Question 1

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 a syndicated firm specializing in the collection of scanner data. The companies recognized for this include Nielsen and SymphonyIRI.

Question 2

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 combines data from different sources on the same individual or household. This approach allows for a more comprehensive understanding of consumer behavior by capturing multiple aspects of their lives in one dataset. Dual-source data combines two data sources, while multiple-source data involves more than two sources. Qualitative data is non-numerical data, and cashier data refers specifically to sales transaction data.

Question 3

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

The text states that the data collected by supermarkets and other outlets with electronic checkouts are "volume-tracking data."

Question 4

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 the collection of information on purchases, including specifics such as brand, size, price, and flavor or formulation, which helps in understanding sales volume and trends.

Question 5

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 do not typically provide information on attitudes and motives of consumers.

Question 6

________ 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 scanner data by issuing ID cards to panel members that are linked to their purchases.

Question 7

________ 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

Industrial firms/organizations are the ones that provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use. Single-source services, customized services, retail services, and movement services may provide data as well, but they are not specifically aimed at industrial or institutional use.

Question 8

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

Media panels are samples of respondents whose television viewing behavior is automatically recorded by electronic devices. Scanner panels are used for tracking retail sales and are not relevant to television viewing behavior. Purchase panels are samples of respondents who report their purchases to researchers, which is not relevant for tracking television viewing behavior.

Question 9

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. Modular data is not a recognized type of scanner data. Scanner panels collect purchase information at the point of sale, volume-tracking data monitors the quantity of product sales, and scanner panels with cable TV integrate viewing habits with purchase data for more detailed consumer analysis.

Question 10

________ 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 data obtained through the use of a laser scanner, which reads the UPC code from merchandise packages. Therefore, option A is the correct answer. Secondary data refers to data that has been collected by someone else and is being used by another party. Qualitative data refers to non-numerical data, such as opinions and attitudes. Modular data and cashier data are not relevant to the given scenario.

Question 11

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 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 scanner panels.

Question 12

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 called an audit. Audits are commonly used to track sales, inventory, and pricing data across various retailers and wholesalers.

Question 13

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 not known for providing syndicated services in the United States. The other companies listed – Nielsen, Simmons Market Research Bureau, Arbitron, and SymphonyIRI – are all major sources of syndicated services in the United States.

Question 14

________ 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

A formal examination and verification of product movement is typically referred to as an audit. This involves examining physical records and analyzing inventory to ensure that everything is accounted for and any discrepancies are identified and addressed. The other options, such as a panel, survey, focus group, or movement exam, do not involve the same level of detailed analysis and verification that an audit does.

Question 15

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

All of the above (brand and amount purchased, price paid, special deals used, and store where purchased) are provided by NPD's Online Panel respondents.

Question 16

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 is the most effective way to determine in-store shelf exposure of a brand versus competitive brands. An audit involves physically counting and recording the number of facings each brand has on the shelves. This method provides accurate and objective information on the presence and visibility of the brand in the store. Scanner data, in-store intercepts, telephone interviews, and panel data may provide some insight into consumer behavior, but they do not provide direct information on shelf exposure.

Question 17

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 is a valuable tool for businesses to collect information on their target market, interact with potential and current customers, address clients' concerns, and conduct online research. Therefore, all of the above options are correct.

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

While panel data does have advantages over survey data including the ability to measure changes in brand loyalty, eliminate recall errors, and potentially eliminate human errors through the use of electronic devices, panel data may not necessarily have more committed respondents who give more accurate information. In addition, while purchase panels may have a representative sample of consumers, it is not guaranteed that minorities and low-education groups will always be included in sufficient numbers. Therefore, the exception to the advantages of panel data would be choice E, as it is not necessarily a guarantee that these groups will always be represented.

Question 19

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

The primary disadvantage of using audit data is the delay in compiling and reporting such data. This can hinder timely decision-making and responsiveness to market changes.

Question 20

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

The answer of According to the text, ________ are the...

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

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

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 ________.

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

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

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

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

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

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 ________.

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

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

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 ________.

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

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

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

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

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:

Information gathered from social media is used to ________.

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

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

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