Marketing Final Exam

Single group of respondents by continuously

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Unformatted text preview: own as a(n): a. Web community b. focus blog c. online focus group d. Webinar e. Web-based ethnographic group ANS: A This describes a Web community. PTS: 1 REF: 153 OBJ: 09-4 Thinking KEY: CB&E Model Research| CB&E Model Online/Computer TOP: AACSB Reflective MSC: BLOOMS Knowledge 120. A(n) _____ gathers its information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. This creates a huge database of marketing efforts and resultant consumer behavior. a. one-way mirror observation study b. television meter investigation c. laser scanner experiment d. CLT interview e. scanner-based research system ANS: E This is the definition of scanner-based research. PTS: 1 REF: 153-154 OBJ: 09-5 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Knowledge 121. With which scanner-based research system do IRI panel members shop with an ID card, which is presented at checkout in scanner-equipped grocery and drugstores, thus allowing IRI to electronically track each household’s purchasing over time? a. InfoScan b. VideOCart c. BehaviorScan d. Nielsen Data e. Scanner Plus ANS: C BehaviorScan monitors the purchases of 3,000 long-term participants who have been recruited to use the ID card in scanner-equipped grocery and drugstores. PTS: 1 REF: 154 OBJ: 09-5 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Knowledge 122. _____ is a scanner-based sales-tracking service for the consumer packaged-goods industry. It tracks retail sales, consumer purchasing information, and promotional activity for all bar-coded products. a. BehaviorScan b. Nielsen Data c. Scanner Plus d. InfoScan e. VideOCart ANS: D Through the use of InfoScan, which is IRI’s most successful product, data are collected weekly from more than 70,000 supermarkets, drugstores, and mass merchandisers. PTS: 1 REF: 154 OBJ: 09-5 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Knowledge 123. Marketing research should not be undertaken when: a. the perceived costs are greater than the projected benefits b. there are no secondary data in existence to guide the project definition c. it will take a long time to complete d. the actual costs are less than the forecasted benefits e. the perceived costs are the same as the forecasted benefits ANS: A Research should be undertaken only when the expected value of the information is greater than the cost of obtaining it. PTS: 1 REF: 154-155 Thinking KEY: CB&E Model Research OBJ: 09-6 TOP: AACSB Reflective MSC: BLOOMS Analysis 124. An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: a. competitive research b. competitive intelligence c. industrial espionage d. an audit e. differential competitive advantage ANS: B This is the definitio...
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This document was uploaded on 09/29/2013.

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