Question 1

Facebook offers a tool called "people taking about this," so tracking the number of messages about a brand and the number of people talking about a brand can be accomplished. What someone would be measuring is

Accepted Answer

A)  reach. 
B)  volume. 
C)  influence. 
D)  share of voice. 
E)  engagement.

Question 2

The process of counting various responses for each question in a survey is called tabulation.

Accepted Answer

A) True 
 B)False

Question 3

The number of times each answer on a survey was chosen for a question could be shown on a

Accepted Answer

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

Question 4

General Motors is conducting a telephone survey and uses a predetermined, systematic procedure for picking respondents from a telephone directory so that each respondent has an equal chance of being selected. This is a(n)

Accepted Answer

A)  non-probability sample. 
B)  probability sample. 
C)  population. 
D)  unequal sample. 
E)  random sample.

Question 5

Describe the difference between qualitative data and quantitative data, using examples to illustrate.

Accepted Answer

The answer of Describe the difference between qualitative data and...

Question 6

The editing stage of marketing research is done to ensure the responses are in line with the hypothesis.

Accepted Answer

A) True 
 B)False

Question 7

Staff at Costco often randomly stop shoppers inside their stores to seek their input on a number of marketing issues. This is called a(n)

Accepted Answer

A)  equal sample. 
B)  population 
C)  non-probability sample. 
D)  random sample. 
E)  probability sample.

Question 8

What is the difference between pre-testing and post-testing in creative research?

Accepted Answer

The answer of What is the difference between pre-testing and...

Question 9

In marketing research, generally, the larger the sample, the greater the accuracy of the data collected and the higher the cost.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is a common physiological-response testing method?

Accepted Answer

A)  focus group 
B)  test market 
C)  pupilometer test 
D)  Starch readership test 
E)  day-after recall test

Question 11

Canadian Tire administers a customer questionnaire consisting of ten questions about the level of customer service received. Each question includes a pre-determined set of answers for the respondents to choose from. This in an example of

Accepted Answer

A)  a good survey. 
B)  a probability sample. 
C)  a sampling frame. 
D)  fixed-response questioning. 
E)  open-response questioning.

Question 12

Since the key benefit of experiential marketing is to engage the audience on an emotional level, one of the key measures for the success of an experiential marketing campaign is

Accepted Answer

A)  brand sales. 
B)  number of leads generated. 
C)  number of people who sign up for a contest at an event. 
D)  how well the event reaches the target audience. 
E)  image perceptions.

Question 13

Motorola Canada would like to conduct a marketing research study. For the study they would like to contact 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 marketing research, this group of people is called the

Accepted Answer

A)  target market. 
B)  hypothesis. 
C)  population. 
D)  sampling frame. 
E)  sample.

Question 14

A statement that outlines what the marketing research is to accomplish is called a

Accepted Answer

A)  hypothesis. 
B)  research objective. 
C)  probability sample. 
D)  problem definition. 
E)  sampling frame.

Question 15

What are the most common measures of an event's success?

Accepted Answer

The answer of What are the most common measures of...

Question 16

__________ is a mathematical model that equates public relations to an advertising value by evaluating the space occupied by a public relations message in relation to advertising space.

Accepted Answer

A)  Stickiness 
B)  Advertising equivalency 
C)  Gross impressions 
D)  Mathematical equivalency 
E)  Day-after recall

Question 17

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgment of the researcher is a

Accepted Answer

A)  hypothesis. 
B)  probability sample. 
C)  sampling frame. 
D)  random sample. 
E)  non-probability sample.

Question 18

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgement of the researcher is a probability sample.

Accepted Answer

A) True 
 B)False

Question 19

Nike is collecting and recording new data to resolve a problem. They are performing

Accepted Answer

A)  validity. 
B)  reliability. 
C)  secondary research. 
D)  primary research. 
E)  research objective.

Question 20

In marketing research, a group of people with a certain specific age, gender, or other demographic characteristics is called a

Accepted Answer

A)  sample. 
B)  population. 
C)  universe. 
D)  Both A and B are correct. 
E)  Both B and C are correct.

Exam 12: Evaluating Marketing Communications Programs

Facebook offers a tool called "people taking about this," so tracking the number of messages about a brand and the number of people talking about a brand can be accomplished. What someone would be measuring is

The process of counting various responses for each question in a survey is called tabulation.

The number of times each answer on a survey was chosen for a question could be shown on a

General Motors is conducting a telephone survey and uses a predetermined, systematic procedure for picking respondents from a telephone directory so that each respondent has an equal chance of being selected. This is a(n)

Describe the difference between qualitative data and quantitative data, using examples to illustrate.

The editing stage of marketing research is done to ensure the responses are in line with the hypothesis.

Staff at Costco often randomly stop shoppers inside their stores to seek their input on a number of marketing issues. This is called a(n)

What is the difference between pre-testing and post-testing in creative research?

In marketing research, generally, the larger the sample, the greater the accuracy of the data collected and the higher the cost.

Which of the following is a common physiological-response testing method?

Canadian Tire administers a customer questionnaire consisting of ten questions about the level of customer service received. Each question includes a pre-determined set of answers for the respondents to choose from. This in an example of

Since the key benefit of experiential marketing is to engage the audience on an emotional level, one of the key measures for the success of an experiential marketing campaign is

A statement that outlines what the marketing research is to accomplish is called a

What are the most common measures of an event's success?

__________ is a mathematical model that equates public relations to an advertising value by evaluating the space occupied by a public relations message in relation to advertising space.

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgment of the researcher is a

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgement of the researcher is a probability sample.

Nike is collecting and recording new data to resolve a problem. They are performing

In marketing research, a group of people with a certain specific age, gender, or other demographic characteristics is called a