Chapter 7
STANDARDIZED INFORMATION SOURCES
GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS
1.
Community Tapestry is a segmentation database and is a product of ESRI. This service was
explained in Chapter 7 of your textbook. Which of the following illustrates how the service may be
used?
a. One or more of the 65 lifestyle segments are associated with the users of a product or service.
b. The service identifies every zip code in the United States by one of the 65 lifestyle segments.
c. By knowing which lifestyle segments are associated with a firm's product or service, decisions
may be made to locate the company's distributors in neighborhoods classified by the same
lifestyle segments.
d. The 65 lifestyle segments are grouped into 12 LifeMode summary groups based on
similarities.
e. All of the above statements illustrate characteristics of the Community Tapestry service.
Answer: (e) Difficulty: (Difficult) Page: 177
2.
A form of external, secondary data that collected in a standard format and made available to
subscribers is:
a. syndicated data
b. published data
c. trade association's publications
d. business periodicals
e. syndicated services
Answer: (a) Difficulty: (Difficult) Page: 178
3.
Standardized services differ from syndicated data services in that in the former each client is
provided with:
a. data shared from a common database
b. the same service as a result of a common process
c. no data is used
d. intermittent service
e. data collected in a standard format
Answer: (b) Difficulty: (Difficult) Page: 178
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4.
The Nielsen TV ratings would be considered an example of:
a. syndicated processing firms
b. standardized processing firms
c. standardized services firms
d. syndicated data services firms
e. community tapestry firms
Answer: (d) Difficulty: (Difficult) Page: 178
5.
A company offering a predetermined method of measuring customer satisfaction would be an
example of:
a. an experiment
b. a syndicated data service firm
c. a standardized service
d. geodemography
e. synthetic services firm
Answer: (c) Difficulty: (Difficult) Page: 178
6.
Community Tapestry is an example of:
a. a syndicated data service
b. a customized segmentation system
c. a marketing research service for forestry products
d. a standardized service
e. a synthetic services firm
Answer: (d) Difficulty: (Moderate) Page: 178
7.
Both syndicated data and standardized services are a form of:
a. demographics
b. standardized data
c. syndicated data
d. standardized information
e. synthetic services
Answer: (d) Difficulty: (Moderate) Page: 178
8.
The key advantage of syndicated data is:
a. the currency of the information
b. the shared costs
c. high quality of the data
d. data are quickly disseminated to users
e. All of the above
Answer: (e) Difficulty: (difficult) Page: 179
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9.
A disadvantage of syndicated data is:
a. current data are not available
b. buyers have little control over what information is collected
c. it is regulated by the FTC, Syndicated Services Division
d. data are distributed only every six months to end users
e. All of the above
Answer: (b) Difficulty: (Moderate) Page: 179
10. Which of the following is a disadvantage of standardized services?
a. The company providing the standardized service may know the idiosyncrasies of the buyer
firm's industry.
b. Buyers have little control over what information is collected.
c. It is regulated by the FTC, Standardized Services Division.
d. Data are distributed only every six months to end users.
e. The company providing the standardized service may not know the idiosyncrasies of the buyer
firm's industry.
Answer: (e) Difficulty: (Difficult) Page: 179
11.
Which of the following is an area to which standardized information may be applied?
a. measuring consumer attitudes and opinion polls
b. defining market segments
c. conducting market tracking
d. monitoring media usage and promotion effectiveness
e. All of the above
Answer: (e) Difficulty: (Moderate) Pages: 179-180
12.
Which of the following was discussed in the textbook as a firm that tracks consumer attitudes?
a. ConTrak.com
b. Consumer Attitudes America
c. the Nielsen TV Index
d. Arbitron
e. the Harris Poll
Answer: (e) Difficulty: (Moderate) Page: 180
13.
Which of the following would be best for providing information on members of the industrial
market?
a. Community Tapestry
b. the Gallup Poll-B2B Division
c. Business-to-Business Profilers, Inc.
d. Dun's Market Identifiers (DMI)
e. audits and surveys
Answer: (d) Difficulty: (Difficult) Page: 181
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14.
