Use the Following to Answer the Questions

question 163

Multiple Choice

Use the following to answer the questions.
Because of the development of optical scanners and cable television,marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners,and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors.Buying patterns are then compared.For example,Kashi cereals tested a Crunchy Wheat promotion using this system.Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion.Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.
-Refer to Scenario 4.1.The 5,000 households that allowed their group purchases to be scanned are a

• A) focus group.
• B) quota.
• C) sample.
• D) target market.
• E) population.

---

Definitions:

Active Transport

The movement of substances across cell membranes against their concentration gradient, requiring energy expenditure by the cell.

Connexin Molecules

Protein molecules that assemble into gap junctions, facilitating communication between adjacent cells by allowing the passage of ions and small molecules.

Sodium-Potassium Pump

A vital cell membrane protein that transports sodium ions out of and potassium ions into cells, maintaining cellular electrochemical gradients.

Carrier Protein

A type of membrane protein involved in facilitated diffusion, helping to transport substances across a cell membrane without expenditure of energy.