Deck 5: Exploratory Research Design: Syndicated Sources of Secondary Data

Question 1

Electronic devices automatically record behaviors that supplement a diary for media panels.

Answer 1

True

Question 2

Periodic surveys measure the same group of respondents over time but not necessarily on the same variables.

Answer 2

False

Question 3

The primary purpose of audit services is to establish consumer profiles.

Answer 3

False

Question 4

Panel surveys collect data on the same set of variables at regular intervals,each time sampling from a new group of respondents.

Question 5

According to the text,surveys are used primarily for new product testing.

Question 6

Households provide specific information regularly over an extended period of time for purchase panels.

Question 7

Scanner panels with cable TV are used primarily for determining prices.

Question 8

Interviews with a large number of respondents using a predesigned questionnaire are called observations.

Question 9

Verifications of product movement by examining physical records or performing inventory analysis are characteristics of audits.

Question 10

The primary use of scanner volume-tracking data is to forecast sales.

Question 11

An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.

Question 12

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.

Question 13

Household purchases are recorded through electronic scanners in supermarkets for scanner volume-tracking data.

Question 14

Customized services make their money by collecting data and designing research products that fit the information needs of more than one organization.

Question 15

An example of a disadvantage of using surveys is interviewer error.

Question 16

According to the text,panel surveys are used primarily because of their lower cost compared to random sampling.

Question 17

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

Question 18

The primary use for media panels is to determine market potential by geographic region.

Question 19

Purchase panels are used primarily for establishing advertising rates.

Question 20

Periodic,panel,and shared are the three types of general surveys.

Question 21

Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

Question 22

Passive peoplemeters allow entire shopping carts to be checked out in an instant using tiny embedded chips in merchandise.

Question 23

A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

Question 24

________ make their money by collecting data and designing research products that fit the information needs of more than one organization.

A) Data processing services
B) Syndicated services
C) Field services
D) Qualitative research services
E) Pooling services

Question 25

According to the text,qualitative data are data routinely collected by supermarkets and other outlets with electronic checkouts.

Question 26

Peoplemeters have revolutionized grocery store retailing by allowing self-service checkouts.

Question 27

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________.

A) syndicated services/sources
B) data processing services
C) field services
D) qualitative research services
E) pooling services

Question 28

Scanner data that provides information on purchases by brand,size,price,and flavor or formulation are called volume-tracking data.

Question 29

The Nielsen BrandLift is designed to provide marketers with effectiveness measurement for Facebook advertising.

Question 30

Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Question 31

The Nielsen Page is the name of Nielsen's blog.

Question 32

Psychometrics refers to the psychological profiles of individuals and to psychologically-based measures of lifestyle,such as brand loyalty and risk taking.

Question 33

Syndicated services or sources can be classified based on the unit of measurement.

Question 34

"Lifestyles" refer to the distinctive models of living of a society or some of its segments.

Question 35

Nielsen's volume-tracking data service is called InfoScan.

Question 36

According to the text,surveys are the primary means of obtaining information about consumers' motives,attitudes,and preferences.

Question 37

The collection of product movement data for wholesalers and retailers is called a focus group.

Question 38

Syndicated data are data that are collected and made available to all subscribers in ________.

A) standard format
B) moderated format
C) variable format
D) specialized format
E) contemporary format

Question 39

A major strength of scanner data is its representativeness gained by including all retail categories,such as food warehouses and mass merchandisers.

Question 40

The three types of scanner data that are available are scanner panels,volume-tracking data,and scanner panels with cable TV.

Question 41

Syndicated sources can be classified based on units of measurement,such as ________ and ________.

A) observations; insights
B) surveys; interviews
C) qualitative; quantitative
D) secondary; primary
E) households/consumer; institutions

Question 42

An advantage of which of the following types of syndicated services is being the most flexible way of obtaining data?

A) surveys
B) audit services
C) media panels
D) scanner volume-tracking data
E) in-depth interviews

Question 43

A disadvantage for which of the following types of syndicated services includes interviewer error?

A) media panels
B) scanner volume-tracking data
C) audit services
D) in-depth interviews
E) surveys

Question 44

Which of the following is NOT a primary use of scanner volume-tracking data?

A) forecasting trends
B) price tracking
C) modeling
D) effectiveness of in-store modeling
E) B and C

Question 45

Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services?

A) surveys
B) audits
C) purchase panels
D) media panels
E) movement exams

Question 46

The distinctive models of living of a society or some of its segments refers to ________.

A) geo-demographics
B) lifestyles
C) psychometrics
D) demographics
E) usage segments

Question 47

The purposes of audit services include all of the following EXCEPT:

A) establishing consumer profiles.
B) measuring consumer sales and market share.
C) analyzing distribution patterns.
D) tracking new products.
E) measuring competitive activity.

Question 48

For which of the following types of syndicated services do households provide specific information regularly over an extended period of time?

A) surveys
B) purchase panels
C) scanner volume-tracking data
D) audit services
E) regular surveys

Question 49

Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?

A) periodic surveys
B) panel surveys
C) shared surveys
D) parallel surveys
E) regular surveys

Question 50

Purchase panels are used primarily for all of the following purposes EXCEPT:

A) forecasting sales.
B) establishing consumer profiles.
C) evaluating test markets.
D) forecasting market share
E) establishing advertising rates.

Question 51

Which of the following are the two types of general surveys?

