CHAP 5

1. Companies that collect and sell common pools of data designed to serve
information needs shared by a number of clients are called ________.
A) syndicated services/sources
B) data processing services
C) field services
D) qualitative research services
E) pooling services
2. ________ make their money by collecting data and designing research
products that fit the information needs of more than one organization.
A) data processing services
B) syndicated services
C) field services
D) qualitative research services
E) pooling services
3. Syndicated data are data that are collected and made available to all
subscribers in ________.
A) standard format
B) moderated format
C) variable format
D) specialized format
E) contemporary format
4. Which of the following are the two types of general surveys?
A) periodic
B) panel
C) shared
D) A and B
E) B and C
5. Syndicated sources can be classified based on units of measurement, such as
________ and ________.
A) observations; insights
B) surveys; interviews
C) qualitative; quantitative
D) secondary; primary
E) households/consumer; instituations
6. ________ collect data on the same set of variables at regular intervals, each
time sampling from a new group of respondents.
A) periodic surveys
B) panel surveys
C)shared surveys
D) parallel surveys
E) regular surveys
7. Which of the following types of general surveys measure the same group of
respondents over time but not necessarily on the same variables?
A) periodic surveys
B) panel surveys
C) shared surveys
D) parallel surveys
E) regular surveys
8. According to the text, ________ are used primarily because of their lower
cost compared to random sampling.
A) periodic surveys
B) panel surveys
C) shared surveys
D) parallel surveys
E) regular surveys
9. A disadvantage for which of the following types of syndicated services
includes interviewer error?
A) media panels
B) scanner volume-tracking data
C) audit services
D) in-depth interviews
E) surveys
10.An advantage of which of the following types of syndicated services is being
the most flexible way of obtaining data?
A) surveys
B) audit services
C) media panels
D) scanner volume-tracking data
E) in-depth interviews
11.According to the text, surveys are used primarily for all of the following
purposes EXCEPT:
 A) market segmentation
B) advertising theme and selection
C) advertising effetiveness
D) in-depth interviews
E) all of the above
12.For which of the following types of syndicated services do households
provide specific information regularly over an extended period of time?
A) surveys
B) purchase panels
C) scanner volume-tracking data
D) audit services
E) regular surveys
13.Purchase panels are used primarily for all of the following purposes
EXCEPT:
A) forecasting sales
B) establishing consumer profiles
C) evaluating test markets
D) forecasting market share
E) establishing advertising rates
14.For which of the following types of syndicated services do electronic
devices automatically record behavior that supplement a diary?
A) purchase panels
B) audit services
C) surveys
D) media panels
E) online surveys
15.The uses of media panels include all of the following EXCEPT:
A) establishing advertising rates
B) selecting media programs or airtime
C) determining market potential by geographic area
D) establishing view profiles
E) A and B
16.Household purchases are recorded through electronic scanners in
supermarkets for which of the following syndicated services?
A) surveys
B) media panels
C) scanner volume-tracking data
 D) audit services
E) sales tax monitoring
17.Which of the following is NOT a primary use of scanner volume-tracking
data?
A) forecasting trends
B) price tracking
C) modeling
D) effectiveness of in-store modeling
E) B and C
18.Scanner panels with cable TV are used primarily for all of the following
purposes EXCEPT:
A) promotional mix analyses
B) copy testing
C) new product testing
D) positioning
E) istribution channel selection
19.Verification of product movement by examining physical records or
performing inventory analysis are characteristics of which of the following
types of syndicated services
A) surveys
B) audits
C) purchase panels
D) media panels
E) movement exams
20.Relatively precise information at the retail and wholesale levels is an
advantage of which of the following syndicated services?
A) media panels
B) surveys
C) purchase panels
D) movements exams
E) audits services
21.The purposes of audit services include all of the following EXCEPT:
A) establishing consumer profiles
B) measuring consumer sales and market share
C) analyzing distribution patterns
D) tracking new products
E) measuring competitive activity
22.________ refer to the psychological profiles of individuals and to
psychologically-based measures of lifestyle, such as brand loyalty and risk
taking.
