Question 1

Which of the following was discussed in the textbook as a firm that tracks consumer attitudes?

Accepted Answer

A)  ConTrak.com 
B)  Consumer Attitudes America 
C)  the Harris Poll 
D)  the Nielsen TV Index 
E)  Arbitron 
A)  ConTrak.com 
B)  Consumer Attitudes America 
C)  the Harris Poll 
D)  the Nielsen TV Index 
E)  Arbitron C

Question 2

The Nielsen Television Index collects data on TV viewership using diaries or:

Accepted Answer

A)  Nielsen researchers 
B)  people meters 
C)  Information Resources researchers 
D)  television cameras 
E)  cell phone monitoring systems 
A)  Nielsen researchers 
B)  people meters 
C)  Information Resources researchers 
D)  television cameras 
E)  cell phone monitoring systems B

Question 3

Which of the following statements about VALS is true?

Accepted Answer

A)  VALS is now a system that represents different consumer groups based upon enduring personality traits. 
B)  Consumers are placed into one of 65 VALS segments based on their level of income according to IRS reports. 
C)  VALS now stands for Values, Analysis, Lifestyles & Segmentation 
D)  Though it would be useful, there is no way of linking client firms' product/service usage to specific VALS groups. 
E)  Though it would be useful, knowledge of which VALS group(s) are linked to a firm's target market cannot be attained. 
A)  VALS is now a system that represents different consumer groups based upon enduring personality traits. 
B)  Consumers are placed into one of 65 VALS segments based on their level of income according to IRS reports. 
C)  VALS now stands for Values, Analysis, Lifestyles & Segmentation 
D)  Though it would be useful, there is no way of linking client firms' product/service usage to specific VALS groups. 
E)  Though it would be useful, knowledge of which VALS group(s) are linked to a firm's target market cannot be attained. A

Question 4

One method that marketing tracking data are collected at the household level is by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase.

Accepted Answer

A) True 
 B)False

Question 5

The Nielsen TV Index provides data only on how many persons watched a TV show. Data can report how many persons watched an episode of The Tudors or American Idol, but no other data are collected.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following services provides measuring the extent to which magazine ads are seen and read?

Accepted Answer

A)  MAGAD Readership Service 
B)  Arbitron Magazine Readership Service 
C)  Curtis Publishing Ratings Index 
D)  MAGSRUS.com 
E)  MRI's Starch Readership Service 
A)  MAGAD Readership Service 
B)  Arbitron Magazine Readership Service 
C)  Curtis Publishing Ratings Index 
D)  MAGSRUS.com 
E)  MRI's Starch Readership Service

Question 7

Radio listenership is recorded at 15-minute intervals and data on gender and age are also collected.

Accepted Answer

A) True 
 B)False

Question 8

ESRI's Tapestry Segmentation which profiles neighborhoods according to each client's customer demographics is an example of:

Accepted Answer

A)  a syndicated data service 
B)  a customized segmentation system 
C)  a marketing research service for forestry products 
D)  a standardized service 
E)  a synthetic services firm 
A)  a syndicated data service 
B)  a customized segmentation system 
C)  a marketing research service for forestry products 
D)  a standardized service 
E)  a synthetic services firm

Question 9

Consumer product manufacturers do not need certain information, such as the number of products they are selling in retail stores around the nation, because they know what they are selling.

Accepted Answer

A) True 
 B)False

Question 10

The primary benefit of geodemography is:

Accepted Answer

A)  demographic information may be detailed down to census blocks 
B)  demographic information is available on all standard geographical areas (whether relevant to the application or not) 
C)  demographic information is available on arbitrarily (i.e., area relevant to the application) defined geographical areas 
D)  demographic forecasts may be made quickly and accurately 
E)  demographic data are available in increments as small as millimeters 
A)  demographic information may be detailed down to census blocks 
B)  demographic information is available on all standard geographical areas (whether relevant to the application or not) 
C)  demographic information is available on arbitrarily (i.e., area relevant to the application) defined geographical areas 
D)  demographic forecasts may be made quickly and accurately 
E)  demographic data are available in increments as small as millimeters

Question 11

Which of the following is a disadvantage of standardized services?

