Exam 6: Strategic Research

A research study about Coca-Cola used ________, asking respondents to make a collage of images that capture their feelings about the brand.

IMC research uncovers critical information that becomes the basis for strategic planning decisions.

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 ________.

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use ________ to collect your data.

Using ________, a researcher might page through a magazine with a respondent and ask whether the respondent remembers seeing a particular ad.

Which of the following is most likely to tell media planners exactly what programs and ads consumers watched?

Which of the following is false regarding key challenges facing advertising researchers?

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

A metaphor says one thinga brand, for exampleis like something else.

A subset of a population that is representative of the entire population is called a ________.

Describe five ways research is used in marketing communication planning.

Psychographic research involves the researcher participating in the lives of the people being studied.

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 method would a marketing communication researcher most likely use to obtain information that people are unwilling or unable to provide?

Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store. This is an example of ________.

Which of the following is true of ethnographic research?

Which of the following is NOT a type of research used in planning advertising and marketing communication?

________ 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?).

Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store, so the company hired a research firm that observed consumers as they made their selection in the store. Which type of research does this represent?

Which of the following statements is true?