Exam 7: Research: Gathering Information for Advertising Planning

_____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.

_____ is the systematic gathering,recording,and analysis of new information to help managers make marketing decisions.

The three basic research methods used to collect quantitative data are:

For a quantitative test to be valid,the test must:

The first step in the research process is exploratory research.

Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads,it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product.This was an example of _____ research.

A clothing Web site is planning to run three different magazine ads inviting consumers to visit its website to learn how you can create a customized closet.The ads will run in the December edition of a homemaking magazine.The ad that generates the most responses will be considered most effective and will be run in future publications.What kind of a test is the resort conducting?

Suppose an advertising researcher needs to know what hunters think about an ad campaign for a rifle scope designed specifically for hunting in heavy brush and demanding terrain.The entire target population is:

Effective survey questions have three important attributes.They are:

A marketing researcher designed a questionnaire that asked "In your opinion,how should the government take a more active role in making sure that your food is handled properly?" What type of question would the researcher be using?

The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determining their failures.The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose.

Define marketing research.

An MIS is a:

Researchers often use probability samples because they are easy,less expensive,and less time-consuming than other sampling methods.

NSSF,the National Shooting Sports Foundation,tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California,Oklahoma and New England.The results were promising,with all three businesses experiencing increases in sales,profit,participation and a spike in new shooters asking how to get started in a variety of shooting sports.NSSF plans a national rollout for the campaign.The gun retailers in southern California,Oklahoma,and New England were its:

Effective survey questions must have focus,they must be clear,and they must be brief.

When answering a questionnaire for a car dealership,Mike Georges was asked several interesting questions,including "What type of pickle would drive an SUV?","What is your first reaction when you hear the word pewter?",and "Do you consider yourself to have a red or a blue personality?" What research information gathering technique was the dealership using?

There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes.Initial studies in this area are examining the market growth and the competition among nursing homes for patients to better define the research problem.They would be conducting _____ research to better define the problem.

What are the four types of questions most commonly used in surveys?

What is the difference between primary and secondary data?