Deck 8: Standardized Marketing Information Services

Question 1

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?

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

Answer 1

B

Question 2

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 2

A

Question 3

Which of the following statements about Homescan is FALSE?

A)Nielsen's Homescan Service is designed to measure natural consumer behavior rather than test the effects of different promotions or advertising.
B)The Homescan Service maintains a panel of 61,500 participating households.
C)Participants use a handheld scanner to record the UPC codes of products as they are purchasing them at the store.
D)The service is able to record information such as the age and sex of the shopper or the price paid for the product.
E)Information from each household is downloaded periodically to Nielsen's computer system.

Answer 3

C

Question 4

The store audit continues to be a popular method of sales measurement for

A)small,independent grocery stores.
B)convenience stores.
C)liquor stores.
D)Both a and b.
E)a,b,and c.

Question 5

Services that provide "single-source" data typically do so by

A)linking magazine readership with product purchase behavior.
B)linking lifestyle data with television viewing behavior.
C)providing purchase and lifestyle data by arbitrary geographical units.
D)linking diary panel data with television viewing habits.
E)linking television viewing behavior with scanner-based purchasing behavior data.

Question 6

Which of the following statements concerning single-source measurement is TRUE?

A)The impact of single-source measurement has been so profound that it has been said to "ultimately rival the importance of the microscope to scientists."
B)Without proper planning,firms can literally drown in the data that the services produce.
C)Decision support systems are becoming increasingly important for analyzing data.
D)Both a and b.
E)a,b,and c.

Question 7

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.

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

Question 8

The "National Panel Diary" (NPD)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.

Question 9

All of the following might use data indexed in Dun's Business Locator EXCEPT

A)sales management.
B)advertising management.
C)marketing research professionals.
D)Both a and b.
E)a,b,and c.

Question 10

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.
E)All of the above are typically associated with "geodemographers."

Question 11

The Nielsen Retail Index is an example of a(n)

A)pantry audit.
B)diary panel audit.
C)store audit.
D)product audit.
E)financial audit.

Question 12

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

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 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 selling industrial goods 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.

Question 14

Which of the following statements describing Nielsen SCANTRACK is NOT true?

A)SCANTRACK is a service which interprets information provided by the reading of Universal Product Codes at point of purchase.
B)The service provides weekly sales data from a nationwide sample of scanner-equipped stores.
C)The types of products covered by the service include grocery,clothing,and household durables.
D)The data allow clients to monitor product recalls and shortages.
E)The scanner data are not subject to recording biases.

Question 15

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'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 16

The Nielsen television ratings are computed from data gathered by means of

A)people meters.
B)telephone surveys of representative viewer sample.
C)handheld scanners.
D)infrared scanning devices.
E)None of the above.

Question 17

Which of the following does NOT describe BehaviorScan?

A)It reflects purchasing behavior that is not subject to recording errors by the panel member.
B)It can link purchase behavior to the demographic characteristics of panel members.
C)It can link purchase behavior to members' known exposure to promotional deals,newspaper ads,and point-of-purchase displays.
D)It can link television-viewing behavior with product-purchasing behavior.
E)It lacks targetable television capability,maximizing the problem of having noncomparable experimental and control groups.

Question 18

Nielsen's SCANTRACK service DOES NOT allow clients to evaluate the effectiveness of

A)short-term promotions.
B)pricing changes.
C)new product introductions.
D)radio advertising.
E)in-store displays.

Question 19

Suppliers of industrial goods advertise most heavily in

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

Question 20

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.

Question 21

The majority of retail sales information is based on store audits.

Question 22

The Nielsen Retail Index is an example of a diary panel audit.

Question 23

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)BehaviorScan requires only one identification card per household.
D)Both a and b.
E)a,b,and c.

Question 24

"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.

Question 25

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

Question 26

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

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

Question 27

The "National Panel Diary" (NPD)is an advertisement readership service.

Question 28

Universal Product Codes are 12-digit numbers imprinted on products themselves or on tags attached to the products.

Question 29

Radio-listening statistics gathered by Arbitron are typically collected using

A)people meters.
B)telephone surveys of representative listener samples.
C)audimeters.
D)mail diaries.
E)personal interviews.

Question 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 the above.

Question 31

Which of the following is FALSE?

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 32

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.

Question 33

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

Question 34

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

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

Question 35

The main concern of the Starch Readership Service is to

A)provide information on the demographic characteristics of a particular publication's readership.
B)link magazine readership with certain lifestyle characteristics.
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)provide advertisers with data concerning the effectiveness of their ads.

Question 36

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 the above.

Question 37

The Census Bureau created the first electronic census in 1970.

Question 38

A ____ is the geographic area surrounding a store where the vast majority of its customers come from.For example,over 50% of the customers to a typical McDonalds come from within 5 miles from the store.

A)Block Group
B)Trade Area
C)PRIZM Group
D)Geocode
E)None of the above.

Question 39

The key feature of a(n)____________________ is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.

Question 40

Which of the following describes the "recognition method" used to assess a particular ad's effectiveness? A respondent is

A)shown slides and asked if he or she remembers them.
B)given an open-ended questionnaire.
C)given a self-administered questionnaire.
D)given a self-administered questionnaire with pictures.
E)asked whether he or she has read each ad as he/she pages through an open magazine.

Question 41

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

Question 42

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

Question 43

The first electronic census took place in ____________________.

Question 44

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

Question 45

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