A) periodic
B) panel
C) shared
D) A and B
E) B and C

Question 52

The uses of media panels include all of the following EXCEPT:

A) establishing advertising rates.
B) selecting media programs or airtime.
C) determining market potential by geographic area.
D) establishing view profiles.
E) A and B

Question 53

For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary?

A) purchase panels
B) audit services
C) surveys
D) media panels
E) online surveys

Question 54

Household purchases are recorded through electronic scanners in supermarkets for which of the following syndicated services?

A) surveys
B) media panels
C) scanner volume-tracking data
D) audit services
E) sales tax monitoring

Question 55

Scanner panels with cable TV are used primarily for all of the following purposes EXCEPT:

A) promotional mix analyses.
B) copy testing.
C) new product testing.
D) positioning.
E) distribution channel selection.

Question 56

________ collect data on the same set of variables at regular intervals,each time sampling from a new group of respondents.

A) Periodic surveys
B) Panel surveys
C) Shared surveys
D) Parallel surveys
E) Regular surveys

Question 57

Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?

A) media panels
B) surveys
C) purchase panels
D) movement exams
E) audit services

Question 58

According to the text,surveys are used primarily for all of the following purposes EXCEPT:

A) market segmentation.
B) advertising theme and selection.
C) advertising effectiveness.
D) in-depth interviews
E) all of the above

Question 59

________ refer to the psychological profiles of individuals and to psychologically-based measures of lifestyle,such as brand loyalty and risk taking.

A) Psychometrics
B) Psychographics
C) Demographics
D) Geo-demographics
E) Ego-profiling

Question 60

According to the text,________ are used primarily because of their lower cost compared to random sampling.

A) periodic surveys
B) panel surveys
C) shared surveys
D) parallel surveys
E) regular surveys

Question 61

________ is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

A) An audit
B) A panel
C) A survey
D) A focus group
E) A movement exam

Question 62

Which of the following describes the disadvantage of using audit data?

A) There are significant limitations associated with the extent to which audited data can be analyzed.
B) Audits provide relatively inaccurate data at the wholesale level.
C) There is a delay associated with compiling and reporting audited data.
D) Audits provide relatively inaccurate data at the retail level.
E) Audits can be linked to consumer data.

Question 63

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.

A) scanner panels/cable TV
B) scanner panels
C) purchase panels
D) media panels

Question 64

According to the text,________ are data routinely collected by supermarkets and other outlets with electronic checkouts.

A) observational data
B) modular data
C) volume-tracking data
D) experimental data
E) cashier data

Question 65

Information gathered from social media is used to ________.

A) understand the market
B) answer clients' concerns
C) connect to consumers and potential participants
D) conduct online research
E) all of the above

Question 66

According to the text,________ are the primary means of obtaining information about consumers' motives,attitudes,and preferences.

A) surveys
B) focus groups
C) secondary research
D) experiments
E) in-depth interviews

Question 67

________ collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

A) Focus group panels
B) Modular group panels
C) Scanner panels
D) Audit panels
E) Cashier panels

Question 68

Which of the following is (are)a type(s)of scanner data that is currently available?

A) scanner panels
B) modular data
C) volume-tracking data
D) scanner panels with cable TV
E) A, C and D

Question 69

The collection of product movement data for wholesalers and retailers is called ________.

A) an audit
B) a panel
C) a survey
D) a focus group
E) a movement exam

Question 70

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.

A) scanner panels with cable TV
B) volume tracking data
C) scanner panels
D) none of the above

Question 71

If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands,the most effective way to obtain this information is via:

A) scanner data.
B) in-store intercepts where consumers were observed purchasing a product in a particular category.
C) telephone interviews with individuals who made a recent category.
D) an audit.
E) panel data from individuals in the interested category.

Question 72

Purchase panels provide useful information for all of the following EXCEPT:

A) forecasting sales.
B) estimating market shares.
C) assessing brand loyalty/switching behavior.
D) measuring promotional effectiveness.
E) attitudes and motives of consumers.

Question 73

________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.

A) Industrial Firms/Organizations
B) Single-source services
C) Customized services
D) Retail services
E) Movement services

Question 74

Which of the following companies is NOT a major source of syndicated services in the United States?

A) Nielsen
B) Simmons Market Research Bureau
C) Microsoft
D) Arbitron
E) SymphonyIRI

Question 75

An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.

A) single-source data
B) dual-source data
C) multiple-source data
D) qualitative data
E) cashier data

Question 76

Scanner data that provides information on purchases by brand,size,price,and flavor or formulation are called ________.

A) segmenting data
B) volume-tracking data
C) secondary data
D) modular data
E) audiologs

Question 77

Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT:

A) brand and amount purchased.
B) price paid.
C) special deals used.
D) store where purchased.
E) All of the above are provided by those NPD respondents.

Question 78

Panel data's advantages over survey data include all of the following EXCEPT:

A) changes in brand loyalty can be measured.
B) more committed respondents give more accurate information.
C) recall errors are eliminated when panelists record information at the time of purchase.
D) human errors are eliminated if electronic devices are used.
E) minorities and low-education groups are most always represented in sufficient numbers among purchase panel respondents.

Question 79

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

A) Scanner data
B) Secondary data
C) Qualitative data
D) Modular data
E) Cashier data

Question 80

Which of the following companies is (are)not recognized as the largest syndicated firm specializing in the collection of scanner data?

A) Nielsen
B) Microsoft
C) SymphonyIRI
D) A and B
E) A, B, and C