Question 1

________ focuses on message development research, media planning research, and evaluation, as well as information about competitors' advertising.

Accepted Answer

A) Advertising research 
B) Market research 
C) Consumer research 
D) Strategic research 
E) Copy research 
A) Advertising research 
B) Market research 
C) Consumer research 
D) Strategic research 
E) Copy research

Question 2

When conducting a ________, the advertising planner will either formally or informally begin an assignment by collecting every possible piece of advertising and other form of marketing communication by the brand, as well as its competitors', and other relevant categories that may have lessons for the brand.

Accepted Answer

A) media audit 
B) semiotic analysis 
C) brand experience audit 
D) marketing communication audit 
E) competitive analysis 
A) media audit 
B) semiotic analysis 
C) brand experience audit 
D) marketing communication audit 
E) competitive analysis

Question 3

Which of the following best explains the goal of neuromarketers?

Accepted Answer

A) using subliminal messages to influence consumer decisions 
B) collecting data about responses to advertising and products by scanning consumers' brains 
C) observing and tracking consumer behavior on the Internet 
D) designing marketing research experiments using the Internet 
E) analyzing data from various sources to answer complex "what if" questions 
A) using subliminal messages to influence consumer decisions 
B) collecting data about responses to advertising and products by scanning consumers' brains 
C) observing and tracking consumer behavior on the Internet 
D) designing marketing research experiments using the Internet 
E) analyzing data from various sources to answer complex "what if" questions

Question 4

Scott works in the marketing department of a national insurance company. He conducted a focus group interview in which 10 consumers discussed their attitudes toward purchasing long-term disability insurance. Based on this research, Scott concluded that most people think this insurance is not necessary because they feel that they will always be able to work and would be wasting their money on such expensive insurance. Which of the following statements is true regarding this situation?

Accepted Answer

A) Scott can feel confident that what he learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for this product. 
B) Scott should really conduct one more focus group interview with a different group of consumers before making any generalizations about the general public. 
C) Scott should have conducted survey research before he conducted the focus group interview. 
D) Scott should conduct quantitative research that further investigates insights uncovered during the focus group interview. 
E) Focus groups are the only type of qualitative research from which reliable conclusions can be drawn. 
A) Scott can feel confident that what he learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for this product. 
B) Scott should really conduct one more focus group interview with a different group of consumers before making any generalizations about the general public. 
C) Scott should have conducted survey research before he conducted the focus group interview. 
D) Scott should conduct quantitative research that further investigates insights uncovered during the focus group interview. 
E) Focus groups are the only type of qualitative research from which reliable conclusions can be drawn.

Question 5

You have decided to use only open-end questions on your survey. Which of the following questions would NOT be found on your survey?

Accepted Answer

A) Why is voting important to you? 
B) How many cars does your family own? 
C) What is your best childhood memory? 
D) Where did you spend your last vacation? 
E) What are the most important qualities in a friend? 
A) Why is voting important to you? 
B) How many cars does your family own? 
C) What is your best childhood memory? 
D) Where did you spend your last vacation? 
E) What are the most important qualities in a friend?

Question 6

________ is a type of data collection in which the researcher simply records the consumer's behaviors.

Accepted Answer

A) Crowdsourcing 
B) Observation 
C) Surveying 
D) Focus group interviewing 
E) Neuromarketing 
A) Crowdsourcing 
B) Observation 
C) Surveying 
D) Focus group interviewing 
E) Neuromarketing

Question 7

Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

Accepted Answer

A) qualitative research suppliers 
B) primary research suppliers 
C) trade associations 
D) secondary research suppliers 
E) reports supplied by government agencies 
A) qualitative research suppliers 
B) primary research suppliers 
C) trade associations 
D) secondary research suppliers 
E) reports supplied by government agencies

Question 8

In which type of consumer research is the objective to get participants talking in a conversational format so researchers can observe the dialogue and interactions among the participants?

Accepted Answer

A) survey research 
B) focus groups 
C) in-depth interview 
D) observation research 
E) ethnographic research 
A) survey research 
B) focus groups 
C) in-depth interview 
D) observation research 
E) ethnographic research

Question 9

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.

Accepted Answer

A) True 
 B)False

Question 10

Sora is a teenager who loves to shop for clothes. She has a points card from Trend Town, her favorite shop. Sora's card is scanned each time she makes a purchase at Trend Town, and the more she uses the card, the more special offers she receives from the shop. Data from Sora's card can be used in embedded feedback research.

Accepted Answer

A) True 
 B)False

________ focuses on message development research, media planning research, and evaluation, as well as information about competitors' advertising.

Which of the following best explains the goal of neuromarketers?

You have decided to use only open-end questions on your survey. Which of the following questions would NOT be found on your survey?

________ is a type of data collection in which the researcher simply records the consumer's behaviors.

Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

In which type of consumer research is the objective to get participants talking in a conversational format so researchers can observe the dialogue and interactions among the participants?

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 6: Strategic Research

________ focuses on message development research, media planning research, and evaluation, as well as information about competitors' advertising.

Which of the following best explains the goal of neuromarketers?

You have decided to use only open-end questions on your survey. Which of the following questions would NOT be found on your survey?

________ is a type of data collection in which the researcher simply records the consumer's behaviors.

Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

In which type of consumer research is the objective to get participants talking in a conversational format so researchers can observe the dialogue and interactions among the participants?

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters