Question 1

Tests done to determine the effectiveness of each medium used in your campaign are called __________.

Accepted Answer

A)  Content analysis 
B)  Source credibility 
C)  Copy testing 
D)  Media tests 
E)  Test Marketing 
A)  Content analysis 
B)  Source credibility 
C)  Copy testing 
D)  Media tests 
E)  Test Marketing D

Question 2

Pretests are conducted after the copy and the rest of the advertisement has been prepared, but before the campaign appears.

Accepted Answer

A) True 
 B)False  False

Question 3

Copy testing can apply to proposed messages in any medium: print, broadcast, online, or mail.

Accepted Answer

A) True 
 B)False  True

Question 4

Copy testing and concept testing are essentially the same thing.

Accepted Answer

A) True 
 B)False

Question 5

List the steps in the analysis of competitive spending.

Accepted Answer

Analyzing competitive spending involves

Question 6

__________ are conducted after the copy and the rest of the advertisement has been prepared, but before the campaign appears.

Accepted Answer

A)  Posttests 
B)  Pretests 
C)  Media tests 
D)  Content analysis 
A)  Posttests 
B)  Pretests 
C)  Media tests 
D)  Content analysis

Question 7

Copy testing is used extensively in advertising whereas concept testing is used only in public relations.

Accepted Answer

A) True 
 B)False

Question 8

Define source credibility, media test and test marketing. How can you use quantitative methods to better understand these concepts in advertising and public relations research?

Accepted Answer

Source credibility refers to the perceiv

Question 9

Pretest is a diagnostic measure used in the early stages of campaigns.

Accepted Answer

A) True 
 B)False

Question 10

Name three applications of quantitative research.

Accepted Answer

Quantitative research is a systematic in

Question 11

Which of the following is an example of an application of quantitative research?

Accepted Answer

A)  Content analysis 
B)  Source credibility 
C)  Copy testing 
D)  All of the above 
A)  Content analysis 
B)  Source credibility 
C)  Copy testing 
D)  All of the above

Question 12

Rather than testing which media and vehicles are best matched to the messages and appeals, the actual campaign can be tested in a variety of geographic markets to determine where the product or service will sell best. This is known as __________.

Accepted Answer

A)  Content analysis 
B)  Source credibility 
C)  Copy testing 
D)  Media tests 
E)  Test Marketing 
A)  Content analysis 
B)  Source credibility 
C)  Copy testing 
D)  Media tests 
E)  Test Marketing

Question 13

Copytesting is diagnostic in its approach.

Accepted Answer

A) True 
 B)False

Question 14

__________ is a diagnostic measure used in the early stages of campaigns.

Accepted Answer

A)  Posttest 
B)  Pretest 
C)  Media test 
D)  Content analysis 
A)  Posttest 
B)  Pretest 
C)  Media test 
D)  Content analysis

Exam 23: Applications of Quantitative Research

Tests done to determine the effectiveness of each medium used in your campaign are called __________.

Pretests are conducted after the copy and the rest of the advertisement has been prepared, but before the campaign appears.

Copy testing can apply to proposed messages in any medium: print, broadcast, online, or mail.

Copy testing and concept testing are essentially the same thing.

List the steps in the analysis of competitive spending.

__________ are conducted after the copy and the rest of the advertisement has been prepared, but before the campaign appears.

Copy testing is used extensively in advertising whereas concept testing is used only in public relations.

Define source credibility, media test and test marketing. How can you use quantitative methods to better understand these concepts in advertising and public relations research?

Pretest is a diagnostic measure used in the early stages of campaigns.

Name three applications of quantitative research.

Which of the following is an example of an application of quantitative research?

Rather than testing which media and vehicles are best matched to the messages and appeals, the actual campaign can be tested in a variety of geographic markets to determine where the product or service will sell best. This is known as __________.

Copytesting is diagnostic in its approach.

__________ is a diagnostic measure used in the early stages of campaigns.

Needs for Research in Advertising and Public Relations

Some Research Deﬁnitions

Planning and Using Research

Designing Research

Introduction to Secondary Research

Syndicated Research

Online Resources

Other Useful Resources

Uses of Qualitative Research

Focus Groups

Content Analysis

In-Depth Interviews

Other Qualitative Methods

How Qualitative Research Can Enhance Quantitative Research

Handling Qualitative Findings

Empirical Research: Survey Research

Sampling

Measuring Instruments

Question Wording

Interviewer Training

Obtaining Accurate Responses

Data Tabulation

Experimental Research

Experimental Approaches

Quasi-Experimental Research

Experimental Applications in Advertising and Public Relations

Historical and Legal Research and Critical Analysis

Handling Data

Scaling Techniques

Mapping Techniques

Statistics

Statistical Analytic Tools

Who Should Conduct Research

Applying Research to Advertising and Public Relations Situations

The Research Report

Ethics in Research

Filters