The primary benefit of adding digits to the SIC through NAICS is:
a. it allows more information for less cost
b. it is more efficient
c. it provides ready access to business information
d. it provides thousands of more specific types of firms instead of the broad categories available
through SIC codes
e. it is necessary in order to use the new computer software designed to allow access to the
NAICS databases
Answer: (d) Difficulty: (Difficult) Page: 181
15.
Which of the following would be best for providing information on members of the consumer
market?
a. the Gallup Poll-B2C Division
b. Consumer-to-Consumer Profilers, Inc.
c. Dun's Market Identifiers (DMI)
d. NAICS
e. VALS
Answer: (e) Difficulty: (Moderate) Page: 181
16.
Which of the following statements about VALS is true?
a. Consumers are placed into one of eight segments based on their response to a questionnaire.
b. VALS questions measure consumers' psychological and demographic characteristics.
c. Client firms' product/service usage is linked to specific VALS groups.
d. By knowing which VALS group(S) are a firm's target market, firms may use VALS data to
more effectively communicate to them in promotional materials.
e. All of the above are true statements about VALS.
Answer: (e) Difficulty: (Difficult) Page: 181
17.
Which of the following is NOT one of the VALS segments?
a.
RedNecks
b.
Innovators
c. Thinkers
d.
Believers
e.
Achievers
Answer: (a) Difficulty: (Easy) Page: 182
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18.
The primary benefit of geodemography is:
a. demographic information may be detailed down to census blocks
b. demographic information is available on all standard geographical areas (whether relevant to
the application or not)
c. demographic information is available on arbitrarily (i.e., area relevant to the application)
defined geographical areas
d. demographic forecasts may be made quickly and accurately
e. demographic data are available in increments as small as millimeters
Answer: (c) Difficulty: (Difficult) Page: 183
19.
ACNielsen's Scantrack Basic Services and Information Resources, Inc.'s, InfoScan Custom Store
Tracking services are:
a. market tracking services
b. consumer tracking services
c. market tracking services at the retail (store) level
d. UFO tracking services
e. all of the above
Answer: (c) Difficulty: (Difficult) Page: 185
20.
Which of the following was described as being so important as to be called "the genesis of all the
power of GIS in the retail industry”?
a. electricity
b. Microsoft
c. the city block
d. zip codes
e. the customer's address
Answer: (e) Difficulty: (Difficult) Page: 186
21. When tracking data are not collected by scanners, they may be collected by:
a. income tax documents
b. auditors who prepare the financial statements for the firm and, therefore, have access to sales
records
c. auditors who conduct retail-store audits
d. customers of stores who are surveyed and asked for their recollections of the inventory levels
in stores they have recently patronized
e. All of the above
Answer: (c) Difficulty: (Easy) Page: 188
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22.
Standardized information services collect market tracking data at the household level by using:
a. video cameras, 35mm cameras, and tape recorders, and scanning devices
b. panels of consumers who may use scanning devices, diaries, and home audits
c. panels of auditors, diaries of store managers, and video cameras
d. consumer protocol data and household pantry inventories
e. focus groups, ethnographic studies, and diaries
Answer: (b) Difficulty: (Difficult) Page: 189
23.
One of the problems with today's complex information technology is ________. Marketing research
firms are attempting to deal with this problem by offering products and services labeled "decision
support systems," "data mining systems," or "expert systems" like IRI's Builder services or
ACNielsen's Category Business Planner.
a. data cost more than the value they bring to the decision maker
b. information "decay"; the data have lost their value by the time they are processed
c. information overload
d. "garbage-in; garbage-out"
e. the "needle in the haystack" problem; the answer is there but almost never found
Answer: (c) Difficulty: (Difficult) Page: 190
24. The Nielsen TV ratings are reported in 210 geographical market areas in the U.S. market. These
"TV markets" were devised by Nielsen and they are called:
a. DNAs; Designated Network Areas
b. DMAs; Designated Market Areas
c. DTAs; Determined Television Areas
d. TVMs; Television Market Areas
e. TNMs; Television Nielsen Markets
Answer: (b) Difficulty: (Difficult) Page: 190
25.
The Nielsen Television Index collects data on TV viewership using diaries or:
a. ACNielsen researchers
b. Information Resources researchers
c. people meters
d. television cameras
e. cell phone monitoring systems
Answer: (c) Difficulty: (Moderate) Page: 190
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26.
Which standardized information service is primarily responsible for providing radio listenership
data?
a. RADCustomers
b. RoperASW's Starch Radio Listenership Studies
c. DON'TURNTHATDIAL, Inc.
d. Nielsen Radio Ratings
e. Arbitron
Answer: (e) Difficulty: (Moderate) Page: 191
27.
Which of the following services provides measuring the extent to which magazine ads are seen and
read?
a. MAGAD Readership Service
b. Arbitron Magazine Readership Service
c. Curtis Publishing Ratings Index
d. NOP World's Starch Readership Service
e. MAGSRUS.com
Answer: (d) Difficulty: (Difficult) Page: 192
28.
Which of the following standardized information services firms is developing a device that will
automatically record media (radio, TV, or Web pages) to which a person is exposed?
a. ACNielsen
b. Information Resources, Inc.
c. RoperASW
d. Arbitron
e. AllMediaRecording, Inc.
Answer: (d) Difficulty: (Difficult) Page: 193
29. Which of the following standardized information services, a syndicated data service, provides
readership scores by type of magazine ad, which helps marketers determine the characteristics of
"good" ads?
a. GOODAD/BADAD.com
b. Adreader.com
c. Adnorms
d. NTI
e. StarchScorer
Answer: (c) Difficulty: (Difficult) Page: 192
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Chapter 7: Standardized Information Sources
30.
Which of the following standardized information sources provides information on several media
such as magazines, newspapers, television, radio, cable, and so on?
a. NBC
b. Simmons National Consumer Study
c. MultiMediaMavens.com
d. Nielsen Multi-Media Markets
e. Burke Inc.
Answer: (b) Difficulty: (Moderate) Page: 193
31.
One company is developing a multimedia recording device that will measure a person's exposure to
TV, radio, and even Web pages. The name of the device is:
a. personal portable meter (PPm)
b. personal portable walkman (PPW)
c. the people meter (TPP)
d. WebWatcherandBeyond.com
e. E-meters Corporation
Answer: (a) Difficulty: (Moderate) Page: 193
32.
Which of the following market tracking studies provides members of its panel with an ID card they
present at checkout counters in grocery and drugstores?
a. Scantrack
b. DEMOScan
c. BehaviorScan
d. Procision
e. PRIZM
Answer: (c) Difficulty: (Moderate) Page: 194
33.
What kind of data are recorded continuously from a panel of respondents to measure their exposure
to promotional materials (usually TV as well as in-store promotions) and subsequent buying
behavior?
a. market tracking data
b. UPC data
c. single-source data
d. Nielsen TV Index data
e. Longitu-Panel data
Answer: (c) Difficulty: (Moderate) Page: 194
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TRUE/FALSE QUESTIONS
34.
ESRI's Community Tapestry produces a system of identifying neighborhoods based upon 65
segments some of which are named "Suburban Splendor," "Connoisseurs," or "Rural," based upon
demographic and consumption patterns.
Answer: (True) Difficulty: (Moderate) Page: 177
35.
Standardized information is a type of secondary data in which the data collected and/or the process
of collecting the data are standardized for all users.
Answer: (True) Difficulty: (Moderate) Page: 178
36.
Syndicated data are data that are collected in a standard format and made available to all
subscribers. Such data are stored in a common database and the same data are made available to
subscribers for a fee.
Answer: (True) Difficulty: (Moderate) Page: 178
37.
Standardized services refers to data that are collected in a standard format and made available to all
subscribers. Such data are stored in a common database and the same data are made available to
subscribers for a fee.
Answer: (False) Difficulty: (Moderate) Page: 178
38.
Because firms subscribing to syndicated data share the costs of data collection and dissemination,
the information comes to them at a lower cost than if they collected it themselves.
Answer: (True) Difficulty: (Easy) Page: 178
39.
Firms subscribing to syndicated data have substantial control over what information is collected and
what format the information comes in (i.e., class definitions).
Answer: (False) Difficulty: (Easy) Page: 179
40.
Standardized services firms are marketing a process more than anything else. Examples include
standardized methods of measuring customer satisfaction or providing a system for segmenting the
market.
Answer: (True) Difficulty: (Easy) Page: 178
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Chapter 7: Standardized Information Sources
41.
A key advantage of a standardized service is the shared costs among many firms of the data that are
collected.
Answer: (False) Difficulty: (Moderate) Page: 179
42.
Tracking consumer attitudes and opinions is not the kind of information that is available from
standardized information firms.
Answer: (False) Difficulty: (Easy) Page: 180
43.
One advantage of the Gallup Poll is that the company has been tracking the same attitudes and
opinions over many years, and business executives can track how these attitudes, such as attitudes
toward private brands, are changing.
Answer: (True) Difficulty: (Difficult) Page: 180
44.
Dun's Market Identifiers (DMI) is useful for providing market segmentation information on
members of the industrial market.
Answer: (True) Difficulty: (Moderate) Page: 181
45. VALS stands for Value Added by Logistical Support and is a tool used in the industrial market. It
represents a form of syndicated data.
Answer: (False) Difficulty: (Moderate) Page: 181
46. VALS is a system that has identified consumer segments based upon personality traits. VALS has
also associated personality traits with purchase behavior. As an example, the VALS segment,
"Innovators," are known to make purchases that reflect cultivated tastes for upscale, niche products
and services.
Answer: (True) Difficulty: (Difficult) Page: 182
47.
Although useful information, geodemographic information is limited in that one must use only predefined geographical boundaries such as cities, counties, or state definitions.
Answer: (False) Difficulty: (Easy) Page: 183
48.
GIS stands for Geodemographic Information Systems.
Answer: (True) Difficulty: (Easy) Page: 183
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49.
A standardized service for classifying consumer markets is called PRIZMNE. It specializes in GIS
and combines census data with proprietary data to categorize neighborhoods into different
segments.
Answer: (True) Difficulty: (Difficult) Page: 183
50.
Consumer products manufacturers do not need certain information such as the number of products
they are selling in retailing stores around the nation because they know what they are selling.
Answer: (False) Difficulty: (Moderate) Page: 185
51. Tracking studies gather data from retail stores by using either scanner data or by conducting retailstore audits.
Answer: (True) Difficulty: (Difficult) Page: 185
52.
ACNielsen's Scantrack Basic Services is an example of market tracking data collected at the retail
level. That is, data are collected from retail stores scanners.
Answer: (True) Difficulty: (Difficult) Page: 185
53.
Although tracking data are useful, they are limited to only the "major" types of stores such as
supermarkets and mass merchandisers such as Wal-Mart and Target. A major disadvantage of
tracking data is that they are not available for convenience stores.
Answer: (False) Difficulty: (Difficult) Page: 185
54.
One application of GIS that was illustrated in your textbook is that GIS may be used to determine if
retail stores, within the same chain of stores, are competing with one another (cannibalizing) in the
same city.
Answer: (True) Difficulty: (Difficult) Page: 186
55.
As market trends emerge, the marketing research industry responds. An example of this has been
the recent growth of natural and organic foods. SPINS provides syndicated data by providing
tracking data for this growing segment of the food industry.
Answer: (True) Difficulty: (Moderate) Page: 187
56.
Auditors conducting tracking studies determine sales by using the following formula: Beginning
Inventory – Purchases Received + Ending Inventory = Sales.
Answer: (False) Difficulty: (Difficult) Page: 188
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Chapter 7: Standardized Information Sources
57.
Auditors conducting tracking studies determine sales by using the following formula: Beginning
Inventory + Purchases Received – Ending Inventory = Sales.
Answer: (True) Difficulty: (Difficult) Page: 188
58.
Whereas market tracking studies are done at the retail store level by either scanning data or auditing,
there is no market tracking conducted within households.
Answer: (False) Difficulty: (Easy) Page: 189
59.
One method that marketing tracking data are collected at the household level is by providing panel
members with wands or scanners that they use to scan the UPC codes on the products they purchase.
Answer: (True) Difficulty: (Moderate) Page: 189
60. Some methods used to gather marketing tracking data collected at the household level is by
providing panel members with wands or scanners that they use to scan the UPC codes on the
products they purchase, asking them to keep diaries of their purchases, and by having auditors
conduct audits in the consumers household.
Answer: (True) Difficulty: (Difficult) Page: 189
61.
