Question 1

Demographically balanced diary panels enable the service provider to

Accepted Answer

A)   Save on the cost of assembling the panel.
B)   Use the same panel members for all U.S. markets.
C)   Assume that all panel members have the same lifestyle.
D)   Generalize panel purchasing data to the population as a whole.
E)   Disregard the effects of different ethnic backgrounds on purchase data.

Question 2

Which of the following is FALSE?

Accepted Answer

A)   Effective segmentation demands that firms group their customers into relatively homogenous groups.
B)   A common segmentation base for firms takes into account the industry designation(s)  of its customers.
C)   Firms selling consumer goods normally target individual customers.
D)   The main disadvantage of secondary data over primary data is that the data may not always ideally fit the needs of the user.
E)   Secondary data are typically much less expensive than primary data.

Question 3

There is likely to be relevant external secondary data on almost any problem a marketer might confront.

Accepted Answer

A) True 
 B)False

Question 4

A great deal of commercial information is available for marketers to assess advertising exposure and effectiveness. Services have evolved to measure consumer exposure to which of the following media types?

Accepted Answer

A)   Television and radio
B)   Print media
C)   Internet
D)   All of the above
E)   A and C only D

Question 5

Which of the following are NOT activities typically associated with "geodemographers?"

Accepted Answer

A)   Conducting primary research.
B)   Tabulating census and other data for geographic areas.
C)   Updating census data through statistical extrapolation.
D)   Performing detailed analysis of census data.
E)   All of the above are typically associated with "geodemographers."

Question 6

Suppliers of industrial goods advertise most heavily in:

Accepted Answer

A)   Catalogs.
B)   Trade publications.
C)   Academic journals.
D)   Newspapers.
E)   Industrial magazines.

Question 7

A marketing manager has discovered that relevant, internal secondary data don't exist to support a decision process. The next step the manager should take is:

Accepted Answer

A)   Look for external sources for the relevant data.
B)   See if good data can be obtained from published sources.
C)   Begin a primary data collection effort.
D)   All of the above are correct next steps
E)   A and B are both correct.

Question 8

The main disadvantage of data furnished by standardized marketing information services over user-collected primary data is standardized data

Accepted Answer

A)   may not always fit the specific needs of the user.
B)   is generally more costly than primary data.
C)   is generally less accurate than primary data.
D)   is hard to locate.
E)   is only available in "hard copy" formats.

Question 9

People meters attempt to measure not only the channel to which the set is tuned, but also who in the household is watching.

Accepted Answer

A) True 
 B)False  True

Question 10

Media exposure measured by unobtrusive mechanical processes is incredibly inaccurate.

Accepted Answer

A) True 
 B)False

Question 11

When it comes to external secondary data, which of the following statements if FALSE?

Accepted Answer

A)   Most people underestimate what is available.
B)   There is likely to be relevant external secondary data on almost any problem.
C)   The fundamental problem with relevant external secondary data is availability
D)   The fundamental problem with relevant external secondary data is identifying and accessing what is there.
E)   Researchers who know how much valuable secondary data exists may not know how to find it.

Question 12

As it stands today, achieving a complete, single-source data system would:

Accepted Answer

A)   Require augmenting secondary data on things like media exposure and purchase behavior.
B)   Combine the above with primary data on consumer knowledge, attitudes, motivations, information search, post-purchase reaction, etc.
C)   Be cost prohibitive to collect, even if relevant data could be identified.
D)   All of the above are correct
E)   A and B

Question 13

The main concern of the Starch Readership Service is to

Accepted Answer

A)   Provide information on the demographic characteristics of a particular publication's readership.
B)   Provide advertisers with insights concerning the effectiveness of their ads.
C)   Determine which magazines carry the most advertising.
D)   Evaluate the fit between a magazine's geographic distribution patterns and the type of advertising it carries.
E)   Link magazine readership with certain lifestyle characteristics

Question 14

A specialist that is trained to know the contents of many of the key information sources in a library and on the Web, as well as how to search those sources most effectively is known as a:

Accepted Answer

A)   Search librarian
B)   Research librarian
C)   Reference librarian
D)   Resource librarian
E)   Consulting librarian

Question 15

The "National Panel Diary" (NPD) is an advertisement readership service.

Accepted Answer

A) True 
 B)False  False

Question 16

Which term describes the service used by researchers in an attempt to provide an overall assessment of the effectiveness of a marketing campaign across multiple media platforms?

Accepted Answer

A)   Multi-media diaries
B)   Cross platform services
C)   Media-sponsored readership studies
D)   Portable people meters
E)   Google analytics

Question 17

The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases or products consumed over a period of time.

Accepted Answer

A) True 
 B)False

Question 18

Discuss three common uses of the information supplied by standardized marketing information services.

Accepted Answer

The information supplied by standardized...

Question 19

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

Accepted Answer

The answer of Effective segmentation demands that firms group their...

Question 20

When using external secondary data from published sources, the fundamental problem is identifying and accessing what is there. The first step in this process should be:

Accepted Answer

A)   Compiling the literature you have found
B)   Begin the search process
C)   Develop a list of key terms and authors
D)   Identify what you want to know and what you already know about your topic
E)   Enlist the assistance of a reference librarian

Exam 7: Using External Secondary Data

Demographically balanced diary panels enable the service provider to

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

There is likely to be relevant external secondary data on almost any problem a marketer might confront.

Correct AnswerverifiedShow Answer

A great deal of commercial information is available for marketers to assess advertising exposure and effectiveness. Services have evolved to measure consumer exposure to which of the following media types?

Correct AnswerverifiedD

Which of the following are NOT activities typically associated with "geodemographers?"

Correct AnswerverifiedShow Answer

Suppliers of industrial goods advertise most heavily in:

Correct AnswerverifiedShow Answer

A marketing manager has discovered that relevant, internal secondary data don't exist to support a decision process. The next step the manager should take is:

Correct AnswerverifiedShow Answer

The main disadvantage of data furnished by standardized marketing information services over user-collected primary data is standardized data

Correct AnswerverifiedShow Answer

People meters attempt to measure not only the channel to which the set is tuned, but also who in the household is watching.

Correct AnswerverifiedTrue

Media exposure measured by unobtrusive mechanical processes is incredibly inaccurate.

Correct AnswerverifiedShow Answer

When it comes to external secondary data, which of the following statements if FALSE?

Correct AnswerverifiedShow Answer

As it stands today, achieving a complete, single-source data system would:

Correct AnswerverifiedShow Answer

The main concern of the Starch Readership Service is to

Correct AnswerverifiedShow Answer

A specialist that is trained to know the contents of many of the key information sources in a library and on the Web, as well as how to search those sources most effectively is known as a:

Correct AnswerverifiedShow Answer

The "National Panel Diary" (NPD) is an advertisement readership service.

Correct AnswerverifiedFalse

Which term describes the service used by researchers in an attempt to provide an overall assessment of the effectiveness of a marketing campaign across multiple media platforms?

Correct AnswerverifiedShow Answer

The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases or products consumed over a period of time.

Correct AnswerverifiedShow Answer

Discuss three common uses of the information supplied by standardized marketing information services.

Correct AnswerverifiedThe information supplied by standardized...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

When using external secondary data from published sources, the fundamental problem is identifying and accessing what is there. The first step in this process should be:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
D

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
True

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
False

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The information supplied by standardized...
View Answer

Correct Answer
verified

Correct Answer
verified