Exam 6: Strategic Research

What is the primary difference between an interview and a survey?

Survey research is a quantitative method that can be conducted in person, by phone, by mail, or online.

Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas. However, she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview. What would you recommend Madeleine do to meet her needs?

Which of the following is LEAST likely to be a benefit of conducting marketing research?

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

Discuss a major issue that global researchers face.

Secondary research is information that has been collected and published by someone else.

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. -Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.

Ethnographic research ________.

Marketers who want insight into the underlying reasons for how consumers behave and why should conduct qualitative research.

Which of the following organizations surveys large samples of American consumers, asking questions about consumption, possession, and use of a wide range of products, services, and media?

A formal and systematic tabulation of competitors' approaches and strategies is known as a(n)________.

________ focus groups are held in a comfortable setting, usually people's homes. Participants in these groups have typically been recruited by the host.

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

In a(n)________ sample, each person in a population has an equal chance of being selected to be in the sample.

Using ________, a researcher might ask a respondent what he or she remembers without using a magazine or other medium to refresh the respondent's memory.

Focus group interviewing is a(n)________ research tool for gaining insights into consumer thoughts and feelings.

________ research provides insight into the underlying reasons for how consumers behave and why, using tools such as observation, ethnographic studies, in-depth interviews, and case studies.

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

Explain why qualitative or experimental research would be the best 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.