Question 1

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.

Accepted Answer

A) True 
 B)False

Question 2

How does participant observation have an advantage over standard observational research?

Accepted Answer

A)  The observer is watching strangers. 
B)  The observations are done in a more formal setting. 
C)  Data from participant observation are more easily quantified. 
D)  The observer has an inside view of the group's experiences. 
E)  The participants are chosen by the researcher. 
A)  The observer is watching strangers. 
B)  The observations are done in a more formal setting. 
C)  Data from participant observation are more easily quantified. 
D)  The observer has an inside view of the group's experiences. 
E)  The participants are chosen by the researcher.

Question 3

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of a survey.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A)  market research 
B)  consumer research 
C)  brand communication research 
D)  strategic research 
E)  segmentation research 
A)  market research 
B)  consumer research 
C)  brand communication research 
D)  strategic research 
E)  segmentation research

Question 5

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market.The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents.Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market?

Accepted Answer

A)  make sure that the survey includes both open-end and closed-end questions 
B)  decide whether to focus on primary or secondary data 
C)  determine which type of research instrument to use 
D)  examine the questionnaire for cultural distortions and insensitivities 
E)  determine whether to focus on qualitative or experimental objectives 
A)  make sure that the survey includes both open-end and closed-end questions 
B)  decide whether to focus on primary or secondary data 
C)  determine which type of research instrument to use 
D)  examine the questionnaire for cultural distortions and insensitivities 
E)  determine whether to focus on qualitative or experimental objectives

Question 6

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. The agency is also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.
-One of Kraft's research projects had the objective of understanding competitors' advertisements.Name and describe the purpose of this type of background research.

Accepted Answer

A marketing communication audit might in

Question 7

Formal focus groups take place in a comfortable setting,usually people's homes,where the participants have been recruited by the host.

Accepted Answer

A) True 
 B)False

Question 8

Custom online communities,such as the Adidas Insider community organized by Adidas,allow marketers to address the problem of controlling who is in an online sample.

Accepted Answer

A) True 
 B)False

Question 9

Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas.However,she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview.What would you recommend Madeleine do to meet her needs?

Accepted Answer

One alternative to a typical focus group

Question 10

Researchers use beeper diaries as a way to randomize the recording of consumer activities.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  observational 
B)  survey 
C)  questionnaire 
D)  focus group 
E)  personal interview 
A)  observational 
B)  survey 
C)  questionnaire 
D)  focus group 
E)  personal interview

Question 12

A formal and systematic tabulation of competitors' approaches and strategies is known as a(n)________.

Accepted Answer

A)  content analysis 
B)  semiotic analysis 
C)  brand experience 
D)  association test 
E)  concept test 
A)  content analysis 
B)  semiotic analysis 
C)  brand experience 
D)  association test 
E)  concept test

Question 13

________ research delivers numerical data such as number of users and purchases,their attitudes and knowledge,their exposure to ads,and other market-related information.

Accepted Answer

A)  Ethnographic 
B)  Quantitative 
C)  Qualitative 
D)  Neural 
E)  Experimental 
A)  Ethnographic 
B)  Quantitative 
C)  Qualitative 
D)  Neural 
E)  Experimental

Question 14

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Accepted Answer

A)  fill-in-the-blanks 
B)  photo elicitation 
C)  purpose-driven games 
D)  story elicitation 
E)  photo sorts 
A)  fill-in-the-blanks 
B)  photo elicitation 
C)  purpose-driven games 
D)  story elicitation 
E)  photo sorts

Question 15

Which of the following is the LEAST likely reason for the current shift from phone to online surveys?

Accepted Answer

A)  Online surveys are less expensive. 
B)  Online surveys don't take as much time. 
C)  Online surveys can include video and graphics. 
D)  Fewer people are participating in telephone surveys. 
E)  Phone surveys do not allow for a random sampling. 
A)  Online surveys are less expensive. 
B)  Online surveys don't take as much time. 
C)  Online surveys can include video and graphics. 
D)  Fewer people are participating in telephone surveys. 
E)  Phone surveys do not allow for a random sampling.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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.
-Before the advertising agency created any advertising for this new brand of cereal,people working on the account started reading everything they could find on the product,company,industry,and competition.This is known as ________ research.

Accepted Answer

A)  primary 
B)  secondary 
C)  qualitative 
D)  experimental 
E)  quantitative 
A)  primary 
B)  secondary 
C)  qualitative 
D)  experimental 
E)  quantitative

Question 18

________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.

Accepted Answer

A)  In-depth interviewing 
B)  Survey research 
C)  Focus group interviewing 
D)  Observation research 
E)  Ethnographic research 
A)  In-depth interviewing 
B)  Survey research 
C)  Focus group interviewing 
D)  Observation research 
E)  Ethnographic research

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

Copy testing is also referred to as ________.

Accepted Answer

A)  pretesting 
B)  concept testing 
C)  evaluative research 
D)  media research 
E)  semiotic analysis 
A)  pretesting 
B)  concept testing 
C)  evaluative research 
D)  media research 
E)  semiotic analysis

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.

How does participant observation have an advantage over standard observational research?

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of a survey.

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

Formal focus groups take place in a comfortable setting,usually people's homes,where the participants have been recruited by the host.

Custom online communities,such as the Adidas Insider community organized by Adidas,allow marketers to address the problem of controlling who is in an online sample.

Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas.However,she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview.What would you recommend Madeleine do to meet her needs?

Researchers use beeper diaries as a way to randomize the recording of consumer activities.

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

A formal and systematic tabulation of competitors' approaches and strategies is known as a(n)________.

________ research delivers numerical data such as number of users and purchases,their attitudes and knowledge,their exposure to ads,and other market-related information.

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Which of the following is the LEAST likely reason for the current shift from phone to online surveys?

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

________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.

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.

Copy testing is also referred to as ________.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 6: Strategic Research

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.

How does participant observation have an advantage over standard observational research?

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of a survey.

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

Formal focus groups take place in a comfortable setting,usually people's homes,where the participants have been recruited by the host.

Custom online communities,such as the Adidas Insider community organized by Adidas,allow marketers to address the problem of controlling who is in an online sample.

Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas.However,she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview.What would you recommend Madeleine do to meet her needs?

Researchers use beeper diaries as a way to randomize the recording of consumer activities.

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

A formal and systematic tabulation of competitors' approaches and strategies is known as a(n)________.

________ research delivers numerical data such as number of users and purchases,their attitudes and knowledge,their exposure to ads,and other market-related information.

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Which of the following is the LEAST likely reason for the current shift from phone to online surveys?

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

________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.

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.

Copy testing is also referred to as ________.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters