Question 1

When using nonprobability samples,researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

Accepted Answer

A) True 
 B)False

Question 2

In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company,a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine.The information gathered from these databases is an example of _____.

Accepted Answer

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

Question 3

Which of the following is true of the Universal Product Code label?

Accepted Answer

A)  It identifies elements in ads that are unclear or claims that do not seem plausible. 
B)  It unearths people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives. 
C)  It gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising. 
D)  It provides input about the viability of prospective spokespeople and determines the effectiveness of visuals and strategies. 
E)  It enables people to share their motives, beliefs, and perceptions. 
A)  It identifies elements in ads that are unclear or claims that do not seem plausible. 
B)  It unearths people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives. 
C)  It gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising. 
D)  It provides input about the viability of prospective spokespeople and determines the effectiveness of visuals and strategies. 
E)  It enables people to share their motives, beliefs, and perceptions.

Question 4

Which of the following statements about secondary data is true?

Accepted Answer

A)  It is more expensive to gather than primary data. 
B)  Findings are always valid even if they are not always reliable. 
C)  It is more time consuming to gather than primary data. 
D)  Most of the available information is relevant to the problem at hand. 
E)  Information may be out of date and therefore obsolete. 
A)  It is more expensive to gather than primary data. 
B)  Findings are always valid even if they are not always reliable. 
C)  It is more time consuming to gather than primary data. 
D)  Most of the available information is relevant to the problem at hand. 
E)  Information may be out of date and therefore obsolete.

Question 5

What are the disadvantages of pretesting?

Accepted Answer

Pretesting helps distinguish strong mess

Question 6

A company developed a new variant of its cheese spread.Before launching it throughout the country,the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy.Which of the following methods did the company employ?

Accepted Answer

A)  Experimental method 
B)  Projective technique 
C)  Observation method 
D)  Survey method 
E)  Intensive technique 
A)  Experimental method 
B)  Projective technique 
C)  Observation method 
D)  Survey method 
E)  Intensive technique

Question 7

In order to get hard numbers about specific marketing situations,researchers may perform a survey or use some other form of _____.

Accepted Answer

A)  recall testing 
B)  secondary data 
C)  normative influence 
D)  quantitative research 
E)  attitude testing 
A)  recall testing 
B)  secondary data 
C)  normative influence 
D)  quantitative research 
E)  attitude testing

Question 8

During _____,the second step in marketing research,researchers may discuss the problem with wholesalers,distributors,or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

Accepted Answer

A)  exploratory research 
B)  objective setting 
C)  data interpretation 
D)  problem defining 
E)  situational analysis 
A)  exploratory research 
B)  objective setting 
C)  data interpretation 
D)  problem defining 
E)  situational analysis

Question 9

List the five Ms of pretesting.

Accepted Answer

The five Ms of prete

Question 10

The techniques used during _____,a category of IMC research,are portfolio tests,storyboard tests,consumer juries,matched samples,mechanical devices,and psychological rating scales.

Accepted Answer

A)  advertising strategy research 
B)  message posttesting 
C)  message pretesting 
D)  media selection 
E)  creative concept research 
A)  advertising strategy research 
B)  message posttesting 
C)  message pretesting 
D)  media selection 
E)  creative concept research

Question 11

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

Accepted Answer

A)  It enables researchers to monitor consumer activities, typically in their native environments. 
B)  It helps unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives. 
C)  It is used often for new product and new campaign introductions. 
D)  It can be conducted by personal interview, telephone, mail, or on the Internet. 
E)  It enables timely inventory control and accurate point-of-purchase data. 
A)  It enables researchers to monitor consumer activities, typically in their native environments. 
B)  It helps unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives. 
C)  It is used often for new product and new campaign introductions. 
D)  It can be conducted by personal interview, telephone, mail, or on the Internet. 
E)  It enables timely inventory control and accurate point-of-purchase data.

Question 12

Carmen was relieved to finally launch the website for Tasty Savors,her natural spice blends business.Her marketing mentor said that promoting the business online is the first step; now she needs to determine if the website is converting visitors into customers.Carmen has no idea how many people are visiting the Tasty Savors website or how they locate the site.Which of the following can provide Carmen with useful information on her website's traffic?

Accepted Answer

A)  Facebook Reporting 
B)  Twitter retweets 
C)  Klout scores 
D)  Internet units 
E)  Google Analytics 
A)  Facebook Reporting 
B)  Twitter retweets 
C)  Klout scores 
D)  Internet units 
E)  Google Analytics

Question 13

Marketing research refers to information gathered about a particular market or market segment.

