Question 1

Which of the following is TRUE of ethnographic research?

Accepted Answer

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. 
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 2

Jones and Smith Advertising Agency is in the early stage of developing an advertising plan for one of its new clients,a regional soft-drink manufacturer.What type of research would you recommend Jones and Smith conduct at this stage of the process?

Accepted Answer

Students can go a number of di

Question 3

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

Accepted Answer

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

Question 4

________ research delivers numerical data such as the number of users and purchases,their attitudes and knowledge,their exposure to ads,and other market-related information.

Accepted Answer

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

Question 5

Marketing research is informal research.

Accepted Answer

A) True 
 B)False

Question 6

A problem facing global advertisers is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.

Accepted Answer

A) True 
 B)False

Question 7

In order for survey research to accurately reflect the population,the participants must ________.

Accepted Answer

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 
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 8

Which projective technique uses life collages,day mapping,and the construction of instruction books to elicit stories that discuss brands and their roles in daily life?

Accepted Answer

A) theater techniques 
B) photo sorts 
C) metaphors 
D) artifact creation 
E) story elicitation 
A) theater techniques 
B) photo sorts 
C) metaphors 
D) artifact creation 
E) story elicitation

Question 9

The two basic research criteria of validity and reliability are drawn from the scientific method.

Accepted Answer

A) True 
 B)False

Question 10

________ 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.

Accepted Answer

A) Secondary 
B) Quantitative 
C) Qualitative 
D) Neural 
E) Experimental 
A) Secondary 
B) Quantitative 
C) Qualitative 
D) Neural 
E) Experimental

Question 11

Explain why qualitative or experimental research would be the better method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

Accepted Answer

Experimental research would be most impo

Question 12

The ability to code is one of the most important skill sets for working with big data.

Accepted Answer

A) True 
 B)False

Question 13

Josh was told to conduct in-depth interviews with consumers to gain a better understanding of their perceptions and feelings toward his company's brand of facial tissue.He has only had experience conducting survey research and is not sure what an in-depth interview actually is.Explain what it is,how it's different from survey research,and how it's done.

Accepted Answer

An in-depth interview is a qualitative m

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

The advertising that launched General Motors' OnStar GPS system used a Batman theme.Looking at the commercial in terms of signs and symbols,it is possible to discover the obvious and hidden meanings of the message.For instance,the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had.This is an example of ________.

Accepted Answer

A) consumer insight research 
B) semiotic analysis 
C) aided recognition 
D) quantitative research 
E) unaided recognition 
A) consumer insight research 
B) semiotic analysis 
C) aided recognition 
D) quantitative research 
E) unaided recognition

Question 17

Jill is part of the creative team in the advertising agency developing the message for a client's account.Her job is to conduct tests to evaluate the relative power of various creative ideas.What is this type of test called?

Accepted Answer

The test i

Question 18

Compare and contrast quantitative and qualitative research,and discuss uses of each.

Accepted Answer

Qualitative research provides insight in

Question 19

Which of the following is a disadvantage of observation and ethnographic research methods?

Accepted Answer

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. 
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 20

Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

Accepted Answer

A) qualitative research suppliers 
B) primary research suppliers 
C) trade associations 
D) secondary research suppliers 
E) reports supplied by government agencies 
A) qualitative research suppliers 
B) primary research suppliers 
C) trade associations 
D) secondary research suppliers 
E) reports supplied by government agencies

Which of the following is TRUE of ethnographic research?

Jones and Smith Advertising Agency is in the early stage of developing an advertising plan for one of its new clients,a regional soft-drink manufacturer.What type of research would you recommend Jones and Smith conduct at this stage of the process?

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

________ research delivers numerical data such as the number of users and purchases,their attitudes and knowledge,their exposure to ads,and other market-related information.

Marketing research is informal research.

A problem facing global advertisers is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.

In order for survey research to accurately reflect the population,the participants must ________.

Which projective technique uses life collages,day mapping,and the construction of instruction books to elicit stories that discuss brands and their roles in daily life?

The two basic research criteria of validity and reliability are drawn from the scientific method.

________ 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.

Explain why qualitative or experimental research would be the better method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

The ability to code is one of the most important skill sets for working with big data.

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

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

Jill is part of the creative team in the advertising agency developing the message for a client's account.Her job is to conduct tests to evaluate the relative power of various creative ideas.What is this type of test called?

Compare and contrast quantitative and qualitative research,and discuss uses of each.

Which of the following is a disadvantage of observation and ethnographic research methods?

Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

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

Which of the following is TRUE of ethnographic research?

Jones and Smith Advertising Agency is in the early stage of developing an advertising plan for one of its new clients,a regional soft-drink manufacturer.What type of research would you recommend Jones and Smith conduct at this stage of the process?

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

________ research delivers numerical data such as the number of users and purchases,their attitudes and knowledge,their exposure to ads,and other market-related information.

Marketing research is informal research.

A problem facing global advertisers is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.

In order for survey research to accurately reflect the population,the participants must ________.

Which projective technique uses life collages,day mapping,and the construction of instruction books to elicit stories that discuss brands and their roles in daily life?

The two basic research criteria of validity and reliability are drawn from the scientific method.

________ 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.

Explain why qualitative or experimental research would be the better method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

The ability to code is one of the most important skill sets for working with big data.

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

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

Jill is part of the creative team in the advertising agency developing the message for a client's account.Her job is to conduct tests to evaluate the relative power of various creative ideas.What is this type of test called?

Compare and contrast quantitative and qualitative research,and discuss uses of each.

Which of the following is a disadvantage of observation and ethnographic research methods?

Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

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