13 May WHICH OF THE FOLLOWING STATEMENTS ABOUT INTERNAL RECORDS IS FALSE?
Which one of the following provides a
standard source of recurring data? (Points : 5)
Guides
Census
Directories
Indexes
Question
14.14.(TCO 4) Which of the following statements
about internal records is false? (Points : 5)
Internal
records provide data on marketing inputs and outputs.
The
data in internal records are intended to satisfy many different information
needs and may be inappropriate for marketing decisions.
The time frames in which variables such
as sales are measured will always correspond to those used in external
data.
Records
of sales staff activity may be exaggerated.
Question
15.15.(TCO 5) The tendency for new members of a
panel to report unusual levels of purchase is the result of: (Points : 5)
Testing effects
Mortality
Selection
bias
Probability
sampling
Page 2
Question
1.1.(TCO 5) Which of the following is true about
computer scanner checkouts? (Points : 5)
They
record purchases by passing them over a laser scanner.
One
of their advantages to the researcher is the ability to look at data over
short periods of time.
Consumers’
purchase data can be instantly accessed.
All of the above.
Question
2.2.(TCO 5) Which one of the following is not an
expert system based on scanner data services? (Points : 5)
Spotlight
Sales
advisor
Promotion
simulator
Economic Information System
Question
3.3.(TCO 5) Which of the following is not an
application of the standardized data source? (Points : 5)
Measuring promotion effectiveness
Measuring
ad exposure and effectiveness
Measuring
product sales and market shares
Identifying
newer markets
Question
4.4.(TCO 5) Which of the following is not true
about complaint letters? (Points : 5)
Complaint
letters are sources of data on product quality and service problems.
Complaint
letters represent an incomplete and distorted picture.
People
who write complaint letters are likely to be highly educated and
articulate.
Complaint letters are the most commonly
used method for consumers to resolve a dissatisfaction.
Question
5.5.(TCO 5) A uniform numbering system for
classifying establishments according to the types of goods and services
they provide is: (Points
: 5)
Market
Identifiers
Standard Industrial Classification
Compustat
services
Valueline
database
Question
6.6.(TCO 6) True measure of effectiveness of ads
on the WWW is measured by: (Points : 5)
AdCount
“Click-through”
rates
Number
of Web cruisers seeing the ad
None
of the above
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