Exam 6: Strategic Research

In the qualitative research method called photo elicitation,consumers are asked to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which it might be used.

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Question 1

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Discuss the differences in how qualitative and quantitative data are analyzed and summarized.

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Question 2

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Quantitative data can be summarized using statistical techniques,while qualitative data are typically analyzed by categorizing or coding responses so that researchers can identify patterns and emergent themes.

Discuss a major issue that global researchers face.

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Question 3

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In-depth understanding of the economic and cultural conditions,government regulations,and communications media of each country is more important than ever before.The biggest problem is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.

Common uses of big data in marketing involve predictions and diagnostics.

(True/False)

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Question 4

Truly understanding the consumer is the goal of ________.

(Multiple Choice)

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Question 5

Quantitative research is typically designed to either accurately something or something.

(Multiple Choice)

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Question 6

Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store,so the company hired a research firm that observed consumers as they made their selection in the store.Which type of research does this represent?

(Multiple Choice)

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Question 7

Focus groups should be used only in the background research step of the message development process.

(True/False)

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Question 8

________ means that the research actually measures what it says it measures.

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Question 9

Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas.However,she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview.What would you recommend Madeleine do to meet her needs?

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Question 10

Every few years,the Association of National Advertisers conducts a study on how national advertisers compensate advertising agencies that plan,develop,and execute their advertising campaigns.A national advertiser uses this data to determine how it should compensate its advertising agency.From the perspective of the national advertiser,what type of research is this?

(Multiple Choice)

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Question 11

Which of the following organizations surveys large samples of American consumers,asking questions about consumption,possession,and use of a wide range of products,services,and media?

(Multiple Choice)

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Question 12

________ focus groups are held in a comfortable setting,usually people's homes.Participants in these groups have typically been recruited by the host.

(Multiple Choice)

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Question 13

Walmart sends a trained observer to watch and interact with a select group of customers as they shop in a Walmart store.This is an example of ________.

(Multiple Choice)

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Question 14

Which form of data can usually be obtained more quickly and at a lower cost than the others?

(Multiple Choice)

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Question 15

Psychographic research involves the researcher participating in the lives of the people being studied.

(True/False)

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Question 16

Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

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Question 17

How does participant observation have an advantage over standard observational research?

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Question 18

Research used to evaluate the relative power of various creative ideas before the launch of a product is called copytesting.

(True/False)

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Question 19

Mark owns his own advertising agency and just won a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

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Question 20

Showing 1 - 20 of 150

In the qualitative research method called photo elicitation,consumers are asked to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which it might be used.

Discuss the differences in how qualitative and quantitative data are analyzed and summarized.

Discuss a major issue that global researchers face.

Common uses of big data in marketing involve predictions and diagnostics.

Truly understanding the consumer is the goal of ________.

Quantitative research is typically designed to either accurately something or something.

Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store,so the company hired a research firm that observed consumers as they made their selection in the store.Which type of research does this represent?

Focus groups should be used only in the background research step of the message development process.

________ means that the research actually measures what it says it measures.

Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas.However,she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview.What would you recommend Madeleine do to meet her needs?

Which of the following organizations surveys large samples of American consumers,asking questions about consumption,possession,and use of a wide range of products,services,and media?

________ focus groups are held in a comfortable setting,usually people's homes.Participants in these groups have typically been recruited by the host.

Walmart sends a trained observer to watch and interact with a select group of customers as they shop in a Walmart store.This is an example of ________.

Which form of data can usually be obtained more quickly and at a lower cost than the others?

Psychographic research involves the researcher participating in the lives of the people being studied.

Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

How does participant observation have an advantage over standard observational research?

Research used to evaluate the relative power of various creative ideas before the launch of a product is called copytesting.

Mark owns his own advertising agency and just won a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 6: Strategic Research

In the qualitative research method called photo elicitation,consumers are asked to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which it might be used.

Discuss the differences in how qualitative and quantitative data are analyzed and summarized.

Discuss a major issue that global researchers face.

Common uses of big data in marketing involve predictions and diagnostics.

Truly understanding the consumer is the goal of ________.

Quantitative research is typically designed to either accurately ________ something or ________ something.

Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store,so the company hired a research firm that observed consumers as they made their selection in the store.Which type of research does this represent?

Focus groups should be used only in the background research step of the message development process.

________ means that the research actually measures what it says it measures.

Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas.However,she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview.What would you recommend Madeleine do to meet her needs?

Which of the following organizations surveys large samples of American consumers,asking questions about consumption,possession,and use of a wide range of products,services,and media?

________ focus groups are held in a comfortable setting,usually people's homes.Participants in these groups have typically been recruited by the host.

Walmart sends a trained observer to watch and interact with a select group of customers as they shop in a Walmart store.This is an example of ________.

Which form of data can usually be obtained more quickly and at a lower cost than the others?

Psychographic research involves the researcher participating in the lives of the people being studied.

Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

How does participant observation have an advantage over standard observational research?

Research used to evaluate the relative power of various creative ideas before the launch of a product is called copytesting.

Mark owns his own advertising agency and just won a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Quantitative research is typically designed to either accurately something or something.