Question 1

Researchers encounter the halo effect when asking people to rank promotional messages.

Accepted Answer

A) True 
 B)False

Question 2

In _____,test commercials are shown with noncompeting control commercials to determine their effectiveness,measure comprehension and attitude shifts,and detect weaknesses.

Accepted Answer

A)  portfolio tests 
B)  clutter tests 
C)  perceptual studies 
D)  paired comparison analysis 
E)  order-of-merit tests 
A)  portfolio tests 
B)  clutter tests 
C)  perceptual studies 
D)  paired comparison analysis 
E)  order-of-merit tests

Question 3

List the factors that can affect the quality and costs of e-mail surveys.

Accepted Answer

The factors that can affect the quality

Question 4

Briefly describe how companies use pretesting to help make decisions about media advertising.

Accepted Answer

The cost of media advertising is soaring

Question 5

Which of the following defines the dominance concept?

Accepted Answer

A)  It refers to developing media strategies, selecting media vehicles, and evaluating their results. 
B)  It refers to gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns. 
C)  It refers to randomly assigning different consumers to two or more messages or stimuli. 
D)  It refers to researching which markets are most important to product sales and targeting those where resources can be focused to achieve promotional supremacy. 
E)  It refers to encouraging consumers to openly discuss their thoughts and feelings in response to questions from an interviewer. 
A)  It refers to developing media strategies, selecting media vehicles, and evaluating their results. 
B)  It refers to gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns. 
C)  It refers to randomly assigning different consumers to two or more messages or stimuli. 
D)  It refers to researching which markets are most important to product sales and targeting those where resources can be focused to achieve promotional supremacy. 
E)  It refers to encouraging consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

Question 6

_____ measure what respondents noticed,not whether they actually buy the product.

Accepted Answer

A)  Recall tests 
B)  Universal Product Code labels 
C)  Focus groups 
D)  Observation methods 
E)  Surveys 
A)  Recall tests 
B)  Universal Product Code labels 
C)  Focus groups 
D)  Observation methods 
E)  Surveys

Question 7

Briefly describe research in terms of the three Rs of marketing.

Accepted Answer

Answer;Research is used to gather a lot

Question 8

In the marketing research process,what should a company do immediately after analyzing the situation and defining the problem?

Accepted Answer

A)  The company should use informal research to learn more about the market, the competition, and the business environment. 
B)  The company should identify exactly who the customers are and clarify their perceptions of the company. 
C)  The company should interpret and report the data obtained. 
D)  The company should conduct quantitative research to get hard numbers about specific marketing situations. 
E)  The company should establish a dedicated research department. 
A)  The company should use informal research to learn more about the market, the competition, and the business environment. 
B)  The company should identify exactly who the customers are and clarify their perceptions of the company. 
C)  The company should interpret and report the data obtained. 
D)  The company should conduct quantitative research to get hard numbers about specific marketing situations. 
E)  The company should establish a dedicated research department.

Question 9

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

Accepted Answer

A)  Market orientation 
B)  Market segmentation 
C)  Marketing research 
D)  Marketing myopia 
E)  Market capitalization 
A)  Market orientation 
B)  Market segmentation 
C)  Marketing research 
D)  Marketing myopia 
E)  Market capitalization

Question 10

What is meant by a marketing information system?

Accepted Answer

A)  It is a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions. 
B)  It is a system used to make sure that none of the steps in the marketing research process is ignored. 
C)  It is a hierarchical chart system used for categorizing the relevance of different types of data. 
D)  It is a system used to assess and prioritize internal environmental strengths, weaknesses, opportunities, and threats. 
E)  It is a set of procedures used for gathering information and converting it into secondary data. 
A)  It is a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions. 
B)  It is a system used to make sure that none of the steps in the marketing research process is ignored. 
C)  It is a hierarchical chart system used for categorizing the relevance of different types of data. 
D)  It is a system used to assess and prioritize internal environmental strengths, weaknesses, opportunities, and threats. 
E)  It is a set of procedures used for gathering information and converting it into secondary data.

Question 11

A researcher from a marketing research agency conducted a study on the food handling practices of an eatery.He discovered that the cooks used the same washcloth to wipe their hands as well as the counter.In addition,he found them tasting the food using their fingers.He determined that strict monitoring was needed to make sure that the cooks complied with sanitary regulations.Which of the following techniques did the researcher use?

Accepted Answer

A)  Experimentation 
B)  Simulation 
C)  Observation 
D)  Manipulation 
E)  Survey 
A)  Experimentation 
B)  Simulation 
C)  Observation 
D)  Manipulation 
E)  Survey

Question 12

Which of the following is true of a valid test?

Accepted Answer

A)  It must use random sampling. 
B)  It must be cost-effective. 
C)  It must be free of bias. 
D)  It must be open-ended. 
E)  It must be repeatable. 
A)  It must use random sampling. 
B)  It must be cost-effective. 
C)  It must be free of bias. 
D)  It must be open-ended. 
E)  It must be repeatable.

