Which of the following does NOT describe BehaviorScan?
a. It reflects purchasing behavior that is not subject to recording errors by the panel member.
b. It can link purchase behavior to the demographic characteristics of panel members.
c. It can link purchase behavior to members' known exposure to promotional deals, newspaper ads, and point of purchase displays.
d. It can link television-viewing behavior with product-purchasing behavior.
e. It lacks targetable television capability, maximizing the problem of having noncomparable experimental and control groups.
Question 2
Which of the following statements concerning single-source measurement is TRUE?
a. The impact of single-source measurement has been so profound that it has been said to ultimately rival the importance of the microscope to scientists..
b. Without proper planning, firms can literally drown in the data that the services produce.
c. Decision support systems are becoming increasingly important for analyzing data.
d. Both a and b.
e. a, b, and c.
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