Electronic monitoring systems that link consumers' exposure to TV advertising (measured using television meters) with what they actually buy in stores (measured by store checkout scanners) are called
A. motivational research systems
B. single-source data systems
C. peoplemeters
D. subliminal research systems
E. focus group data
Answer: (B) This is a definitional question since only single-source data systems allow managers to link TV advertising to store choice behavior (B). Motivational research is a type of qualitative marketing research that seeks in-depth answers from respondents (A). The Peoplemeter is used by A.C. Nielsen to measure TV ratings (C). Subliminal research is also irrelevant here since it involves subliminal perception (D). Focus groups are also a qualitative research method (E).