Question 1

From __________,marketers have learned that consumers strongly use the internet for banking and shopping.

Accepted Answer

A) media research 
B) interrogating the product 
C) knowing the competition 
D) creative research 
E) brand audits 
A) media research 
B) interrogating the product 
C) knowing the competition 
D) creative research 
E) brand audits

Question 2

________ research delivers numerical data such as number of users and purchases,their attitudes and knowledge,their exposure to ads and other market-related information.It also provides information on reactions to advertising and motivation to purchase.

Accepted Answer

A) Secondary 
B) Quantitative 
C) Qualitative 
D) Purchase intent analysis 
E) Consumer insight 
A) Secondary 
B) Quantitative 
C) Qualitative 
D) Purchase intent analysis 
E) Consumer insight

Question 3

Compare and contrast primary and secondary research.

Accepted Answer

Information that is collected for the fi

Question 4

You have decided to use only open-ended 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) Which of the following brands are you familiar with? 
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) Which of the following brands are you familiar with? 
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 5

What are the two primary characteristics of quantitative research?

Accepted Answer

A) Large sample sizes and quota sampling 
B) Small sample sizes and rich data 
C) Primary and secondary data 
D) Efficient and effective 
E) Large sample sizes and random sampling 
A) Large sample sizes and quota sampling 
B) Small sample sizes and rich data 
C) Primary and secondary data 
D) Efficient and effective 
E) Large sample sizes and random sampling

Question 6

Which of the following is NOT considered a type of research useful in advertising decisions?

Accepted Answer

A) Market information 
B) Brand audits 
C) Consumer insight research 
D) Media research 
E) Creative research
F)Evaluation research
G)All of these are useful types of research. 
A) Market information 
B) Brand audits 
C) Consumer insight research 
D) Media research 
E) Creative research
F)Evaluation research
G)All of these are useful types of research.

Question 7

When V8,a brand of vegetable juice,wanted to determine if viewers understood the health benefit message they were trying to convey in their television commercial,they conducted research in which consumers were brought to a research centre to view a pilot television show in which the V8 ad they were testing appeared.Several other ads appeared during the 30-minute television program,and after viewing the show,participants were given a survey regarding their attitudes towards all of the ads they had seen.Unbeknownst to them,five different groups saw the same program and ads,except the V8 ad was different for each group.V8 was trying to determine the relative effectiveness of various approaches to the sales message.What type of research is this?

Accepted Answer

A) Secondary 
B) Concept testing 
C) Semiotic research 
D) Copy testing 
E) Content analysis 
A) Secondary 
B) Concept testing 
C) Semiotic research 
D) Copy testing 
E) Content analysis

Question 8

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

Accepted Answer

Qualitative research provides insight in

Question 9

Questions that ask consumers about their perceptions are most associated with a brand's:

Accepted Answer

A) identity 
B) position 
C) personality 
D) image and values 
E) promise 
A) identity 
B) position 
C) personality 
D) image and values 
E) promise

Question 10

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

Accepted Answer

A) Metaphor 
B) Reliability 
C) Validity 
D) Criteria 
E) Quantitative 
A) Metaphor 
B) Reliability 
C) Validity 
D) Criteria 
E) Quantitative

Question 11

You are working as a graduate market researcher.During a meeting with a prospective client,a manufacturer of ready-made lunches targeted to busy office workers,their marketing manager suggests that ethnographic research should be used to help them understand how their customers use their product,instead of what they say they do.Your boss whispers to you,'Ethno what?' How do you explain ethnographic research to him?

Accepted Answer

Related to observation,ethnographic rese

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

The social and cultural environment is particularly relevant to advertisers because attitudes continually change.

Accepted Answer

A) True 
 B)False

Question 14

In which type of research are research methods a part of actual purchase and use situations,so that the consumer is a recipient and direct beneficiary of the information?

Accepted Answer

A) Embedded research 
B) Virtual research 
C) Insightful analysis 
D) Content analysis 
E) Semiotic research 
A) Embedded research 
B) Virtual research 
C) Insightful analysis 
D) Content analysis 
E) Semiotic research

Question 15

Give examples of two questions that evaluation research could ask consumers in order to probe the advertising effect of persuasion and the brand's promise.

