Question 1

A common segmentation base for firms that takes into account the industry designation or designations of its customers is:

Accepted Answer

A)  Dun & Bradstreet global commercial database 
B)  Standard Industrial Classification system 
C)  Nielsen's PRIZM system 
D)  NAICS 
E)  Arbitron rating system 
A)  Dun & Bradstreet global commercial database 
B)  Standard Industrial Classification system 
C)  Nielsen's PRIZM system 
D)  NAICS 
E)  Arbitron rating system

Question 2

Which of the following activities can be accomplished using GIS?

Accepted Answer

A)  Tailor products, prices, and promotions to meet local customer needs. 
B)  Avoid advertising in less promising geographic areas. 
C)  Evaluate potential new stores sites and choose the best sites based on sales forecast. 
D)  Reducing cannibalization of sales with existing stores. 
E)  All of the above. 
A)  Tailor products, prices, and promotions to meet local customer needs. 
B)  Avoid advertising in less promising geographic areas. 
C)  Evaluate potential new stores sites and choose the best sites based on sales forecast. 
D)  Reducing cannibalization of sales with existing stores. 
E)  All of the above.

Question 3

"Comsopolitans", "Boomtown Singles" and "Shotguns and Pickups" are examples of the 66 segments used in which of the following systems?

Accepted Answer

A)  Dun & Bradstreet global commercial database 
B)  Standard Industrial Classification system 
C)  Nielsen's PRIZM system 
D)  NAICS 
E)  Arbitron rating system 
A)  Dun & Bradstreet global commercial database 
B)  Standard Industrial Classification system 
C)  Nielsen's PRIZM system 
D)  NAICS 
E)  Arbitron rating system

Question 4

______________ meters attempt to measure which household members are watching which television channels at what times.

Accepted Answer

The answer of ______________ meters attempt to measure which household...

Question 5

GfK Group's Starch Ad Readership program could help an advertiser understand if a reader:

Accepted Answer

A)  Remembered seeing an ad. 
B)  Saw the advertiser's name in an ad. 
C)  Read any or all of the ad. 
D)  Responded to a number of items about the ad, such as taking an action. 
E)  All of the above 
A)  Remembered seeing an ad. 
B)  Saw the advertiser's name in an ad. 
C)  Read any or all of the ad. 
D)  Responded to a number of items about the ad, such as taking an action. 
E)  All of the above

Question 6

The organization that produces television ratings designed to provide estimates of the size and nature of audience for______________ a particular television program is:

Accepted Answer

A)  Arbitron 
B)  Nielsen 
C)  Dun & Bradstreet 
D)  The Federal Communications Commission (FC
C)  
E)  GfK Group 
A)  Arbitron 
B)  Nielsen 
C)  Dun & Bradstreet 
D)  The Federal Communications Commission (FC
C)  
E)  GfK Group

Question 7

Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an ad?

Accepted Answer

A)  Theme 
B)  Copy 
C)  Layout 
D)  Use of color 
E)  All of the above 
A)  Theme 
B)  Copy 
C)  Layout 
D)  Use of color 
E)  All of the above

Question 8

______________ research will play an increasingly important role as researchers begin to harness the different sources of data (internal and external) that are becoming available.

Accepted Answer

The answer of ______________ research will play an increasingly important...

Question 9

The "National Panel Diary" (NPD Group) is

Accepted Answer

A)  Concerned with size and nature of the television commercial audience. 
B)  An advertisement readership service. 
C)  A well-known diary panel concerned with the consumption of various goods and services. 
D)  An annual service provided to consumers reporting on the average family's consumption behavior. 
E)  A group that primarily tracks food-related trends in the U.S. 
A)  Concerned with size and nature of the television commercial audience. 
B)  An advertisement readership service. 
C)  A well-known diary panel concerned with the consumption of various goods and services. 
D)  An annual service provided to consumers reporting on the average family's consumption behavior. 
E)  A group that primarily tracks food-related trends in the U.S.

Question 10

The key feature of a(n)______________is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.

Accepted Answer

The answer of The key feature of a(n)______________is that a...

Question 11

An advertiser wishes to compare readership scores for a particular ad against other ads in the same issue of a magazine. A good way to do this would be to use:

Accepted Answer

A)  Nielsen's Digital Voice 
B)  Starch Readership Reports 
C)  comScore's Mobile Metrix 
D)  Flurry 
E)  There is no good way to do this 
A)  Nielsen's Digital Voice 
B)  Starch Readership Reports 
C)  comScore's Mobile Metrix 
D)  Flurry 
E)  There is no good way to do this

Question 12

Which of the following is an example of how standardized marketing information can be used?

Accepted Answer

A)  Profiling customers 
B)  Measuring product sales and market share 
C)  Measuring advertising exposure and effectiveness 
D)  All of the above are correct 
E)  B and C are correct. 
A)  Profiling customers 
B)  Measuring product sales and market share 
C)  Measuring advertising exposure and effectiveness 
D)  All of the above are correct 
E)  B and C are correct.

Question 13

"Starch Readership Service"

Accepted Answer

A)  is concerned with industrial buying and selling. 
B)  is used to produce market profiles. 
C)  is used to develop brand loyalty profiles. 
D)  represents developments in mathematical modeling. 
E)  directly involves the consumer and his or her behavior. 
A)  is concerned with industrial buying and selling. 
B)  is used to produce market profiles. 
C)  is used to develop brand loyalty profiles. 
D)  represents developments in mathematical modeling. 
E)  directly involves the consumer and his or her behavior.

Question 14

Which source of standardized marketing information uses demographic considerations to classify residential neighborhoods?

