Standardized Sources of Marketing Data Test Bank Docx Ch6

Test Bank

Chapter 6 Standardized Sources of Marketing Data

True-False

1. Syndicated marketing data sources serve only a few large customers

who have a need for specific data on a continuing basis.

2. The more specific and topical the need for information, the greater is the likelihood

that relevant secondary data will be found.

3. Audit data are collected by an audit team that visits an

ever-changing sample of stores at regular intervals and does

physical count of inventory.

4. The use of standardized data sources has been revolutionized by single‐source

data from scanner systems.

5. Sales are computed from audit data by adding beginning inventory to

deliveries and subtracting ending inventory.

6. Store audit data are used over time to assess the impact of

marketing activities, such as a price change.

7. In comparison with interview methods, although not with audits,

the continuous purchase panel has the advantage of accuracy.

8. Nielsen’s auditing services cover four major reporting groups: grocery products,

drugs, alcoholic beverages, and automobiles.

9. A problem with the home audit is that the auditor is unable to

collect information on products that have been totally consumed or

thrown out by the panel member.

10. In the mail diary method, the panel member records the details of each purchase in certain

categories and returns the completed diary by mail at regular intervals

11. One benefit of scanner data is enhanced accuracy of the data.

12. Behavior Scan maintains a household panel in each of several cities

who record their purchases in a diary.

13. Behavior Scan can control what TV advertising is seen by each panel

member.

14. Behavior Scan can control purchases of new products by monitoring

purchases.

15. Marketing performance typically is measured by the company’s sales and market share.

16. The Starch surveys employ the recognition method to assess a particular

ad’s effectiveness.

17. Advertising exposure and effectiveness in the print media are tested by

Nielsen Television Services and Arbitron and in the audio‐visual media by Starch scores.

18. As a system for estimating national television audiences, Starch scores produces

a “rating” and corresponding share estimate.

19. Expert systems are being created by suppliers of scanner data in

order to provide more utility to the managers and to aid in their

decision process.

20. RFID offers the ability to store more information than an 11 digit UPC bar code

21. The Starch readership service measures the readership of advertise-

ments in magazines and newspapers.

22. Starch scores can be used to measure product sales and market share.

23. A continuous panel purchase is not useful in conducting quasi-

experiments.

24. "Mortality rates" occur in consumer panels when the consumers refuse

to participate in the exercise.

25. "Selection bias" in consumer panels arises out of the refusal of

consumers to participate in the panel, thereby resulting in lack of

representativeness.

26. "Testing effects" in consumer panels occur when new members report

unusual levels of purchasing due to the novelty of the reporting

responsibility.

• • 1. Scanner data is marked by the inability to study very short time

periods of sales activity.

28. The advantage of single-source systems is that they can track purchases

only at grocery stores and drug stores that are equipped with scanners.

Multiple Choice

1. As the manager of a fast-food business, you need information on

brand switching behavior. Which source would you use?

a. A restaurant audit

b. A Census of Business

c. A mail diary panel

d. A restaurant audit and a Census of Business

e. All of these

2. Consumer panels make it possible to analyze all of the following

except

a. the characteristics of heavy buyers.

b. brand switching rates.

c. the effectiveness of the distribution network.

d. cumulative market penetration.

e. all of these can be analyzed using consumer panels.

3. Survey respondents have been found to

1. answer purchase questions in terms of their normal behavior.

2. exaggerate their rate of purchasing.

3. oversimplify brand switching behavior.

4. be more accurate sources of information than a continuous

panel.

a. 1

b. 2

c. 3

d. 4

e. 2 and 3

4. The tendency for new members of a panel to report unusual levels of

purchase is the result of

a. testing effects.

b. mortality.

c. selection bias.

d. probability sampling.

e. none of the above.

5. Which of the following is not true of continuous panels?

1. They are usually a representative sample of the population.

2. Panel members who drop out usually differ from the members of

the panel who remain.

3. They provide a vehicle for testing the effects of changes in

price or advertising copy.

4. They have an advantage of accuracy over interview methods.

a. 1

b. 2

c. 3

d. 4

e. 1 and 2

6. Which of the following is true about computer scanner checkouts?

1. They record purchases by passing them over a laser scanner.

2. One of their advantages to the researcher is the ability to

look at data over short periods of time.

3. Consumers' purchase data can be instantly accessed.

a. 1

b. 2

c. 3

d. 2 and 3

e. 1, 2, and 3

1. A large grocery product manufacturer has experienced declining sales

of canned beans. You are asked to investigate whether the decline is

due to the pricing of its product relative to that of the

competition. What data source would you use?

a. A warehouse withdrawal service

b. An SIC index

c. A retail store audit

d. A mail diary panel

e. A home audit panel

8. Store audits may give information on all of the following except the

a. distribution of products.

b. sales of products.

c. profitability of products.

d. media advertising for the total market and for major brands.

e. none of the above.

9. Information on special displays, in-store advertising, and shelf

facings can be obtained through

a. a Census of Business.

b. surveying wholesalers.

c. computer scanner checkouts.

d. a retail store audit.

e. none of the above.

10. Which one of the following is not an expert system based on scanner

data services?

a. SymphonyGOLD

b. SymphonyEYC

c. Assortman

d. Spaceman

e. Nielsen Connected System

11. ___________ occurs in choosing consumer panels because of the high

rates of refusal and the resulting lack of representativeness.

a. Mortality effects

b. Testing effects

c. Selection bias

d. Response bias

e. None of the above

12. The standardized source of marketing data that deals with print

media is

a. Starch scores.

b. Arbitron information on demand

c. NTI.

d. Simmons media.

e. none of the above.

13. Which of the following is not an application of the standardized

data source?

1. a. Measuring promotion effectiveness
2. b. Measuring ad exposure and effectiveness

c. Measuring product sales and market shares

1. d. Estimation and evaluation of models
2. e. Identifying newer markets

14. Continuous panels are beneficial to researchers because

1. the researcher can study changes in behavior
2. the researcher can collect buyer characteristics and look to market segment behavior
3. not only do you have time series data, but it is not aggregated over all

individuals so a single individual (or family) can be studied

1. all of the above
2. none of the above

15. The tendency for new members of a panel to report unusual levels of purchase is

the result of

1. testing effects
2. mortality
3. selection bias
4. probability sampling
5. none of the above

16. Diary panels are not used for

1. estimating market share
2. forecasting sales
3. assessing causal relationships
4. assessing brand loyalty
5. measuring promotional effectiveness

17. Which of the following is not a limitation of consumer panels?

1. Selection bias
2. Starch score bias
3. Testing Effects
4. Mortality effect
5. All of the above

18. Selection bias occurs because

1. of the high rates of refusal and the resulting

lack of representativeness.

1. of the tendency for new panel members to report unusual

levels of purchasing

1. panel members are representative of the population
2. panel members provide longitudinal data
3. panel members provides higher quality data than sample respondents

19. Testing Effects occur because

1. of the high rates of refusal and the resulting

lack of representativeness.

1. of the tendency for new panel members to report unusual

levels of purchasing

1. panel members are representative of the population
2. panel members provide longitudinal data
3. panel members provides higher quality data than sample

20. The Starch surveys employ the ____________ to assess a particular ad’s effectiveness

1. people meter
2. Starch method
3. Nielsen method
4. recognition method

e) Arbitron method