.
ANSWER:
e
RATIONALE:
All of these statements are true about single-source measurement. See 7-4: Standardized
Marketing Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.06 – Define single-source data.
DATE CREATED:
7/26/2017 6:04 AM
DATE MODIFIED:
9/20/2017 2:14 PM
17. A great deal of commercial information is available for marketers to assess advertising exposure and effectiveness.
Services have evolved to measure consumer exposure to which of the following media types?
a.
Television and radio
b.
Print media
Copyright Cengage Learning. Powered by Cognero.
Page 8
c.
Internet
d.
All of these are correct.
e.
None of these are correct.
ANSWER:
d
RATIONALE:
All of these are measurable media types. See 7-4: Standardized Marketing Information—
Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:07 AM
DATE MODIFIED:
9/20/2017 3:36 PM
18. Suppliers of industrial goods advertise most heavily in
a.
catalogs.
b.
trade publications.
c.
academic journals.
d.
newspapers.
e.
industrial magazines.
ANSWER:
b
RATIONALE:
Suppliers of industrial goods will advertise most heavily in trade publications. See 7-4:
Standardized Marketing Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:10 AM
DATE MODIFIED:
7/26/2017 6:12 AM
19. The organization that produces television ratings designed to provide estimates of the size and nature of audience
for a particular television program is
a.
Arbitron.
b.
Nielsen.
c.
Dun & Bradstreet.
d.
The Federal Communications Commission (FCC).
e.
GfK Group.
ANSWER:
b
RATIONALE:
This organization is known as the Nielsen Group. See 7–4: Standardized Marketing
Information—Measuring Advertising Exposure and Effectiveness.
Copyright Cengage Learning. Powered by Cognero.
Page 9
POINTS:
1
DIFFICULTY:
Easy
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:12 AM
DATE MODIFIED:
7/26/2017 6:15 AM
20. One of the oldest services for measuring exposure to, and readership of, print media is
a.
Nielsen’s Digital Voice.
b.
Arbitron.
c.
comScore’s Mobile Metrix.
d.
Webtrends.
e.
GfK Group’s Starch Ad Readership Program.
ANSWER:
e
RATIONALE:
This service is known as GfK Group’s Starch Ad Readership Program. See 7-4:
Standardized Marketing Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:15 AM
DATE MODIFIED:
7/26/2017 6:17 AM
21. The Nielsen television ratings are computed from data gathered by means of
a.
people meters.
b.
telephone surveys of representative viewer sample.
c.
smartphone apps.
d.
gaming consoles that are attached to television sets.
e.
None of these are correct.
ANSWER:
a
RATIONALE:
This data is gathered by means of people meters. See 7-4: Standardized Marketing
Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:18 AM
Copyright Cengage Learning. Powered by Cognero.
Page 10
DATE MODIFIED:
7/26/2017 6:20 AM
22. Which of the following is FALSE?
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.
It is difficult to count the number of times that a website or web banner ad has been accessed.
d.
All of these are false.
e.
None of these are false.
ANSWER:
c
RATIONALE:
All of the following are true except that it is difficult to count the number of times that a
website or web banner ad has been accessed. See 7-4: Standardized Marketing
Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:20 AM
DATE MODIFIED:
9/20/2017 2:15 PM
23. Radio-listening statistics gathered by Arbitron are typically collected using
a.
people meters.
b.
telephone surveys of representative listener samples.
c.
audiometers.
d.
diaries placed in a panel of households.
e.
personal interviews.
ANSWER:
d
RATIONALE:
These statistics are gathered by diaries placed in a panel of households. See 7-4:
Standardized Marketing Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:23 AM
DATE MODIFIED:
7/26/2017 6:26 AM
24. Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an
ad?
a.
Theme
b.
Copy
Copyright Cengage Learning. Powered by Cognero.
Page 11
c.
Layout
d.
Use of color
e.
All of these are correct.
ANSWER:
e
RATIONALE:
All of these are aspects that are assessed. See 7-4: Standardized Marketing Information—
Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:26 AM
DATE MODIFIED:
7/26/2017 6:30 AM
25. The main concern of the Starch Readership Service is to
a.
provide information on the demographic characteristics of a particular publication’s readership.
b.
provide advertisers with insights concerning the effectiveness of their ads.
