Term
| General Overview: Types of Syndicated Services |
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Definition
Surveys
Purchase Panels
Media Panels
Scanner Volume-Tracking Data
Scanner Panels w/Cable TV
Audit Services
Firm Syndicated Services |
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Term
| Two types of general surveys |
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Definition
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Term
| Surveys classified by content |
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Definition
psychographics/lifestyles
advertising evaluation
general |
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Term
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Definition
market segmentation
advertising theme selection
advertising effectiveness |
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Term
Advantages
disadvantages
of surveys |
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Definition
most flexible way of obtaining data; information on underlying motives
interviewer/respondent errors |
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Term
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Definition
| data gathereing technique in which respondents record their purchases in a diary |
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Term
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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 |
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Term
| Distinguidhing feature of purchase and media panels vs surveys? |
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Definition
electornic devices taht record specific behaviors.
survey purchase and media panels are not mutually exclusive. |
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Term
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Definition
TV
Radio
Internet
Mobile
Social Media |
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Term
| Types of Measurement Media Panels: |
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Definition
Television Measurement: National and local sample
RAdio MEasurement: arbitron, PPMeter + diary
Internet- comsource, reporting site and ecommerce act
mobile measurement- billing activity |
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Term
Purchase and Media Panels
Advantages
Disadvantages |
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Definition
recorded purchase behavior can be linked to the demographic and psychographic characteristics
lack of repersentativeness, response bias, maturation |
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Term
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Definition
| forecasting sales, market share, and trends, establishing consumer profiels and brand loyalty and switching; evaluating test markets, advertising and distribution |
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Term
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Definition
| establishing advertising rates, slecting media program or air time, establishing viewer profiles |
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Term
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Definition
| Data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages |
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Term
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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 |
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Term
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Definition
| scanner data collected from panel members who are issues an ID card that enables their purchases to be linked to their identities |
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Term
| Scanner panels with cable tv |
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Definition
| the combo of a scanner panel with manipulations fo the advertising that is being broadcast by cable tv companies |
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Term
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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 |
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Term
| Three institutions that syndicated data comes from |
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Definition
Retailers
Wholesalers
Industrial Firms/Organizations |
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Term
| Wholesalers and retailers collect product movement data. This is called an__________ |
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Definition
audit!
track inventory flow, levels and impact of promo and prcing programs on inventory level |
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Term
| Industrial Firms/Organizations |
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Definition
Direct Inquires
Clipping SErvices
Corporate Reports
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Term
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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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