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

Quizplus · Accepted Answer

The data gathering technique described in the question, where respondents' television viewing behavior is automatically recorded by electronic devices, is referred to as media panels. Choice A (scanner panels/cable TV) is not accurate because scanner panels refer to the collection of sales data at the point of sale, while cable TV refers to a mode of content delivery. Choice B (scanner panels) and choice C (purchase panels) are not accurate because neither of these techniques record television viewing behavior.

A Data Gathering Technique That Is Comprised of Samples of Respondents