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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. 475
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
8-69SINGLE-SOURCE DATADEFINITIONWhat does it mean when the text refers to a single-source data? 8-70SINGLE-SOURCE DATAAPPLICATIONMarketing 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 8-71ADVANTAGES OF SECONDARY DATACONCEPTUALTwo 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. 477