MKTG 379 - CHAPTER 7 EXAM QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026
The first step of getting started on a search of secondary data on a particular topic is to:
a. develop a list of key terms and authors.
b. seek the help of a reference librarian.
c. identify what you want to know and what you already know about your topic.
d. compile the literature you have found—is it relevant to your needs? - Answers c. identify what you
want to know and what you already know about your topic.
A free web resource that contains almost all financial, ownership, and operations documents filed
with the U.S. Securities and Exchange Commission (SEC) by public companies is ____.
a. Yahoo! Finance
b. EDGAR
c. D&B Hoover's
d. the Census - Answers b. EDGAR
A marketing researcher that analyzes demographic, consumer behavior, or other data by combining it
with geographic data is using what type of research approach?
a. Cartography
b. Geodemography
c. Boundary mapping
d. Statistical extrapolation - Answers b. Geodemography
A common segmentation base for companies selling industrial goods that considers the industry
designation(s) of its customers is the ____.
a. North American Industry Classification System (NAICS)
b. U.S. Census
c. D&B Hoover's
d. geographic location system - Answers a. North American Industry Classification System (NAICS)
Measuring the market share of a product by having a representative number of consumers log their
product purchases and usage relies on which approach?
a. Diary panels
b. Scanner data analysis
c. Geodemography
d. People meters - Answers a. Diary panels
The most impactful method for assessing product sales is ____.
a. print media surveys
b. diary panels
c. people meters
d. scanner data - Answers d. scanner data
What kind of media consumption are people meters used to track?
a. Print media
b. Internet
c. Television
d. Cross-platform media consumption - Answers c. Television
Marketers that want to measure consumers' out-of-home listening habits would employ the use of
____.
a. portable people meters
b. scanner data
c. single-source data
d. diary panels - Answers a. portable people meters
The first step of getting started on a search of secondary data on a particular topic is to:
a. develop a list of key terms and authors.
b. seek the help of a reference librarian.
c. identify what you want to know and what you already know about your topic.
d. compile the literature you have found—is it relevant to your needs? - Answers c. identify what you
want to know and what you already know about your topic.
A free web resource that contains almost all financial, ownership, and operations documents filed
with the U.S. Securities and Exchange Commission (SEC) by public companies is ____.
a. Yahoo! Finance
b. EDGAR
c. D&B Hoover's
d. the Census - Answers b. EDGAR
A marketing researcher that analyzes demographic, consumer behavior, or other data by combining it
with geographic data is using what type of research approach?
a. Cartography
b. Geodemography
c. Boundary mapping
d. Statistical extrapolation - Answers b. Geodemography
A common segmentation base for companies selling industrial goods that considers the industry
designation(s) of its customers is the ____.
a. North American Industry Classification System (NAICS)
b. U.S. Census
c. D&B Hoover's
d. geographic location system - Answers a. North American Industry Classification System (NAICS)
Measuring the market share of a product by having a representative number of consumers log their
product purchases and usage relies on which approach?
a. Diary panels
b. Scanner data analysis
c. Geodemography
d. People meters - Answers a. Diary panels
The most impactful method for assessing product sales is ____.
a. print media surveys
b. diary panels
c. people meters
d. scanner data - Answers d. scanner data
What kind of media consumption are people meters used to track?
a. Print media
b. Internet
c. Television
d. Cross-platform media consumption - Answers c. Television
Marketers that want to measure consumers' out-of-home listening habits would employ the use of
____.
a. portable people meters
b. scanner data
c. single-source data
d. diary panels - Answers a. portable people meters
