Exam 6: 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 also analyzed all media that is relevant to the client's target market. Not surprisingly, they found that women they wanted to reach with the advertising were heavy readers of health-related magazines, such as Prevention and Health. However, they also found that these women were also heavy readers of shelter magazines, such as Better Homes and Gardens and House Beautiful. What kind of research did the agency conduct?

Information that is collected for the first time from original sources is called ________.

Which of the following is a way to increase the reliability of the research?

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

Custom online communities such as the Adidas Insider community organized by Adidas allow marketers to address the problem of controlling who is in an online sample.

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

When an agency gets a new client, the first thing the agency team should do is learn about the ________.

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

________ means that you can run the same test again and get the same answer.

Government organizations and trade associations are both sources of ________ data.

A. C. Nielsen is a large company that conducts research for clients. As the major supplier of program ratings in the television industry, it also monitors television viewing habits. These ratings are used by television networks and stations to determine the price of advertising time during a specific program. What type of research does A. C. Nielsen perform?

Which of the following is a way to contact consumers when conducting survey 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 initial research Mike conducted was used to identify women who are in the market for cereals with these benefits in terms of their characteristics, attitudes, interests, and motivation. What type of research did Mike conduct?

In which type of research are research methods built into real purchase and use situations?

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

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

Which of the following statements is FALSE regarding secondary research?

________ research gathers information about all the possible media and marketing communication tools that might be used in a campaign to deliver a message.

Which of the following practices involves aggregating the wisdom of Internet users in a type of digital brainstorming?

Secondary research is less important than primary research.