Accepted Answer

A)  Nielsen's PRIZM 
B)  NPD Group's online diary panels 
C)  Arbitron 
D)  GfK Group's Starch 
E)  Nielsen's Digital Voice 
A)  Nielsen's PRIZM 
B)  NPD Group's online diary panels 
C)  Arbitron 
D)  GfK Group's Starch 
E)  Nielsen's Digital Voice

Question 15

The Nielsen television ratings are computed from data gathered by means of

Accepted Answer

A)  People meters. 
B)  Telephone surveys of representative viewer sample. 
C)  Smartphone apps. 
D)  Gaming consoles that are attached to television sets. 
E)  None of the above. 
A)  People meters. 
B)  Telephone surveys of representative viewer sample. 
C)  Smartphone apps. 
D)  Gaming consoles that are attached to television sets. 
E)  None of the above.

Question 16

An entrepreneur is able to analyze traffic patterns and consumer demographics (including income, ethnicity, age) to identify the best site for her new upscale Italian restaurant. Mapping software, often called______________, allows her to easily combine demographic data with geographic information.

Accepted Answer

A)  Marketing information system 
B)  Management information system 
C)  Business locator software 
D)  Geographic information system 
E)  None of the above. 
A)  Marketing information system 
B)  Management information system 
C)  Business locator software 
D)  Geographic information system 
E)  None of the above.

Question 17

Which of the following represents the greater challenge when it comes to understanding consumers' online activities?

Accepted Answer

A)  Determining the demographics of visitors to a website. 
B)  Counting the number of times a website or banner had have been accessed. 
C)  Counting the revenue from online transactions. 
D)  All of the above are equally challenging. 
E)  B and C. 
A)  Determining the demographics of visitors to a website. 
B)  Counting the number of times a website or banner had have been accessed. 
C)  Counting the revenue from online transactions. 
D)  All of the above are equally challenging. 
E)  B and C.

Question 18

Which of the following is TRUE?

Accepted Answer

A)  There are more standardized marketing information services available to the consumer goods manufacturer than to the industrial goods manufacturer. 
B)  The Dun & Bradstreet global commercial database is popular among industrial goods and service suppliers. 
C)  Census Bureau material has proven to be very useful in targeting groups of customers. 
D)  Geodemographers are companies that typically combine census data with other sources of data to produce customized reports for clients. 
E)  All of the above statements are all true. 
A)  There are more standardized marketing information services available to the consumer goods manufacturer than to the industrial goods manufacturer. 
B)  The Dun & Bradstreet global commercial database is popular among industrial goods and service suppliers. 
C)  Census Bureau material has proven to be very useful in targeting groups of customers. 
D)  Geodemographers are companies that typically combine census data with other sources of data to produce customized reports for clients. 
E)  All of the above statements are all true.

Question 19

The majority of retail sales information is based on store audits.

Accepted Answer

A) True 
 B)False

Question 20

The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.

Accepted Answer

A) True 
 B)False

A common segmentation base for firms that takes into account the industry designation or designations of its customers is:

Which of the following activities can be accomplished using GIS?

"Comsopolitans", "Boomtown Singles" and "Shotguns and Pickups" are examples of the 66 segments used in which of the following systems?

______________ meters attempt to measure which household members are watching which television channels at what times.

GfK Group's Starch Ad Readership program could help an advertiser understand if a reader:

The organization that produces television ratings designed to provide estimates of the size and nature of audience for______________ a particular television program is:

Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an ad?

______________ research will play an increasingly important role as researchers begin to harness the different sources of data (internal and external) that are becoming available.

The "National Panel Diary" (NPD Group) is

The key feature of a(n)______________is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.

An advertiser wishes to compare readership scores for a particular ad against other ads in the same issue of a magazine. A good way to do this would be to use:

Which of the following is an example of how standardized marketing information can be used?

"Starch Readership Service"

Which source of standardized marketing information uses demographic considerations to classify residential neighborhoods?

The Nielsen television ratings are computed from data gathered by means of

An entrepreneur is able to analyze traffic patterns and consumer demographics (including income, ethnicity, age) to identify the best site for her new upscale Italian restaurant. Mapping software, often called______________, allows her to easily combine demographic data with geographic information.

Which of the following represents the greater challenge when it comes to understanding consumers' online activities?

Which of the following is TRUE?

The majority of retail sales information is based on store audits.

The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 7: Using External Secondary Data

A common segmentation base for firms that takes into account the industry designation or designations of its customers is:

Which of the following activities can be accomplished using GIS?

"Comsopolitans", "Boomtown Singles" and "Shotguns and Pickups" are examples of the 66 segments used in which of the following systems?

______________ meters attempt to measure which household members are watching which television channels at what times.

GfK Group's Starch Ad Readership program could help an advertiser understand if a reader:

The organization that produces television ratings designed to provide estimates of the size and nature of audience for______________ a particular television program is:

Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an ad?

______________ research will play an increasingly important role as researchers begin to harness the different sources of data (internal and external) that are becoming available.

The "National Panel Diary" (NPD Group) is

The key feature of a(n)______________is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.

An advertiser wishes to compare readership scores for a particular ad against other ads in the same issue of a magazine. A good way to do this would be to use:

Which of the following is an example of how standardized marketing information can be used?

"Starch Readership Service"

Which source of standardized marketing information uses demographic considerations to classify residential neighborhoods?

The Nielsen television ratings are computed from data gathered by means of

An entrepreneur is able to analyze traffic patterns and consumer demographics (including income, ethnicity, age) to identify the best site for her new upscale Italian restaurant. Mapping software, often called______________, allows her to easily combine demographic data with geographic information.

Which of the following represents the greater challenge when it comes to understanding consumers' online activities?

Which of the following is TRUE?

The majority of retail sales information is based on store audits.

The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters