Question 1

Which of the following statements about secondary data is true?

Accepted Answer

A)  Secondary data is more costly to gather than primary data. 
B)  Secondary data is always valid even if they are not always reliable. 
C)  Secondary data is more time consuming to gather than primary data. 
D)  The wealth of secondary data available guarantees the researcher will do a good job. 
E)  Secondary data carries potential problems like out of date, obsolete information. 
A)  Secondary data is more costly to gather than primary data. 
B)  Secondary data is always valid even if they are not always reliable. 
C)  Secondary data is more time consuming to gather than primary data. 
D)  The wealth of secondary data available guarantees the researcher will do a good job. 
E)  Secondary data carries potential problems like out of date, obsolete information.

Question 2

The two types of formal marketing research are:

Accepted Answer

A)  universal and sampled. 
B)  selective and pioneering. 
C)  consumer and business. 
D)  quantitative and qualitative. 
E)  primary and secondary. 
A)  universal and sampled. 
B)  selective and pioneering. 
C)  consumer and business. 
D)  quantitative and qualitative. 
E)  primary and secondary.

Question 3

A qualitative research study might ask,"Do you feed your dog once or twice daily?"

Accepted Answer

A) True 
 B)False

Question 4

To increase the likelihood of preparing the most effective advertising messages,companies use:

Accepted Answer

A)  pretesting. 
B)  inquiry tests. 
C)  attitude tests. 
D)  posttesting. 
E)  unaided recall. 
A)  pretesting. 
B)  inquiry tests. 
C)  attitude tests. 
D)  posttesting. 
E)  unaided recall.

Question 5

Which of the following is an example of one of the five Ms?

Accepted Answer

A)  Money 
B)  Management 
C)  Motives 
D)  Manager 
E)  Model 
A)  Money 
B)  Management 
C)  Motives 
D)  Manager 
E)  Model

Question 6

The development of _____ facilitates the collection of observation data.

Accepted Answer

A)  research heuristics 
B)  cross-tab capabilities 
C)  UPC labeling 
D)  MIS 
E)  test marketing specifics 
A)  research heuristics 
B)  cross-tab capabilities 
C)  UPC labeling 
D)  MIS 
E)  test marketing specifics

Question 7

Standardization is important in global advertising research.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A)  use a random sample. 
B)  be cost-efficient. 
C)  reflect the true status of the market. 
D)  be open-ended. 
E)  be repeatable. 
A)  use a random sample. 
B)  be cost-efficient. 
C)  reflect the true status of the market. 
D)  be open-ended. 
E)  be repeatable.

Question 9

What are the three important attributes that make survey questions effective?

Accepted Answer

Effective survey que

Question 10

Every year as Election Day approaches,especially during presidential campaigns,critics of American politics decry low voter turnout.Advertising can be used to encourage people to change their habits.The first step that needs to be done is to:

Accepted Answer

A)  perform a situation analysis that pays special attention to voter attitudes about politics and politicians. 
B)  develop an organizational budget for the campaign to increase voting. 
C)  select media vehicles that target people who have voted in the past. 
D)  use quantitative research to predict the impact of advertising on voting habits. 
E)  develop research objectives. 
A)  perform a situation analysis that pays special attention to voter attitudes about politics and politicians. 
B)  develop an organizational budget for the campaign to increase voting. 
C)  select media vehicles that target people who have voted in the past. 
D)  use quantitative research to predict the impact of advertising on voting habits. 
E)  develop research objectives.

Question 11

In the observation method,researchers monitor people's actions.

Accepted Answer

A) True 
 B)False

Question 12

A vast majority of nursing home lawsuits are settled out of court and never go to trial; therefore there is little public information available about the total dollars expended by nursing homes and their insurance companies to pay for litigation related costs.One national study did a national sample of lawyers and found that 88 percent of all nursing home cases were resolved through settlements,and that the average recovery of claims was $406,000.The information gathered by this study would be an example of:

Accepted Answer

A)  qualitative information. 
B)  primary data. 
C)  projective data. 
D)  advertising information. 
E)  secondary data. 
A)  qualitative information. 
B)  primary data. 
C)  projective data. 
D)  advertising information. 
E)  secondary data.

Question 13

A sporting equipment chain wants to evaluate consumers' responses to its new frequent shopper program.An advertising researcher designed a questionnaire,which was filled out by customers in each of its store.Its store in Chicago showed that consumers welcomed the new program.The store in Houston indicated that customers thought the new program would be an invasion of privacy.Since both stores administered the same survey,the survey probably lacks:

Accepted Answer

A)  cohesiveness. 
B)  homogeneity. 
C)  invalidity. 
D)  flexibility. 
E)  reliability. 
A)  cohesiveness. 
B)  homogeneity. 
C)  invalidity. 
D)  flexibility. 
E)  reliability.

Question 14

The attention-getting value of an ad is determined through an inquiry test.

Accepted Answer

A) True 
 B)False

Question 15

Jennifer was asked to list all the commercials she remembered seeing while watching her favorite television show.Jennifer was participating in a(n):

Accepted Answer

A)  recall test. 
B)  projective interview. 
C)  focus interview. 
D)  attitude test. 
E)  inquiry test. 
A)  recall test. 
B)  projective interview. 
C)  focus interview. 
D)  attitude test. 
E)  inquiry test.

Question 16

When consumers were asked to rate likeability,credibility,and attractiveness in several alternative advertisements for a Norwegian cruise line,researchers noted that respondents tended to give one or two of the ads that made the best first impression the highest rating on all factors examined.This type of response pattern is called the:

Accepted Answer

A)  similarity error. 
B)  perceived impact. 
C)  halo effect. 
D)  echo impact. 
E)  ad synergy. 
A)  similarity error. 
B)  perceived impact. 
C)  halo effect. 
D)  echo impact. 
E)  ad synergy.

Question 17

The two goals of international advertising research are:

Accepted Answer

A)  flexibility and standardization. 
B)  specificity and reliability. 
C)  validity and reliability. 
D)  tangibility and brevity. 
E)  validity and originality. 
A)  flexibility and standardization. 
B)  specificity and reliability. 
C)  validity and reliability. 
D)  tangibility and brevity. 
E)  validity and originality.

Question 18

What is another name for ad tracking?

Accepted Answer

Posttestin

Question 19

Why do marketing researchers use nonprobability samples that may not be representative of the universe being studied?

Accepted Answer

Nonprobability samples are use

Question 20

What are the defining sample units? Describe the types.

Accepted Answer

The defining sample units are the indivi

Which of the following statements about secondary data is true?

The two types of formal marketing research are:

A qualitative research study might ask,"Do you feed your dog once or twice daily?"

To increase the likelihood of preparing the most effective advertising messages,companies use:

Which of the following is an example of one of the five Ms?

The development of _____ facilitates the collection of observation data.

Standardization is important in global advertising research.

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

What are the three important attributes that make survey questions effective?

Every year as Election Day approaches,especially during presidential campaigns,critics of American politics decry low voter turnout.Advertising can be used to encourage people to change their habits.The first step that needs to be done is to:

In the observation method,researchers monitor people's actions.

The attention-getting value of an ad is determined through an inquiry test.

Jennifer was asked to list all the commercials she remembered seeing while watching her favorite television show.Jennifer was participating in a(n):

The two goals of international advertising research are:

What is another name for ad tracking?

Why do marketing researchers use nonprobability samples that may not be representative of the universe being studied?

What are the defining sample units? Describe the types.

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

Which of the following statements about secondary data is true?

The two types of formal marketing research are:

A qualitative research study might ask,"Do you feed your dog once or twice daily?"

To increase the likelihood of preparing the most effective advertising messages,companies use:

Which of the following is an example of one of the five Ms?

The development of _____ facilitates the collection of observation data.

Standardization is important in global advertising research.

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

What are the three important attributes that make survey questions effective?

Every year as Election Day approaches,especially during presidential campaigns,critics of American politics decry low voter turnout.Advertising can be used to encourage people to change their habits.The first step that needs to be done is to:

In the observation method,researchers monitor people's actions.

The attention-getting value of an ad is determined through an inquiry test.

Jennifer was asked to list all the commercials she remembered seeing while watching her favorite television show.Jennifer was participating in a(n):

The two goals of international advertising research are:

What is another name for ad tracking?

Why do marketing researchers use nonprobability samples that may not be representative of the universe being studied?

What are the defining sample units? Describe the types.

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