Question 1

________ is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.
A) An audit
B) A panel
C) A survey
D) A focus group
E) A movement exam

Accepted Answer

The given description matches with the process of an audit, which is a formal examination and verification of financial or inventory-related records. Therefore, option A is the best choice. Options B, C, D, and E are not relevant to the given description.

Question 2

Which of the following describes the disadvantage of using audit data?
A) There are significant limitations associated with the extent to which audited data can be analyzed.
B) Audits provide relatively inaccurate data at the wholesale level.
C) There is a delay associated with compiling and reporting audited data.
D) Audits provide relatively inaccurate data at the retail level.
E) Audits can be linked to consumer data.

Accepted Answer

Audited data often involves a time lag due to the time required for data collection, verification, and reporting, making it less timely for immediate decision-making.

Question 3

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

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.

Question 4

According to the text,________ are data routinely collected by supermarkets and other outlets with electronic checkouts.
A) observational data
B) modular data
C) volume-tracking data
D) experimental data
E) cashier data

Accepted Answer

Volume-tracking data is the type of data routinely collected by supermarkets and other outlets with electronic checkouts. It includes information on the number of items sold, prices, and times of purchase.

Question 5

Information gathered from social media is used to ________.
A) understand the market
B) answer clients' concerns
C) connect to consumers and potential participants
D) conduct online research
E) all of the above

Accepted Answer

Social media information can be used for various purposes such as understanding the market, answering clients' concerns, connecting to consumers and potential participants, and conducting online research. Therefore, all of the above options are correct.

Question 6

According to the text,________ are the primary means of obtaining information about consumers' motives,attitudes,and preferences.
A) surveys
B) focus groups
C) secondary research
D) experiments
E) in-depth interviews

Accepted Answer

Surveys are commonly used as the primary means of obtaining information about consumers' motives, attitudes, and preferences because they can reach a large audience and gather quantitative data efficiently.

Question 7

________ collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.
A) Focus group panels
B) Modular group panels
C) Scanner panels
D) Audit panels
E) Cashier panels

Accepted Answer

Scanner panels collect data through barcode scanning at the point of purchase. Panel members are issued identifier cards to link their purchase data to their identities. Focus group panels are not related to purchasing data, while modular group panels and audit panels have different methods of data collection. Cashier panels may refer to a type of point-of-sale system rather than a data collection method.

Question 8

Which of the following is (are)a type(s)of scanner data that is currently available?
A) scanner panels
B) modular data
C) volume-tracking data
D) scanner panels with cable TV
E) A, C and D

Accepted Answer

Scanner panels, volume-tracking data, and scanner panels with cable TV are all types of scanner data currently available.

Question 9

The collection of product movement data for wholesalers and retailers is called ________.
A) an audit
B) a panel
C) a survey
D) a focus group
E) a movement exam

Accepted Answer

The collection of product movement data for wholesalers and retailers is commonly known as an audit, where sales and inventory data is collected and analyzed to evaluate the performance of a specific product or brand.

Question 10

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.
A) scanner panels with cable TV
B) volume tracking data
C) scanner panels
D) none of the above

Accepted Answer

Scanner panels allow for individual shopper data to be collected and stored based on their ID card, providing more specific and accurate information about purchasing behaviors. The other options do not involve individual identification or tracking of shopper purchases.

Question 11

If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands,the most effective way to obtain this information is via:
A) scanner data.
B) in-store intercepts where consumers were observed purchasing a product in a particular category.
C) telephone interviews with individuals who made a recent category.
D) an audit.
E) panel data from individuals in the interested category.

Accepted Answer

An audit would involve physically visiting the stores and counting the number of product facings for the brand of interest and its competitors. This method would provide the most accurate and comprehensive information on in-store shelf exposure. Scanner data, in-store intercepts, telephone interviews, and panel data may not provide the same level of detail or accuracy.

Question 12

Purchase panels provide useful information for all of the following EXCEPT:
A) forecasting sales.
B) estimating market shares.
C) assessing brand loyalty/switching behavior.
D) measuring promotional effectiveness.
E) attitudes and motives of consumers.

