Exam 6: Strategic Research

________ research provides insight into the underlying reasons for how and why consumers think,feel,and behave as they do,using tools such as observation,ethnographic studies,in-depth interviews,and case studies.

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 ________ research suppliers.

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.

Marketers sometimes ask consumers to record their activities and thoughts through the use of ________.

Use the scenario below to answer the following questions. Mike works in the marketing department of a consumer package 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 team members used research to help develop the message strategy.They conducted in-depth interviews with several women who were representative of the client's target market and asked them to evaluate the relative power of various creative ideas.This type of research is known as ________.

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

________ includes an assessment of a brand's role and performance in the marketplace,as well as an investigation of the brand's relationship with its customers.

Which of the following best explains the goal of neuromarketers?

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

Quantitative research is typically designed to either accurately ________ something or ________ something.

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

Which of the following is NOT a common method for conducting surveys?

Compare and contrast primary and secondary research and provide examples of sources for each.

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

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

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

Which of the following statements is true?

Which of the following is LEAST likely to be a benefit of conducting marketing research?

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?

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.