Question 1

The organization that produces television ratings designed to provide estimates of the size and nature of audience for______________ a particular television program is:

Accepted Answer

A)   Arbitron
B)   Nielsen
C)   Dun & Bradstreet
D)   The Federal Communications Commission (FC
C)  
E)   GfK Group

Question 2

Which of the following represents the greater challenge when it comes to understanding consumers' online activities?

Accepted Answer

A)   Determining the demographics of visitors to a website.
B)   Counting the number of times a website or banner had have been accessed.
C)   Counting the revenue from online transactions.
D)   All of the above are equally challenging.
E)   B and C.

Question 3

"Comsopolitans", "Boomtown Singles" and "Shotguns and Pickups" are examples of the 66 segments used in which of the following systems?

Accepted Answer

A)   Dun & Bradstreet global commercial database
B)   Standard Industrial Classification system
C)   Nielsen's PRIZM system
D)   NAICS
E)   Arbitron rating system

Question 4

The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.

Accepted Answer

A) True 
 B)False

Question 5

The "National Panel Diary" (NPD Group)  is

Accepted Answer

A)   Concerned with size and nature of the television commercial audience.
B)   An advertisement readership service.
C)   A well-known diary panel concerned with the consumption of various goods and services.
D)   An annual service provided to consumers reporting on the average family's consumption behavior.
E)   A group that primarily tracks food-related trends in the U.S.

Question 6

Which of the following is TRUE?

Accepted Answer

A)   There are more standardized marketing information services available to the consumer goods manufacturer than to the industrial goods manufacturer.
B)   The Dun & Bradstreet global commercial database is popular among industrial goods and service suppliers.
C)   Census Bureau material has proven to be very useful in targeting groups of customers.
D)   Geodemographers are companies that typically combine census data with other sources of data to produce customized reports for clients.
E)   All of the above statements are all true.

Question 7

Which of the following is an example of how standardized marketing information can be used?

Accepted Answer

A)   Profiling customers
B)   Measuring product sales and market share
C)   Measuring advertising exposure and effectiveness
D)   All of the above are correct
E)   B and C are correct.

Question 8

______________ research will play an increasingly important role as researchers begin to harness the different sources of data (internal and external) that are becoming available.

Accepted Answer

The answer of ______________ research will play an increasingly important...

Question 9

An advertiser wishes to compare readership scores for a particular ad against other ads in the same issue of a magazine. A good way to do this would be to use:

Accepted Answer

A)   Nielsen's Digital Voice
B)   Starch Readership Reports
C)   comScore's Mobile Metrix
D)   Flurry
E)   There is no good way to do this

Question 10

GfK Group's Starch Ad Readership program could help an advertiser understand if a reader:

Accepted Answer

A)   Remembered seeing an ad.
B)   Saw the advertiser's name in an ad.
C)   Read any or all of the ad.
D)   Responded to a number of items about the ad, such as taking an action.
E)   All of the above

Question 11

Which source of standardized marketing information uses demographic considerations to classify residential neighborhoods?

Accepted Answer

A)   Nielsen's PRIZM
B)   NPD Group's online diary panels
C)   Arbitron
D)   GfK Group's Starch
E)   Nielsen's Digital Voice

Question 12

The majority of retail sales information is based on store audits.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following activities can be accomplished using GIS?

Accepted Answer

A)   Tailor products, prices, and promotions to meet local customer needs.
B)   Avoid advertising in less promising geographic areas.
C)   Evaluate potential new stores sites and choose the best sites based on sales forecast.
D)   Reducing cannibalization of sales with existing stores.
E)   All of the above.

Question 14

Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an ad?

Accepted Answer

A)   Theme
B)   Copy
C)   Layout
D)   Use of color
E)   All of the above

Question 15

______________ meters attempt to measure which household members are watching which television channels at what times.

Accepted Answer

The answer of ______________ meters attempt to measure which household...

Question 16

The Nielsen television ratings are computed from data gathered by means of

Accepted Answer

A)   People meters.
B)   Telephone surveys of representative viewer sample.
C)   Smartphone apps.
D)   Gaming consoles that are attached to television sets.
E)   None of the above.

Question 17

An entrepreneur is able to analyze traffic patterns and consumer demographics (including income, ethnicity, age)  to identify the best site for her new upscale Italian restaurant. Mapping software, often called______________, allows her to easily combine demographic data with geographic information.

Accepted Answer

A)   Marketing information system
B)   Management information system
C)   Business locator software
D)   Geographic information system
E)   None of the above.

Question 18

"Starch Readership Service"

Accepted Answer

A)   is concerned with industrial buying and selling.
B)   is used to produce market profiles.
C)   is used to develop brand loyalty profiles.
D)   represents developments in mathematical modeling.
E)   directly involves the consumer and his or her behavior.

Question 19

A common segmentation base for firms that takes into account the industry designation or designations of its customers is:

Accepted Answer

A)   Dun & Bradstreet global commercial database
B)   Standard Industrial Classification system
C)   Nielsen's PRIZM system
D)   NAICS
E)   Arbitron rating system

Question 20

The key feature of a(n)______________is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.

Accepted Answer

The answer of The key feature of a(n)______________is that a...

Exam 7: Using External Secondary Data

GfK Group's Starch Ad Readership program could help an advertiser understand if a reader:

Correct AnswerverifiedShow Answer

Which of the following represents the greater challenge when it comes to understanding consumers' online activities?

Correct AnswerverifiedShow Answer

______________ research will play an increasingly important role as researchers begin to harness the different sources of data (internal and external) that are becoming available.

Correct AnswerverifiedShow Answer

A common segmentation base for firms that takes into account the industry designation or designations of its customers is:

Correct AnswerverifiedShow Answer

Which of the following activities can be accomplished using GIS?

Correct AnswerverifiedShow Answer

"Starch Readership Service"

Correct AnswerverifiedShow Answer

Which source of standardized marketing information uses demographic considerations to classify residential neighborhoods?

Correct AnswerverifiedShow Answer

The key feature of a(n)______________is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.

Correct AnswerverifiedShow Answer

The organization that produces television ratings designed to provide estimates of the size and nature of audience for______________ a particular television program is:

Correct AnswerverifiedShow Answer

The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.

Correct AnswerverifiedShow Answer

The majority of retail sales information is based on store audits.

Correct AnswerverifiedShow Answer

______________ meters attempt to measure which household members are watching which television channels at what times.

Correct AnswerverifiedShow Answer

An advertiser wishes to compare readership scores for a particular ad against other ads in the same issue of a magazine. A good way to do this would be to use:

Correct AnswerverifiedShow Answer

Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an ad?

Correct AnswerverifiedShow Answer

Which of the following is TRUE?

Correct AnswerverifiedShow Answer

The Nielsen television ratings are computed from data gathered by means of

Correct AnswerverifiedShow Answer

An entrepreneur is able to analyze traffic patterns and consumer demographics (including income, ethnicity, age) to identify the best site for her new upscale Italian restaurant. Mapping software, often called______________, allows her to easily combine demographic data with geographic information.

Correct AnswerverifiedShow Answer

"Comsopolitans", "Boomtown Singles" and "Shotguns and Pickups" are examples of the 66 segments used in which of the following systems?

Correct AnswerverifiedShow Answer

The "National Panel Diary" (NPD Group) is

Correct AnswerverifiedShow Answer

Which of the following is an example of how standardized marketing information can be used?

Correct AnswerverifiedShow Answer

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