Deck 6: Standardized Sources of Marketing Data

Question 1

In an MDSS, models are used as "what if" questions.

Answer 1

True

Question 2

Warehouse withdrawal services are one source of point-of-sale information.

Answer 2

False

Question 3

It is typical of retail audits that the sample is weighted toward high volume stores.

Answer 3

True

Question 4

A problem with the home audit is that the auditor is unable to collect information on products that have been totally consumed or thrown out by the panel member.

Question 5

A source database refers users to articles and news contained in other sources.

Question 6

The mail diary method is primarily used in the United States because it has been shown to produce superior market share data.

Question 7

The largest syndicated research services supply consumer product companies with data on distribution and sales.

Question 8

A reference database describes compilations and directories of secondary data sources.

Question 9

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.

Question 10

Syndicated marketing data sources serve only a few large customers who have a need for specific data on a continuing basis.

Question 11

Expert systems are being created by suppliers of scanner data in order to provide more utility to the managers and to aid in their decision process.

Question 12

Store audit data are used over time to assess the impact of marketing activities, such as a price change.

Question 13

Behavior Scan maintains a household panel in each of several cities who record their purchases in a diary.

Question 14

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

Question 15

In an MDSS, the database is stored in disaggregated form so it can analyze by product item, sales district, trade account, etc.

Question 16

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

Question 17

For infrequently purchased products, a large sample of outlets is less important than bi-monthly audit data.

Question 18

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

Question 19

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

Question 20

Arbitron maintains only regional radio and T.V.panels.

Question 21

Which one of the following is not an expert system based on scanner data services?

A)Spotlight
B)Sales advisor
C)Promotion simulator
D)Sales partner
E)Economic Information System

Question 22

One drawback to warehouse withdrawal audits is that the data do not cover 1-which brands are being distributed to which stores. 2-the shelf location of each brand. 3-point-of-sale displays. 4-the number of food operators carrying the product.

A)1
B)2
C)3
D)4
E)1, 2, and 3 only

Question 23

As the manager of a fast-food business, you need information on brand switching behavior.Which source would you use?

A)A restaurant audit
B)A Census of Business
C)A mail diary panel
D)A restaurant audit and a Census of Business
E)All of these

Question 24

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

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

Question 25

"Testing effects" in consumer panels occur when new members report unusual levels of purchasing due to the novelty of the reporting responsibility.

Question 26

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

Question 27

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

Question 28

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

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 29

Which of the following is true about computer scanner checkouts? 1-They record purchases by passing them over a laser scanner. 2-One of their advantages to the researcher is the ability to look at data over short periods of time. 3-Consumers' purchase data can be instantly accessed.

A)1
B)2
C)3
D)2 and 3
E)1, 2, and 3

Question 30

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

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 31

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

Question 32

Starch scores can be used to measure product sales and market share.

Question 33

Syndicated services are not able to provide information on products

A)through retailers, as provided by store audits.
B)searched for by customers, as provided by customer complaints.
C)through wholesalers, as provided by warehouse withdrawal services.
D)purchased by consumers, as provided by consumer purchase panels.
E)none of the above.

Question 34

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?

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 35

"Mortality rates" occur in consumer panels when the consumers refuse to participate in the exercise.

Question 36

"Selection bias" in consumer panels arises out of the refusal of consumers to participate in the panel, thereby resulting in lack of representativeness.

Question 37

Survey respondents have been found to 1-answer purchase questions in terms of their normal behavior. 2-exaggerate their rate of purchasing. 3-oversimplify brand switching behavior. 4-be more accurate sources of information than a continuous panel.

A)1
B)2
C)3
D)4
E)2 and 3

Question 38

Which of the following is not true of continuous panels? 1-They are usually a representative sample of the population. 2-Panel members who drop out usually differ from the members of the panel who remain. 3-They provide a vehicle for testing the effects of changes in price or advertising copy. 4-They have an advantage of accuracy over interview methods.

A)1
B)2
C)3
D)4
E)1 and 2

Question 39

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

Question 40

The tendency for new members of a panel to report unusual levels of purchase is the result of

A)testing effects.
B)mortality.
C)selection bias.
D)probability sampling.
E)none of the above.

Question 41

The standardized source of marketing data that deals with print media is

A)Starch scores.
B)Arbitron information on demand.
C)NTI.
D)Simmons media.
E)none of the above.

Question 42

Selection bias occurs because

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 43

The starch surveys employ the ____________ to asses a particular ad's effectiveness

A)people meter
B)Starch method
C)nielson method
D)recognition method
E)Arbitron method

Question 44

The tendency for new members of a panel to report unusual levels of purchase is the result of

A)testing effects
B)mortality
C)selection bias
D)probability sampling
E)none of the above

Question 45

Continuous panels are beneficial to researchers because

A)the researcher can study changes in behavior
B)the researcher can collect buyer characteristics and look to market segment behavior
C)not only do you have time series data, but it is not aggregated over all individuals so a single individual or family) can be studied
D)all of the above
E)none of the above

Question 46

Which of the following is not true about diary panels?

A)panel members provides higher quality data than sample respondents
B)panel members are representative of the population
C)panel members are subject to response bias
D)panel members provide longitudinal data
E)none of the above

Question 47

Diary panels are not used for

A)estimating market share
B)forecasting sales
C)assessing causal relationships
D)assessing brand loyalty
E)measuring promotional effectiveness

Question 48

___________ occurs in choosing consumer panels because of the high rates of refusal and the resulting lack of representativeness.

A)Mortality effects
B)Testing effects
C)Selection bias
D)Response bias
E)None of the above

Question 49

Which of the following is not an application of the standardized data source?

A)Measuring promotion effectiveness
B)Measuring ad exposure and effectiveness
C)Measuring product sales and market shares
D)Estimation and evaluation of models
E)Identifying newer markets

Question 50

Testing Effects occur because

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