Exam 6: Strategic Research

The three distinct memory systems in the mind which advertisements seek to tap into are semantic memory,episodic memory,and procedural memory.

In general,________ methods are more useful for gathering data (e.g. ,how many do this or believe that?),and ________ methods are better at uncovering reasons and motives (e.g. ,why do they do or believe?).

Describe three unique characteristics of big data.

Evaluative research conducted during an ad campaign seeks to determine the effectiveness of the ad,while evaluative research conducted at the end of an ad campaign has diagnostic objectives.

What are the two primary characteristics of quantitative research?

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

Copytesting is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

Describe three ways research is used in marketing communication planning.

Which of the following is accurately described as a "work-in-progress" type of evaluation?

You want to determine whether no-smoking policies have impacted employee morale in the United States in the past two decades.Are any secondary data likely available to help you answer this question? Why or why not?

The advertising agency also analyzed all media relevant to the client's target market.Not surprisingly,the agency found that women in their target market were heavy readers of health-related magazines,such as Prevention and Health.However,they also found that these women were heavy readers of shelter magazines,such as Better Homes and Gardens and House Beautiful.What kind of research did the agency conduct?

Maria was participating in a research study in which she was asked to take pictures with her camera phone while she was shopping.After recording her trip with pictures,she was asked to explain what she was thinking or doing at the time a given photo was taken.Which qualitative research method is this?

Which of the following examines the effects of various types of executions of the "Big Idea" developed by the creative team?

V-8,a brand of vegetable juice,wanted to determine if viewers understood the health benefit message the company was trying to convey in a new series of television commercials.V-8 conducted research in which consumers viewed a pilot television show in which an unreleased version of the V-8 ad appeared.Several other ads appeared during the 30-minute television program,and after viewing the show,participants were given a survey regarding their attitudes toward all of the ads they had seen.Five different groups saw the same program and ads,except the V-8 ad was different for each group.What type of research is this?

Which of the following tells media planners exactly what programs and ads consumers watched?

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price.You are involved in what type of research?

Which type of data are typically analyzed by categorizing or "coding" responses so that a researcher can look for patterns and themes?

Researchers use beeper diaries as a way to randomize the recording of consumer activities.

Which of the following is typically the first step in the process of message development?

Sora is a teenager who loves to shop for clothes.She has a points card from Trend Town,her favorite shop.Sora's card is scanned each time she makes a purchase at Trend Town,and the more she uses the card,the more special offers she receives from the shop.Data from Sora's card can be used to monitor buzz.