Question 1

Which of the following is NOT one of the four primary ways of conducting surveys to collect quantitative data?

Accepted Answer

A)   telephone interviews
B)   focus groups
C)   mail
D)   personal interviews
E)   online B

Question 2

An organization that scans the print and broadcast media in search of a company's or brand's name is called a(n)

Accepted Answer

A)   equivalency service.
B)   media service.
C)   clipping service.
D)   communications service.
E)   advertising service. C

Question 3

Research in which one or more factors are manipulated under controlled conditions, while other elements remain constant so that the respondent's reactions can be evaluated is called

Accepted Answer

A)   secondary research.
B)   experiential research.
C)   online research.
D)   exponential research.
E)   experimental research. E

Question 4

Discuss the main methods for measuring and evaluating consumer and trade sales promotions.

Accepted Answer

The answer of Discuss the main methods for measuring and...

Question 5

If a university wanted to compare and contrast answers to a student survey on "university life" by year of study and gender, with the total number of responses then a ____________ would be conducted.

Accepted Answer

A)   frequency distribution
B)   data analysis
C)   data interpretation
D)   cross-tabulation
E)   tabulation

Question 6

Outline the basic steps of sample design.

Accepted Answer

The answer of Outline the basic steps of sample design....

Question 7

List the common techniques used to measure the effectiveness of creative. Provide an example of each.

Accepted Answer

The answer of List the common techniques used to measure...

Question 8

Qualitative data is measurable data collected from large samples and structured research procedures.

Accepted Answer

A) True 
 B)False

Question 9

Bell Canada contacted 1000 customers and surveyed them to find out their opinions on Bell Canada and its competitors. This is an example of

Accepted Answer

A)   a validity test.
B)   primary research.
C)   a reliability test.
D)   secondary research.
E)   a hypothesis.

Question 10

A form of research yielding information about the effect of a commercial message on respondents' brand name recall, interest in the brand, and purchase intentions is called

Accepted Answer

A)   Starch readership testing.
B)   opinion-measure testing.
C)   physiological testing.
D)   day-after-recall testing.
E)   market testing.

Question 11

Which of the following is NOT a common technique for measuring the effectiveness of creative?

Accepted Answer

A)   recognition testing
B)   physiological-response testing
C)   frequency testing
D)   recall testing
E)   opinion-measure testing

Question 12

What is the difference between open-response and fixed-response questions?

Accepted Answer

The answer of What is the difference between open-response and...

Question 13

In a Starch readership test, responses are divided into three categories: noted, associated, and

Accepted Answer

A)   read most.
B)   recalled.
C)   related.
D)   recognized.
E)   memorized.

Question 14

What is the importance of data interpretation?

Accepted Answer

The answer of What is the importance of data interpretation?...

Question 15

The first step in conducting primary research is setting the objectives and hypotheses.

Accepted Answer

A) True 
 B)False

Question 16

If a company wanted to track a user's browsing patterns it is best to use response cards.

Accepted Answer

A) True 
 B)False

Question 17

Measuring the effectiveness of ______________ is relatively easy since advertisers only pay for the ads' placement when people click on them, and they can also track when clicks translate into purchases.

Accepted Answer

A)   search ads
B)   ad views
C)   ad clicks
D)   visits
E)   hits

Question 18

A marketing department at a university wanted to conduct research to test their ___________ that cognitive dissonance occurred with low-involvement impulse products.

Accepted Answer

A)   research objective
B)   hypothesis
C)   secondary data
D)   theory
E)   sample frame

Question 19

Discuss the three primary methods that a researcher can use to collect data.

Accepted Answer

The answer of Discuss the three primary methods that a...

Question 20

Describe how an organization could measure the impact of its social media efforts.

Accepted Answer

The answer of Describe how an organization could measure the...

Exam 12: Evaluating Marketing Communications Programs

Which of the following is NOT one of the four primary ways of conducting surveys to collect quantitative data?

An organization that scans the print and broadcast media in search of a company's or brand's name is called a(n)

Research in which one or more factors are manipulated under controlled conditions, while other elements remain constant so that the respondent's reactions can be evaluated is called

Discuss the main methods for measuring and evaluating consumer and trade sales promotions.

If a university wanted to compare and contrast answers to a student survey on "university life" by year of study and gender, with the total number of responses then a ____________ would be conducted.

Outline the basic steps of sample design.

List the common techniques used to measure the effectiveness of creative. Provide an example of each.

Qualitative data is measurable data collected from large samples and structured research procedures.

Bell Canada contacted 1000 customers and surveyed them to find out their opinions on Bell Canada and its competitors. This is an example of

A form of research yielding information about the effect of a commercial message on respondents' brand name recall, interest in the brand, and purchase intentions is called

Which of the following is NOT a common technique for measuring the effectiveness of creative?

What is the difference between open-response and fixed-response questions?

In a Starch readership test, responses are divided into three categories: noted, associated, and

What is the importance of data interpretation?

The first step in conducting primary research is setting the objectives and hypotheses.

If a company wanted to track a user's browsing patterns it is best to use response cards.

Measuring the effectiveness of ______________ is relatively easy since advertisers only pay for the ads' placement when people click on them, and they can also track when clicks translate into purchases.

A marketing department at a university wanted to conduct research to test their ___________ that cognitive dissonance occurred with low-involvement impulse products.

Discuss the three primary methods that a researcher can use to collect data.

Describe how an organization could measure the impact of its social media efforts.