Research Exam 1 chap 7-9

Many of the companies that want the advantages of single-source data are not in a position to capture proprietary data.

True

Portable people meters detect an inaudible code embedded in programming watched or heard by carriers of the devices so as to measure actual media exposure.

True

Profiling customers using market segmentation demands that firms group their customers into relatively heterogeneous groups.

False homogeneous

What kind of media consumption are people meters used to track?

Television

There is often a cost to obtaining external, secondary data, and generally it is much more comparable to collecting primary data on a topic.

False

Geodemography

Combining various types of data with geographic data to produce a map showing the average data for a region is an approach known as geodemography.

Measuring the market share of a product by having a representative number of consumers log their product purchases and usage relies on which approach?

Diary panels

A marketing researcher that analyzes demographic, consumer behavior or other data by combining it with geographic data are using what type of research approach

Geodemographic

What is true about single-source data?

It combines all known or obtainable customer data and resulting behaviors at the individual or household level. Much of the single-source data in the industry is tightly controlled by retailers. No existing single-source data system captures all data that marketers would like to tie to consumers or households.

common uses of information supplied by standardized marketing information providers

Profiling customers Measuring product sales and market share Measuring advertising exposure or effectiveness

What is the primary disadvantage of using standardized marketing information as a source of secondary data?

The way the data is collected is standardized so it can be used by multiple companies.

Analyzing scanner data from retailers provides a way to assess product sales and market share.

True