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Exam 5: Exploratory Research Design: Syndicated Sources of Secondary Data

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Question 1

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What are purchase panels and media panels? Develop examples of marketing situations where you would use each. Be sure to explain the type of information you would collect and the make up of the panel respondents.

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In purchase panels respondents record their purchases online or in a diary. Media panels comprise samples of respondents whose television viewing behavior is automatically recorded by electronic devices supplementing the purchase information recorded online or in a diary. Students should give their own examples. Complete information on the NPD Group and Nielsen Media Research examples given here are in the text. NPD uses purchase panels to gather information on consumer behaviors on a wide range of product categories including food, fashion, fun, house and home, tech, and auto. Detailed information is gathered on the brand, amount purchased, price paid, intended use, and more. The composition of the panel is representative of the U.S. population as a whole. A 2005 study identified the top 5 women's accessory purchases. Nielsen Media Research uses People Meters to measure audiences for local television 4 times a year in the 210 TV markets in the country. Viewers write in diaries who watched, what channel they watched, and what program they watched. Five thousand households are randomly selected by Nielsen so as to be representative of the U.S. population. Using these data, Nielsen estimates the number and percentage of all TV household viewing a given show. The information is disaggregated by 10 demographic and socioeconomic characteristics. The Nielsen Index is useful to firms in selecting specific TV programs on which to air their commercials.

Question 2

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The collection of product movement data for wholesalers and retailers is called ________.

A) an audit
B) a panel
C) a survey
D) a focus group
E) a movement exam

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Question 3

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Household purchases are recorded through electronic scanners in supermarkets for which of the following syndicated services?

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 companies is NOT a major source of syndicated services in the United States?

The three types of scanner data that are available are scanner panels, volume-tracking data, and scanner panels with cable TV.

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:

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.

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

According to the text, ________ are the primary means of obtaining information about consumers' motives, attitudes, and preferences.

Informed consent is an ethical principal ________.

The primary purpose of audit services is to establish consumer profiles.

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

For which of the following types of syndicated services do households provide specific information regularly over an extended period of time?

Peoplemeters have revolutionized grocery store retailing by allowing self-service checkouts.

Syndicated sources can be classified based on units of measurement, such as ________ and ________.

In a short essay, describe an audit and list at least four uses of audit data.

________ is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

Panel surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

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 ________.