A disadvantage of scanning data is "information overload." Standardized information firms provide
products that help managers attach meaning (intelligence) to the huge volume of data collected.
Answer: (True) Difficulty: (Moderate) Page: 190
62.
The Nielsen Television Index specializes in providing information on TV ratings.
Answer: (True) Difficulty: (Easy) Page: 194
63.
For many years Nielsen Media Research used diaries to measure TV viewership. However, today
TV ratings are gathered exclusively by having small electronic sensors sewn just beneath the skin
on the wrists of panel members. The sensors record all TV signals to which panel members are
exposed.
Answer: (False) Difficulty: (Easy) Page: 190
64.
Tracking data is widely available for products sold through "brick and mortar" stores (stores having
physical locations). However, there is no tracking data for products purchased online such as music
from Apple's iTunes or other products that have been digitized such as movie videos or books.
Answer: (False) Difficulty: (Difficult) Page: 190
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65. The Nielsen TV Index provides data only on how many persons watched a TV show. Data can
report how many persons watched an episode of West Wing or Lost but no other data are collected.
Answer: (True) Difficulty: (Difficult) Page: 191
66.
Arbitron provides syndicated data on radio listenership.
Answer: (True) Difficulty: (Easy) Page: 194
67.
Radio listenership is recorded at 15-minute intervals and data on gender and age are also collected.
Answer: (True) Difficulty: (Difficult) Page: 191
68.
NOP World's Starch Readership Service specializes in determining the extent that magazine ads are
seen and read.
Answer: (True) Difficulty: (Moderate) Page: 192
69.
A Starch Readership Service measure of "Associated" measures the extent to which a reader could
associate a particular ad with the brand or the advertiser.
Answer: (True) Difficulty: (Difficult) Page: 192
70.
Adnorms is a standardized service that allows managers to determine the characteristics of TV ads
that are most likely to lead to actual purchase of consumer durables such as automobiles.
Answer: (False) Difficulty: (Difficult) Page: 193
71.
Adnorms is a standardized service that allows managers to determine the characteristics of magazine
ads, such as ad size, color, or copy that are most likely to have a high impact on readership.
Answer: (True) Difficulty: (Difficult) Page: 193
72.
Arbitron is testing their personal portable meter, which is designed to measure the number of types
of magazines being read by a panel member carrying the PPM.
Answer: (False) Difficulty: (Moderate) Page: 193
73.
If a firm were interested in obtaining information on several media such as magazines, Sunday
magazines, newspapers, television, radio, cable, outdoor, and Yellow Pages, they could use the
personal portable meter.
Answer: (False) Difficulty: (Difficult) Page: 193
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74. Single-source data refers to the practice of buying all a firm's information from one, single syndicated
data firm thus allowing for a substantial quantity discount in most cases.
Answer: (False) Difficulty: (Moderate) Page: 194
75.
One of the key advantages of single source data is that they may be used to help managers
determine causal relationships. BehaviorScan is a single source service.
Answer: (True) Difficulty: (Moderate) Page: 194
APPLICATION QUESTIONS
76.
Clay Holladay owns a chain of radio stations. The advertising time he sells to advertisers is directly
related to the number of persons who are listening to each station in each radio market. Clay
purchases estimates of the number of persons who listen to the different radio stations in each
market from Arbitron, a marketing research firm. In every radio market Arbitron gathers the same
data; the number of persons listening to every program on each station as well as their age and
gender. Arbitron records this information in a database and they offer it to every person who
wishes to subscribe to it for a fee. Arbitron is an example of a:
a. syndicated processing firm
b. standardized processing firm
c. standardized services firm
d. syndicated data services firm
e. community tapestry firm
Answer: (d) Difficulty: (Difficult) Page: 178
77.
James Murphy owns a small number of upscale of candy and gift shops in a three-state area. The
shops are unique in that they offer very unusual candies and gifts made from many different areas
of the globe. The products are very expensive and appeal only to a particular type of consumer.
James is interested in expanding to other areas of the country but, outside the three-state area he is
not at all familiar with the demographics of the cities in the states in which he has an interest. He
needs a firm that will allow him to combine geodemography—allowing him to select arbitrary
(two-mile circles around proposed site locations) and a standardized service that associates his
customer profile—with that of predetermined "types" of customer groups. Once this is done, the
service should be able to tell him which proposed site locations have a large number of the desired
customer "types" that will likely be good customers for his unique shops. Which service should
James select?
a.
