Market Research ch. 7 & 8

True/False: Methods of measuring product sales and market share are diary panels, scanners, and store audits.

True

Definition: Research conducted to support a position rather than to find the truth about an issue.

advocacy research

Definition: Data that originate outside the organization for which the research is being done.

external data

Geodemographers often regularly update census data through statistical _____.

extrapolation

True/False: Geodemographic reports, diary panel data, store audit data, scanner data, and exposure data are examples of published external secondary data.

false

True/False: Most studies should begin with a search for external secondary data.

false

Secondary data can be used to (a) increase the researcher's _____ with the problem, (b) obtain insights to help formulate ____ marketing decision problems, (c) develop understanding of issues in order to form ____, (d) ____ the meaning of concepts, (e) ____ market conditions, and (f) discover new marketing ____.

familiarity, strategic, hypotheses, clarify, monitor, ideas

The disadvantages of secondary data are the problems of ____ and ____ when compared to primary data collection.

fit, accuracy

Geodemographers aggregate data from US Census data, lifestyle information, and geography and sell it in the form of mapping software, called a ____ ____ ____ (GIS).

geographic information system

Effective segmentation demands that firms group their customers into relatively _____ groups.

homogenous

Definition: Data that originate within the organization for which the research is being done, and that were collected for some purpose other than the investigation at hand.

internal data

MIS, DSS, prior market research studies, sales invoices, and product registration data are examples of ____ ____ ____.

internal secondary data

What are the two types of secondary data?

internal, external

The problems of accuracy associated with secondary data include the ____ of the source, the _____ of the publication, and the general evidence of ____.

primacy, purpose, quality

The uses of commercial standardized secondary data are (1) _____ customers, (2) measuring product ____ and ____ ____, and (3) measuring ____ exposure and effectiveness.

profiling, sales, market share, advertising

What are the two types of external secondary data?

published, commercial

Definition: Data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level.

single-source data

Radio and TV markets are only measured a few times every year, in time periods known as "_____."

sweeps

The advantages of secondary data are the ____ and ____ savings compared to primary data collection.

time, cost

True/False: Government reports, trade reports, and various other databases are examples of published external secondary data.

true

True/False: Primary data collection should only begin when secondary data has become exhausted or is showing diminishing returns.

true

The problems of fit that are associated with secondary data include finding different ____ of measurement, different ____ definitions, and the ___ of some data.

units, class, age

Standardized marketing information services are ____ sources of secondary data.

Commercial

Definition: Measures the channel to which a set is tuned at all times.

Electronic meter

Definition: Manual device where household members indicate when they are watching TV by pushing their button when they start and stop watching.

People meter

_____ marketing information services are provided by research companies who collect and analyze data in order to sell the information to other companies.

Standardized

Standardized research conducted by research companies is also known as ____ research.

Syndicated