Exam 6: Strategic Research

The advertising that launched General Motors' OnStar GPS system used a Batman theme.Looking at the commercial in terms of signs and symbols,it is possible to discover the obvious and hidden meanings of the message.For instance,the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had.This is an example of ________.

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use ________ to collect your data.

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

Marketing research is informal research.

You are conducting research and want to make sure that it adheres to the scientific method.Discuss the two basic research criteria you need to be concerned about.

Which of the following practices involves aggregating the wisdom of Internet users in a type of digital brainstorming?

Experimental research uses formal hypothesis-testing techniques.

Which of the following is a disadvantage of observation and ethnographic research methods?

Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store,so the company hired a research firm that observed consumers as they made their selection in the store.Which type of research does this represent?

Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.

Which projective technique involves asking consumers 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 the product might be used?

IMC research uncovers critical information that becomes the basis for strategic planning decisions.

Explain how researchers might collect feedback during telemarketing calls.

The two basic research criteria of validity and reliability are drawn from the scientific method.

Which of the following is the first level of evaluation research?

Which of the following would most likely increase the reliability of research?

Computer-vision software and eye-tracking technology would most likely be used in which type of research?

Focus groups have the advantage of revealing what people actually do,as distinguished from what they say they do.

Qualitative research is often conducted before quantitative research.

________ compiles information about the product,the product category,and other details of the marketing situation that will impact the development of advertising strategy.