Accepted Answer

Purchase panels are not designed to gather information specifically about consumer attitudes and motives. While they may indirectly provide some insight into these areas, they are primarily used for tracking actual purchasing behavior, such as forecasting sales, estimating market shares, assessing brand loyalty/switching behavior, and measuring promotional effectiveness.

Question 13

________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.
A) Industrial Firms/Organizations
B) Single-source services
C) Customized services
D) Retail services
E) Movement services

Accepted Answer

The description provided matches that of industrial and organizational sources, which are intended for industrial or institutional use. These sources are typically provided by industrial firms or organizations.

Question 14

Which of the following companies is NOT a major source of syndicated services in the United States?
A) Nielsen
B) Simmons Market Research Bureau
C) Microsoft
D) Arbitron
E) SymphonyIRI

Accepted Answer

Microsoft is primarily a technology company and does not offer syndicated services in the United States. The other companies listed are all major sources of syndicated services in the US.

Question 15

An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.
A) single-source data
B) dual-source data
C) multiple-source data
D) qualitative data
E) cashier data

Accepted Answer

Single-source data refers to the integration of data from different sources to provide comprehensive information on household and marketing variables for the same set of respondents.

Question 16

Scanner data that provides information on purchases by brand,size,price,and flavor or formulation are called ________.
A) segmenting data
B) volume-tracking data
C) secondary data
D) modular data
E) audiologs

Accepted Answer

Volume-tracking data refers to scanner data that captures detailed information on purchases, including brand, size, price, and flavor or formulation.

Question 17

Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT:
A) brand and amount purchased.
B) price paid.
C) special deals used.
D) store where purchased.
E) All of the above are provided by those NPD respondents.

Accepted Answer

Respondents on NPD's Online Panel provide detailed information on all of the given factors, including brand and amount purchased, price paid, special deals used, and store where purchased.

Question 18

Panel data's advantages over survey data include all of the following EXCEPT:
A) changes in brand loyalty can be measured.
B) more committed respondents give more accurate information.
C) recall errors are eliminated when panelists record information at the time of purchase.
D) human errors are eliminated if electronic devices are used.
E) minorities and low-education groups are most always represented in sufficient numbers among purchase panel respondents.

Accepted Answer

The statement about minorities and low-education groups being most always represented in sufficient numbers among purchase panel respondents is actually not accurate. In fact, panel data can often suffer from issues of sample bias and non-representativeness. The other options listed are all advantages of panel data over survey data.

Question 19

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.
A) Scanner data
B) Secondary data
C) Qualitative data
D) Modular data
E) Cashier data

Accepted Answer

Scanner data refers to the data obtained through a laser scanner that reads the UPC code from the packages. This type of data is commonly used in market research to track sales trends, monitor inventory levels, and optimize marketing strategies. It is a type of primary data because it is collected directly from the source (i.e., the point of sale).

Question 20

Which of the following companies is (are)not recognized as the largest syndicated firm specializing in the collection of scanner data?
A) Nielsen
B) Microsoft
C) SymphonyIRI
D) A and B
E) A, B, and C

Accepted Answer

Microsoft is not recognized as the largest syndicated firm specializing in the collection of scanner data. Nielsen and SymphonyIRI are both recognized as the largest syndicated firms in this area.

Quiz 5: Exploratory Research Design: Syndicated Sources of Secondary Data

________ is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

Which of the following describes the disadvantage of using audit data?

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 ________.

According to the text,________ are data routinely collected by supermarkets and other outlets with electronic checkouts.

Information gathered from social media is used to ________.

According to the text,________ are the primary means of obtaining information about consumers' motives,attitudes,and preferences.

________ collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

Which of the following is (are) a type(s) of scanner data that is currently available?

The collection of product movement data for wholesalers and retailers is called ________.

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.

If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands,the most effective way to obtain this information is via:

Purchase panels provide useful information for all of the following EXCEPT:

________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.

Which of the following companies is NOT a major source of syndicated services in the United States?

An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.

Scanner data that provides information on purchases by brand,size,price,and flavor or formulation are called ________.

Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT:

Panel data's advantages over survey data include all of the following EXCEPT:

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Which of the following companies is (are) not recognized as the largest syndicated firm specializing in the collection of scanner data?