Question 1

Which of the following market tracking studies provides members of its panel with an ID card they present at checkout counters in grocery and drugstores?
A) BehaviorScan
B) Scantrack
C) DEMOScan
D) Procision
E) PRIZM

Accepted Answer

BehaviorScan is a market tracking study that provides panel members with an ID card to present at checkout, allowing for the collection of detailed purchase data.

Question 2

Firms subscribing to syndicated data have substantial control over what information is collected and what format the information comes in (i.e., class definitions).

Accepted Answer

Firms subscribing to syndicated data do not have control over what information is collected or what format the information comes in. The data provider determines this.

Question 3

Nielsen's service that is designed to gather and report WOM or online "buzz" about companies and their products and services is known as:
A) Online Reporter
B) WOMDataMetrics
C) NielsenBlogMagnet
D) BuzzMetrics
E) WOMSphereReporter

Accepted Answer

The service that is designed to gather and report WOM or online "buzz" about companies and their products and services is known as BuzzMetrics, as stated in the question. None of the other options, Online Reporter, WOMDataMetrics, NielsenBlogMagnet, and WOMSphereReporter, are mentioned as Nielsen services designed for this purpose.

Question 4

What kind of data are recorded continuously from a panel of respondents to measure their exposure to promotional materials (usually TV as well as in-store promotions)and subsequent buying behavior?
A) market tracking data
B) UPC data
C) Nielsen TV Index data
D) Longitu-Panel data
E) single-source data

Accepted Answer

Single-source data is collected from the same group of respondents over time, capturing both their exposure to promotional materials and their purchasing behavior, providing a comprehensive view of the impact of promotions.

Question 5

Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

Accepted Answer

Standardized information is defined as data that is collected and processed in a uniform manner across all users, ensuring consistency and accuracy in the data. This makes it easier to compare and analyze the data collected by different individuals or organizations. Examples of standardized information include census data, financial data, and standardized test scores.

Question 6

Because firms subscribing to syndicated data share the costs of data collection and dissemination, the information comes to them at a lower cost than if they collected it themselves.

Accepted Answer

Syndicated data is collected and disseminated by a third-party provider who distributes the same data to multiple subscribing firms. Since the costs of data collection and dissemination are shared by multiple firms, the cost of acquiring the data is lower than if each firm had to collect the same data themselves.

Question 7

The Nielsen TV ratings are reported in 210 geographical market areas in the U.S. market. These "TV markets" were devised by Nielsen and are called:
A) DNAs; Designated Network Areas
B) DTAs; Determined Television Areas
C) TVMs; Television Market Areas
D) DMAs; Designated Market Areas
E) TNMs; Television Nielsen Markets

Accepted Answer

The correct term for the geographical TV markets used by Nielsen is "DMAs" which stands for Designated Market Areas. The other options are incorrect.

Question 8

Standardized information services collect market tracking data at the household level by using:
A) video cameras, 35 mm cameras, tape recorders, and scanning devices
B) panels of auditors, diaries of store managers, and video cameras
C) consumer protocol data, household pantry inventories, and private investigators
D) panels of consumers who may use scanning devices, diaries, and home audits
E) focus groups, ethnographic studies, and diaries

Accepted Answer

Standardized information services typically use panels of consumers who participate voluntarily and use a combination of scanning devices, diaries, and home audits to collect market tracking data at the household level. This method allows for a representative sample of the target population to provide accurate and reliable data over an extended period of time. Choice A is incorrect because video cameras and 35 mm cameras are intrusive and may not capture all necessary data. Tape recorders are also impractical for collecting market tracking data. Choice B and C both use methods that are either intrusive or unreliable. Choice E is incorrect because focus groups and ethnographic studies are not designed to collect market tracking data at the household level.

Question 9

The Maritiz Poll, because it uses a standardized process to ensure that consumer attitudes and opinions are correctly measured and represented on a variety of projects means, is an example of syndicated data services.

Accepted Answer

The answer of The Maritiz Poll, because it uses a...

Question 10

Syndicated data are data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

Accepted Answer

This is correct. Syndicated data allows subscribers to access the same standardized data from a common database for a fee.

Question 11

One company is developing a multimedia recording device that will measure a person's exposure to TV, radio, and even Web pages. The name of the device is:
A) personal portable walkman (PPW)
B) personal portable meter (PPm)
C) the people meter (TPP)
D) WebWatcherandBeyond.com
E) E-meters Corporation

Accepted Answer

The device being developed to measure a person's exposure to various media is called the "personal portable meter (PPm)."

Question 12

Which of the following standardized information sources provides information on several media such as magazines, newspapers, television, radio, cable, and so on?
A) NBC
B) Simmons National Consumer Study
C) MultiMediaMavens.com
D) Nielsen Multi-Media Markets
E) Burke Inc.

Accepted Answer

The Simmons National Consumer Study provides comprehensive data on consumer behavior and media usage across various platforms, including magazines, newspapers, television, radio, and more.

