Question 1

The use of focus groups is an example of ________ research methods.

Accepted Answer

A)  secondary 
B)  ethnographic 
C)  quantitative 
D)  experimental 
E)  qualitative 
A)  secondary 
B)  ethnographic 
C)  quantitative 
D)  experimental 
E)  qualitative E

Question 2

Observation,in-depth interviews,and case studies are all examples of which type of research?

Accepted Answer

A)  secondary research 
B)  quantitative research 
C)  qualitative research 
D)  experimental research 
E)  ethnographic research 
A)  secondary research 
B)  quantitative research 
C)  qualitative research 
D)  experimental research 
E)  ethnographic research C

Question 3

Copy testing is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

Accepted Answer

A) True 
 B)False  False

Question 4

Which of the following statements is FALSE regarding secondary research?

Accepted Answer

A)  It is called secondary because it is information that has been collected and published by someone else. 
B)  Much of the secondary research used by advertisers comes from government census records on the population's size, geographic distribution, age, income, occupation, education, and ethnicity. 
C)  Secondary research found on the Internet is not valid. 
D)  Trade associations can be a reliable source for secondary research. 
E)  Secondary research suppliers gather and organize information around specific topic areas for other interested parties. 
A)  It is called secondary because it is information that has been collected and published by someone else. 
B)  Much of the secondary research used by advertisers comes from government census records on the population's size, geographic distribution, age, income, occupation, education, and ethnicity. 
C)  Secondary research found on the Internet is not valid. 
D)  Trade associations can be a reliable source for secondary research. 
E)  Secondary research suppliers gather and organize information around specific topic areas for other interested parties.

Question 5

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 ________.

Accepted Answer

A)  secondary research 
B)  survey research 
C)  ethnographic research 
D)  experimental research 
E)  projective research 
A)  secondary research 
B)  survey research 
C)  ethnographic research 
D)  experimental research 
E)  projective research

Question 6

Sora is a teenager who loves to shop for clothes.She has a points card from Trend Town,her favorite shop.Sora's card is scanned each time she makes a purchase at Trend Town,and the more she uses the card,the more special offers she receives from the shop.Data from Sora's card can be used to monitor buzz.

Accepted Answer

A) True 
 B)False

Question 7

Describe five ways research is used in marketing communication planning.

Accepted Answer

Research has several uses in marketing c

Question 8

Which of the following is most likely to tell media planners exactly what programs and ads consumers watched?

Accepted Answer

A)  panels 
B)  diaries 
C)  story elicitations 
D)  focus groups 
E)  purpose-driven games 
A)  panels 
B)  diaries 
C)  story elicitations 
D)  focus groups 
E)  purpose-driven games

Question 9

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

Accepted Answer

A)  Do each survey three different times. 
B)  Repeat the same research with at least three different populations. 
C)  Have at least three experts interpret the data. 
D)  Use a number of research methods to investigate a research question. 
E)  Use primary research before collecting secondary research. 
A)  Do each survey three different times. 
B)  Repeat the same research with at least three different populations. 
C)  Have at least three experts interpret the data. 
D)  Use a number of research methods to investigate a research question. 
E)  Use primary research before collecting secondary research.

Question 10

Use the scenario below to answer the following questions.
Mike works in the marketing department of a consumer package 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.
-The advertising agency also analyzed all media that is relevant to the client's target market.Not surprisingly,they found that women they wanted to reach with the advertising were heavy readers of health-related magazines,such as Prevention and Health.However,they also found that these women were also heavy readers of shelter magazines,such as Better Homes and Gardens and House Beautiful.What kind of research did the agency conduct?

Accepted Answer

A)  concept testing 
B)  consumer insight 
C)  media research 
D)  message development 
E)  evaluation research 
A)  concept testing 
B)  consumer insight 
C)  media research 
D)  message development 
E)  evaluation research

Question 11

Firms that specialize in interviewing,observing,recording,and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.

Accepted Answer

A) True 
 B)False

Question 12

Describe the kind of information an advertiser can gain from Mediamark Research,Inc.(MRI).

Accepted Answer

Mediamark Research,Inc.conducts its own

Question 13

When conducting a ________,the advertising planner will either formally or informally begin an assignment by collecting every possible piece of advertising and other form of marketing communication by the brand,as well as its competitors' communication and other relevant categories that may have lessons for the brand.

Accepted Answer

A)  media audit 
B)  semiotic analysis 
C)  brand experience audit 
D)  marketing communication audit 
E)  competitive analysis 
A)  media audit 
B)  semiotic analysis 
C)  brand experience audit 
D)  marketing communication audit 
E)  competitive analysis

Question 14

Of the following,what is the first major question that should be considered when designing a survey?

