Deck 6: Syndicated Research

Question 1

__________ is a syndicated data source for measuring audience in television.

A) Arbitron
B) Nielsen
C) MRI
D) Scarborough
E) Comscore

Answer 1

Nielsen

Question 2

__________ is a syndicated data source for measuring audience in radio.

A) Arbitron
B) Nielsen
C) MRI
D) Scarborough
E) Comscore

Answer 2

Arbitron

Question 3

__________ is a syndicated data source for measuring audience in newspapers.

A) Arbitron
B) Nielsen
C) MRI
D) Scarborough
E) Comscore

Answer 3

Scarborough

Question 4

__________ is a syndicated data source for measuring audience on the Internet.

A) Arbitron
B) Nielsen
C) MRI
D) Scarborough
E) Comscore

Question 5

__________ is an example of syndicated audience rating measurement.

A) Nielsen
B) Journal of Advertising
C) American Academy of Advertising
D) U.S. Census
E) Advertising Age

Question 6

Which of the following in NOT a use of syndicated source in advertising and public relations research?

A) Learning about consumer trends
B) Establishing how many people were exposed to a message
C) Understanding your target audience
D) Determining what your target market thinks about your new product

Question 7

Arbitron is used for audience measurement in radio.

Question 8

Nielsen is the leader of newspaper audience measurement.

Question 9

One of the uses of syndicated sources is establishing consumer trends.

Question 10

Comscore is an organization that facilitates audience measurement in radio.

Question 11

All syndicated data sources are publicly available for free for everyone in the United States.

Question 12

Differentiate between audience measurement and establishment of consumer trends. Which syndicated data source would you use for each?

Question 13

List three uses of syndicated data in advertising and public relations research.