Marketing Research Testbank Chap 5

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Marketing research testbank Chap 5
Economics 101 (Trường Đại học Kinh tế Thành phố Hồ Chí Minh)
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Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data
1) 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.
Answer: TRUE
Diff: 2 Page Ref: 122
Objective: 1
2) Customized services make their money by collecting data and designing research products
that fit the information needs of more than one organization.
Answer: FALSE
Objective: 1
3) Periodic, panel, and shared are the three types of general surveys.
Answer: FALSE
Diff: 2 Page Ref: 125-126
Objective: 3
4) Interviews with a large number of respondents using a predesigned questionnaire are called
observations.
Answer: FALSE
Objective: 3
5) Panel surveys collect data on the same set of variables at regular intervals, each time sampling
from a new group of respondents.
Answer: FALSE
Objective: 3
6) Periodic surveys measure the same group of respondents over time but not necessarily on the
same variables.
Answer: FALSE
Objective: 3
7) According to the text, panel surveys are used primarily because of their lower cost compared
to random sampling.
Answer: TRUE
Objective: 3
8) An example of a disadvantage of using surveys is interviewer error.

Answer: TRUE
Objective: 3
9) An advantage of scanner volume-tracking data is being the most flexible way of obtaining
data.
Answer: FALSE
Objective: 3
AACSB: Use of IT
10) According to the text, surveys are used primarily for new product testing.

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Answer: FALSE
Objective: 3
11) Households provide specific information regularly over an extended period of time for
purchase panels.
Answer: TRUE
Objective: 3
12) Purchase panels are used primarily for establishing advertising rates.
Answer: FALSE
Diff: 3 Page Ref: 125, 130
Objective: 3
13) Electronic devices automatically record behaviors that supplement a diary for media panels.
Answer: TRUE
Objective: 3
AACSB: Use of IT
14) The primary use for media panels is to determine market potential by geographic region.
Answer: FALSE
Objective: 3
AACSB: Use of IT
15) Household purchases are recorded through electronic scanners in supermarkets for scanner
volume-tracking data.
Answer: TRUE
Objective: 3
AACSB: Use of IT
16) The primary use of scanner volume-tracking data is to forecast sales.

Answer: FALSE
Objective: 3
AACSB: Use of IT
17) Scanner panels with cable TV are used primarily for determining prices.
Answer: FALSE
Objective: 3
AACSB: Use of IT
18) Verifications of product movement by examining physical records or performing inventory

analysis are characteristics of audits.
Answer: TRUE
Objective: 4
19) 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.
Answer: TRUE

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Objective: 4
20) The primary purpose of audit services is to establish consumer profiles.

Answer: FALSE
Diff: 2 Page Ref: 125, 134-135
Objective: 4
21) Psychometrics refers to the psychological profiles of individuals and to psychologically-

based measures of lifestyle, such as brand loyalty and risk taking.
Answer: FALSE
Objective: 3
22) "Lifestyles" refer to the distinctive models of living of a society or some of its segments.
Answer: TRUE
Objective: 3
23) According to the text, surveys are the primary means of obtaining information about
consumers' motives, attitudes, and preferences.
Answer: TRUE
Objective: 3
24) Peoplemeters have revolutionized grocery store retailing by allowing self-service checkouts.
Answer: FALSE
Objective: 3
AACSB: Use of IT
25) Scanner data are data obtained by passing merchandise over a laser scanner that reads the
UPC code from the packages.
Answer: TRUE
Objective: 3
AACSB: Use of IT
26) Scanner data that provides information on purchases by brand, size, price, and flavor or
formulation are called volume-tracking data.
Answer: TRUE
Objective: 3
AACSB: Use of IT
27) The three types of scanner data that are available are scanner panels, volume-tracking data,
and scanner panels with cable TV.
Answer: TRUE
Objective: 3
28) According to the text, qualitative data are data routinely collected by supermarkets and other
outlets with electronic checkouts.
Answer: FALSE

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Objective: 3
29) Nielsen's volume-tracking data service is called InfoScan.

Answer: FALSE
Objective: 3
AACSB: Reflective Thinking
30) Scanner panels collect scanner data wherein panel members are issued an ID card allowing
panel members' purchases to be linked to their identities.
Answer: TRUE
Objective: 3
AACSB: Use of IT
31) The collection of product movement data for wholesalers and retailers is called a focus
group.
Answer: FALSE
Objective: 4
32) A major strength of scanner data is its representativeness gained by including all retail
categories, such as food warehouses and mass merchandisers.
Answer: FALSE
Objective: 3
33) A physical audit is a formal examination and verification of product movement carried out
by examining physical records or analyzing inventory.
Answer: TRUE
Objective: 4
34) Syndicated services or sources can be classified based on the unit of measurement.
Answer: TRUE
Objective: 2
35) Passive peoplemeters allow entire shopping carts to be checked out in an instant using tiny
embedded chips in merchandise.
Answer: FALSE
Objective: 3
36) The Nielsen Page is the name of Nielsen's blog.

Answer: FALSE
Objective: 7
AACSB: Use of IT
37) The Nielsen BrandLift is designed to provide marketers with effectiveness measurement for
Facebook advertising.
Answer: TRUE
Objective: 7
AACSB: Use of IT

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38) 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
Answer: A
Objective: 1
39) ________ 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
Answer: B
Objective: 1
40) 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
Answer: A
Objective: 1
41) 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
Answer: D
Objective: 3
AACSB: Analytical Skills
42) 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; institutions
Answer: E
Objective: 2

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43) ________ 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
Answer: A
Objective: 3
44) 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
Answer: B
Objective: 3
45) 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
Answer: B
Objective: 3
46) 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
Answer: E
Objective: 3
47) 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
Answer: A
Objective: 3

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48) 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 effectiveness.
D) in-depth interviews
E) all of the above
Answer: D
Objective: 3
49) 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
Answer: B
Objective: 3
50) 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.
Answer: E
Objective: 3
51) 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
Answer: D
Objective: 3
AACSB: Use of IT
52) 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
Answer: C
Objective: 3
53) Household purchases are recorded through electronic scanners in supermarkets for which of
the following syndicated services?

