Marketing data services offer single source data

Marketing data services offer single-source data, which is information provided by a
single firm on household demographics and lifestyle, purchases, TV viewing behavior,
and:
a. magazine and newspaper subscription rates.
b. recreational activities like tennis and golf.
c. responses to promotions like coupons and free samples.
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d. attendance at church, theater, and the like.
e. ethnicity, culture, class, and first language.
Answer: c Page: 213
Rationale: Text term definition—single-source data

8-69 SINGLE-SOURCE DATA DEFINITION
What does it mean when the text refers to a single-source data?
8-70 SINGLE-SOURCE DATA APPLICATION
Marketing Works, a market research firm located in Anchorage, Alaska, specializes in
providing marketing information to retail stores around the world. The employees at
Marketing Works perform a variety of services for and provide a wide range of
information to their clients. For example, they collect data on consumer demographics,
purchase behavior, lifestyle, and responses to sales promotions. Finally, the
Marketing Works employees analyze, interpret, and interrelate the data they have
collected and provide retailers with market related information. Marketing Works is
an example of a firm that offers:
SG
8-71 ADVANTAGES OF SECONDARY DATA CONCEPTUAL
Two important advantages of secondary data are:
a. they are inexpensive and up-to-date.
b. they are up-to-date and supply all relevant categories of information.
c. they are usually inexpensive and save time.
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