Deck 6: Strategic Research

Question 1

Which of the following is conducted as part of evaluation research?

A)consumer insight research
B)competitive analysis
C)pretesting
D)concept testing
E)marketing audit

Answer 1

C

Question 2

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

A)media audit
B)semiotic analysis
C)association test
D)marketing communication audit
E)competitive analysis

Answer 2

E

Question 3

________ identifies people who are in the market for a product in terms of their behaviors,attitudes,interests,and motivations.

A)Advertising research
B)Evaluation research
C)Consumer research
D)Strategic research
E)Media research

Answer 3

C

Question 4

A formal and systematic tabulation of competitors' approaches and strategies is known as a(n)________.

A)content analysis
B)semiotic analysis
C)brand experience
D)association test
E)concept test

Question 5

Which of the following is typically the first step in the process of message development?

A)concept testing
B)review of secondary research provided by the client
C)"Big Idea" brainstorming
D)diagnostic research
E)semiotic analysis

Question 6

When an agency gets a new client,the first thing the agency team should do is learn about the ________.

A)competition
B)social media
C)network of associations
D)brand
E)target market

Question 7

In marketing communication planning,________ includes everything a planner can find out about consumer perceptions about the brand,product category,and competitors' brands.

A)advertising research
B)marketing information
C)media research
D)semiotic analysis
E)segmentation research

Question 8

________ evaluates the relative power of various creative ideas,while ________ provides information on media selection.

A)Competitive analysis;content analysis
B)Semiotic analysis;content analysis
C)Concept testing;media research
D)Competitive testing;copy testing
E)Copy testing;semiotic analysis

Question 9

Which of the following best explains the goal of neuromarketers?

A)using subliminal messages to influence consumer decisions
B)collecting data about responses to ads and products by scanning consumers' brains
C)observing and tracking consumer behavior on the internet
D)designing marketing research experiments using the internet
E)analyzing data from various sources to answer complex "what if" questions

Question 10

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

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

Question 11

Personal backgrounding is conducted as part of which of the following?

A)message development
B)message evaluation
C)"Big Idea" brainstorming
D)consumer insight research
E)semiotic analysis

Question 12

The objective of ________ is to examine symbolism and signs in a message,uncovering layers and types of meanings that might be particular to different groups of customers.

A)content analysis
B)semiotic analysis
C)brand research
D)association tests
E)competitive analysis

Question 13

Copytesting is also referred to as ________.

A)pretesting
B)concept testing
C)evaluative research
D)media research
E)semiotic analysis

Question 14

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

A)Marketing research
B)Media research
C)Consumer insight research
D)Semiotic analysis
E)Concept testing

Question 15

When conducting a ________,the advertising planner will either 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.

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

Question 16

Truly understanding the consumer is the goal of ________.

A)brand experience research
B)competitive analysis
C)media research
D)consumer insight research
E)evaluation research

Question 17

Which of the following is accurately described as a "work-in-progress" type of evaluation?

A)media research
B)association testing
C)semiotic analysis
D)competitive analysis
E)concept testing

Question 18

Which of the following examines the effects of various types of executions of the "Big Idea" developed by the creative team?

A)consumer insight research
B)media research
C)concept testing
D)evaluation research
E)semiotic analysis

Question 19

Which of the following is NOT a type of research used in planning advertising and marketing communication?

A)market information
B)consumer insight
C)brand information
D)evaluation research
E)segmentation research

Question 20

________ includes an assessment of a brand's role and performance in the marketplace,as well as an investigation of the brand's relationship with its customers.

A)Competitive analysis
B)Brand experience research
C)Consumer insight research
D)Media research
E)Concept testing

Question 21

The advertising agency also analyzed all media relevant to the client's target market.Not surprisingly,the agency found that women in their target market were heavy readers of health-related magazines,such as Prevention and Health.However,they also found that these women were heavy readers of shelter magazines,such as Better Homes and Gardens and House Beautiful.What kind of research did the agency conduct?

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

Question 22

Which of the following organizations surveys large samples of American consumers,asking questions about consumption,possession,and use of a wide range of products,services,and media?

A)Lexis-Nexis
B)Off-the-Shelf Publications
C)Dialog Information Services
D)Dow Jones Factiva
E)Simmons Market Research Bureau

Question 23

The advertising that launched General Motors' OnStar GPS system used a Batman theme.Looking at the commercial in terms of signs and symbols,it is possible to discover the obvious and hidden meanings of the message.For instance,the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had.This is an example of ________.

A)consumer insight research
B)semiotic analysis
C)aided recognition
D)quantitative research
E)unaided recognition

Question 24

The initial research Mike conducted was used to identify women who are in the market for cereals with these benefits in terms of the women's characteristics,attitudes,interests,and motivation.What type of research did Mike conduct?

A)brand experience research
B)consumer insight research
C)marketing communication research
D)message development research
E)evaluation research

Question 25

Which of the following is conducted to determine the ad's actual overall effectiveness in reaching objectives?

