Which of the following statements about Homescan is FALSE?
a. Nielsen's Homescan Service is designed to measure natural consumer behavior rather than test the effects of different promotions or advertising.
b. The Homescan Service maintains a panel of 61,500 participating households.
c. Participants use a handheld scanner to record the UPC codes of products as they are purchasing them at the store.
d. The service is able to record information such as the age and sex of the shopper or the price paid for the product.
e. Information from each household is downloaded periodically to Nielsen's computer system.
Question 2
A wealthy entrepreneur is able to analyze traffic patterns and consumer demographics to identify the best site for her new restaurant. Mapping software, often called a __________, allows her to easily combine demographic data with geographic information.
a. Marketing information system
b. Management information system
c. Business locator
d. Geographic information system
e. Geodemographic locator
Which of the following statements is true of linkage?
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