An entrepreneur is able to analyze traffic patterns and consumer demographics (including income, ...

An entrepreneur is able to analyze traffic patterns and consumer demographics (including income, ethnicity, age) to identify the best site for her new upscale Italian restaurant. Mapping software, often called __________, allows her to easily combine demographic data with geographic information.
 a. Marketing information system
  b. Management information system
  c. Business locator software
  d. Geographic information system
  e. None of the above.

Question 2

Which of the following is FALSE?
 a. The Starch surveys employ the recognition method to assess a particular ad's effectiveness.
  b. Starch scores are based on recall tests.
  c. The recognition method uses aided recall.
  d. Both a and b.
  e. a, b, and c.

Question 3

Starch Readership Service
 a. is concerned with industrial buying and selling.
  b. is used to produce market profiles.
  c. is used to develop brand loyalty profiles.
  d. represents developments in mathematical modeling.
  e. directly involves the consumer and his or her behavior.

Question 4

Which of the following describes the recognition method used to assess a particular ad's effectiveness? A respondent is
 a. shown slides and asked if he or she remembers them.
  b. given an open ended questionnaire.
  c. given a self administered questionnaire.
  d. given a self administered questionnaire with pictures.
  e. asked whether he or she has read each ad as he/she pages through an open magazine.

Question 5

A copy of a magazine is used in which of the following methods assessing magazine advertising effectiveness?
 a. Recognition technique
  b. Association technique
  c. Recent reading technique
  d. Yesterday recall technique
  e. Recall technique

Question 6

The main concern of the Starch Readership Service is to
 a. provide information on the demographic characteristics of a particular publication's readership.
  b. link magazine readership with certain lifestyle characteristics.
  c. determine which magazines carry the most advertising.
  d. evaluate the fit between a magazine's geographic distribution patterns and the type of advertising it carries.
  e. provide advertisers with data concerning the effectiveness of their ads.

Question 7

Starch Readership Service collects data by using which of the following techniques?
 a. Mail diaries
  b. Group interviews
  c. Personal interviews
  d. Surveys of magazine wholesalers
  e. Telephone surveys

Question 8

Radio listening statistics gathered by Arbitron are typically collected using
 a. people meters.
  b. telephone surveys of representative listener samples.
  c. audimeters.
  d. mail diaries.
  e. personal interviews.

Question 9

Which of the following is FALSE?
 a. People meters attempt to measure the channels to which a television set is tuned and who is watching the television set.
  b. Radio listening statistics are typically obtained through the use of diaries.
  c. BehaviorScan requires only one identification card per household.
  d. Both a and b.
  e. a, b, and c.