Question 1

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

Accepted Answer

A)  experimental 
B)  survey 
C)  observation 
D)  projective 
E)  intensive 
A)  experimental 
B)  survey 
C)  observation 
D)  projective 
E)  intensive

Question 2

In clutter tests,respondents are shown test commercials,usually in shopping centers,and questions are asked before and after exposure.

Accepted Answer

A) True 
 B)False

Question 3

_____ do not give every unit in the entire target population an equal chance of being included,so there is no guarantee the sample is representative.

Accepted Answer

A)  Evoked sets 
B)  Focus groups 
C)  Recall tests 
D)  Sales tests 
E)  Nonprobability samples 
A)  Evoked sets 
B)  Focus groups 
C)  Recall tests 
D)  Sales tests 
E)  Nonprobability samples

Question 4

A marketing research agency conducted a study to determine the reasons for the decreased sales of a particular clothing brand.Researchers spoke to customers at the clothing store as well as at competitors' stores.This information gathered by the researchers is an example of _____.

Accepted Answer

A)  metadata 
B)  primary data 
C)  projective data 
D)  induced information 
E)  secondary data 
A)  metadata 
B)  primary data 
C)  projective data 
D)  induced information 
E)  secondary data

Question 5

A marketing research agency conducted a study to determine the reasons for the failure of a campaign aimed at curbing binge drinking among college students.The researchers visited various university campuses and collected information by speaking to students as well as members of the staff.This information gathered by the researchers is an example of _____.

Accepted Answer

A)  quantitative data 
B)  primary data 
C)  sales data 
D)  cross-tabulated data 
E)  secondary data 
A)  quantitative data 
B)  primary data 
C)  sales data 
D)  cross-tabulated data 
E)  secondary data

Question 6

What are the disadvantages of inquiry tests?

Accepted Answer

The disadvantages of inquiry t

Question 7

If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad,then he would be using the observation method of marketing research.

Accepted Answer

A) True 
 B)False

Question 8

Advertisers use _____ to unearth people's underlying or subconscious feelings,attitudes,interests,opinions,needs,and motives.

Accepted Answer

A)  involvement sampling 
B)  projective techniques 
C)  brainstorming 
D)  observation methods 
E)  experimental methods 
A)  involvement sampling 
B)  projective techniques 
C)  brainstorming 
D)  observation methods 
E)  experimental methods

Question 9

The first step in the marketing research process is:

Accepted Answer

A)  conducting primary research. 
B)  conducting exploratory research. 
C)  constructing research objectives. 
D)  analyzing the situation and defining the problem. 
E)  interpreting and reporting the findings. 
A)  conducting primary research. 
B)  conducting exploratory research. 
C)  constructing research objectives. 
D)  analyzing the situation and defining the problem. 
E)  interpreting and reporting the findings.

Question 10

Describe how research objectives should be established in the marketing research process.

Accepted Answer

Once the exploratory research phase is c

Question 11

Which of the following is true of conducting marketing research in foreign countries?

Accepted Answer

A)  Researchers should use English when administering questionnaires to local people to avoid translation problems. 
B)  Mail surveys and phone interviews work best in foreign countries. 
C)  Conducting research overseas is often more expensive than domestic research. 
D)  Lead times to begin projects are typically shorter in foreign countries due to less stringent rules. 
E)  The structure of focus groups and the number of participants remains the same in the foreign country in order to standardize the results. 
A)  Researchers should use English when administering questionnaires to local people to avoid translation problems. 
B)  Mail surveys and phone interviews work best in foreign countries. 
C)  Conducting research overseas is often more expensive than domestic research. 
D)  Lead times to begin projects are typically shorter in foreign countries due to less stringent rules. 
E)  The structure of focus groups and the number of participants remains the same in the foreign country in order to standardize the results.

Question 12

Through _____,a pretesting method,researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.

Accepted Answer

A)  portfolio analysis 
B)  attitude testing 
C)  recall testing 
D)  direct questioning 
E)  observational research 
A)  portfolio analysis 
B)  attitude testing 
C)  recall testing 
D)  direct questioning 
E)  observational research

Question 13

Which of the following is the next step in the market research process once the exploratory research phase is completed?

Accepted Answer

A)  Formulation of research objectives 
B)  Situation analysis 
C)  Secondary research 
D)  Interpretation and reporting of findings 
E)  Defining the problem 
A)  Formulation of research objectives 
B)  Situation analysis 
C)  Secondary research 
D)  Interpretation and reporting of findings 
E)  Defining the problem

Question 14

Effective survey questions must ensure that respondents read and understand the questions in the same way.

Accepted Answer

A) True 
 B)False

Question 15

Companies use IMC research to know how people perceive its products,how they view the competition,what brand or company image would be most credible,and what messages offer the greatest appeal.

Accepted Answer

A) True 
 B)False

Question 16

Company records are often a valuable source of secondary information.

Accepted Answer

A) True 
 B)False

Question 17

Acquiring secondary data is typically expensive and time-consuming when compared to primary data.

Accepted Answer

A) True 
 B)False

Question 18

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 19

Which of the following is true of quantitative research?

Accepted Answer

A)  The main techniques for gathering data are focus groups and in-depth interviews. 
B)  A highly trained professional is advisable for conducting interviews. 
C)  Questions vary in order and phrasing from group to group. 
D)  Many interviews are conducted in order to give a projectable scientific sample. 
E)  Hypotheses are developed and attempts are made to gain insight into the problem. 
A)  The main techniques for gathering data are focus groups and in-depth interviews. 
B)  A highly trained professional is advisable for conducting interviews. 
C)  Questions vary in order and phrasing from group to group. 
D)  Many interviews are conducted in order to give a projectable scientific sample. 
E)  Hypotheses are developed and attempts are made to gain insight into the problem.

Question 20

An Internet advertiser subscribed to a syndicated research service to receive information about the Web surfing habits of various demographic groups.This is an example of _____.

Accepted Answer

A)  message pretesting 
B)  recall testing 
C)  merchandising 
D)  tracking 
E)  media research 
A)  message pretesting 
B)  recall testing 
C)  merchandising 
D)  tracking 
E)  media research

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

In clutter tests,respondents are shown test commercials,usually in shopping centers,and questions are asked before and after exposure.

_____ do not give every unit in the entire target population an equal chance of being included,so there is no guarantee the sample is representative.

A marketing research agency conducted a study to determine the reasons for the decreased sales of a particular clothing brand.Researchers spoke to customers at the clothing store as well as at competitors' stores.This information gathered by the researchers is an example of _____.

What are the disadvantages of inquiry tests?

If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad,then he would be using the observation method of marketing research.

Advertisers use _____ to unearth people's underlying or subconscious feelings,attitudes,interests,opinions,needs,and motives.

The first step in the marketing research process is:

Describe how research objectives should be established in the marketing research process.

Which of the following is true of conducting marketing research in foreign countries?

Through _____,a pretesting method,researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.

Which of the following is the next step in the market research process once the exploratory research phase is completed?

Effective survey questions must ensure that respondents read and understand the questions in the same way.

Companies use IMC research to know how people perceive its products,how they view the competition,what brand or company image would be most credible,and what messages offer the greatest appeal.

Company records are often a valuable source of secondary information.

Acquiring secondary data is typically expensive and time-consuming when compared to primary data.

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

Which of the following is true of quantitative research?

An Internet advertiser subscribed to a syndicated research service to receive information about the Web surfing habits of various demographic groups.This is an example of _____.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters

Exam 7: Research

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

In clutter tests,respondents are shown test commercials,usually in shopping centers,and questions are asked before and after exposure.

_____ do not give every unit in the entire target population an equal chance of being included,so there is no guarantee the sample is representative.

A marketing research agency conducted a study to determine the reasons for the decreased sales of a particular clothing brand.Researchers spoke to customers at the clothing store as well as at competitors' stores.This information gathered by the researchers is an example of _____.

What are the disadvantages of inquiry tests?

If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad,then he would be using the observation method of marketing research.

Advertisers use _____ to unearth people's underlying or subconscious feelings,attitudes,interests,opinions,needs,and motives.

The first step in the marketing research process is:

Describe how research objectives should be established in the marketing research process.

Which of the following is true of conducting marketing research in foreign countries?

Through _____,a pretesting method,researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.

Which of the following is the next step in the market research process once the exploratory research phase is completed?

Effective survey questions must ensure that respondents read and understand the questions in the same way.

Companies use IMC research to know how people perceive its products,how they view the competition,what brand or company image would be most credible,and what messages offer the greatest appeal.

Company records are often a valuable source of secondary information.

Acquiring secondary data is typically expensive and time-consuming when compared to primary data.

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

Which of the following is true of quantitative research?

An Internet advertiser subscribed to a syndicated research service to receive information about the Web surfing habits of various demographic groups.This is an example of _____.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters