SOLVED

41) Which of the following sources of secondary data would you use if you were the brand manager for “Here Kitty Kitty” cat food and you wanted to know the psychographic profile of cat owners? A) Feline Reporter B) Dun’s Market Identifiers® C) VALSTM D) Market Index Reporter E) Statscan 42) Which one of the following market tracking secondary information sources would give you information from the last 10 years on the various demographics of households in Winnipeg along with the products purchased by each of the varying demographics? A) IRI ScanKey Consumer Network Household Panel B) NAICS C) Retail-Store Audits D) Diaries E) Statscan 43) All of the following reflects Nielsen’s Category Business Planner (CBP) except: A) CBP allows a manufacturer to evaluate product performance. B) CBP allows a manufacturer to view information retailer by retailer. C) CBP diarizes TV viewing of business advertising. D) CBP allows for better collaboration between manufacturers and retailers. E) CBP does not exist. 44) Cory Funk 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. Cory purchases estimates of the number of persons who listen to the different radio stations in each market from The Broadcast Bureau of Measurement Canada (BBM Canada). In every radio market BBM gathers the same data. BBM records this information in a database and they offer it to every person who wishes to subscribe to it for a fee. BBM is an example of a: A) syndicated processing firm B) syndicated data services firm C) standardized processing firm D) standardized services firm E) community tapestry firm 45) Which of the following information standardized information sources was NOT noted for conducting consumer opinion polls in Canada? A) Dun’s Market Identifiers® B) Angus Reid Global Monitor C) Harris Poll Online D) EKOS Research Associates E) Maritz Poll 46) ESRI’s TapestryTM Segmentation is a standardized service that uses a process to profile residential neighbourhoods. This information is purchased by clients desiring to better understand who their customers are, where they are located, how to find them, and how to reach them. Which of the following best illustrates how this service can be applied? A) 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 could allow Starbucks to send these “likely” customers a free coffee coupon to promote their patronage. B) The owner of a Nature’s Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry segments which will allow the owner to locate and establish communications with potential new clients that match their target profile. C) ESRI has data stored in a common database that identifies postal code areas that offer the most potential in terms of sales for a gourmet coffee shop like Starbucks. Starbucks would subscribe to this information for a fee, and the information was used to help find new coffee shop locations. D) Present customers for a retailer called Nature’s Beauty 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 Nature’s Beauty to target customers with promotional offers. E) None of the above. There was no example illustrating how Community Tapestry was applied. 47) 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. Feng Zu invented a new method to sharpen high performance metal drill bits to their original specifications. Feng’s process meant that companies could extend the life of drill bits. Feng 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 NAICS Feng 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. Feng 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 Feng? A) VALS B) the Gallup Poll C) PRIZM D) Dun’s Market Identifiers® E) ESRI’s TapestryTM Segmentation 48) Judy Mancuso is interested in opening a health and fitness centre. Being a fitness enthusiast for many years, she is knowledgeable of many of the programs designed to shape and trim one’s figure. However, she needs information on the business aspects of a health and fitness centre. She goes to the local library and uses the computerized search system. Using a keyword search, Judy tries “health,” “fitness,” and finally “health and fitness.” At first she is excited because her searches generate so many “hits.” But, she soon learns that more than 50,000 hits is not good. Although there may be some good information available in the sources found, she soon learns that many of the “hits” don’t really have much to do with her topic. Which of the following should Judy try to find on her subject? A) a library consultant specializing in business aspects of health and fitness B) a truncated search C) a search limiting all records found to the last three years D) she should add the keyword “business” E) a standard subject heading 49) Adnorms is a syndicated data service which: A) electronic measurements of commercial viewership on TV. B) provides readership scores by type of ad. C) provides awareness levels for internet advertising. D) provides point of sale data on magazines. E) provides point of sale data on newspapers. 50) Scanner-based databases can provide up-to-the-minute reports several variables except: A) where was the purchase obtained B) date and time of purchase C) price of item purchased D) promotions used E) who bought the item