Exam 12: Evaluating Marketing Communications Programs

Which of the following is NOT a common measure of the effectiveness of the Integrated Marketing Communications effort?

In marketing research, a sample of respondents who are known to have an equal chance of being randomly selected from the sampling frame is called a(n)

In the broadcast media, particularly television, the use of DAR testing is common.

Test marketing is a form of observational research.

Describe the three primary methods a research can use to collect data. Pick a product and describe how each of the different methods could be used to aid the marketing manager with determining next year's integrated marketing communication program.

Describe the elements that Facebook, the largest social media network by far, recommends that companies measure for social media.

The first step in primary research is

Discuss the managerial approach for evaluating creative that may be used by clients.

A major strength of focus groups is the reliability of the data generated.

Which of the following is NOT one of the primary means of contacting consumers when conducting surveys to collect quantitative data?

Retailers will conduct research in which the behaviour of the consumer is observed and recorded. This is called

Sears Canada would like to conduct a marketing research study with 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 order to access a sample of this group, Sears uses the telephone directory. The telephone directory is an example of a

A research procedure's ability to measure what it is intended to measure is called

Which of the following statements is true about focus group data?

Which of the following is a common way to measure and evaluate trade sales promotion?

Which of the following is NOT a disadvantage of using personal interviews as a survey method?

Trial purchases by new customers is a common way to measure the effectiveness of sales promotions.

When trying to determine if their product's level of brand awareness varies by gender, an organization would perform cross-tabulation on the data.

Market research is a form of

Primary research is the process of collecting and recording new data to solve a particular problem; usually at a high cost.