Exam 6: Strategic Research

You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy.Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

Which of the following is accurately described as a "work-in-progress" type of evaluation?

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

Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

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. -Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.

Which of the following examines the effects of various types of executions of the "Big Idea" developed by the creative team?

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

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 initial research Mike conducted was used to identify women who are in the market for cereals with these benefits in terms of their characteristics,attitudes,interests,and motivation.What type of research did Mike conduct?

A researcher stood at a deli counter,watching and listening as customers chose which brand of meat to purchase.The researcher was most likely conducting ________.

Maria was participating in a research study in which she was asked to take pictures with her camera phone while she was shopping.After recording her trip with pictures,she was asked to explain what she was thinking or doing at the time a given photo was taken.Which qualitative research method is this?

________ focus groups are held in a comfortable setting,usually people's homes.Participants in these groups have typically been recruited by the host.

When conducting a(n)________,account team members will buy and test other products in a brand's category.

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?

________ means that you can run the same test again and get the same answer.

Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.

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

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

Name and describe two websites an advertiser could use to gather secondary research.

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 research study used the Zaltman Metaphor Elicitation Technique (ZMET)for the Kraft boxed macaroni and cheese product.Kraft learned that its brand of boxed macaroni and cheese generated feelings of fun and love,not just feelings of nutrition and fulfillment.Explain how Kraft,using this technique,uncovered this information.

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?