A) psychometrics
B) psychographics
C) demographics
D) geo-demographics
E) ego-profiling
23.The distinctive models of living of a society or some of its segments refers
to ________.
A) geo-demographics
B) lifestyles
C) psychometrics
D) demographics
E) useage segments
24.According to the text, ________ are the primary means of obtaining
information about consumers' motives, attitudes, and preferences.
A) surveys
B) focus groups
C) secondary research
D) experiments
E) in-depth interviews
25.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
E) all of the above are provided by those NPD respondents
26.Purchase panels provide useful information for all of the following
EXCEPT:
A) forecasting sales
B) estimating market shares
C) assessing brand loyalty/switching behavior
D) measuring promotional effectiveness
E) attitudes and motives of consumers
27.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 ________.
A) scanner panels/cable TV
B) scanner panels
C) purchase panels
D) media panels
28.Panel data's advantages over survey data include all of the following
EXCEPT:
A) changes in brand loyalty can be measured
B) more committed respondents give more accurate information
C) recall errors are eliminated when panelists record information at the time
of purchase
D) human errors are eliminated if electronic devices are used
E) minorities and low-education groups are most always represented in
sufficient numbers among purchase panel respondents
29.________ are data obtained by passing merchandise over a laser scanner that
reads the UPC code from the packages.
A) scanner data
B) secondary data
C) qualitative data
D) modular data
E) cashier data
30.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 ________.
A) scanner panels with cable TV
B) volume tracking data
C) scanner panels
D) none of the above
31.Which of the following companies is (are) not recognized as the largest
syndicated firm specializing in the collection of scanner data?
A) nielsen
B) microsoft
C) symphonyIRI
D) A and B
E) A, B, and C
32.Scanner data that provides information on purchases by brand, size, price,
and flavor or formulation are called ________.
A) segmenting data
B) volume-tracking data
C) secondary data
D) modular data
E) audiologs
33.Which of the following is (are) a type(s) of scanner data that is currently
available?
A) scanner panels
B) modular data
C) volume-tracking data
D) scanner panels with cable TV
E) A, C, and D
34.According to the text, ________ are data routinely collected by
supermarkets and other outlets with electronic checkouts.
A) observational data
B) modular data
C) volume-tracking data
D) experimental data
E) cashier data
35.________ collect scanner data wherein panel members are issued an ID card
allowing panel members' purchases to be linked to their identities.
A) focus group panels
B) modular group panels
C) scanner panels
D) audit panels
E) cashier panels
36.The collection of product movement data for wholesalers and retailers is
called ________.
A) an audit
B) a panel
C) a survey
D) a focus group
E) a movement exam
37.________ is a formal examination and verification of product movement
carried out by examining physical records or analyzing inventory.
 A) an audit
B) a panel
C) a survey
D) a focus group
E) a movement exam
38.Which of the following describes the disadvantage of using audit data?
A) there are significant limitations associated with the extent to which
audited data can be analyzed
B) audits provide relatively inaccurate data at the wholesale level
C) there is a delay associated with compiling and reporting audited data
D) audits provide relatively inaccurate data at the retail level
E) audits can be linked to consumer data
39.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:
A) scanner data
B) in-store intercepts where consumers were observed purchasing a product
in a particular category
C) telephone interviews with individuals who made a recent category
D) an audit
E) panel data from individuals in the interested category
40.________ provide secondary data derived from industrial and organizational
sources that are intended for industrial or institutional use.
A) Industrial Firms/Organizations
B) Single-source services
C) customized services
D) retail services
E) movement services
41.Which of the following companies is NOT a major source of syndicated
services in the United States?
A) Nielsen
B) Simmon Market Research Bureau
C) Microsoft
D) Arbitron
E) SymphonyIRI
42.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 ________.
A) single-source data
B) dual-source data
C) multiple-source data
D) qualitative data
E) cashier data
43.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
E) all of the above
44.The Nielsen BrandLift measures ________.
A) aided awareness
B) ad recall
C) message association
D) brand favorability
E) all of the above
45.Which of the following practices might be unethical?
