Marketing Research CHAP 5

Which of the following practices might be unethical?

A) the use of secondary data alone when the research requires primary data collection C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone

Information gathered from social media is used to ________.

A) understand the market B) answer clients' concerns C) connect to consumers and potential participants D) conduct online research

________ is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

An audit

According to the text, ________ are data routinely collected by supermarkets and other outlets with electronic checkouts.

volume-tracking data

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________.

volume-tracking data

The Nielsen BrandLift measures ________.

A) aided awareness B) ad recall C) message association D) brand favorability

Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT:

A) brand and amount purchased. B) price paid. C) special deals used. D) store where purchased.

Which of the following are the two types of general surveys?

A) periodic B) panel

Which of the following is (are) a type(s) of scanner data that is currently available?

A) scanner panels C) volume-tracking data D) scanner panels with cable TV

________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.

Industrial Firms/Organizations

Which of the following companies is (are) not recognized as the largest syndicated firm specializing in the collection of scanner data?

Microsoft

Which of the following companies is NOT a major source of syndicated services in the United States?

Microsoft

Regarding supermarket loyalty cards, a shopper provides demographic and shopping-related information when applying for the cards. At check-out, the UPC-coded loyalty cards are swiped prior to scanning the items for purchase. Typically, databases gather the list of items that are scanned at check-out and match them to the shopper's records.

Most consumers are unaware that the supermarkets have all this information on them.

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

Periodic surveys

________ refer to the psychological profiles of individuals and to psychologically-based measures of lifestyle, such as brand loyalty and risk taking.

Psychographics

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Scanner data

________ collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

Scanner panels

________ make their money by collecting data and designing research products that fit the information needs of more than one organization.

Syndicated services

Which of the following describes the disadvantage of using audit data?

There is a delay associated with compiling and reporting audited data.

The collection of product movement data for wholesalers and retailers is called ________.

an audit

If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via:

an audit.

Purchase panels provide useful information for all of the following EXCEPT:

attitudes and motives of consumers.

Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?

audit services

Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services

audits

The uses of media panels include all of the following EXCEPT:

determining market potential by geographic area.

Scanner panels with cable TV are used primarily for all of the following purposes EXCEPT:

distribution channel selection.

Purchase panels are used primarily for all of the following purposes EXCEPT:

establishing advertising rates.

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

establishing consumer profiles.

Which of the following is NOT a primary use of scanner volume-tracking data?

forecasting trends

Syndicated sources can be classified based on units of measurement, such as ________ and ________.

households/consumer; institutions

According to the text, surveys are used primarily for all of the following purposes EXCEPT:

in-depth interviews

The distinctive models of living of a society or some of its segments refers to ________.

lifestyles

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.

media panels

For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary?

media panels

Panel data's advantages over survey data include all of the following EXCEPT:

minorities and low-education groups are most always represented in sufficient numbers among purchase panel respondents.

According to the text, ________ are used primarily because of their lower cost compared to random sampling.

panel surveys

Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?

panel surveys

For which of the following types of syndicated services do households provide specific information regularly over an extended period of time?

purchase panels

Informed consent is an ethical principal ________.

requiring researchers to avoid both uninformed and misinformed participation in marketing research projects.

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.

scanner panels

Household purchases are recorded through electronic scanners in supermarkets for which of the following syndicated services?

scanner volume-tracking data

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 ________.

single-source data

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

standard format

A disadvantage for which of the following types of syndicated services includes interviewer error?

surveys

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

surveys

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

surveys

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________.

syndicated services/sources