Question 1

Advertising research is unnecessary in global marketing because of the proliferation of American styles.

Accepted Answer

A) True 
 B)False

Question 2

The shopper at the health food store was asked by a researcher to look at a magazine ad for a line of new organic soups.The researcher asked her if she liked the ad and if she found the ad credible.What method of pretesting was the researcher using?

Accepted Answer

A)  portfolio analysis 
B)  central location testing 
C)  focused questioning 
D)  direct questioning 
E)  observational research 
A)  portfolio analysis 
B)  central location testing 
C)  focused questioning 
D)  direct questioning 
E)  observational research

Question 3

For a test to be reliable,its results must be free of bias and reflect the true status of the market.

Accepted Answer

A) True 
 B)False

Question 4

The halo effect is a problem for researchers when pretesting ads.

Accepted Answer

A) True 
 B)False

Question 5

At the second stage of the marketing research process,a researcher would:

Accepted Answer

A)  engage primarily in brainstorming activities. 
B)  define marketing objectives. 
C)  conduct exploratory research. 
D)  create research methodology. 
E)  establish a research budget. 
A)  engage primarily in brainstorming activities. 
B)  define marketing objectives. 
C)  conduct exploratory research. 
D)  create research methodology. 
E)  establish a research budget.

Question 6

If an Internet advertiser were to subscribe to Nielsen-NetRatings,it would receive information about the Web surfing habits of various demographic groups.This would be an example of:

Accepted Answer

A)  proliferation research. 
B)  recall testing. 
C)  inquiry testing. 
D)  advertising concept testing. 
E)  media research. 
A)  proliferation research. 
B)  recall testing. 
C)  inquiry testing. 
D)  advertising concept testing. 
E)  media research.

Question 7

Questions such as "Why don't you floss your teeth?" would most likely be a part of _____ research.

Accepted Answer

A)  experimental 
B)  quantitative 
C)  observational 
D)  secondary 
E)  qualitative 
A)  experimental 
B)  quantitative 
C)  observational 
D)  secondary 
E)  qualitative

Question 8

Which of the following sample survey questions is an example of a dichotomous question?

Accepted Answer

A)  Are you very, moderately, or not at all happy with your current investment plan? 
B)  One a scale of 1 to 5, how would you rate your server? 
C)  How would you describe the feel of this fabric? 
D)  Do you remember a time in your life when insurance was not important? 
E)  Describe a time in your life when insurance was not important? 
A)  Are you very, moderately, or not at all happy with your current investment plan? 
B)  One a scale of 1 to 5, how would you rate your server? 
C)  How would you describe the feel of this fabric? 
D)  Do you remember a time in your life when insurance was not important? 
E)  Describe a time in your life when insurance was not important?

Question 9

Which of the following statements about ad pretesting is true?

Accepted Answer

A)  Pretesting makes extensive use of inquiry tests. 
B)  Pretesting is free from perception errors such as halo effect. 
C)  Pretesting is often used to predict an ad's likability by its target audience. 
D)  Pretesting always uses external stakeholders. 
E)  Pretesting does not help in distinguishing between strong and weak ads. 
A)  Pretesting makes extensive use of inquiry tests. 
B)  Pretesting is free from perception errors such as halo effect. 
C)  Pretesting is often used to predict an ad's likability by its target audience. 
D)  Pretesting always uses external stakeholders. 
E)  Pretesting does not help in distinguishing between strong and weak ads.

Question 10

In clutter tests,commercials that are being tested are shown to large groups of people at a time.

Accepted Answer

A) True 
 B)False

Question 11

What is the final step in the advertising research process?

Accepted Answer

The final step in th

Question 12

The final step in the research process is posttesting.

Accepted Answer

A) True 
 B)False

Question 13

Most marketing researchers use a nonprobability sample because it:

Accepted Answer

A)  is an exact replica of the results that would be gained from surveying the universe. 
B)  is more expensive than probability sampling. 
C)  is useful when random probability sampling is not feasible. 
D)  requires more time than probability sampling. 
E)  always provides the researcher with a representative sample. 
A)  is an exact replica of the results that would be gained from surveying the universe. 
B)  is more expensive than probability sampling. 
C)  is useful when random probability sampling is not feasible. 
D)  requires more time than probability sampling. 
E)  always provides the researcher with a representative sample.

Question 14

Which of the following is an example of a method for posttesting ads?

Accepted Answer

A)  Attitude tests 
B)  Theater test 
C)  Order-of-merit test 
D)  Central location test 
E)  Clutter test 
A)  Attitude tests 
B)  Theater test 
C)  Order-of-merit test 
D)  Central location test 
E)  Clutter test

Question 15

The research objectives established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should:

Accepted Answer

A)  be specific and measurable. 
B)  study all of the cable channels currently targeting this market. 
C)  be qualitative. 
D)  examine the positioning strategy used for lifestyle marketing. 
E)  interpret the information and report the data 
A)  be specific and measurable. 
B)  study all of the cable channels currently targeting this market. 
C)  be qualitative. 
D)  examine the positioning strategy used for lifestyle marketing. 
E)  interpret the information and report the data

Question 16

If advertising is the dominant element in a company's marketing mix,then a(n)_____ test is the best type of posttest to use.