Question 13

_____,a category of IMC research,is used to diagnose possible communication problems before a campaign begins.

Accepted Answer

A)  Message pretesting 
B)  Creative concept research 
C)  Product conceptualization 
D)  Message posttesting 
E)  Strategy research 
A)  Message pretesting 
B)  Creative concept research 
C)  Product conceptualization 
D)  Message posttesting 
E)  Strategy research

Question 14

Which of the following is a factor that can affect quality and costs in research involving telephone surveys?

Accepted Answer

A)  Interview time 
B)  Cost of focus group facilities 
C)  Moderator costs 
D)  Respondent costs 
E)  Transport costs 
A)  Interview time 
B)  Cost of focus group facilities 
C)  Moderator costs 
D)  Respondent costs 
E)  Transport costs

Question 15

Researchers select from the population a(n)_____ that they expect will represent the population's characteristics.

Accepted Answer

A)  universe 
B)  portfolio 
C)  order 
D)  distribution 
E)  sample 
A)  universe 
B)  portfolio 
C)  order 
D)  distribution 
E)  sample

Question 16

Message pretesting is used to help define the product concept or to assist in the selection of target markets,messages,or media vehicles.

Accepted Answer

A) True 
 B)False

Question 17

To increase the likelihood of preparing the most effective advertising messages,companies use ____,a category of IMC research.

Accepted Answer

A)  pretesting 
B)  tracking 
C)  attitude testing 
D)  central location testing 
E)  unaided recall 
A)  pretesting 
B)  tracking 
C)  attitude testing 
D)  central location testing 
E)  unaided recall

Question 18

Which of the following is true of marketing research?

Accepted Answer

A)  It enables managers to assess the effectiveness of promotional activities. 
B)  It does not impact the overall sales of a product. 
C)  It enables managers to establish an ethical climate in an organization. 
D)  It helps top management create a vision for an organization. 
E)  It refers to information gathered about a particular market or market segment. 
A)  It enables managers to assess the effectiveness of promotional activities. 
B)  It does not impact the overall sales of a product. 
C)  It enables managers to establish an ethical climate in an organization. 
D)  It helps top management create a vision for an organization. 
E)  It refers to information gathered about a particular market or market segment.

Question 19

_____ is defined as the systematic gathering and analysis of information to help develop or evaluate message strategies,individual promotions,and whole campaigns.

Accepted Answer

A)  Market orientation 
B)  Brainstorming 
C)  Market segmentation 
D)  IMC research 
E)  Visual merchandising 
A)  Market orientation 
B)  Brainstorming 
C)  Market segmentation 
D)  IMC research 
E)  Visual merchandising

Question 20

Briefly describe how questionnaires are designed.

Accepted Answer

Constructing a good questionnaire requir

Researchers encounter the halo effect when asking people to rank promotional messages.

In _____,test commercials are shown with noncompeting control commercials to determine their effectiveness,measure comprehension and attitude shifts,and detect weaknesses.

List the factors that can affect the quality and costs of e-mail surveys.

Briefly describe how companies use pretesting to help make decisions about media advertising.

Which of the following defines the dominance concept?

_____ measure what respondents noticed,not whether they actually buy the product.

Briefly describe research in terms of the three Rs of marketing.

In the marketing research process,what should a company do immediately after analyzing the situation and defining the problem?

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

What is meant by a marketing information system?

Which of the following is true of a valid test?

_____,a category of IMC research,is used to diagnose possible communication problems before a campaign begins.

Which of the following is a factor that can affect quality and costs in research involving telephone surveys?

Researchers select from the population a(n)_____ that they expect will represent the population's characteristics.

Message pretesting is used to help define the product concept or to assist in the selection of target markets,messages,or media vehicles.

To increase the likelihood of preparing the most effective advertising messages,companies use ____,a category of IMC research.

Which of the following is true of marketing research?

_____ is defined as the systematic gathering and analysis of information to help develop or evaluate message strategies,individual promotions,and whole campaigns.

Briefly describe how questionnaires are designed.

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

Researchers encounter the halo effect when asking people to rank promotional messages.

In _____,test commercials are shown with noncompeting control commercials to determine their effectiveness,measure comprehension and attitude shifts,and detect weaknesses.

List the factors that can affect the quality and costs of e-mail surveys.

Briefly describe how companies use pretesting to help make decisions about media advertising.

Which of the following defines the dominance concept?

_____ measure what respondents noticed,not whether they actually buy the product.

Briefly describe research in terms of the three Rs of marketing.

In the marketing research process,what should a company do immediately after analyzing the situation and defining the problem?

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

What is meant by a marketing information system?

Which of the following is true of a valid test?

_____,a category of IMC research,is used to diagnose possible communication problems before a campaign begins.

Which of the following is a factor that can affect quality and costs in research involving telephone surveys?

Researchers select from the population a(n)_____ that they expect will represent the population's characteristics.

Message pretesting is used to help define the product concept or to assist in the selection of target markets,messages,or media vehicles.

To increase the likelihood of preparing the most effective advertising messages,companies use ____,a category of IMC research.

Which of the following is true of marketing research?

_____ is defined as the systematic gathering and analysis of information to help develop or evaluate message strategies,individual promotions,and whole campaigns.

Briefly describe how questionnaires are designed.

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