Scenario 5.1
Use the following to answer the questions.
Because of the development of optical scanners and cable television,marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners,and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors.Buying patterns are then compared.For example,Kashi cereals tested a Crunchy Wheat promotion using this system.Half of the 5,000 participating homes in one city saw a commercial announcing the promotion;the other half saw a commercial that did not mention the promotion.Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.
-Refer to Scenario 5.1.The 5,000 households that allowed their group purchases to be scanned are a

Question

Quizplus · Accepted Answer

The group of 5,000 households is a sample because they are a subset of the larger population of households. The purpose of the study is to gather data from this sample in order to make inferences about the larger population. They are not a focus group because they are not gathered for discussion and opinions about the product, they are not a quota because there is no predetermined number or characteristic to meet, they are not a target market because not all households are potential buyers of Kashi cereal, and they are not the population because they are not representative of all households in the country.

Scenario 5.1 Use the Following to Answer the Questions