Question 1

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 these are correct.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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 these are correct.
E)  None of these are correct.

Question 4

Radio-listening statistics gathered by Arbitron are typically collected using

Accepted Answer

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

Question 5

Media exposure measured by unobtrusive mechanical processes is incredibly inaccurate.

Accepted Answer

A) True 
 B)False

Question 6

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 7

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 these are typically associated with "geodemographers".

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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.

Question 10

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

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

Question 11

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 12

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 13

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

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 these are correct.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

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

Question 18

Which of the following is FALSE?

Accepted Answer

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 19

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.

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 7: Using External Secondary Data

Radio-listening statistics gathered by Arbitron are typically collected using

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

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

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

Correct AnswerverifiedShow Answer

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

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 to

Correct AnswerverifiedShow Answer

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

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

Which of the following is FALSE?

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

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

Correct AnswerverifiedShow Answer

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

Media exposure measured by unobtrusive mechanical processes is incredibly inaccurate.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The main concern of the Starch Readership Service is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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