Question 13

Which of the following standardized information services firms is developing a device that will automatically record media (radio, TV, or Web pages)to which a person is exposed?
A) ACNielsen
B) Information Resources, Inc.
C) RoperASW
D) Arbitron
E) AllMediaRecording, Inc.

Accepted Answer

Arbitron is known for its development of devices like the Portable People Meter, which automatically records media exposure.

Question 14

The Nielsen Television Index collects data on TV viewership using diaries or:
A) Nielsen researchers
B) people meters
C) Information Resources researchers
D) television cameras
E) cell phone monitoring systems

Accepted Answer

The Nielsen Television Index collects data on TV viewership using people meters, electronic devices that are installed in a representative sample of television households and record what and when they watch. This data is then used to calculate ratings for various television programs.

Question 15

Which of the following standardized information services, a syndicated data service, provides readership scores by type of magazine ad, which helps marketers determine the characteristics of "good" ads?
A) GOODAD/BADAD.com
B) Adreader.com
C) Adnorms
D) NTI
E) StarchScorer

Accepted Answer

The answer of Which of the following standardized information services,...

Question 16

Which standardized information service is primarily responsible for providing radio listenership data?
A) RADCustomers
B) RoperASW's Starch Radio Listenership Studies
C) Arbitron
D) DON'TTURNTHATDIAL, Inc.
E) Nielsen Radio Ratings

Accepted Answer

Arbitron is the primary standardized information service responsible for providing radio listenership data.

Question 17

Consumers create a great deal of information through blogs, discussion boards, forums, user groups and the like. This information is valuable to companies and would be called:
A) government protected media
B) consumer generated media
C) distributor created media
D) spurious information
E) WOM, "Word of the Month" media

Accepted Answer

Consumers generating information through blogs, discussion boards, forums, user groups, etc. is commonly referred to as consumer generated media (CGM). This information can be valuable for companies to understand consumer opinions, feedback, and insights.

Question 18

One of the problems with today's complex information technology is ________. Marketing research firms are attempting to deal with this problem by offering products and services labeled "decision support systems," "data mining systems," or "expert systems" like IRI's Builder Suite services or Nielsen's Category Business Planner.
A) data costs more than the value they bring to the decision maker
B) information "decay"; the data have lost their value by the time they are processed
C) information overload
D) "garbage-in; garbage-out"
E) the "needle in the haystack" problem; the answer is there but almost never found

Accepted Answer

The problem mentioned in the question is information overload, which is best addressed by using decision support systems, data mining systems, or expert systems to help manage and analyze the large amounts of data available. The other options are not directly related to the problem of information overload.

Question 19

Standardized services refers to data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

Accepted Answer

Standardized services refer to services that are consistent and uniform across different users or locations, not specifically about data collection or availability.

Question 20

Which of the following services provides measuring the extent to which magazine ads are seen and read?
A) MAGAD Readership Service
B) Arbitron Magazine Readership Service
C) Curtis Publishing Ratings Index
D) MAGSRUS.com
E) MRI's Starch Readership Service

Accepted Answer

MRI's Starch Readership Service provides measuring the extent to which magazine ads are seen and read.

Quiz 7: Standardized Information Sources

Which of the following market tracking studies provides members of its panel with an ID card they present at checkout counters in grocery and drugstores?

Firms subscribing to syndicated data have substantial control over what information is collected and what format the information comes in (i.e., class definitions).

Nielsen's service that is designed to gather and report WOM or online "buzz" about companies and their products and services is known as:

What kind of data are recorded continuously from a panel of respondents to measure their exposure to promotional materials (usually TV as well as in-store promotions) and subsequent buying behavior?

Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

Because firms subscribing to syndicated data share the costs of data collection and dissemination, the information comes to them at a lower cost than if they collected it themselves.

The Nielsen TV ratings are reported in 210 geographical market areas in the U.S. market. These "TV markets" were devised by Nielsen and are called:

Standardized information services collect market tracking data at the household level by using:

The Maritiz Poll, because it uses a standardized process to ensure that consumer attitudes and opinions are correctly measured and represented on a variety of projects means, is an example of syndicated data services.

Syndicated data are data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

One company is developing a multimedia recording device that will measure a person's exposure to TV, radio, and even Web pages. The name of the device is:

Which of the following standardized information sources provides information on several media such as magazines, newspapers, television, radio, cable, and so on?

Which of the following standardized information services firms is developing a device that will automatically record media (radio, TV, or Web pages) to which a person is exposed?

The Nielsen Television Index collects data on TV viewership using diaries or:

Which of the following standardized information services, a syndicated data service, provides readership scores by type of magazine ad, which helps marketers determine the characteristics of "good" ads?

Which standardized information service is primarily responsible for providing radio listenership data?

Consumers create a great deal of information through blogs, discussion boards, forums, user groups and the like. This information is valuable to companies and would be called:

Standardized services refers to data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

Which of the following services provides measuring the extent to which magazine ads are seen and read?