Question 1

The first step in the research process is to:

Accepted Answer

A)  define desired findings. 
B)  conduct exploratory research. 
C)  determine research objectives. 
D)  analyze the situation and define the problem. 
E)  interpret and report the data. 
A)  define desired findings. 
B)  conduct exploratory research. 
C)  determine research objectives. 
D)  analyze the situation and define the problem. 
E)  interpret and report the data. D

Question 2

An advertising researcher could use a(n)_____ to measure the effectiveness of a television commercial along with a noncompeting control commercial.

Accepted Answer

A)  portfolio test 
B)  clutter test 
C)  perceptual meaning study 
D)  paired-comparison method 
E)  order-of-merit test 
A)  portfolio test 
B)  clutter test 
C)  perceptual meaning study 
D)  paired-comparison method 
E)  order-of-merit test B

Question 3

Advertising research serves various purposes,most of which can be grouped into four categories.List and briefly describe each.

Accepted Answer

They are: (a)advertising strategy research, (b)creative concept development research, (c)pretesting,and (c)posttesting.
Advertising strategy research is used to help define the product concept or to assist in the selection of target markets,advertising messages,or media vehicles.
Creative concept research is used to measure the target audience's acceptance of different creative ideas at the concept stage.
Pretesting of ads is used to diagnose possible communication problems before a campaign begins.
Posttesting of ads enables marketers to evaluate a campaign after it runs.

Question 4

The U.S.Census would provide a health care provider with secondary data on where the highest concentration of senior citizens lived.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following questions would most likely be asked when an advertising researcher for the television cable industry is using qualitative research?

Accepted Answer

A)  Would you pay $69.98 annually for movie-on-request capabilities? 
B)  Do you watch cable television more than ten hours per week? 
C)  Have you ever felt like you watch too much cable television? 
D)  How would you describe your ideal cable television channel? 
E)  Do you currently have access to satellite television? 
A)  Would you pay $69.98 annually for movie-on-request capabilities? 
B)  Do you watch cable television more than ten hours per week? 
C)  Have you ever felt like you watch too much cable television? 
D)  How would you describe your ideal cable television channel? 
E)  Do you currently have access to satellite television?

Question 6

Advertising research uncovers the information needed to make advertising decisions.

Accepted Answer

A) True 
 B)False

Question 7

A researcher became a chef with a resort hotel chain for six months so he could observe food-handling practices.He saw food preparers using the same towel to wipe their hands,the counter,the food slicer,and cooking utensils during one food preparation episode.In addition,he found every cook and several hotel administrators engaged in taste testing using their fingers.He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations.

Accepted Answer

A)  experimental 
B)  simulation 
C)  observation 
D)  manipulation 
E)  survey 
A)  experimental 
B)  simulation 
C)  observation 
D)  manipulation 
E)  survey

Question 8

Describe an inquiry test.What exactly is the researcher trying to test when he or she conducts an inquiry test?

Accepted Answer

With this posttest method,consumers are

Question 9

A technology research company has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals.Which research method was most likely used to learn consumers perceptions of online retailers?

Accepted Answer

A)  Experimental 
B)  Simulation 
C)  Observation 
D)  Manipulation 
E)  Survey 
A)  Experimental 
B)  Simulation 
C)  Observation 
D)  Manipulation 
E)  Survey

Question 10

Advertisers use pretesting to help make decisions about a number of variables.These variables are typically referred to as the:

Accepted Answer

A)  marketing mix. 
B)  six Ps. 
C)  advertising mix. 
D)  media classes. 
E)  five Ms. 
A)  marketing mix. 
B)  six Ps. 
C)  advertising mix. 
D)  media classes. 
E)  five Ms.

Question 11

When engaging in qualitative research,a researcher has the choice of either using _____ or _____ techniques.

Accepted Answer

A)  projective; intensive 
B)  random; universal 
C)  voluntary; involuntary 
D)  formal; informal 
E)  pioneering; selective 
A)  projective; intensive 
B)  random; universal 
C)  voluntary; involuntary 
D)  formal; informal 
E)  pioneering; selective

Question 12

Advertising research strategy replaces positioning strategy in a company that uses an IMC approach.

Accepted Answer

A) True 
 B)False

Question 13

What method of sampling offers the marketing researcher the greatest accuracy when projecting requests to the larger population?

Accepted Answer

Probability or random sampling

Question 14

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group.If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000,the sample would lack:

Accepted Answer

A)  focus. 
B)  effectiveness. 
C)  clarity. 
D)  standardization. 
E)  validity. 
A)  focus. 
B)  effectiveness. 
C)  clarity. 
D)  standardization. 
E)  validity.

Question 15

A trade association for the advancement of ultraviolet technology brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive,fresh produce,and household products.A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology.This is an example of which of the following research techniques?

Accepted Answer

A)  Experimental 
B)  Simulation 
C)  Observation 
D)  Focus group 
E)  Survey 
A)  Experimental 
B)  Simulation 
C)  Observation 
D)  Focus group 
E)  Survey

Question 16

One of the problems with primary data is the possibility of information obsolescence.

Accepted Answer

A) True 
 B)False

Question 17

How has the development of product labels with the Universal Product Code benefited the observation method of conducting marketing research?

Accepted Answer

An identifying series of vertical bars w

Question 18

Name the pretest method used with print ads to elicit a full range of responses from which researchers can infer how well advertising messages convey key copy points.

Accepted Answer

Through direct questioning,res

Question 19

The observation method of data collection:

Accepted Answer

A)  seeks in-depth open-ended responses from targeted groups. 
B)  is a projective technique. 
C)  monitors the actions of people being studied. 
D)  is the most common way to gather primary marketing research data. 
E)  is designed to measure actual cause-and-effect relationships. 
A)  seeks in-depth open-ended responses from targeted groups. 
B)  is a projective technique. 
C)  monitors the actions of people being studied. 
D)  is the most common way to gather primary marketing research data. 
E)  is designed to measure actual cause-and-effect relationships.

Question 20

Which of the following is NOT one of the purposes for which advertisers use advertising research?

Accepted Answer

A)  Target marketing 
B)  Pretesting of ads 
C)  Creative concept research 
D)  Posttesting of ads 
E)  Advertising strategy research 
A)  Target marketing 
B)  Pretesting of ads 
C)  Creative concept research 
D)  Posttesting of ads 
E)  Advertising strategy research

The first step in the research process is to:

An advertising researcher could use a(n)_____ to measure the effectiveness of a television commercial along with a noncompeting control commercial.

Advertising research serves various purposes,most of which can be grouped into four categories.List and briefly describe each.

The U.S.Census would provide a health care provider with secondary data on where the highest concentration of senior citizens lived.

Which of the following questions would most likely be asked when an advertising researcher for the television cable industry is using qualitative research?

Advertising research uncovers the information needed to make advertising decisions.

Describe an inquiry test.What exactly is the researcher trying to test when he or she conducts an inquiry test?

A technology research company has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals.Which research method was most likely used to learn consumers perceptions of online retailers?

Advertisers use pretesting to help make decisions about a number of variables.These variables are typically referred to as the:

When engaging in qualitative research,a researcher has the choice of either using _ or _ techniques.

Advertising research strategy replaces positioning strategy in a company that uses an IMC approach.

What method of sampling offers the marketing researcher the greatest accuracy when projecting requests to the larger population?

One of the problems with primary data is the possibility of information obsolescence.

How has the development of product labels with the Universal Product Code benefited the observation method of conducting marketing research?

Name the pretest method used with print ads to elicit a full range of responses from which researchers can infer how well advertising messages convey key copy points.

The observation method of data collection:

Which of the following is NOT one of the purposes for which advertisers use advertising research?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 7: Research: Gathering Information for Advertising Planning

The first step in the research process is to:

An advertising researcher could use a(n)_____ to measure the effectiveness of a television commercial along with a noncompeting control commercial.

Advertising research serves various purposes,most of which can be grouped into four categories.List and briefly describe each.

The U.S.Census would provide a health care provider with secondary data on where the highest concentration of senior citizens lived.

Which of the following questions would most likely be asked when an advertising researcher for the television cable industry is using qualitative research?

Advertising research uncovers the information needed to make advertising decisions.

Describe an inquiry test.What exactly is the researcher trying to test when he or she conducts an inquiry test?

A technology research company has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals.Which research method was most likely used to learn consumers perceptions of online retailers?

Advertisers use pretesting to help make decisions about a number of variables.These variables are typically referred to as the:

When engaging in qualitative research,a researcher has the choice of either using _____ or _____ techniques.

Advertising research strategy replaces positioning strategy in a company that uses an IMC approach.

What method of sampling offers the marketing researcher the greatest accuracy when projecting requests to the larger population?

One of the problems with primary data is the possibility of information obsolescence.

How has the development of product labels with the Universal Product Code benefited the observation method of conducting marketing research?

Name the pretest method used with print ads to elicit a full range of responses from which researchers can infer how well advertising messages convey key copy points.

The observation method of data collection:

Which of the following is NOT one of the purposes for which advertisers use advertising research?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

When engaging in qualitative research,a researcher has the choice of either using _ or _ techniques.