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Exam 3: Research Design, Secondary and Syndicated Data

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Question 51

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Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called volume-tracking data.

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Question 52

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________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

A) Data mining
B) Mass marketing
C) Parallel marketing
D) Traditional marketing
E) Competitive intelligence

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Question 53

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According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time.

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.

________ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.

If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________.

Regarding supermarket loyalty cards, a shopper provides demographic and shopping-related information when applying for the cards.At check-out, the UPC-coded loyalty cards are swiped prior to scanning the items for purchase.Typically, databases gather the list of items that are scanned at check-out and match them to the shopper's records.

A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.

Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?

In a short essay, describe the uses of scanner data and list at least three advantages and three disadvantages of using scanner data.

A focus group is an example of a general business source of external secondary data.

Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called subjective research.

Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

Which of the following practices might be unethical?

Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT ________.

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________.

A cause-and-effect study is a major type of descriptive study.

The collection of product movement data for wholesalers and retailers is called a focus group.

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________.

Descriptive research is a type of ________ that has as its major objective the description of something - usually market characteristics or functions.