Exam 6: Strategic Research

V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit message the company was trying to convey in television commercials. V-8 conducted research in which consumers were brought to a research center to view a pilot television show in which 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?

Using ________, researchers go into authentic consumer environments to record the behavior of consumers without actually participating in the lives of the consumers.

Cover Girl is a brand of cosmetics that can be purchased in major discount stores, drug stores, and grocery stores. One of Cover Girl's largest target markets is college-aged women, and the company wants to get a first-hand understanding of how this market purchases and uses cosmetics on a daily basis. What type of research would be best at getting at this level of understanding?

The most important issue facing online researchers is the growing digital divide.

Explain how researchers are using embedded research.

Which of the following survey contact methods is generally the LEAST flexible?

Research used to evaluate the relative power of various creative ideas before the launch of a product is called copy testing.

A problem facing global advertisers is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.

A form of attitude research in which people fill in the blanks in a story or balloons in a cartoon is known as metaphor investigation.

Reliability means that the research actually measures what it says it measures.

Experimental research uses formal hypothesis-testing techniques.

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. -If Kraft wants to understand the deeper meanings consumers derive from competitors' advertising, what type of research do you suggest and why?

Jones and Smith Advertising Agency is in the early process of developing an advertising plan for one of its new clients, a regional soft-drink manufacturer. What type of research would you recommend Jones and Smith conduct at this stage of the process?

As a part of a research team, Fatima observed five groups of teenagers shop, socialize, and eat dinner at a local mall. Fatima was participating in traditional quantitative research.

The objective of ________ is to examine symbolism and signs in a message, uncovering layers and types of meanings that might be particular to different groups of customers.

Radio Facts, published by the Radio Advertising Bureau, is an example of ________.

________ identifies people who are in the market for a product in terms of their characteristics, attitudes, interests, and motivations.

Describe the kind of information an advertiser can gain from Mediamark Research, Inc. (MRI).

________ compiles information about the product, the product category, and other details of the marketing situation that will impact the development of advertising strategy.

What are the two primary characteristics of quantitative research?