Accepted Answer

A)  sales 
B)  clutter 
C)  differential 
D)  attitude 
E)  inquiry 
A)  sales 
B)  clutter 
C)  differential 
D)  attitude 
E)  inquiry

Question 17

Coca-Cola tested a coffee-flavored cola,using the brand name Blak.To gain insight into how consumers feel about such a product,what type of research should Coke have used?

Accepted Answer

A)  Observational research. 
B)  The experimental method. 
C)  Nonprobability sampling. 
D)  Qualitative research. 
E)  Mail surveys. 
A)  Observational research. 
B)  The experimental method. 
C)  Nonprobability sampling. 
D)  Qualitative research. 
E)  Mail surveys.

Question 18

In advertising terminology,television programs like Monk,Lost,Deal or No Deal,and the Survivor series are referred to as:

Accepted Answer

A)  media vehicles. 
B)  media subclasses. 
C)  media mixes. 
D)  media universes. 
E)  media samples. 
A)  media vehicles. 
B)  media subclasses. 
C)  media mixes. 
D)  media universes. 
E)  media samples.

Question 19

In which stage would advertisers rely on information published by research services such as ACNielsen,Arbitron,or Simmons on the reach and effectiveness of media vehicles?

Accepted Answer

A)  Print testing 
B)  Concept testing 
C)  Slogan testing 
D)  Media selection 
E)  Target audience selection 
A)  Print testing 
B)  Concept testing 
C)  Slogan testing 
D)  Media selection 
E)  Target audience selection

Question 20

A research using the projective technique might ask,"What kind of cook would use Duncan Hines cake mixes?"

Accepted Answer

A) True 
 B)False

Advertising research is unnecessary in global marketing because of the proliferation of American styles.

The shopper at the health food store was asked by a researcher to look at a magazine ad for a line of new organic soups.The researcher asked her if she liked the ad and if she found the ad credible.What method of pretesting was the researcher using?

For a test to be reliable,its results must be free of bias and reflect the true status of the market.

The halo effect is a problem for researchers when pretesting ads.

At the second stage of the marketing research process,a researcher would:

If an Internet advertiser were to subscribe to Nielsen-NetRatings,it would receive information about the Web surfing habits of various demographic groups.This would be an example of:

Questions such as "Why don't you floss your teeth?" would most likely be a part of _____ research.

Which of the following sample survey questions is an example of a dichotomous question?

Which of the following statements about ad pretesting is true?

In clutter tests,commercials that are being tested are shown to large groups of people at a time.

What is the final step in the advertising research process?

The final step in the research process is posttesting.

Most marketing researchers use a nonprobability sample because it:

Which of the following is an example of a method for posttesting ads?

The research objectives established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should:

If advertising is the dominant element in a company's marketing mix,then a(n)_____ test is the best type of posttest to use.

Coca-Cola tested a coffee-flavored cola,using the brand name Blak.To gain insight into how consumers feel about such a product,what type of research should Coke have used?

In advertising terminology,television programs like Monk,Lost,Deal or No Deal,and the Survivor series are referred to as:

In which stage would advertisers rely on information published by research services such as ACNielsen,Arbitron,or Simmons on the reach and effectiveness of media vehicles?

A research using the projective technique might ask,"What kind of cook would use Duncan Hines cake mixes?"

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

Advertising research is unnecessary in global marketing because of the proliferation of American styles.

The shopper at the health food store was asked by a researcher to look at a magazine ad for a line of new organic soups.The researcher asked her if she liked the ad and if she found the ad credible.What method of pretesting was the researcher using?

For a test to be reliable,its results must be free of bias and reflect the true status of the market.

The halo effect is a problem for researchers when pretesting ads.

At the second stage of the marketing research process,a researcher would:

If an Internet advertiser were to subscribe to Nielsen-NetRatings,it would receive information about the Web surfing habits of various demographic groups.This would be an example of:

Questions such as "Why don't you floss your teeth?" would most likely be a part of _____ research.

Which of the following sample survey questions is an example of a dichotomous question?

Which of the following statements about ad pretesting is true?

In clutter tests,commercials that are being tested are shown to large groups of people at a time.

What is the final step in the advertising research process?

The final step in the research process is posttesting.

Most marketing researchers use a nonprobability sample because it:

Which of the following is an example of a method for posttesting ads?

The research objectives established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should:

If advertising is the dominant element in a company's marketing mix,then a(n)_____ test is the best type of posttest to use.

Coca-Cola tested a coffee-flavored cola,using the brand name Blak.To gain insight into how consumers feel about such a product,what type of research should Coke have used?

In advertising terminology,television programs like Monk,Lost,Deal or No Deal,and the Survivor series are referred to as:

In which stage would advertisers rely on information published by research services such as ACNielsen,Arbitron,or Simmons on the reach and effectiveness of media vehicles?

A research using the projective technique might ask,"What kind of cook would use Duncan Hines cake mixes?"

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