Exam 12: Evaluating Marketing Communications Programs

Facebook offers a tool called "people taking about this," so tracking the number of messages about a brand and the number of people talking about a brand can be accomplished. What someone would be measuring is

The process of counting various responses for each question in a survey is called tabulation.

The number of times each answer on a survey was chosen for a question could be shown on a

General Motors is conducting a telephone survey and uses a predetermined, systematic procedure for picking respondents from a telephone directory so that each respondent has an equal chance of being selected. This is a(n)

Describe the difference between qualitative data and quantitative data, using examples to illustrate.

The editing stage of marketing research is done to ensure the responses are in line with the hypothesis.

Staff at Costco often randomly stop shoppers inside their stores to seek their input on a number of marketing issues. This is called a(n)

What is the difference between pre-testing and post-testing in creative research?

In marketing research, generally, the larger the sample, the greater the accuracy of the data collected and the higher the cost.

Which of the following is a common physiological-response testing method?

Canadian Tire administers a customer questionnaire consisting of ten questions about the level of customer service received. Each question includes a pre-determined set of answers for the respondents to choose from. This in an example of

Since the key benefit of experiential marketing is to engage the audience on an emotional level, one of the key measures for the success of an experiential marketing campaign is

Motorola Canada would like to conduct a marketing research study. For the study they would like to contact people who fit the following description "single or married men between the ages of 25 and 35 years of age living in cities with more than 1 million residents." In marketing research, this group of people is called the

A statement that outlines what the marketing research is to accomplish is called a

What are the most common measures of an event's success?

__________ is a mathematical model that equates public relations to an advertising value by evaluating the space occupied by a public relations message in relation to advertising space.

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgment of the researcher is a

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgement of the researcher is a probability sample.

Nike is collecting and recording new data to resolve a problem. They are performing

In marketing research, a group of people with a certain specific age, gender, or other demographic characteristics is called a