Accepted Answer

A)  What is the best way to sell the product? 
B)  Which questions should be included? 
C)  Where should the survey take place? 
D)  What type of incentive should be included? 
E)  How can a representative sample of people be interviewed? 
A)  What is the best way to sell the product? 
B)  Which questions should be included? 
C)  Where should the survey take place? 
D)  What type of incentive should be included? 
E)  How can a representative sample of people be interviewed?

Question 15

An expert panel is ________.

Accepted Answer

A)  more common than a consumer research panel. 
B)  made up of experts from many fields of study 
C)  made up of experts from one field of study. 
D)  made up of "professional snoops." 
E)  a form of quantitative market research. 
A)  more common than a consumer research panel. 
B)  made up of experts from many fields of study 
C)  made up of experts from one field of study. 
D)  made up of "professional snoops." 
E)  a form of quantitative market research.

Question 16

________ is research on a message execution in its finished stages but before it appears in media.

Accepted Answer

A)  Insight research 
B)  Copy testing 
C)  Pretesting 
D)  Message development research 
E)  Semiotic analysis 
A)  Insight research 
B)  Copy testing 
C)  Pretesting 
D)  Message development research 
E)  Semiotic analysis

Question 17

Compare and contrast quantitative and qualitative research,and discuss uses of each.

Accepted Answer

Qualitative research provides insight in

Question 18

In general,________ methods are more useful for gathering data (e.g.,how many do this or believe that?),and ________ methods are better at uncovering reasons and motives (e.g.,why do they do or believe?).

Accepted Answer

A)  qualitative; quantitative 
B)  primary; secondary 
C)  secondary; primary 
D)  reliable; valid 
E)  quantitative; qualitative 
A)  qualitative; quantitative 
B)  primary; secondary 
C)  secondary; primary 
D)  reliable; valid 
E)  quantitative; qualitative

Question 19

Explain the differences among market research,consumer research,brand communication research,IMC research,and strategic research.

Accepted Answer

Market research compiles information abo

Question 20

Telephone surveys largely replaced door-to-door surveys in the 1960s.

Accepted Answer

A) True 
 B)False

The use of focus groups is an example of ________ research methods.

Observation,in-depth interviews,and case studies are all examples of which type of research?

Copy testing is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

Which of the following statements is FALSE regarding secondary research?

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 ________.

Describe five ways research is used in marketing communication planning.

Which of the following is most likely to tell media planners exactly what programs and ads consumers watched?

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

Firms that specialize in interviewing,observing,recording,and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.

Describe the kind of information an advertiser can gain from Mediamark Research,Inc.(MRI).

Of the following,what is the first major question that should be considered when designing a survey?

An expert panel is ________.

________ is research on a message execution in its finished stages but before it appears in media.

Compare and contrast quantitative and qualitative research,and discuss uses of each.

In general, methods are more useful for gathering data (e.g.,how many do this or believe that?),and methods are better at uncovering reasons and motives (e.g.,why do they do or believe?).

Explain the differences among market research,consumer research,brand communication research,IMC research,and strategic research.

Telephone surveys largely replaced door-to-door surveys in the 1960s.

Advertising

Brand Communication

Brand Communication and Society

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

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 6: Strategic Research

The use of focus groups is an example of ________ research methods.

Observation,in-depth interviews,and case studies are all examples of which type of research?

Copy testing is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

Which of the following statements is FALSE regarding secondary research?

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 ________.

Describe five ways research is used in marketing communication planning.

Which of the following is most likely to tell media planners exactly what programs and ads consumers watched?

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

Firms that specialize in interviewing,observing,recording,and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.

Describe the kind of information an advertiser can gain from Mediamark Research,Inc.(MRI).

Of the following,what is the first major question that should be considered when designing a survey?

An expert panel is ________.

________ is research on a message execution in its finished stages but before it appears in media.

Compare and contrast quantitative and qualitative research,and discuss uses of each.

In general,________ methods are more useful for gathering data (e.g.,how many do this or believe that?),and ________ methods are better at uncovering reasons and motives (e.g.,why do they do or believe?).

Explain the differences among market research,consumer research,brand communication research,IMC research,and strategic research.

Telephone surveys largely replaced door-to-door surveys in the 1960s.

Advertising

Brand Communication

Brand Communication and Society

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

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

In general, methods are more useful for gathering data (e.g.,how many do this or believe that?),and methods are better at uncovering reasons and motives (e.g.,why do they do or believe?).