A)semiotic analysis
B)concept testing
C)competitive analysis
D)posttesting
E)copytesting

Question 26

________ research delivers numerical data such as the number of users and purchases,their attitudes and knowledge,their exposure to ads,and other market-related information.

A)Ethnographic
B)Quantitative
C)Qualitative
D)Neural
E)Experimental

Question 27

Government organizations and trade associations are both sources of ________ data.

A)primary
B)secondary
C)ethnographic
D)subscription
E)unregulated

Question 28

Radio Facts,published by the Radio Advertising Bureau,is an example of ________.

A)qualitative research
B)primary information
C)a trade association report that helps advertisers make better decisions
D)a report developed by a secondary research supplier
E)a government report that helps advertisers make better decisions

Question 29

Information that is collected for the first time from original sources is called ________ research.

A)market
B)quantitative
C)primary
D)secondary
E)government

Question 30

Which of the following statements is TRUE?

A)Primary research can be quantitative or qualitative,but not experimental.
B)Primary research can be quantitative,qualitative,or experimental.
C)Primary research is experimental,but not qualitative or quantitative.
D)Primary research is qualitative,but not quantitative or experimental.
E)Primary research is quantitative,but not qualitative or experimental.

Question 31

The advertising agency team members used research to help develop the message strategy.They conducted in-depth interviews with several women who were representative of the client's target market and asked them to evaluate the relative power of various creative ideas.This type of research is known as ________.

A)consumer insight research
B)ethnographic research
C)semiotic analysis
D)concept testing
E)copy testing

Question 32

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.

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

Question 33

Which of the following is LEAST likely to be a benefit of conducting marketing research?

A)assessing market potential and market share
B)understanding customer satisfaction and purchase behavior
C)measuring the effectiveness of accounting practices
D)measuring the effectiveness of promotion activities
E)understanding customer motivation

Question 34

V-8,a brand of vegetable juice,wanted to determine if viewers understood the health benefit message the company was trying to convey in a new series of television commercials.V-8 conducted research in which consumers viewed a pilot television show in which an unreleased version of the V-8 ad appeared.Several other ads appeared during the 30-minute television program,and after viewing the show,participants were given a survey regarding their attitudes toward all of the ads they had seen.Five different groups saw the same program and ads,except the V-8 ad was different for each group.What type of research is this?

A)secondary research
B)concept testing
C)semiotic research
D)association testing
E)expert panel research

Question 35

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 ________ research suppliers.

A)secondary
B)primary
C)trade
D)advertising
E)certified

Question 36

Which of the following statements about secondary research is FALSE?

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 invalid.
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 37

________ research provides insight into the underlying reasons for how and why consumers think,feel,and behave as they do,using tools such as observation,ethnographic studies,in-depth interviews,and case studies.

A)Secondary
B)Quantitative
C)Qualitative
D)Neural
E)Experimental

Question 38

Quantitative research is typically designed to either accurately ________ something or ________ something.

A)investigate;question
B)explore;observe
C)count;predict
D)explore;prove
E)predict;observe

Question 39

Which of the following is most likely conducted during and after an ad campaign?

A)media audit
B)concept testing
C)competitive analysis
D)brand experience research
E)copytesting

Question 40

Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

A)qualitative research suppliers
B)primary research suppliers
C)trade associations
D)secondary research suppliers
E)reports supplied by government agencies

Question 41

In a(n)________ sample,each person in a population has an equal chance of being selected to be in the sample.

A)aided
B)unaided
C)random
D)selected
E)observed

Question 42

A subset of a population that is representative of the entire population is called a ________.

A)sample
B)cohort
C)subculture
D)census
E)subcensus

Question 43

Computer-vision software and eye-tracking technology would most likely be used in which type of research?

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

Question 44

An in-depth interview asks questions that are ________.

A)broad and open-ended
B)multiple choice
C)closed-ended
D)highly structured and inflexible
E)easily generalized

Question 45

________ focus groups are held in a comfortable setting,usually people's homes.Participants in these groups have typically been recruited by the host.

A)Snowball
B)Ethnographic
C)Friendship
D)Sample
E)Unstructured

Question 46

Which of the following is the LEAST likely reason for the current shift from phone to online surveys?

A)Online surveys are less expensive.
B)Online surveys don't take as much time.
C)Online surveys can include videos and graphics.
D)Fewer people are participating in telephone surveys.
E)Phone surveys do not allow for a random sampling.

Question 47

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

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 48

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

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

Question 49

Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store,so the company hired a research firm that observed consumers as they made their selection in the store.Which type of research does this represent?

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

Question 50

A group of 6 to 10 users of a product who are brought together once to have a discussion about some topic,such as the brand,the product category,or marketing communication,is known as a(n)________.

A)focus group
B)focus panel
C)survey group
D)random sample
E)ethnographic research sample

Question 51

In order for survey research to accurately reflect the population,the participants must ________.

A)be likely to buy the product referred to in the survey
B)be contacted online
C)have a positive perception of the company conducting the survey
D)be selected randomly from the population
E)have unique opinions

Question 52

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

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

Question 53

Experimental research is most likely used to ________.

A)test hypotheses about cause-and-effect relationships
B)gather preliminary information that will help define problems
C)uncover information in an unstructured way
D)describe marketing problems or situations
E)quantify observations that produce insights unobtainable through other forms of research

Question 54

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

A)In-depth interviewing
B)Survey research
C)Focus group interviewing
D)Observation research
E)Ethnographic research

Question 55

Which of the following practices involves aggregating the wisdom of internet users in a type of digital brainstorming?

A)focus group interviewing
B)ethnographic observing
C)crowdsourcing
D)expert panel interviewing
E)consumer research panel interviewing

Question 56

What are the two primary characteristics of quantitative research?

A)large sample sizes and quota sampling
B)small sample sizes and rich data
C)primary and secondary data
D)small sample sizes and consumer insights
E)large sample sizes and random sampling

Question 57

Why do some internet surveys create results that may not reflect a specified population's behavior and attitudes?

A)Participants typically volunteer rather than being randomly selected.
B)The practice of spamming has gained acceptance.
C)Internet surveys can present images,sounds,and videos.
D)Internet surveys are effective for reaching a wide audience.
E)More people have internet access than telephone access.

Question 58

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price.You are involved in what type of research?

A)exploratory
B)qualitative
C)experimental
D)focus group
E)ethnographic

Question 59

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)quantitative
B)qualitative
C)secondary
D)ethnographic
E)in-depth research

Question 60

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?

A)primary
B)qualitative
C)secondary
D)organizational
E)marketing communication

Question 61

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

A)fill in the blanks
B)artifact creation
C)purpose-driven games
D)story elicitation
E)photo sorts

Question 62

Which of the following tells media planners exactly what programs and ads consumers watched?

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

Question 63

Which projective technique do researchers use to see how people solve problems and search for information?

A)fill in the blanks
B)meaning creation
C)purpose-driven games
D)story elicitation
E)photo sorts

Question 64

Using ________,researchers go into authentic consumer environments to record the behavior of consumers without actually participating in the lives of the consumers.

A)focus groups
B)experimental research
C)friendship groups
D)observation research
E)survey research

Question 65

________ research involves the researcher living the lives of the people being studied.

A)Focus group
B)Ethnographic
C)Friendship group
D)Quantitative
E)Survey

Question 66

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

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 multiple research methods to investigate a research question.
E)Use primary research before collecting secondary research.

Question 67

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?).

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

Question 68

How does participant observation have an advantage over standard observational research?

A)The observer is watching strangers.
B)The observations are done in a more formal setting.
C)Data from participant observation are more easily quantified.
D)The observer has an inside view of the group's experiences.
E)The participants are chosen by the researcher.

Question 69

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use ________ to collect your data.

A)ethnographic research
B)observational research
C)survey research
D)experimental research
E)projective techniques

Question 70

________ means that you can run the same test again and get the same answer.

A)Semiotics
B)Reliability
C)Validity
D)Criteria
E)Quality

Question 71

Marketers sometimes ask consumers to record their activities and thoughts through the use of ________.

A)surveys
B)focus groups
C)diaries
D)monitors
E)purpose-driven games

Question 72

Which research method would a marketing communication researcher most likely use to obtain information that people are unwilling or unable to provide?

A)observational
B)survey
C)questionnaire
D)focus group
E)personal interview

Question 73

Which projective technique uses life collages,day mapping,and the construction of instruction books to elicit stories that discuss brands and their roles in daily life?

A)theater techniques
B)photo sorts
C)metaphors
D)artifact creation
E)story elicitation

Question 74

Which of the following is TRUE of ethnographic research?

A)It is a type of experimental research.
B)It combines anthropology and marketing.
C)It is a traditional quantitative research approach.
D)It can be conducted online but not in person.
E)It is typically used to answer well-defined product or strategy questions.

Question 75

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 ________.

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

Question 76

________ means that the research actually measures what it says it measures.

A)Semiotics
B)Reliability
C)Validity
D)Criteria
E)Quality

Question 77

An expert panel is ________.

A)more common than a consumer research panel
B)made up of experts from various 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 78

Which of the following is a disadvantage of observation and ethnographic research methods?

A)They are types of quantitative research.
B)They require large numbers of participants.
C)They do not allow the observer to understand the daily lives of participants.
D)They do not provide insight into the participants' motives.
E)They reveal what people actually do instead of what they say they do.

Question 79

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

A)fill in the blanks
B)photo elicitation
C)purpose-driven games
D)story elicitation
E)photo sorts

Question 80

Which of the following would most likely increase the reliability of research?

A)selecting a sample that truly represents its population
B)using sample sizes larger than 200
C)testing hypotheses
D)only conducting qualitative research
E)relying on focus groups and in-depth interviews