Question 1

__________ is a syndicated data source for measuring audience in television.&#10;A) Arbitron&#10;B) Nielsen&#10;C) MRI&#10;D) Scarborough&#10;E) Comscore

Accepted Answer

Nielsen is well-known for its television audience measurement and ratings, providing data on what people watch on television.

Question 2

__________ is a syndicated data source for measuring audience in radio.&#10;A) Arbitron&#10;B) Nielsen&#10;C) MRI&#10;D) Scarborough&#10;E) Comscore

Accepted Answer

Arbitron, now known as Nielsen Audio after its acquisition by Nielsen, is specifically known for measuring audience sizes and other analytics in the radio industry.

Question 3

__________ is a syndicated data source for measuring audience in newspapers.&#10;A) Arbitron&#10;B) Nielsen&#10;C) MRI&#10;D) Scarborough&#10;E) Comscore

Accepted Answer

Scarborough is known for measuring audience in newspapers, providing detailed insights into print and digital readership, as well as consumer behavior and shopping patterns.

Question 4

__________ is a syndicated data source for measuring audience on the Internet.&#10;A) Arbitron&#10;B) Nielsen&#10;C) MRI&#10;D) Scarborough&#10;E) Comscore

Accepted Answer

Comscore is a well-known syndicated data source that specializes in measuring digital audiences, including internet usage and online behavior.

Question 5

__________ is an example of syndicated audience rating measurement.&#10;A) Nielsen&#10;B) Journal of Advertising&#10;C) American Academy of Advertising&#10;D) U.S. Census&#10;E) Advertising Age

Accepted Answer

Nielsen is known for its audience measurement systems, which are used to determine the size and composition of television and other media audiences. This makes it an example of a syndicated audience rating measurement service.

Question 6

Which of the following in NOT a use of syndicated source in advertising and public relations research?&#10;A) Learning about consumer trends&#10;B) Establishing how many people were exposed to a message&#10;C) Understanding your target audience&#10;D) Determining what your target market thinks about your new product&#10;

Accepted Answer

Determining what your target market thinks about your new product is not a use of syndicated source in advertising and public relations research. This would require direct market research such as surveys or focus groups, rather than the use of syndicated sources.

Question 7

Arbitron is used for audience measurement in radio.

Accepted Answer

Arbitron, now known as Nielsen Audio after its acquisition by Nielsen in 2013, is a service that measures radio audiences to provide data on listenership.

Question 8

Nielsen is the leader of newspaper audience measurement.

Accepted Answer

Nielsen is primarily known for its television audience measurement and ratings, not for newspaper audience measurement.

Question 9

One of the uses of syndicated sources is establishing consumer trends.

Accepted Answer

Syndicated sources compile data from various surveys, sales, and other metrics, making them useful for identifying and analyzing consumer trends over time.

Question 10

Comscore is an organization that facilitates audience measurement in radio.

Accepted Answer

Comscore is primarily known for its internet analytics, providing data and analytics for web and TV audiences, not specifically for radio audience measurement.

Question 11

All syndicated data sources are publicly available for free for everyone in the United States.

Accepted Answer

The answer of All syndicated data sources are publicly available...

Question 12

Differentiate between audience measurement and establishment of consumer trends. Which syndicated data source would you use for each?

Accepted Answer

The answer of Differentiate between audience measurement and establishment of...

Question 13

List three uses of syndicated data in advertising and public relations research.

Accepted Answer

The answer of List three uses of syndicated data in...

Deck 6: Syndicated Research