MKT 3413 TEST PAPER ANSWERS AND QUESTIONS
SET A+
✔✔________ is (are) collected in a standard format and made available to all
subscribers.
A) Basic data
B) Complex data
C) Written data
D) Standardized information
E) Syndicated data - ✔✔E
✔✔ESRI's Tapestry™ Segmentation is a(n) ________ that uses a process to profile
residential neighborhoods.
A) standardized service
B) basic service
C) syndicated service
D) annual service
E) complex service - ✔✔A
✔✔According to your text, which of the following is NOT true regarding syndicated
data?
A) Syndicated data are collected in a standard format and made available to all
subscribers.
B) Syndicated data can include data such as Marketing Evaluations Inc.'s Q Scores®
services.
C) ESRI's Tapestry™ Segmentation is a syndicated data service that uses a process to
profile residential neighborhoods.
D) Nielsen Media Research's Nielsen Television Index is an example of syndicated
data.
E) Subscribers to syndicated data include advertisers, television and movie production
companies, licensing companies, talent and public relations companies. - ✔✔C
✔✔Which of the following does NOT refer to an advantage of syndicated data?
A) Many client firms may subscribe to the information.
, B) The cost of the service is greatly reduced to any one subscriber firm.
C) The quality of data is typically very high.
D) The data are normally disseminated very quickly.
E) The key advantage is taking advantage of the experience of the research firm
offering the service. - ✔✔E
✔✔Which of the following does NOT refer to a disadvantage of standardized
information?
A) The ability to customize some projects is lost when using a standardized service.
B) The company providing the standardized service may not know the idiosyncrasies of
a particular industry.
C) There is a greater burden on the client to ensure that the standardized service fits
the intended situation.
D) Buyer firms often must commit to long-term contracts when buying standardized
data.
E) Client firms need to be very familiar with the service provided, including what data
are collected on which population, how the data are collected, and how the data are
reported before they purchase the service. - ✔✔D
✔✔Which of the following is NOT mentioned in your text as an application of
standardized information?
A) measuring consumer attitudes and opinions
B) defining market segments
C) conducting market tracking studies
D) monitoring media usage and promotion effectiveness
E) disseminating data quickly - ✔✔E
✔✔Experian Simmons can help you identify which of your prospects and customers fall
into the key Tipping Point segments?
A) Socialites
B) Connectors
C) Mavens
D) Salespeople
E) Innovators - ✔✔C
✔✔With respect to standardized information, CGM stands for:
A) consumer-granted marketing
B) consumer-generated media
C) customer-given media
D) customers' generic marketing
E) connector-generated marketing - ✔✔B
✔✔Primary data refers to information that is developed or gathered by the researcher
specifically for the research project at hand. - ✔✔T
SET A+
✔✔________ is (are) collected in a standard format and made available to all
subscribers.
A) Basic data
B) Complex data
C) Written data
D) Standardized information
E) Syndicated data - ✔✔E
✔✔ESRI's Tapestry™ Segmentation is a(n) ________ that uses a process to profile
residential neighborhoods.
A) standardized service
B) basic service
C) syndicated service
D) annual service
E) complex service - ✔✔A
✔✔According to your text, which of the following is NOT true regarding syndicated
data?
A) Syndicated data are collected in a standard format and made available to all
subscribers.
B) Syndicated data can include data such as Marketing Evaluations Inc.'s Q Scores®
services.
C) ESRI's Tapestry™ Segmentation is a syndicated data service that uses a process to
profile residential neighborhoods.
D) Nielsen Media Research's Nielsen Television Index is an example of syndicated
data.
E) Subscribers to syndicated data include advertisers, television and movie production
companies, licensing companies, talent and public relations companies. - ✔✔C
✔✔Which of the following does NOT refer to an advantage of syndicated data?
A) Many client firms may subscribe to the information.
, B) The cost of the service is greatly reduced to any one subscriber firm.
C) The quality of data is typically very high.
D) The data are normally disseminated very quickly.
E) The key advantage is taking advantage of the experience of the research firm
offering the service. - ✔✔E
✔✔Which of the following does NOT refer to a disadvantage of standardized
information?
A) The ability to customize some projects is lost when using a standardized service.
B) The company providing the standardized service may not know the idiosyncrasies of
a particular industry.
C) There is a greater burden on the client to ensure that the standardized service fits
the intended situation.
D) Buyer firms often must commit to long-term contracts when buying standardized
data.
E) Client firms need to be very familiar with the service provided, including what data
are collected on which population, how the data are collected, and how the data are
reported before they purchase the service. - ✔✔D
✔✔Which of the following is NOT mentioned in your text as an application of
standardized information?
A) measuring consumer attitudes and opinions
B) defining market segments
C) conducting market tracking studies
D) monitoring media usage and promotion effectiveness
E) disseminating data quickly - ✔✔E
✔✔Experian Simmons can help you identify which of your prospects and customers fall
into the key Tipping Point segments?
A) Socialites
B) Connectors
C) Mavens
D) Salespeople
E) Innovators - ✔✔C
✔✔With respect to standardized information, CGM stands for:
A) consumer-granted marketing
B) consumer-generated media
C) customer-given media
D) customers' generic marketing
E) connector-generated marketing - ✔✔B
✔✔Primary data refers to information that is developed or gathered by the researcher
specifically for the research project at hand. - ✔✔T
