The Nielsen television ratings are computed from data gathered by means of
a. people meters.
b. telephone surveys of representative viewer sample.
c. handheld scanners.
d. infrared scanning devices.
e. None of the above.
Question 2Services that provide single source data typically do so by
a. linking magazine readership with product purchase behavior.
b. linking lifestyle data with television viewing behavior.
c. providing purchase and lifestyle data by arbitrary geographical units.
d. linking diary panel data with television viewing habits.
e. linking television viewing behavior with scanner based purchasing behavior data.
Question 3When Jessica was asked to indicate whether she had read an ad, she had not only noted
the advertisement but also saw the advertiser's name. Which degree of reading best
describes Jessica's recognition of the ad?
a. Noted
b. Associated
c. Read some
d. Read most
e. Read all
Question 4Suppliers of industrial goods advertise most heavily in
a. catalogs.
b. trade publications.
c. academic journals.
d. newspapers.
e. industrial magazines.
Question 5Which of the following does NOT describe BehaviorScan?
a. It reflects purchasing behavior that is not subject to recording errors by the panel member.
b. It can link purchase behavior to the demographic characteristics of panel members.
c. It can link purchase behavior to members' known exposure to promotional deals, newspaper ads, and point of purchase displays.
d. It can link television-viewing behavior with product-purchasing behavior.
e. It lacks targetable television capability, maximizing the problem of having noncomparable experimental and control groups.
Question 6Which of the following statements concerning single-source measurement is TRUE?
a. The impact of single-source measurement has been so profound that it has been said to ultimately rival the importance of the microscope to scientists..
b. Without proper planning, firms can literally drown in the data that the services produce.
c. Decision support systems are becoming increasingly important for analyzing data.
d. Both a and b.
e. a, b, and c.
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