Exam 6: Strategic Research

Background research that relies upon available published information about a topic is called ________.

In research terms, reliability means that any differences that are uncovered by the research, such as different attitudes or purchasing patterns, really reflect differences among individuals, groups, or situations.

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? Why?

Marketing research is informal research.

Which projective technique is a form of attitude research in which people fill in the blanks in a story or balloons in a cartoon?

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.

You are trying to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner. Why is observation research NOT effective in this scenario?

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.

Refer to the following scenario to answer the questions below. Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, 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. They are also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market. -One research study used the Zaltman Metaphor Elicitation Technique (ZMET)for the Kraft boxed macaroni and cheese product. Kraft learned that its brand of boxed macaroni and cheese generated feelings of fun and love, not just feelings of nutrition and fulfillment. Explain how Kraft, using this technique, uncovered this information.

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.

Explain the differences among market research, consumer research, advertising research, IMC research, and strategic research.

________ includes an assessment of a brand's role and performance in the marketplace, as well as an investigation of how people perceive brand personalities and images.

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 ________.

Experimental research is used to ________.

Mark owns his own advertising agency and just won a new client's account. Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

Use the scenario below to answer the following questions. Mike works in the marketing department of a consumer packaged goods manufacturer. His primary responsibility is the marketing of a new brand of cereal that is targeted to women. The cereal includes extra calcium and soy to help women avoid osteoporosis, a disease that weakens bones later in life and primarily affects women. Much research was conducted before this product was developed, but more is necessary to develop a marketing communication campaign. Mike is working with an advertising agency to develop the marketing communication campaign. -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 ________.

A report from Mediamark Research, Inc. (MRI)uses all of the following characteristics to report the TV-viewing habits of consumers EXCEPT which one?

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.

The Survey of Current Business from the U.S. Department of Commerce is an example of ________.

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.