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.
link magazine readership with certain lifestyle characteristics.
ANSWER:
b
RATIONALE:
The Starch Readership Service seeks to provide advertisers with insights concerning the
effectiveness of their ads. See 7-4: Standardized Marketing Information—Measuring
Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:30 AM
DATE MODIFIED:
7/26/2017 6:33 AM
26. GfK Group’s Starch Ad Readership program could help an advertiser understand if a reader
a.
remembered seeing an ad.
b.
saw the advertiser’s name in an ad.
c.
read any or all of the ad.
d.
responded to a number of items about the ad, such as taking an action.
e.
All of these are correct.
ANSWER:
e
RATIONALE:
All of these are aspects of an ad that the Starch Ad Readership program seeks to help
advertisers understand. See 7-4: Standardized Marketing Information—Measuring
Copyright Cengage Learning. Powered by Cognero.
Page 12
Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:33 AM
DATE MODIFIED:
7/26/2017 6:36 AM
27. Which of the following represents the greatest challenge when it comes to understanding consumers’ online
activities?
a.
Determining the demographics of visitors to a website
b.
Counting the number of times a website or banner had have been accessed
c.
Counting the revenue from online transactions
d.
All of these are equally challenging.
e.
None of these are the greatest challenge.
ANSWER:
a
RATIONALE:
When it comes to understand consumers’ online activities, determining the demographics
of visitors to a website is the greatest challenge. See 7-4: Standardized Marketing
Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:37 AM
DATE MODIFIED:
9/20/2017 2:15 PM
28. “Starch Readership Service”
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.
ANSWER:
e
RATIONALE:
Starch Readership Service directly involves the consumer and his or her behavior. See 7-4:
Standardized Marketing Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
Copyright Cengage Learning. Powered by Cognero.
Page 13
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:46 AM
DATE MODIFIED:
7/26/2017 6:48 AM
29. An advertiser wishes to compare readership scores for a particular ad against other ads in the same issue of a
magazine. A good way to do this would be to use
a.
Nielsen’s Digital Voice.
b.
Starch Readership Reports.
c.
comScore’s Mobile Metrix.
d.
Flurry.
e.
There is no good way to do this.
ANSWER:
b
RATIONALE:
The best way to accomplish this is through the use of Starch Readership Reports. See 7-4:
Standardized Marketing Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:48 AM
DATE MODIFIED:
7/26/2017 6:50 AM
30. 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.
a.
Marketing information system
b.
Management information system
c.
Business locator software
d.
Geographic information system
e.
None of these are correct.
ANSWER:
d
RATIONALE:
This software is called geographic information systems. See 7-2: Standardized Marketing
Information—Profiling Customers.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.03 – Define geodemography.
DATE CREATED:
7/26/2017 6:51 AM
DATE MODIFIED:
7/26/2017 6:52 AM
Copyright Cengage Learning. Powered by Cognero.
Page 14
31. Which of the following activities can be accomplished using GIS?
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 these are correct.
ANSWER:
e
RATIONALE:
All of these activities can be accomplished using GIS. See 7-2: Standardized Marketing
Information—Profiling Customers.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.03 – Define geodemography.
DATE CREATED:
7/26/2017 6:53 AM
DATE MODIFIED:
7/26/2017 6:54 AM
32. Which term describes the service used by researchers in an attempt to provide an overall assessment of the
effectiveness of a marketing campaign across multiple media platforms?
a.
Multi-media diaries
b.
Cross platform services
c.
Media-sponsored readership studies
d.
Portable people meters
e.
Google analytics
ANSWER:
b
RATIONALE:
This description matches a cross platform service. See 7-4: Standardized Marketing
Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 6:55 AM
DATE MODIFIED:
7/26/2017 6:57 AM
33. As it stands today, achieving a complete, single-source data system would
a.
require augmenting secondary data on things like media exposure and purchase behavior.
b.
combine the above with primary data on consumer knowledge, attitudes, motivations, information search,
post-purchase reaction, etc.
c.
be cost prohibitive to collect, even if relevant data could be identified.
d.
All of these are correct.
e.
