Question 1

Describe the kind of information an advertiser can gain from Mediamark Research,Inc.(MRI).

Accepted Answer

Mediamark Research,Inc.conducts its own

Question 2

Which projective technique do researchers use to see how people solve problems and search for information?

Accepted Answer

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

Question 3

You are conducting research and want to make sure that it adheres to the scientific method.Discuss the two basic research criteria you need to be concerned about.

Accepted Answer

The two basic research criteria are vali

Question 4

Which of the following statements about secondary research is FALSE?

Accepted Answer

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 invalid. 
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. 
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 invalid. 
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.

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT an accurate description of big data?

Accepted Answer

A) data sets generated within seconds or even milliseconds 
B) data that are mostly unstructured 
C) data sets of massive size 
D) data existing in numeric form only 
E) data existing in various formats 
A) data sets generated within seconds or even milliseconds 
B) data that are mostly unstructured 
C) data sets of massive size 
D) data existing in numeric form only 
E) data existing in various formats

Question 9

The advertising agency team members used research to help develop the message strategy.They conducted in-depth interviews with several women who were representative of the client's target market and asked them to evaluate the relative power of various creative ideas.This type of research is known as ________.

Accepted Answer

A) consumer insight research 
B) ethnographic research 
C) semiotic analysis 
D) concept testing 
E) copy testing 
A) consumer insight research 
B) ethnographic research 
C) semiotic analysis 
D) concept testing 
E) copy testing

Question 10

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

Accepted Answer

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

Question 11

Before the advertising agency created any advertising for this new brand of cereal,people working on the account started reading everything they could find on the product,company,industry,and competition.This is known as ________ research.

Accepted Answer

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

Question 12

Which of the following statements is TRUE?

Accepted Answer

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

Question 13

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

Accepted Answer

A) True 
 B)False

Question 14

Scott works in the marketing department of a national insurance company.He conducted a focus group interview in which 10 consumers discussed their attitudes toward purchasing long-term disability insurance.Based on this research,Scott concluded that most people think this insurance is not necessary because they feel that they will always be able to work and would be wasting their money on such expensive insurance.Which of the following statements is most likely TRUE regarding this situation?

Accepted Answer

A) Scott can feel confident that what he learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for this product. 
B) Scott should really conduct one more focus group interview with a different group of consumers before making any generalizations about the general public. 
C) Scott should have conducted survey research before he conducted the focus group interview. 
D) Scott should conduct quantitative research that further investigates insights uncovered during the focus group interview. 
E) Focus groups are the only type of qualitative research from which reliable conclusions can be drawn. 
A) Scott can feel confident that what he learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for this product. 
B) Scott should really conduct one more focus group interview with a different group of consumers before making any generalizations about the general public. 
C) Scott should have conducted survey research before he conducted the focus group interview. 
D) Scott should conduct quantitative research that further investigates insights uncovered during the focus group interview. 
E) Focus groups are the only type of qualitative research from which reliable conclusions can be drawn.

Question 15

Which of the following is the LEAST likely reason for the current shift from phone to online surveys?

Accepted Answer

A) Online surveys are less expensive. 
B) Online surveys don't take as much time. 
C) Online surveys can include videos and graphics. 
D) Fewer people are participating in telephone surveys. 
E) Phone surveys do not allow for a random sampling. 
A) Online surveys are less expensive. 
B) Online surveys don't take as much time. 
C) Online surveys can include videos and graphics. 
D) Fewer people are participating in telephone surveys. 
E) Phone surveys do not allow for a random sampling.

Question 16

Which of the following is conducted to determine the ad's actual overall effectiveness in reaching objectives?

Accepted Answer

A) semiotic analysis 
B) concept testing 
C) competitive analysis 
D) posttesting 
E) copytesting 
A) semiotic analysis 
B) concept testing 
C) competitive analysis 
D) posttesting 
E) copytesting

Question 17

Compare and contrast primary and secondary research and provide examples of sources for each.

Accepted Answer

Information that is collected for the fi

Question 18

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.
-One of Kraft's research projects had the objective of understanding competitors' advertisements.Name and describe the purpose of this type of background research.

Accepted Answer

A marketing communication audit might in

Question 19

The "3 V" characteristics of big data are ________.

Accepted Answer

A) volume,velocity,and variety 
B) volume,veracity,and variety 
C) velocity,variety,and veracity 
D) variety,veracity,and vividness 
E) velocity,variety,and vividness 
A) volume,velocity,and variety 
B) volume,veracity,and variety 
C) velocity,variety,and veracity 
D) variety,veracity,and vividness 
E) velocity,variety,and vividness

Question 20

A researcher stood at a deli counter,watching and listening as customers chose which brand of meat to purchase.The researcher was most likely conducting ________.

Accepted Answer

A) online research 
B) focus group research 
C) observation research 
D) a survey 
E) secondary research 
A) online research 
B) focus group research 
C) observation research 
D) a survey 
E) secondary research

Describe the kind of information an advertiser can gain from Mediamark Research,Inc.(MRI).

Which projective technique do researchers use to see how people solve problems and search for information?

You are conducting research and want to make sure that it adheres to the scientific method.Discuss the two basic research criteria you need to be concerned about.

Which of the following statements about secondary research is FALSE?

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

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

Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.

Which of the following is NOT an accurate description of big data?

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

Before the advertising agency created any advertising for this new brand of cereal,people working on the account started reading everything they could find on the product,company,industry,and competition.This is known as ________ research.

Which of the following statements is TRUE?

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

Which of the following is the LEAST likely reason for the current shift from phone to online surveys?

Which of the following is conducted to determine the ad's actual overall effectiveness in reaching objectives?

Compare and contrast primary and secondary research and provide examples of sources for each.

The "3 V" characteristics of big data are ________.

A researcher stood at a deli counter,watching and listening as customers chose which brand of meat to purchase.The researcher was most likely conducting ________.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 6: Strategic Research

Describe the kind of information an advertiser can gain from Mediamark Research,Inc.(MRI).

Which projective technique do researchers use to see how people solve problems and search for information?

You are conducting research and want to make sure that it adheres to the scientific method.Discuss the two basic research criteria you need to be concerned about.

Which of the following statements about secondary research is FALSE?

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

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

Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.

Which of the following is NOT an accurate description of big data?

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

Before the advertising agency created any advertising for this new brand of cereal,people working on the account started reading everything they could find on the product,company,industry,and competition.This is known as ________ research.

Which of the following statements is TRUE?

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

Which of the following is the LEAST likely reason for the current shift from phone to online surveys?

Which of the following is conducted to determine the ad's actual overall effectiveness in reaching objectives?

Compare and contrast primary and secondary research and provide examples of sources for each.

The "3 V" characteristics of big data are ________.

A researcher stood at a deli counter,watching and listening as customers chose which brand of meat to purchase.The researcher was most likely conducting ________.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters