Exam 6: Strategic Research

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

Which form of data can usually be obtained more quickly and at a lower cost than the others?

Discuss a major issue that global researchers face.

V-8,a brand of vegetable juice,wanted to determine if viewers understood the health benefit message the company was trying to convey in a new series of television commercials.V-8 conducted research in which consumers were brought to a research center to view a pilot television show in which an unreleased version of the V-8 ad appeared.Several other ads appeared during the 30-minute television program,and after viewing the show,participants were given a survey regarding their attitudes toward all of the ads they had seen.Five different groups saw the same program and ads,except the V-8 ad was different for each group.What type of research is this?

Focus groups should be used only in the background research step of the message development process.

What is the most significant difference between a survey and an in-depth interview?

Which of the following is typically the first step in the process of message development?

Which of the following is true of ethnographic research?

Josh was told to conduct in-depth interviews with consumers to gain a better understanding of their perceptions and feelings toward his company's brand of facial tissue.He has only had experience conducting survey research and is not sure what an in-depth interview actually is.Explain what it is,how it's different from survey research,and how it's done.

In the qualitative research method called photo elicitation,consumers are asked to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which it might be used.

Which of the following is most likely conducted during and after an ad campaign?

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price.You are involved in what type of research?

Mark owns his own advertising agency and just won a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

A subset of a population that is representative of the entire population is called a ________.

Information that is collected for the first time from original sources is called ________ research.

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

The three distinct memory systems in the mind which advertisements seek to tap into are semantic memory,episodic memory,and procedural memory.

Which projective technique do researchers use to see how people solve problems and search for information?

________ evaluates the relative power of various creative ideas,while ________ provides information on media selection.

You want to determine whether no-smoking policies have impacted employee morale in the United States among workers in companies that employ fewer than 50 workers in Fort Wayne,Indiana.Are any secondary data likely available? Why or why not?