Which of the following statements about Homescan is FALSE?
a. Nielsen's Homescan Service is designed to measure natural consumer behavior rather than test the effects of different promotions or advertising.
b. The Homescan Service maintains a panel of 61,500 participating households.
c. Participants use a handheld scanner to record the UPC codes of products as they are purchasing them at the store.
d. The service is able to record information such as the age and sex of the shopper or the price paid for the product.
e. Information from each household is downloaded periodically to Nielsen's computer system.
Question 2A wealthy entrepreneur is able to analyze traffic patterns and consumer demographics to identify the best site for her new restaurant. Mapping software, often called a __________, allows her to easily combine demographic data with geographic information.
a. Marketing information system
b. Management information system
c. Business locator
d. Geographic information system
e. Geodemographic locator
Question 3Which of the following is FALSE?
a. Effective segmentation demands that firms group their customers into relatively homogenous groups.
b. A common segmentation base for firms selling industrial goods takes into account the industry designation(s) of its customers.
c. Firms selling consumer goods normally target individual customers.
d. The main disadvantage of secondary data over primary data is that the data may not always ideally fit the needs of the user.
e. Secondary data are typically much less expensive than primary data.
Question 4Nielsen's Scantrack service DOES NOT allow clients to evaluate the effectiveness of
a. short term promotions.
b. pricing changes.
c. new product introductions.
d. radio advertising.
e. in-store displays.
Question 5Which of the following statements describing Nielsen SCANTRACK is NOT true?
a. SCANTRACK is a service which interprets information provided by the reading of Universal Product Codes at point of purchase.
b. The service provides weekly sales data from a nationwide sample of scanner equipped stores.
c. The types of products covered by the service include grocery, clothing, and household durables.
d. The data allow clients to monitor product recalls and shortages.
e. The scanner data are not subject to recording biases.
Question 6Which of the following is FALSE?
a. The Nielsen Retail Index monitors sales of food stores through the use of store audits.
b. A.C. Nielsen's Retail Index is an example of a distribution information service.
c. Dun's Business Locator is especially popular among industrial goods and service suppliers.
d. Both a and b.
e. Both a and c.
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