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A) surveys
B) media panels
C) scanner volume-tracking data
D) audit services
E) sales tax monitoring
Answer: C
Objective: 3
54) 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
Answer: A
Objective: 3
AACSB: Use of IT
55) 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) distribution channel selection.
Answer: E
Objective: 3
56) 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
Answer: B
Objective: 4
57) 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) movement exams
E) audit services
Answer: E
Objective: 4
58) The purposes of audit services include all of the following EXCEPT:
A) establishing consumer profiles.
B) measuring consumer sales and market share.

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C) analyzing distribution patterns.

D) tracking new products.
E) measuring competitive activity.
Answer: A
Objective: 4
59) ________ refer to the psychological profiles of individuals and to psychologically-based

measures of lifestyle, such as brand loyalty and risk taking.
A) psychometrics">Psychometrics
B) Psychographics
C) Demographics
D) Geo-demographics
E) Ego-profiling
Answer: B
Objective: 3
60) 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) usage segments
Answer: B
Objective: 3
61) 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
Answer: A
Objective: 3
62) 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.
Answer: E
Objective: 3
63) Purchase panels provide useful information for all of the following EXCEPT:
A) forecasting sales.
B) estimating market shares.

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C) assessing brand loyalty/switching behavior.

D) measuring promotional effectiveness.
E) attitudes and motives of consumers.
Answer: E
Diff: 3 Page Ref: 125, 130-131
Objective: 3
64) 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
Answer: D
Objective: 3
65) 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.
Answer: E
Objective: 3
66) ________ are data obtained by passing merchandise over a laser scanner that reads the UPC
code from the packages.
A) Scanner data
B) secondary data">Secondary data
C) Qualitative data
D) Modular data
E) Cashier data
Answer: A
Objective: 3
AACSB: Use of IT
67) 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
Answer: C
Objective: 3
AACSB: Use of IT
68) Which of the following companies is (are) not recognized as the largest syndicated firm

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specializing in the collection of scanner data?

A) Nielsen
B) Microsoft
C) SymphonyIRI
D) A and B
E) A, B, and C
Answer: B
Objective: 3
69) 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
Answer: B
Objective: 3
AACSB: Use of IT
70) 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
Answer: E
Objective: 3
AACSB: Use of IT
71) 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
Answer: C
Objective: 3
AACSB: Use of IT
72) ________ collect scanner data wherein panel members are issued an ID card allowing panel
members' purchases to be linked to their identities.
A) focus group">Focus group panels
B) Modular group panels
C) Scanner panels
D) Audit panels
E) Cashier panels
Answer: C

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Objective: 3
AACSB: Use of IT
73) 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
Answer: A
Objective: 4
74) ________ 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
Answer: A
Objective: 4
75) 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.
Answer: C
Objective: 4
76) 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.
Answer: D
Objective: 4
77) ________ 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

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Answer: A
Objective: 4
78) Which of the following companies is NOT a major source of syndicated services in the
United States?
A) Nielsen
B) Simmons Market Research Bureau
C) Microsoft
D) Arbitron
E) SymphonyIRI
Answer: C
Objective: 3
79) 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
Answer: A
Objective: 5
80) 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
Answer: E
Objective: 7
AACSB: Use of IT
81) The Nielsen BrandLift measures ________.

A) aided awareness
B) ad recall
C) message association
D) brand favorability
E) all of the above
Answer: E
Objective: 7
AACSB: Use of IT
82) 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 unnecessary collection of expensive primary data when the research problem can be
addressed based on secondary sources alone
D) both A and C are correct

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Answer: D
Objective: 8
AACSB: Ethical Reasoning
83) 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 supermarkets' 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.
Answer: E
Objective: 8
84) 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.
Answer: E
Objective: 8

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Marketing Research Testbank Chap 5

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Marketing research testbank Chap 5

Studocu is not sponsored or endorsed by any college or university

Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data

8) An example of a disadvantage of using surveys is interviewer error.

Downloaded by ngân hà ma (hamathingan@gmail.com)

16) The primary use of scanner volume-tracking data is to forecast sales.

18) Verifications of product movement by examining physical records or performing inventory

Downloaded by ngân hà ma (hamathingan@gmail.com)

Diff: 2 Page Ref: 125, 135

20) The primary purpose of audit services is to establish consumer profiles.

21) Psychometrics refers to the psychological profiles of individuals and to psychologically-

Downloaded by ngân hà ma (hamathingan@gmail.com)

29) Nielsen's volume-tracking data service is called InfoScan.

36) The Nielsen Page is the name of Nielsen's blog.

Downloaded by ngân hà ma (hamathingan@gmail.com)

Downloaded by ngân hà ma (hamathingan@gmail.com)

Downloaded by ngân hà ma (hamathingan@gmail.com)

Downloaded by ngân hà ma (hamathingan@gmail.com)

56) Verification of product movement by examining physical records or performing inventory

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C) analyzing distribution patterns.

59) ________ refer to the psychological profiles of individuals and to psychologically-based

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C) assessing brand loyalty/switching behavior.

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specializing in the collection of scanner data?

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80) Information gathered from social media is used to ________.

81) The Nielsen BrandLift measures ________.

82) Which of the following practices might be unethical?

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84) Informed consent is an ethical principal ________.

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