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.

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Definitions:

Common Law

A legal system based on judicial precedents and case law rather than codified statutes, predominantly found in the UK, the US, and other countries with British influence.

Labor Laws

The set of legal regulations governing the rights and duties between employers and workers, including working conditions, wages, and work hours.

Exploited

Utilized to the fullest extent often at the expense of fair treatment or benefit.

Ethical

Pertaining to moral principles or practices that govern a person's behavior or the conducting of an activity with respect to what is right or wrong.