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13. Esri’s market segmentation service, Tapestry Segmentation, would be classified
which type of packaged information? Why?
Esri’s Tapestry Segmentation is an example of a packaged service because it is a
marketing research process that uses a ready-made, prepackaged process to profile
residential neighborhoods. BMKT 312 C5 Study Guide 3 14. What are some areas in which packaged information may be applied?
The following list matches applications with the examples covered in the chapter.
Application Area Packaged Information Measuring consumer attitudes
and opinions The Maritz Poll
Ipsos [email protected]
Gallup Poll Defining market segments
Information on members
of the industrial market Dun’s Market Identifiers
Dun & Bradstreet’s D-U-N-S Information on members
of the consumer market VALS, GeoVALS
U.S. VALS, Japan-VALS, U.K.
PRIZM, ESRI’s Tapestry
Segmentation Market tracking
at the retail level Nielsen’s Scantrack,
Retail store audits Market tracking at the
household level IRI’s Scankey,
Nielsen HomeScan Panel,
Household diaries, NPD’s
Complete Kitchen Audit Turning market tracking
information into intelligence IRI’s Builder Suite,
Nielsen’s Category Business
Planner Monitoring media usage and
promotion effectiveness Soundscan, Videoscan
Bookscan, Nielsen Television
Index (NTI), People meter,
Arbitron Inc., Portable People
Meter (PPM), MRI’s Starch
Adnorms BMKT 312 C5 Study Guide 4...
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This note was uploaded on 02/13/2014 for the course BMKT 312 taught by Professor Surajcommuri during the Fall '13 term at SUNY Albany.
- Fall '13