Deck 6: Standardized Sources of Marketing Data

Question 1

Nielsen's auditing services cover four major reporting groups: grocery products, drugs, alcoholic beverages, and automobiles.

Answer 1

False

Question 2

Expert systems are being created by suppliers of scanner data in order to provide more utility to the managers and to aid in their decision process.

Answer 2

True

Question 3

One benefit of scanner data is enhanced accuracy of the data.

Answer 3

True

Question 4

Behavior Scan can control what TV advertising is seen by each panel member.

Question 5

Behavior Scan can control purchases of new products by monitoring purchases.

Question 6

As a system for estimating national television audiences, Starch scores produces a "rating" and corresponding share estimate.

Question 7

Behavior Scan maintains a household panel in each of several cities who record their purchases in a diary.

Question 8

Advertising exposure and effectiveness in the print media are tested by Nielsen Television Services and Arbitron and in the audio‐visual media by Starch scores.

Question 9

A problem with the home audit is that the auditor is unable to collect information on products that have been totally consumed or thrown out by the panel member.

Question 10

Syndicated marketing data sources serve only a few large customers who have a need for specific data on a continuing basis.

Question 11

In the mail diary method, the panel member records the details of each purchase in certain categories and returns the completed diary by mail at regular intervals

Question 12

Store audit data are used over time to assess the impact of marketing activities, such as a price change.

Question 13

Sales are computed from audit data by adding beginning inventory to deliveries and subtracting ending inventory.

Question 14

In comparison with interview methods, although not with audits, the continuous purchase panel has the advantage of accuracy.

Question 15

Audit data are collected by an audit team that visits an ever-changing sample of stores at regular intervals and does a physical count of inventory.

Question 16

The Starch surveys employ the recognition method to assess a particular ad's effectiveness.

Question 17

RFID offers the ability to store more information than an 11 digit UPC bar code

Question 18

The Starch readership service measures the readership of advertise- ments in magazines and newspapers.

Question 19

Marketing performance typically is measured by the company's sales and market share.

Question 20

The more specific and topical the need for information, the greater is the likelihood that relevant secondary data will be found.

Question 21

The tendency for new members of a panel to report unusual levels of purchase is the result of

A) testing effects
B) mortality
C) selection bias
D) probability sampling
E) none of the above

Question 22

The standardized source of marketing data that deals with print media is

A)Starch scores.
B)Arbitron information on demand
C)NTI.
D)Simmons media.
E)none of the above.

Question 23

Store audits may give information on all of the following except the

A)distribution of products.
B)sales of products.
C)profitability of products.
D)media advertising for the total market and for major brands.
E)none of the above.

Question 24

"Mortality rates" occur in consumer panels when the consumers refuse to participate in the exercise.

Question 25

Consumer panels make it possible to analyze all of the following except

A)the characteristics of heavy buyers.
B)brand switching rates.
C)the effectiveness of the distribution network.
D)cumulative market penetration.
E)all of these can be analyzed using consumer panels.

Question 26

A continuous panel purchase is not useful in conducting quasi- experiments.

Question 27

The advantage of single-source systems is that they can track purchases only at grocery stores and drug stores that are equipped with scanners.

Question 28

Which of the following is not an application of the standardized data source?

A)Measuring promotion effectiveness
B)Measuring ad exposure and effectiveness
C)Measuring product sales and market shares
D)Estimation and evaluation of models
E)Identifying newer markets

Question 29

A large grocery product manufacturer has experienced declining sales of canned beans.You are asked to investigate whether the decline is due to the pricing of its product relative to that of the competition.What data source would you use?

A)A warehouse withdrawal service
B)An SIC index
C)A retail store audit
D)A mail diary panel
E)A home audit panel

Question 30

Which one of the following is not an expert system based on scanner data services?

A)SymphonyGOLD
B)SymphonyEYC
C)Assortman
D)Spaceman
E)Nielsen Connected System

Question 31

Information on special displays, in-store advertising, and shelf facings can be obtained through

A)a Census of Business.
B)surveying wholesalers.
C)computer scanner checkouts.
D)a retail store audit.
E)none of the above.

Question 32

The tendency for new members of a panel to report unusual levels of purchase is the result of

A)testing effects.
B)mortality.
C)selection bias.
D)probability sampling.
E)none of the above.

Question 33

"Selection bias" in consumer panels arises out of the refusal of consumers to participate in the panel, thereby resulting in lack of representativeness.

Question 34

___________ occurs in choosing consumer panels because of the high rates of refusal and the resulting lack of representativeness.

A)Mortality effects
B)Testing effects
C)Selection bias
D)Response bias
E)None of the above

Question 35

Starch scores can be used to measure product sales and market share.

Question 36

One of their advantages to the researcher is the ability to

Question 37

As the manager of a fast-food business, you need information on brand switching behavior.Which source would you use?

A)A restaurant audit
B)A Census of Business
C)A mail diary panel
D)A restaurant audit and a Census of Business
E)All of these

Question 38

Scanner data is marked by the inability to study very short time periods of sales activity.

Question 39

Continuous panels are beneficial to researchers because

A) the researcher can study changes in behavior
B) the researcher can collect buyer characteristics and look to market segment behavior
C) not only do you have time series data, but it is not aggregated over all individuals so a single individual or family) can be studied
D) all of the above
E) none of the above

Question 40

"Testing effects" in consumer panels occur when new members report unusual levels of purchasing due to the novelty of the reporting responsibility.

Question 41

The Starch surveys employ the ____________ to assess a particular ad's effectiveness

A) people meter
B) Starch method
C) Nielsen method
D) recognition method
E) Arbitron method

Question 42

Testing Effects occur because

A) of the high rates of refusal and the resulting lack of representativeness.
B) of the tendency for new panel members to report unusual levels of purchasing
C) panel members are representative of the population
D) panel members provide longitudinal data
E) panel members provides higher quality data than sample

Question 43

Selection bias occurs because

A) of the high rates of refusal and the resulting lack of representativeness.
B) of the tendency for new panel members to report unusual levels of purchasing
C) panel members are representative of the population
D) panel members provide longitudinal data
E) panel members provides higher quality data than sample respondents