Accepted Answer

A)  The company providing the standardized service may not know the idiosyncrasies of the buyer firm's industry. 
B)  The company providing the standardized service may know the idiosyncrasies of the buyer firm's industry. 
C)  Buyers have little control over what information is collected. 
D)  It is regulated by the FTC, Standardized Services Division. 
E)  Data are distributed only every six months to end users. 
A)  The company providing the standardized service may not know the idiosyncrasies of the buyer firm's industry. 
B)  The company providing the standardized service may know the idiosyncrasies of the buyer firm's industry. 
C)  Buyers have little control over what information is collected. 
D)  It is regulated by the FTC, Standardized Services Division. 
E)  Data are distributed only every six months to end users.

Question 12

The Maritiz Poll, because it uses a standardized process to ensure that consumer attitudes and opinions are correctly measured and represented on a variety of projects means, is an example of syndicated data services.

Accepted Answer

A) True 
 B)False

Question 13

Auditors conducting tracking studies determine sales by using the following formula: Beginning Inventory - Purchases Received + Ending Inventory = Sales.

Accepted Answer

A) True 
 B)False

Question 14

Tracking consumer attitudes and opinions is not the kind of information that is available from standardized information firms.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is an area to which standardized information may be applied?

Accepted Answer

A)  measuring consumer attitudes and opinion polls 
B)  defining market segments 
C)  conducting market tracking 
D)  monitoring media usage and promotion effectiveness 
E)  all of the above 
A)  measuring consumer attitudes and opinion polls 
B)  defining market segments 
C)  conducting market tracking 
D)  monitoring media usage and promotion effectiveness 
E)  all of the above

Question 16

Standardized services refers to data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

Accepted Answer

A) True 
 B)False

Question 17

As market trends emerge, the marketing research industry responds. An example of this has been the recent growth of natural and organic foods. SPINS provides syndicated data by providing tracking data for this growing segment of the food industry.

Accepted Answer

A) True 
 B)False

Question 18

Tapestry Segmentation, an ESRI service, was described in detail in Chapter 7 on Standardized Information Sources. Tapestry applies a process of segmentation that identifies neighborhoods by the major demographic and consumption patterns and then determines which of these neighborhood "segment types" is the client's potential customers. Which of the following best illustrates how this service was applied in your text?

Accepted Answer

A)  ESRI segments were examined to determine which segments were likely to be gourmet coffee drinkers. Once the segments were identified, ESRI could provide direct mail lists that identified the names and addresses of gourmet coffee drinkers. This allowed Donofrio's Coffee to send these "likely" customers a frequent user card to promote their patronage. 
B)  The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry Segmentation segments, i.e. "Metropolitans," "Metro Renters," etc. which will allow the owner to locate and establish communications with members of these segments. 
C)  ESRI has data stored in a common database that identifies zip code areas that offer the most potential in terms of sales for a gourmet coffee shop like Donofrio's. Donofrio's subscribed to this information for a fee, and the information was used to help find new coffee shop locations. 
D)  Present customers for a gourmet coffee shop were determined. ESRI then, through its Community Tapestry syndicated data service, found census data which identified household addresses of the present customers. This information allowed Donofrio's Coffee to target customers with promotional offers to induce greater sales during warm months of the year. 
E)  None of the above. There was no example illustrating how Community Tapestry was applied. 
A)  ESRI segments were examined to determine which segments were likely to be gourmet coffee drinkers. Once the segments were identified, ESRI could provide direct mail lists that identified the names and addresses of gourmet coffee drinkers. This allowed Donofrio's Coffee to send these "likely" customers a frequent user card to promote their patronage. 
B)  The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry Segmentation segments, i.e. "Metropolitans," "Metro Renters," etc. which will allow the owner to locate and establish communications with members of these segments. 
C)  ESRI has data stored in a common database that identifies zip code areas that offer the most potential in terms of sales for a gourmet coffee shop like Donofrio's. Donofrio's subscribed to this information for a fee, and the information was used to help find new coffee shop locations. 
D)  Present customers for a gourmet coffee shop were determined. ESRI then, through its Community Tapestry syndicated data service, found census data which identified household addresses of the present customers. This information allowed Donofrio's Coffee to target customers with promotional offers to induce greater sales during warm months of the year. 
E)  None of the above. There was no example illustrating how Community Tapestry was applied.

