Deck 6: Strategic Research

Question 1

When companies do their own tracking and monitoring of their customers' behavior, which type of research are they conducting?

A)primary
B)secondary
C)supplier
D)experimental
E)sample

Answer 1

A

Question 2

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

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

Answer 2

C

Question 3

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

Answer 3

E

Question 4

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, not qualitative or quantitative.
D)Primary research is qualitative, not quantitative or experimental.
E)Primary research is quantitative, not qualitative or experimental.

Question 5

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 6

________ focuses on message development research, media planning research, and evaluation, as well as information about competitors' advertising.

A)Advertising research
B)Market research
C)Consumer research
D)Strategic research
E)Copy research

Question 7

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 8

The Survey of Current Business from the U.S. Department of Commerce 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 9

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

A)market research
B)consumer research
C)advertising research
D)strategic research
E)segmentation research

Question 10

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 ________.

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

Question 11

A. C. Nielsen is a large company that conducts research for clients. As the major supplier of program ratings in the television industry, it also monitors television viewing habits. These ratings are used by television networks and stations to determine the price of advertising time during a specific program. What type of research does A. C. Nielsen perform?

A)primary
B)secondary
C)qualitative
D)experimental
E)A, B, and C

Question 12

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

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

Question 13

________ compiles information about the product, the product category, and other details of the marketing situation that will impact the development of advertising strategy.

A)Advertising research
B)Market research
C)Consumer research
D)Strategic research
E)Segmentation research

Question 14

________ uncovers critical information that becomes the basis for strategic planning decisions for both marketing and marketing communication.

A)Segmentation research
B)Market research
C)Consumer research
D)Strategic research
E)Copy research

Question 15

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

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

Question 16

Background research that relies upon available published information about a topic is called ________.

A)strategic research
B)quantitative research
C)primary research
D)secondary research
E)qualitative research

Question 17

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

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

Question 18

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 19

Which of the following statements is FALSE regarding secondary research?

A)It is called secondary because it is information that has been collected and published by someone else.
B)Many statistics used by advertisers come 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 are a reliable source for secondary research.
E)Secondary research suppliers gather and organize information around specific topic areas for other interested parties.

Question 20

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

A)Advertising research
B)Market research
C)Consumer research
D)Strategic research
E)Copy research

Question 21

Using ________, a researcher might page through a magazine with a respondent and ask whether the respondent remembers seeing a particular ad.

A)pretesting
B)aided recognition
C)unaided recognition
D)media research
E)semiotic analysis

Question 22

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 23

________ 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.

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

Question 24

Copytesting is also referred to as _______.

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

Question 25

________ evaluates the relative power of various creative ideas, while ________ informs 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 26

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 27

Experimental research is 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 28

________ includes an assessment of a brand's role and performance in the marketplace, as well as an investigation of how people perceive brand personalities and images.

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

Question 29

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', and other relevant categories that may have lessons for the brand.

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

Question 30

________ 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 31

Which of the following is a way to contact consumers when conducting survey research?

A)in person
B)by telephone
C)by mail
D)through the Internet
E)all of the above

Question 32

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

Question 33

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

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

Question 34

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)validity of previous research

Question 35

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 36

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 37

Which of the following best explains the goal of neuromarketers?

A)using subliminal messages to influence consumer decisions
B)collecting data about responses to advertising 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 38

Using ________, a researcher might ask a respondent what he or she remembers without using a magazine or other medium to refresh the respondent's memory.

A)pretesting
B)aided recognition
C)unaided recognition
D)media research
E)semiotic analysis

Question 39

________ research gathers information about all the possible media and marketing communication tools that might be used in a campaign to deliver a message.

A)Media
B)Message development
C)Consumer insight
D)Competitive analysis
E)Evaluation

Question 40

Which of the following types of research 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 41

Ethnographic research ________.

A)comes from traditional focus groups
B)is gathered where people live and work
C)provides secondary data
D)comes from diaries
E)provides data to marketers when observation is impossible

Question 42

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

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

Question 43

In which type of consumer research is the objective to get participants talking in a conversational format so researchers can observe the dialogue and interactions among the participants?

A)survey research
B)focus groups
C)in-depth interview
D)observation research
E)ethnographic research

Question 44

________ 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 45

What is the primary difference between an interview and a survey?

A)An interview uses a representative sample, and a survey uses an entire population.
B)Surveys use a discussion guide that outlines the areas to be covered and tends to be very broad.
C)Interviews use close-ended questions.
D)Personal interviews are open-ended discussions among 8 to 10 people.
E)Interviews use more flexible questionnaires.

Question 46

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 47

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)ethnographic research
C)friendship groups
D)observation research
E)survey research

Question 48

Which 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 49

Which projective technique is a form of attitude research in which people fill in the blanks in a story or balloons in a cartoon?

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

Question 50

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 51

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 52

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)________.

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

Question 53

________ is a type of data collection in which the researcher simply records the consumer's behaviors.

A)Crowdsourcing
B)Observation
C)Surveying
D)Focus group interviewing
E)Neuromarketing

Question 54

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 55

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

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

Question 56

Which of the following is NOT a projective technique researchers used to get insight about people's relationships with the brands they buy?

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

Question 57

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 58

Focus group interviewing is a(n)________ research tool for gaining insights into consumer thoughts and feelings.

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

Question 59

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 60

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

A)1960s
B)1970s
C)1980s
D)1990s
E)2000s

Question 61

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

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

Question 62

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

Question 63

IMC research uncovers critical information that becomes the basis for strategic planning decisions.

Question 64

Marketing research is informal research.

Question 65

Marketers who want insight into the underlying reasons for how consumers behave and why should conduct qualitative research.

Question 66

Which of the following is false regarding key challenges facing advertising researchers?

A)A problem with respect to globalization is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.
B)Call centers can be used as research centers.
C)Strategic consistency in IMC planning suggests that different audiences should receive the same message.
D)Marketing communication messages should be tested for cultural sensitivity.
E)Whenever a call is made, for whatever purpose, that contact provides an opportunity to ask a brand-related question.

Question 67

Experimental research uses formal hypothesis-testing techniques.

Question 68

Secondary research is information that has been collected and published by someone else.

Question 69

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.

Question 70

Which projective technique attempts to gain insight into how people perceive brands by examining the link between concepts?

A)meaning creating
B)metaphors
C)purpose-driven games
D)panel groups
E)focus interviewing

Question 71

In which type of research are research methods built into real purchase and use situations?

A)embedded research
B)virtual research
C)secondary research
D)content analysis
E)semiotic research

Question 72

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

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

Question 73

Secondary research is less important than primary research.

Question 74

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?

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

Question 75

________ 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 76

Which of the following is a way to increase the reliability of the research?

A)Select a sample that truly represents its population.
B)Use sample sizes larger than 200.
C)Test hypotheses.
D)Only conduct qualitative research.
E)Rely on focus groups and in-depth interviews.

Question 77

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.

Question 78

Which projective technique uses such ideas as life collages, day mapping, and the construction of instruction books as ways 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 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

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.