Exam 6: Strategic Research

Sam wants to understand consumers' perceptions of his company's products, so he conducts a survey to assess their attitudes toward his brands as well as their intention to purchase them. What type of research does this represent?

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of a survey.

Jill is part of the creative team in the advertising agency developing the message for a client's account. Her job is to conduct tests to evaluate the relative power of various creative ideas. What is this type of test called?

Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

________ is formal research, such as surveys, in-depth interviews, observational methods, focus groups, and all types of primary and secondary data used to develop a marketing plan and, ultimately, provide information for an advertising plan.

When conducting a(n)________, account team members will buy and test other products in a brand's category.

Formal focus groups take place in a comfortable setting, usually people's homes, where the participants have been recruited by the host.

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

________ evaluates the relative power of various creative ideas, while ________ informs media selection.

Qualitative research should be used to draw conclusions about the larger population.

Use the scenario below to answer the following questions. Mike works in the marketing department of a consumer packaged goods manufacturer. His primary responsibility is the marketing of a new brand of cereal that is targeted to women. The cereal includes extra calcium and soy to help women avoid osteoporosis, a disease that weakens bones later in life and primarily affects women. Much research was conducted before this product was developed, but more is necessary to develop a marketing communication campaign. Mike is working with an advertising agency to develop the marketing communication campaign. -Before the advertising agency created any advertising for this new brand of cereal, people working on the account started reading everything they could find on the product, company, industry, and competition. This is known as ________ research.

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?

You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy. Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

Identify and describe two web sites advertisers can use for research.

Door-to-door interviews were the most common in which of the following decades?

Maria was participating in a research study in which she was asked to take pictures with her camera phone while she was shopping. After recording her trip with pictures, she was asked to explain what she was thinking or doing at the time a given photo was taken. Which qualitative research method is this?

Which projective technique involves asking consumers 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 the product might be used?

Refer to the following scenario to answer the questions below. Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Kraft's agency of record has conducted extensive research for them as well as purchased information from research suppliers. They are also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market. -One of Kraft's research projects had the objective of understanding competitors' advertisements. Name and describe the purpose of this type of background research.

________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.

A group of 8 to 10 users of a product who are brought together once to have a discussion about some topicsuch as the brand, the product category, or marketing communicationis known as a(n)________.