Deck 7: Using External Secondary Data

Question 1

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

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.

Answer 1

A

Question 2

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 to

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 these are correct next steps.
E)look for external sources and see if good data can be obtained from published sources.

Answer 2

E

Question 3

The "National Panel Diary" (NPD Group)is

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.

Answer 3

C

Question 4

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

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

Question 5

Demographically balanced diary panels enable the service provider to

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 6

Suppliers of industrial goods advertise most heavily in

A)catalogs.
B)trade publications.
C)academic journals.
D)newspapers.
E)industrial magazines.

Question 7

Although old-fashioned store audits are still used in some markets,the vast majority of consumer products in the United States are now tracked via

A)Geographic Information Systems.
B)online diary panels.
C)people meters.
D)scanners.
E)All of these are correct.

Question 8

One of the oldest services for measuring exposure to,and readership of,print media is

A)Nielsen's Digital Voice.
B)Arbitron.
C)comScore's Mobile Metrix.
D)Webtrends.
E)GfK Group's Starch Ad Readership Program.

Question 9

Which of the following statements concerning single-source measurement is TRUE?

A)It combines all the relevant data at the individual consumer or household level.
B)Much of the single-source data is tightly controlled by retailers.
C)Many companies that want the advantages of single-source data are not in a position to capture it.
D)None of these are correct.
E)All of these are all correct.

Question 10

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?

A)Television and radio
B)Print media
C)Internet
D)All of these are correct.
E)None of these are correct.

Question 11

Which of the following is FALSE?

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 12

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

A)Profiling customers
B)Measuring product sales and market share
C)Measuring advertising exposure and effectiveness
D)All of these are correct.
E)None of these are correct.

Question 13

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

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

Question 14

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

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

Question 15

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

A)search librarian.
B)research librarian.
C)reference librarian.
D)resource librarian.
E)consulting librarian.

Question 16

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

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

Question 17

Which of the following is TRUE?

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 these are true statements.

Question 18

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

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 these are typically associated with "geodemographers".

Question 19

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

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.

Question 20

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

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 21

The main concern of the Starch Readership Service is to

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 22

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

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 these are correct.

Question 23

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

Question 24

Radio-listening statistics gathered by Arbitron are typically collected using

A)people meters.
B)telephone surveys of representative listener samples.
C)audiometers.
D)diaries placed in a panel of households.
E)personal interviews.

Question 25

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

A)Theme
B)Copy
C)Layout
D)Use of color
E)All of these are correct.

Question 26

Which of the following activities can be accomplished using GIS?

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 these are correct.

Question 27

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

Question 28

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.

Question 29

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

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 these are correct.
E)None of theseare correct.

Question 30

"Starch Readership Service"

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 31

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.

A)Marketing information system
B)Management information system
C)Business locator software
D)Geographic information system
E)None of these are correct.

Question 32

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?

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

Question 33

Media exposure measured by unobtrusive mechanical processes is incredibly inaccurate.

Question 34

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

Question 35

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

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 these are equally challenging.
E)None of these are the greatest challenge.

Question 36

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

Question 37

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

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 38

Which of the following is FALSE?

A)People meters attempt to measure the channels to which a television set is tuned and who is watching the television set.
B)Radio listening statistics are typically obtained through the use of diaries.
C)It is difficult to count the number of times that a website or web banner ad has been accessed.
D)All of these are false.
E)None of these are false.

Question 39

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

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 these are correct.

Question 40

No existing system captures all the data that marketers would like to tie to particular consumers or households.

Question 41

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

Question 42

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

Question 43

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

Question 44

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

Question 45

The availability of demographic,consumer-behavior,and lifestyle data by arbitrary geographic boundaries that are typically quite small is called geodemography.

Question 46

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

Question 47

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