Deck 6: Strategic Research

Question 1

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

Answer 1

D

Question 2

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 2

E

Question 3

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) 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.

Answer 3

C

Question 4

________ 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 5

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

A) Brand communication research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research

Question 6

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 7

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 8

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 9

________ 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 10

________ 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 11

________ 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 12

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 13

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 14

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

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

Question 15

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

Question 16

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 17

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

A) market research
B) consumer research
C) brand communication research
D) strategic research
E) segmentation research

Question 18

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 19

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 20

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 21

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 22

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 23

________ 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 an advertising plan.

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

Question 24

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.

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

Question 25

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 26

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 27

Which of the following is NOT a common method for conducting surveys?

A) in person
B) by mail
C) by fax
D) through the Internet
E) by phone

Question 28

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 29

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) copy testing

Question 30

________ 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 31

Which of the following is the first level of evaluation research?

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

Question 32

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 33

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 34

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 35

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) personal research

Question 36

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 37

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 38

Copy testing is also referred to as ________.

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

Question 39

________ 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 40

________ 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 41

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 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

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

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

Question 44

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 45

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 46

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 47

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 48

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 49

________ 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 50

________ 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 51

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 52

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 53

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 54

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 video and graphics.
D) Fewer people are participating in telephone surveys.
E) Phone surveys do not allow for a random sampling.

Question 55

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

Question 56

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 57

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) observational research
E) survey research

Question 58

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 59

________ 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 60

An expert panel is ________.

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 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

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 63

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

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

Question 64

Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.

Question 65

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 66

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

Question 67

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

Question 68

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

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

Question 69

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 70

Marketing research is informal research.

Question 71

Secondary research is less important than primary research.

Question 72

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 73

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 74

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 75

Which of the following would most likely increase the reliability of 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 76

Experimental research uses formal hypothesis-testing techniques.

Question 77

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

Question 78

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

Question 79

________ 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 80

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