Arbitron Candy/Gift Ratings Index
b.
Claritas PRIZMNE
c.
Duns Market Identifiers (DMI)
d.
Starch Services, Inc.
e. NAICS Business Location Service
Answer: (b) Difficulty: (Difficult) Page: 183
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78.
Mary Elizabeth Yarbrough is a farmer in the San Francisco, California area. She grows herbs
thought to be medicinal and other products thought to promote health and nutrition. Her business is
quite large but, in the past, she has found it hard to make decisions about which products to add,
drop or to consider for future crops because she has a difficult time finding market data. However,
she learned recently there is a firm by the name of SPINS that happens to be located in San
Francisco that provides data collected by scanners in natural and organic food stores. Her problem,
now solved, illustrates which disadvantage of scanner tracking data discussed in your textbook?
a.
For those products distributed through small stores, not covered by ACNielsen or Information
Resources, there is no scanner tracking data.
b.
Herbs nor any product that is not endorsed by the American Medical Association may be
tracked via scanning devices.
c.
Scanning data is useful only for products that are distributed nationally because all scanner
data are reported as a percent of national distribution.
d.
Scanner data, even from small stores, is reported quickly to decision makers.
e.
None of the above is true; there is no discussion of this topic in your text.
Answer: (a) Difficulty: (Difficult) Pages: 187–188
79. Community Tapestry, an ESRI service, was described in detail at the beginning of Chapter 7 on
Standardized Information Sources. Community Tapestry applies a process of segmentation that
identifies neighborhoods by the major demographic and consumption patterns, and then determines
which of these neighborhood "segment types" is the client's potential customers. Which of the
following best illustrates how this service was applied in your text?
a.
Present customers for a gourmet coffee shop were matched to ESRI segments to determine
which segments best represented the coffee shop customers. Once the segments were
identified, ESRI could provide maps that identified areas of the country where the such
segments were prevalent. This allowed Donofrio's Coffee to determine the best locations for
future coffee shops.
b.
ESRI segments were examined to determine which segments were likely to be gourmet
coffee drinkers. Once the segments were identified, ESRI could provide direct mail lists that
identified the names and addresses of gourmet coffee drinkers. This allowed Donofrio's
Coffee to send these "likely" customers a frequent user card to promote their patronage.
c.
ESRI has data stored in a common database that identifies zip code areas that offer the most
potential in terms of sales for a gourmet coffee shop like Donofrio's. Donofrio's subscribed to
this information for a fee and the information was used to help them locate new coffee shop
locations.
d.
Present customers for a gourmet coffee shop were determined. ESRI then, through its
Community Tapestry syndicated data service, found census data which identified household
addresses of the present customers. This information allowed Donofrio's Coffee to target their
customers with promotional offers to induce greater sales during warm months of the year.
e.
None of the above. There was no example illustrating how Community Tapestry was applied.
Answer: (a) Difficulty: (Difficult) Pages: 176–177
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Chapter 7: Standardized Information Sources
80.
Certain products such as gasoline and diesel engines require very precise drilling. Tolerances are
extremely small and drill bits that can accomplish the near-perfect drills are very expensive.
Unfortunately, the drill bits must be discarded after only a few drills as they sustain distortions that
cause them to exceed the tight tolerances. Harold Kushner invented a new method to sharpen high
performance metal drill bits to their original specifications. Harold's process meant that companies
could extend the life of drill bits. Harold knew that his invention would be a success but he needed
to find the users of high-performance drill bits and direct personal sales calls to them. Using both
SIC and NAICS Harold was frustrated because, for example, he could compile only very general
lists of potential users and many on the lists would not be users of drill bits at all. Harold needed a
service that would provide much more specific information about business firms in order to
determine if they were really potential customers. Which of the following services would likely
help Harold?
a. VALS
b. the Gallup Poll
c.
PRIZM
d.
Dun's Market Identifiers (DMI)
e.
ESRI's Community Tapestry
Answer: (d) Difficulty: (Difficult) Page: 181
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