Question :
21. _________ involves developing efficient and effective results that arise : 1260310
21. _________ involves developing efficient and effective results that arise from a natural search process.
A) paid search insertation
B) sponsored link ads
C) organic emergence
D) paid search ads
22. _____________are small text boxes that pop up when a particular word is typed in or it can be paid link boxes at the top or side of a search result.
A) paid search insertation
B) sponsored link ads
C) natural/organic emergence
D) paid search ads
23. Bibliographic databases provide access to:
A) magazine articles
B) business and corporate information
C) sales tracking data
D) consumer data sources
24. To use bibliographic databases effectively it is important to remember that:
A) each database searches by key words that are typed in by the user
B) terminology will be consistent in articles and with different bibliographic search engines.
C) both of the above
D) none of the above
25. Which of the following would be one of most well-known syndicated sources of retail sales tracking data?
A) NPD group
B) Nielson Media Research
C) Dun & Bradstreet
D) J.D. Powers and Associates
26. In terms of measuring consumer satisfaction and product quality, the most well-known syndicated service is _______________.
A) NPD group
B) Nielson Media Research
C) Dun & Bradstreet
D) J.D. Powers and Associates
27. The primary provider of audience measurement data for both traditional and online media is ___________
A) NPD group
B) Nielson Media Research
C) Dun & Bradstreet
D) J.D. Powers and Associates
28. When collecting secondary data in international markets, researchers need to be aware that
A) only positively-related data may reported.
B) data may be modified or collected in such a way as to make it more attractive.
C) both of the above
D) none of the above
29. When it comes to primary and secondary data sources, which of the following are TRUE?
A) Difficulty of access either internally from the firm is a key disadvantage of secondary data over primary data
B) primary data should be undertaken before searching for secondary data.
C) both of the above
D) none of the above
30. Sales data is helpful in:
A) profiling various customer groups
B) making geographic targeting decisions
C) determining the best channel of communication or distribution to reach customers.
D) All of the above
31. When collecting secondary data in international markets, researchers need to be aware of two key issues:
A) databases in other countries often have more details than databases in the United States because of fewer privacy laws.
B) many databases are not available in English
C) both of the above
D) none of the above
32. According to the text, in some countries individuals do not report their actual income:
A) because of fear of increased taxation by the government
B) to protect themselves from criminals and extortionists
C) both of the above
D) none of the above
33. __________ offer an easy point of comparison, as they express “the difference between two measurements by designating one number as the “base”, giving it the value 100, and then expressing the second number as a percentage of the first.”
A) Geodemographics
B) Index numbers
C) Paired Comparisons
D) Cross tabulations