A)the use of secondary data alone when the research requires primary data
collection
B) the client is billed a fixed fee for the project
C)the use of secondary data alone when the research requires primary data
collection
D) both A and C are correct
46.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.
A) maintaining these databases reduce grocery-store profits by 11 percent
each year
B) in 2004, Congress proposed legislation limiting loyalty card programs
C) the supermarket's data from these loyalty programs cannot be sold to
syndicated research firms
D) forty percent of supermarkets have reported increased sales as a result of
implementing their loyalty card programs
 E) most consumers are unaware that the supermarkets have all this
information on them
47.Informed consent is an ethical principal ________.
A) applying to the contracts between clients and research agencies
B) applying primarily to syndicate firms
C) dealing with requests for social security numbers from respondents
D) where retailers don't take title to goods until they are purchased by
customers
E) requiring researchers to avoid both uninformed and misinformed
participation in marketing research projects
48.Companies that collect and sell common pools of data designed to serve
information needs shared by a number of clients are called syndicated
services or syndicated sources. T
49.Customized services make their money by collecting data and designing
research products that fit the information needs of more than one
organization. F
50.Periodic, panel, and shared are the three types of general surveys. F
51.Interviews with a large number of respondents using a predesigned
questionnaire are called observations. F
52.Panel surveys collect data on the same set of variables at regular intervals,
each time sampling from a new group of respondents. F
53.Periodic surveys measure the same group of respondents over time but not
necessarily on the same variables. F
54.According to the text, panel surveys are used primarily because of their
lower cost compared to random sampling. T
55.An example of a disadvantage of using surveys is interviewer error. T
56.An advantage of scanner volume-tracking data is being the most flexible
way of obtaining data. F
57.According to the text, surveys are used primarily for new product testing. F
58. Households provide specific information regularly over an extended period
of time for purchase panels. T
59.Purchase panels are used primarily for establishing advertising rates. F
60.Electronic devices automatically record behaviors that supplement a diary
for media panels. T
61.The primary use for media panels is to determine market potential by
geographic region. F
62.Household purchases are recorded through electronic scanners in
supermarkets for scanner volume-tracking data. T
63.Household purchases are recorded through electronic scanners in
supermarkets for scanner volume-tracking data. F
64.Scanner panels with cable TV are used primarily for determining prices. F
65.Verifications of product movement by examining physical records or
performing inventory analysis are characteristics of audits. T
66.Audits can help consumer product firms determine the size of the total
market and distribution of sales by type of outlet and by different regions. T
67.The primary purpose of audit services is to establish consumer profiles. F
68.Psychometrics refers to the psychological profiles of individuals and to
psychologically-based measures of lifestyle, such as brand loyalty and risk
taking. F
69.According to the text, surveys are the primary means of obtaining
information about consumers' motives, attitudes, and preferences. T
70.Peoplemeters have revolutionized grocery store retailing by allowing self-
service checkouts. F
71.Scanner data are data obtained by passing merchandise over a laser scanner
that reads the UPC code from the packages. T
72.Scanner data that provides information on purchases by brand, size, price,
and flavor or formulation are called volume-tracking data. T
73.The three types of scanner data that are available are scanner panels,
volume-tracking data, and scanner panels with cable TV. T
74.According to the text, qualitative data are data routinely collected by
supermarkets and other outlets with electronic checkouts. F
75. Nielsen's volume-tracking data service is called InfoScan. F
76.Scanner panels collect scanner data wherein panel members are issued an ID
card allowing panel members' purchases to be linked to their identities. T
77.The collection of product movement data for wholesalers and retailers is
called a focus group. F
78.A major strength of scanner data is its representativeness gained by
including all retail categories, such as food warehouses and mass
merchandisers. F
79.A physical audit is a formal examination and verification of product
movement carried out by examining physical records or analyzing inventory.
T
80.Syndicated services or sources can be classified based on the unit of
measurement. T
81.Passive peoplemeters allow entire shopping carts to be checked out in an
instant using tiny embedded chips in merchandise. F
82.The Nielsen Page is the name of Nielsen's blog. F
83. The Nielsen BrandLift is designed to provide marketers with effectiveness
measurement for Facebook advertising. T