Exam 6: Strategic Research

Which of the following organizations surveys large samples of American consumers,asking questions about consumption,possession,and use of a wide range of products,services,and media?

________ is formal research,such as surveys,in-depth interviews,observational methods,focus groups,and all types of primary and secondary data used by the marketing department to develop a marketing plan and,ultimately,provide information for an advertising plan.

You are trying to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner.Why is observation research NOT effective in this scenario?

________ research involves the researcher living the lives of the people being studied.

Crowdsourcing refers to collecting the opinions of consumers through surveys administered in public places,such as shopping malls.

Which projective technique attempts to gain insight into how people perceive brands by examining the link between concepts?

In order for survey research to accurately reflect the population,the participants must ________.

________ uncovers critical information that becomes the basis for strategic planning decisions for both marketing and marketing communication.

Truly understanding the consumer is the goal of ________.

Jill is part of the creative team in the advertising agency developing the message for a client's account.Her job is to conduct tests to evaluate the relative power of various creative ideas.What is this type of test called?

Evaluative research conducted during an ad campaign seeks to determine the effectiveness of the ad,while evaluative research conducted at the end of an ad campaign has diagnostic objectives.

Using ________,researchers go into authentic consumer environments to record the behavior of consumers without actually participating in the lives of the consumers.

A group of 6 to 10 users of a product who are brought together once to have a discussion about some topic,such as the brand,the product category,or marketing communication,is known as a(n)________.

Experimental research is most likely used to ________.

In research terms,reliability means that any differences that are uncovered by the research,such as different attitudes or purchasing patterns,really reflect differences among individuals,groups,or situations.

Scott works in the marketing department of a national insurance company.He conducted a focus group interview in which 10 consumers discussed their attitudes toward purchasing long-term disability insurance.Based on this research,Scott concluded that most people think this insurance is not necessary because they feel that they will always be able to work and would be wasting their money on such expensive insurance.Which of the following statements is most likely true regarding this situation?

An in-depth interview asks questions that are ________.

A research study about Coca-Cola used ________,asking respondents to make a collage of images that capture their feelings about the brand.

What are the two primary characteristics of quantitative research?

Every few years,the Association of National Advertisers conducts a study on how national advertisers compensate advertising agencies that plan,develop,and execute their advertising campaigns.A national advertiser uses this data to determine how it should compensate its advertising agency.From the perspective of the national advertiser,what type of research is this?