None of these are correct.
Copyright Cengage Learning. Powered by Cognero.
Page 15
ANSWER:
d
RATIONALE:
All of these statements describe a complete, single-source data system. See 7-4:
Standardized Marketing Information—Measuring Advertising Exposure and Effectiveness.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.06 – Define single-source data.
DATE CREATED:
7/26/2017 6:57 AM
DATE MODIFIED:
9/20/2017 2:16 PM
34. There is likely to be relevant, external secondary data on almost any problem a marketer might confront.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.01 – Describe the process of searching for published external secondary data.
DATE CREATED:
7/26/2017 7:00 AM
DATE MODIFIED:
7/26/2017 7:02 AM
35. 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.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.04 – Describe the use of diary panels and scanner data for assessing product
sales.
DATE CREATED:
7/26/2017 7:02 AM
DATE MODIFIED:
7/26/2017 7:03 AM
36. Media exposure measured by unobtrusive mechanical processes is incredibly inaccurate.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
Copyright Cengage Learning. Powered by Cognero.
Page 16
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 7:03 AM
DATE MODIFIED:
7/26/2017 7:05 AM
37. The “National Panel Diary” (NPD) is an advertisement readership service.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.04 – Describe the use of diary panels and scanner data for assessing product
sales.
DATE CREATED:
7/26/2017 7:05 AM
DATE MODIFIED:
7/26/2017 7:06 AM
38. No existing system captures all the data that marketers would like to tie to particular consumers or households.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.06 – Define single-source data.
DATE CREATED:
7/26/2017 7:06 AM
DATE MODIFIED:
7/26/2017 7:07 AM
39. The majority of retail sales information is based on store audits.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.04 – Describe the use of diary panels and scanner data for assessing product
sales.
DATE CREATED:
7/26/2017 7:08 AM
Copyright Cengage Learning. Powered by Cognero.
Page 17
DATE MODIFIED:
7/26/2017 7:09 AM
40. People meters attempt to measure not only the channel to which the set is tuned but also who in the household is
watching.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 7:09 AM
DATE MODIFIED:
7/26/2017 7:10 AM
41. The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a
particular publications readership.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 7:10 AM
DATE MODIFIED:
7/26/2017 7:11 AM
42. The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases
made or products consumed over a given period of time.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.04 – Describe the use of diary panels and scanner data for assessing product
sales.
DATE CREATED:
7/26/2017 7:12 AM
DATE MODIFIED:
7/26/2017 7:13 AM
Copyright Cengage Learning. Powered by Cognero.
Page 18
43. Effective segmentation demands that firms group their customers into relatively heterogeneous groups.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.03 – Define geodemography.
DATE CREATED:
7/26/2017 7:13 AM
DATE MODIFIED:
7/26/2017 7:14 AM
44. People meters attempt to measure which household members are watching which television channels at what
times.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 7:15 AM
DATE MODIFIED:
7/26/2017 7:16 AM
45. The availability of demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are
typically quite small is called geodemography.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.03 – Define geodemography.
DATE CREATED:
7/26/2017 7:16 AM
DATE MODIFIED:
7/26/2017 7:18 AM
46. Cross-platform research will play an increasingly important role as researchers begin to harness the different sources
of data (internal and external) that are becoming available.
a.
True
b.
False
Copyright Cengage Learning. Powered by Cognero.
Page 19
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.05 – Discuss the purpose and operation of people meters and portable people
meters.
DATE CREATED:
7/26/2017 7:18 AM
DATE MODIFIED:
7/26/2017 7:19 AM
47. Discuss three common uses of the information supplied by standardized marketing information services.
ANSWER:
The information supplied by standardized marketing information services is commonly
used to (1) profile customers, (2) measure product sales and market share, and (3)
measure advertising exposure and effectiveness.
POINTS:
1
DIFFICULTY:
Medium
REFERENCES:
Understand
QUESTION TYPE:
Essay
HAS VARIABLES:
False
LEARNING OBJECTIVES:
7.02 – List three common uses of the information supplied by standardized marking
information services.
DATE CREATED:
7/26/2017 7:20 AM
DATE MODIFIED:
7/26/2017 7:23 AM