Exam 7: Using External Secondary Data

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.

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

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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.

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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.

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D

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.

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

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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.

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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.

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

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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.

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D

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.

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

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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.

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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.

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True