Several Marketing Data Services Provide Comprehensive Information on Household Demographics

question 70

Multiple Choice

Several marketing data services provide comprehensive information on household demographics and lifestyle, purchases, TV viewing behavior, and responses to promotions like coupons and free samples.The principle advantage is that

• A)all data collection and analysis is computerized, so the results are almost instantaneous.
• B)one service can collect, analyze, interrelate, and present all this information.
• C)members of the firm can be included in the analysis of data, making the results more reliable.
• D)the service gets paid on a percentage basis; the better the information, the higher the service fee.
• E)companies using these services get discounts if they are willing to share their own customer data bases.

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Definitions:

Big Five Model

A personality framework identifying five core traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism.

Extraversion

A personality trait characterized by outgoingness, high energy, and positive emotions; individuals tend to seek stimulation and enjoy social interactions.

Conscientiousness

A personality trait characterized by organization, dependability, and a strong sense of duty.

Trait Theories

Theoretical views stressing that personality consists of broad, enduring dispositions (traits) that tend to lead to characteristic responses.