Question 19

One company is developing a multimedia recording device that will measure a person's exposure to TV, radio, and even Web pages. The name of the device is:

Accepted Answer

A)  personal portable walkman (PPW) 
B)  personal portable meter (PPm) 
C)  the people meter (TPP) 
D)  WebWatcherandBeyond.com 
E)  E-meters Corporation 
A)  personal portable walkman (PPW) 
B)  personal portable meter (PPm) 
C)  the people meter (TPP) 
D)  WebWatcherandBeyond.com 
E)  E-meters Corporation

Question 20

Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

Accepted Answer

A) True 
 B)False

Which of the following was discussed in the textbook as a firm that tracks consumer attitudes?

The Nielsen Television Index collects data on TV viewership using diaries or:

Which of the following statements about VALS is true?

One method that marketing tracking data are collected at the household level is by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase.

The Nielsen TV Index provides data only on how many persons watched a TV show. Data can report how many persons watched an episode of The Tudors or American Idol, but no other data are collected.

Which of the following services provides measuring the extent to which magazine ads are seen and read?

Radio listenership is recorded at 15-minute intervals and data on gender and age are also collected.

ESRI's Tapestry Segmentation which profiles neighborhoods according to each client's customer demographics is an example of:

Consumer product manufacturers do not need certain information, such as the number of products they are selling in retail stores around the nation, because they know what they are selling.

The primary benefit of geodemography is:

Which of the following is a disadvantage of standardized services?

The Maritiz Poll, because it uses a standardized process to ensure that consumer attitudes and opinions are correctly measured and represented on a variety of projects means, is an example of syndicated data services.

Auditors conducting tracking studies determine sales by using the following formula: Beginning Inventory - Purchases Received + Ending Inventory = Sales.

Tracking consumer attitudes and opinions is not the kind of information that is available from standardized information firms.

Which of the following is an area to which standardized information may be applied?

Standardized services refers to data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

As market trends emerge, the marketing research industry responds. An example of this has been the recent growth of natural and organic foods. SPINS provides syndicated data by providing tracking data for this growing segment of the food industry.

One company is developing a multimedia recording device that will measure a person's exposure to TV, radio, and even Web pages. The name of the device is:

Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 7: Standardized Information Sources

Which of the following was discussed in the textbook as a firm that tracks consumer attitudes?

The Nielsen Television Index collects data on TV viewership using diaries or:

Which of the following statements about VALS is true?

One method that marketing tracking data are collected at the household level is by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase.

The Nielsen TV Index provides data only on how many persons watched a TV show. Data can report how many persons watched an episode of The Tudors or American Idol, but no other data are collected.

Which of the following services provides measuring the extent to which magazine ads are seen and read?

Radio listenership is recorded at 15-minute intervals and data on gender and age are also collected.

ESRI's Tapestry Segmentation which profiles neighborhoods according to each client's customer demographics is an example of:

Consumer product manufacturers do not need certain information, such as the number of products they are selling in retail stores around the nation, because they know what they are selling.

The primary benefit of geodemography is:

Which of the following is a disadvantage of standardized services?

The Maritiz Poll, because it uses a standardized process to ensure that consumer attitudes and opinions are correctly measured and represented on a variety of projects means, is an example of syndicated data services.

Auditors conducting tracking studies determine sales by using the following formula: Beginning Inventory - Purchases Received + Ending Inventory = Sales.

Tracking consumer attitudes and opinions is not the kind of information that is available from standardized information firms.

Which of the following is an area to which standardized information may be applied?

Standardized services refers to data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.

As market trends emerge, the marketing research industry responds. An example of this has been the recent growth of natural and organic foods. SPINS provides syndicated data by providing tracking data for this growing segment of the food industry.

One company is developing a multimedia recording device that will measure a person's exposure to TV, radio, and even Web pages. The name of the device is:

Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters