Exam 7: Research: Gathering Information for Advertising Planning

A research project on the viability of a cable channel designed to meet the needs of the gay market has concluded its informal research,it should:

In a survey,the students were asked to answer "yes" or "no" to the following questions: (a)Do you ever have to do homework outside of school? (b)Should the hours that school is in session be extended? (c)Do you feel it is too easy to make good grades? These are examples of _____ questions.

During which category of advertising research would a researcher be most likely to use aided recall,sales tests,and inquiry tests?

Rehmir is selecting a research sample from a list of all the people who have mail-ordered certain dietary products since January 2001.Every person in the target population has an equal and known likelihood of being picked.The group he selects will be a(n):

Demonstrate the differences between qualitative and quantitative research.

In 2005,Anheuser-Busch announced plans to test market a caffeinated version of Natural Light called Natty Up.The brand was tested in Florida,North Carolina,Texas and Missouri.What type of research did Anheuser-Busch use?

Methods for posttesting ads include recall tests,attitude tests,inquiry tests,and sales tests.

What is another name for informal research?

List the five Ms that help advertisers use pretesting in making their advertising decisions.

What three basic research methods are used to collect quantitative data?

There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes.Researchers began by looking at the nursing home information stored in Westlaw's Adverse Filings,a lawsuits database.This database would contain:

Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies,individual ads,and whole advertising campaigns?

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.Forrester only surveyed a _____,a small portion of the people that represent consumers who shop online.

In November 2005,MTV World launched MTV Chi,a channel catering to Chinese teenagers in the United States.Less than a year later,MTV abandoned the project because a(n)_____ of Chinese teens perceived the programming to create stereotypes and voiced their disapproval to the media.

Which of the following statements about the experimental method of data collection is true?

HYPERLINK "" 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 was an example of the use of the _____ technique associated with qualitative research.

Which of the following is a good guideline to use for developing an effective questionnaire?

The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships.

Secondary data is most important during which stage of the research process?

Advertising researchers would be most likely to use portfolio tests,storyboard tests,and consumer juries during _____ for advertising development.