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 5,000 households are a sample because they represent a subset of the larger population (grocery shoppers with UPC scanners). They were chosen to participate in the study and their behavior was monitored to draw conclusions about the larger population. They are not a focus group because they were not brought together for discussion or feedback, they are not a quota because there was no predetermined number of households to be included from any specific demographic group, and they are not a target market because the study was not specifically targeting these households for advertising purposes.