Exam 6: Strategic Research

Name and describe two websites an advertiser could use to gather secondary research.

Experimental research uses formal hypothesis-testing techniques.

Experimental research is most likely used to ________.

Crowdsourcing refers to collecting the opinions of consumers through surveys administered in public places,such as shopping malls.

An in-depth interview asks questions that are ________.

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

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 marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?

Secondary research is less important than primary research.

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

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

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

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

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

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.

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

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

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?

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.

Refer to the following scenario to answer the questions below. Kraft markets several consumer-packaged goods and wants to get a better understanding of its target market and how competing products are advertised.Kraft's agency of record has conducted extensive research for them as well as purchased information from research suppliers.The agency is also conducting background research and using some imaginative qualitative methods to better understand Kraft's target market. -Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.