Accepted Answer

A) True 
 B)False

Question 14

What are the disadvantages of in-depth interviews?

Accepted Answer

The disadvantages of in-depth

Question 15

Focus groups are a representative sample of the population.

Accepted Answer

A) True 
 B)False

Question 16

In projective techniques,the researcher tries to involve consumers in a situation where they can express feelings about the problem or product by asking indirect questions.

Accepted Answer

A) True 
 B)False

Question 17

A common method of gathering primary research data is the _____,in which the researcher gains information on attitudes,opinions,or motivations by questioning current or prospective customers.

Accepted Answer

A)  central location test 
B)  observation method 
C)  survey method 
D)  experimental method 
E)  clutter test 
A)  central location test 
B)  observation method 
C)  survey method 
D)  experimental method 
E)  clutter test

Question 18

According to the marketing research process,what should researchers do immediately after completing informal research?

Accepted Answer

A)  They should analyze the situation. 
B)  They should determine the size of the target market. 
C)  They should establish their research objectives. 
D)  They should conduct a competitive analysis. 
E)  They should hire a product manager. 
A)  They should analyze the situation. 
B)  They should determine the size of the target market. 
C)  They should establish their research objectives. 
D)  They should conduct a competitive analysis. 
E)  They should hire a product manager.

Question 19

By testing questionnaires on a small subsample,researchers can detect any confusion,bias,or ambiguities.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is true of qualitative research?

Accepted Answer

A)  The main techniques used for gathering data are surveys and experiments. 
B)  The order and phrasing of questions asked is carefully controlled. 
C)  The questions asked are exactly the same for each interview. 
D)  Many interviews are taken in order to give a projectable scientific sample. 
E)  The interviewer needs to frame questions in response to what the respondents say. 
A)  The main techniques used for gathering data are surveys and experiments. 
B)  The order and phrasing of questions asked is carefully controlled. 
C)  The questions asked are exactly the same for each interview. 
D)  Many interviews are taken in order to give a projectable scientific sample. 
E)  The interviewer needs to frame questions in response to what the respondents say.

When using nonprobability samples,researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company,a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine.The information gathered from these databases is an example of _____.

Which of the following is true of the Universal Product Code label?

Which of the following statements about secondary data is true?

What are the disadvantages of pretesting?

A company developed a new variant of its cheese spread.Before launching it throughout the country,the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy.Which of the following methods did the company employ?

In order to get hard numbers about specific marketing situations,researchers may perform a survey or use some other form of _____.

During _____,the second step in marketing research,researchers may discuss the problem with wholesalers,distributors,or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

List the five Ms of pretesting.

The techniques used during _____,a category of IMC research,are portfolio tests,storyboard tests,consumer juries,matched samples,mechanical devices,and psychological rating scales.

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

Marketing research refers to information gathered about a particular market or market segment.

What are the disadvantages of in-depth interviews?

Focus groups are a representative sample of the population.

In projective techniques,the researcher tries to involve consumers in a situation where they can express feelings about the problem or product by asking indirect questions.

A common method of gathering primary research data is the _____,in which the researcher gains information on attitudes,opinions,or motivations by questioning current or prospective customers.

According to the marketing research process,what should researchers do immediately after completing informal research?

By testing questionnaires on a small subsample,researchers can detect any confusion,bias,or ambiguities.

Which of the following is true of qualitative research?

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

When using nonprobability samples,researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company,a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine.The information gathered from these databases is an example of _____.

Which of the following is true of the Universal Product Code label?

Which of the following statements about secondary data is true?

What are the disadvantages of pretesting?

A company developed a new variant of its cheese spread.Before launching it throughout the country,the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy.Which of the following methods did the company employ?

In order to get hard numbers about specific marketing situations,researchers may perform a survey or use some other form of _____.

During _____,the second step in marketing research,researchers may discuss the problem with wholesalers,distributors,or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

List the five Ms of pretesting.

The techniques used during _____,a category of IMC research,are portfolio tests,storyboard tests,consumer juries,matched samples,mechanical devices,and psychological rating scales.

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

Marketing research refers to information gathered about a particular market or market segment.

What are the disadvantages of in-depth interviews?

Focus groups are a representative sample of the population.

In projective techniques,the researcher tries to involve consumers in a situation where they can express feelings about the problem or product by asking indirect questions.

A common method of gathering primary research data is the _____,in which the researcher gains information on attitudes,opinions,or motivations by questioning current or prospective customers.

According to the marketing research process,what should researchers do immediately after completing informal research?

By testing questionnaires on a small subsample,researchers can detect any confusion,bias,or ambiguities.

Which of the following is true of qualitative research?

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