Accepted Answer

gives the following sample questions (an

Question 16

An elicitation says one thing-a brand,for example-is like something else.

Accepted Answer

A) True 
 B)False

Question 17

The ________ involves a researcher going to a consumer's house to record the products or brands currently stocked by the consumer.

Accepted Answer

A) stock take 
B) consumer diary 
C) stock analysis 
D) pantry check 
E) pantry stock 
A) stock take 
B) consumer diary 
C) stock analysis 
D) pantry check 
E) pantry stock

Question 18

Strategic research uncovers critical information that becomes the basis for strategic planning decisions,and in advertising it covers all of the factors and steps that lead to the creation of ________.

Accepted Answer

A) message strategies 
B) media plans 
C) research strategies 
D) (a)and (b) 
E) (a),(b)and (c) 
A) message strategies 
B) media plans 
C) research strategies 
D) (a)and (b) 
E) (a),(b)and (c)

Question 19

Surveys that are generally conducted on an ongoing and uniform basis are called ________ surveys.

Accepted Answer

A) repeat 
B) purchase intent 
C) buyer 
D) omnibus 
E) omnipotent 
A) repeat 
B) purchase intent 
C) buyer 
D) omnibus 
E) omnipotent

Question 20

Moment-by-moment tests of ads provide an analysis of the impact and logic of the ad from the consumer's perspective.

Accepted Answer

A) True 
 B)False

From __________,marketers have learned that consumers strongly use the internet for banking and shopping.

________ research delivers numerical data such as number of users and purchases,their attitudes and knowledge,their exposure to ads and other market-related information.It also provides information on reactions to advertising and motivation to purchase.

Compare and contrast primary and secondary research.

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

What are the two primary characteristics of quantitative research?

Which of the following is NOT considered a type of research useful in advertising decisions?

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

Questions that ask consumers about their perceptions are most associated with a brand's:

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

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

The social and cultural environment is particularly relevant to advertisers because attitudes continually change.

In which type of research are research methods a part of actual purchase and use situations,so that the consumer is a recipient and direct beneficiary of the information?

Give examples of two questions that evaluation research could ask consumers in order to probe the advertising effect of persuasion and the brand's promise.

An elicitation says one thing-a brand,for example-is like something else.

The ________ involves a researcher going to a consumer's house to record the products or brands currently stocked by the consumer.

Strategic research uncovers critical information that becomes the basis for strategic planning decisions,and in advertising it covers all of the factors and steps that lead to the creation of ________.

Surveys that are generally conducted on an ongoing and uniform basis are called ________ surveys.

Moment-by-moment tests of ads provide an analysis of the impact and logic of the ad from the consumer's perspective.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters

Exam 6: Strategic Research in Advertising

From __________,marketers have learned that consumers strongly use the internet for banking and shopping.

________ research delivers numerical data such as number of users and purchases,their attitudes and knowledge,their exposure to ads and other market-related information.It also provides information on reactions to advertising and motivation to purchase.

Compare and contrast primary and secondary research.

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

What are the two primary characteristics of quantitative research?

Which of the following is NOT considered a type of research useful in advertising decisions?

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

Questions that ask consumers about their perceptions are most associated with a brand's:

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

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

The social and cultural environment is particularly relevant to advertisers because attitudes continually change.

In which type of research are research methods a part of actual purchase and use situations,so that the consumer is a recipient and direct beneficiary of the information?

Give examples of two questions that evaluation research could ask consumers in order to probe the advertising effect of persuasion and the brand's promise.

An elicitation says one thing-a brand,for example-is like something else.

The ________ involves a researcher going to a consumer's house to record the products or brands currently stocked by the consumer.

Strategic research uncovers critical information that becomes the basis for strategic planning decisions,and in advertising it covers all of the factors and steps that lead to the creation of ________.

Surveys that are generally conducted on an ongoing and uniform basis are called ________ surveys.

Moment-by-moment tests of ads provide an analysis of the impact and logic of the ad from the consumer's perspective.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters