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Chapter 5- Syndicated Sources
Marketing Research Malhotra
23
Marketing
Undergraduate 4
09/19/2012

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Cards

Term
General Overview: Types of Syndicated Services
Definition

Surveys

Purchase Panels

Media Panels

Scanner Volume-Tracking Data

Scanner Panels w/Cable TV

Audit Services

Firm Syndicated Services

Term
Two types of general surveys
Definition
Periodic and panel
Term
Surveys classified by content
Definition

psychographics/lifestyles

advertising evaluation

general

Term
Surveys are used for
Definition

market segmentation

advertising theme selection

advertising effectiveness

Term

Advantages

 

 

disadvantages

 

 

of surveys

Definition

most flexible way of obtaining data; information on underlying motives

 

interviewer/respondent errors

Term
purchase Panels
Definition
data gathereing technique in which respondents record their purchases in a diary
Term
Media Panels
Definition
data gathering technique that involves samples of respondents whose television viewing behavior is automatically recorded by elctronic devices, supplementing the purchase info recorded in diary
Term
Distinguidhing feature of purchase and media panels vs surveys?
Definition

electornic devices taht record specific behaviors.

 

survey purchase and media panels are not mutually exclusive.

Term
Types of Media Panels
Definition

TV

Radio

Internet

Mobile

Social Media

Term
Types of Measurement Media Panels:
Definition

Television Measurement: National and local sample

RAdio MEasurement: arbitron, PPMeter + diary

Internet- comsource, reporting site and ecommerce act

mobile measurement- billing activity

Term

Purchase and Media Panels

 

Advantages

 

Disadvantages

Definition

recorded purchase behavior can be linked to the demographic and psychographic characteristics

 

lack of repersentativeness, response bias, maturation

Term
Uses of Purchase Panels
Definition
forecasting sales, market share, and trends, establishing consumer profiels and brand loyalty and switching; evaluating test markets, advertising and distribution
Term
Uses of Media Panels
Definition
establishing advertising rates, slecting media program or air time, establishing viewer profiles
Term
Scanner Data
Definition
Data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages
Term
volume tracking data
Definition

scanner data that provide information on purchases by brand size price and flavor or formulation

 

collected by electronic checkout counters information cannot be linked to consumers background, ids not recordted

Term
Scanner panels
Definition
scanner data collected from panel members who are issues an ID card that enables their purchases to be linked to their identities
Term
Scanner panels with cable tv
Definition
the combo of a scanner panel with manipulations fo the advertising that is being broadcast by cable tv companies
Term
Audit
Definition
data collection process derived from physicaol records or inventory analysis. Data are collected personally by the researcher or by reps of the researcher and the data are based upon counts, usually of physical objects
Term
Three institutions that syndicated data comes from
Definition

Retailers

Wholesalers

Industrial Firms/Organizations

Term
Wholesalers and retailers collect product movement data. This is called an__________
Definition

audit!

 

track inventory flow, levels and impact of promo and prcing programs on inventory level

Term
Industrial Firms/Organizations
Definition

Direct Inquires

Clipping SErvices

Corporate Reports

 

Term
Single Source Data
Definition
effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents
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