Question 1

The purposes of audit services include all of the following EXCEPT:

Accepted Answer

A)  establishing consumer profiles. 
B)  measuring consumer sales and market share. 
C)  analyzing distribution patterns. 
D)  tracking new products. 
E)  measuring competitive activity. 
A)  establishing consumer profiles. 
B)  measuring consumer sales and market share. 
C)  analyzing distribution patterns. 
D)  tracking new products. 
E)  measuring competitive activity.

Question 2

A major strength of scanner data is its representativeness gained by including all retail categories, such as food warehouses and mass merchandisers.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

The Nielsen BrandLift measures ________.

Accepted Answer

A)  aided awareness 
B)  ad recall 
C)  message association 
D)  brand favorability 
E)  all of the above 
A)  aided awareness 
B)  ad recall 
C)  message association 
D)  brand favorability 
E)  all of the above

Question 5

An advantage of which of the following types of syndicated services is being the most flexible way of obtaining data?

Accepted Answer

A)  surveys 
B)  audit services 
C)  media panels 
D)  scanner volume-tracking data 
E)  in-depth interviews 
A)  surveys 
B)  audit services 
C)  media panels 
D)  scanner volume-tracking data 
E)  in-depth interviews

Question 6

The collection of product movement data for wholesalers and retailers is called a focus group.

Accepted Answer

A) True 
 B)False

Question 7

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 ________.

Accepted Answer

A)  single-source data 
B)  dual-source data 
C)  multiple-source data 
D)  qualitative data 
E)  cashier data 
A)  single-source data 
B)  dual-source data 
C)  multiple-source data 
D)  qualitative data 
E)  cashier data

Question 8

Syndicated data are data that are collected and made available to all subscribers in ________.

Accepted Answer

A)  standard format 
B)  moderated format 
C)  variable format 
D)  specialized format 
E)  contemporary format 
A)  standard format 
B)  moderated format 
C)  variable format 
D)  specialized format 
E)  contemporary format

Question 9

________ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

Accepted Answer

A)  Periodic surveys 
B)  Panel surveys 
C)  Shared surveys 
D)  Parallel surveys 
E)  Regular surveys 
A)  Periodic surveys 
B)  Panel surveys 
C)  Shared surveys 
D)  Parallel surveys 
E)  Regular surveys

Question 10

The Nielsen Page is the name of Nielsen's blog.

Accepted Answer

A) True 
 B)False

Question 11

In a short essay, describe the uses of scanner data and list at least three advantages and three disadvantages of using scanner data.

Accepted Answer

Scanner data are useful for a variety of

The purposes of audit services include all of the following EXCEPT:

A major strength of scanner data is its representativeness gained by including all retail categories, such as food warehouses and mass merchandisers.

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

The Nielsen BrandLift measures ________.

An advantage of which of the following types of syndicated services is being the most flexible way of obtaining data?

The collection of product movement data for wholesalers and retailers is called a focus group.

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 ________.

Syndicated data are data that are collected and made available to all subscribers in ________.

________ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

The Nielsen Page is the name of Nielsen's blog.

In a short essay, describe the uses of scanner data and list at least three advantages and three disadvantages of using scanner data.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

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

The purposes of audit services include all of the following EXCEPT:

A major strength of scanner data is its representativeness gained by including all retail categories, such as food warehouses and mass merchandisers.

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

The Nielsen BrandLift measures ________.

An advantage of which of the following types of syndicated services is being the most flexible way of obtaining data?

The collection of product movement data for wholesalers and retailers is called a focus group.

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 ________.

Syndicated data are data that are collected and made available to all subscribers in ________.

________ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

The Nielsen Page is the name of Nielsen's blog.

In a short essay, describe the uses of scanner data and list at least three advantages and three disadvantages of using scanner data.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters