exercise b

This exercise relates to Chapter 4 in your textbook.

For this exercise, you need to watch the Nielsen Media Research Video Case.

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To receive credit for this exercise, create a new journal entry and answer the following questions:

  1. Nielsen has sister companies that track Internet activity around the world, box office receipts, and the retail sales of audio and video entertainment products and books. Who are the likely clients of these companies, and how would they use its research?
  2. Much of Nielsen’s research is still reported manually by the subjects of its surveys. Do you think this method provides reliable and unbiased results? Why or why not? Why do you think Nielsen has a policy of prohibiting volunteer participants in its television surveys?
  3. What are some advantages and disadvantages of the newer methods of automated data collection that both Nielsen and Google are exploring? Are there any privacy questions at issue in these new methods? How would a marketing research company deal with them?
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