Question 1

The initial research Mike conducted was used to identify women who are in the market for cereals with these benefits in terms of the women's characteristics,attitudes,interests,and motivation.What type of research did Mike conduct?

Accepted Answer

A) brand experience research 
B) consumer insight research 
C) marketing communication research 
D) message development research 
E) evaluation research

Question 2

Observation,in-depth interviews,and case studies are all examples of which type of research?

Accepted Answer

A) secondary research 
B) quantitative research 
C) qualitative research 
D) experimental research 
E) ethnographic research

Question 3

Which of the following best explains the goal of neuromarketers?

Accepted Answer

A) using subliminal messages to influence consumer decisions 
B) collecting data about responses to ads and products by scanning consumers' brains 
C) observing and tracking consumer behavior on the internet 
D) designing marketing research experiments using the internet 
E) analyzing data from various sources to answer complex "what if" questions

Question 4

Focus groups have the advantage of revealing what people actually do,as distinguished from what they say they do.

Accepted Answer

A) True 
 B)False

Question 5

In research terms,reliability means that any differences that are uncovered by the research,such as different attitudes or purchasing patterns,really reflect differences among individuals,groups,or situations.

Accepted Answer

A) True 
 B)False

Question 6

Personal backgrounding is conducted as part of which of the following?

Accepted Answer

A) message development 
B) message evaluation 
C) "Big Idea" brainstorming 
D) consumer insight research 
E) semiotic analysis

Question 7

________ is formal research,such as surveys,in-depth interviews,observational methods,focus groups,and all types of primary and secondary data used by the marketing department to develop a marketing plan and,ultimately,provide information for brand communication plans.

Accepted Answer

A) Marketing research 
B) Media research 
C) Consumer insight research 
D) Semiotic analysis 
E) Concept testing

Question 8

Which of the following would most likely increase the reliability of research?

Accepted Answer

A) selecting a sample that truly represents its population 
B) using sample sizes larger than 200 
C) testing hypotheses 
D) only conducting qualitative research 
E) relying on focus groups and in-depth interviews

Question 9

Which of the following is NOT a type of research used in planning advertising and marketing communication?

Accepted Answer

A) market information 
B) consumer insight 
C) brand information 
D) evaluation research 
E) segmentation research

Question 10

________ evaluates the relative power of various creative ideas,while ________ provides information on media selection.

Accepted Answer

A) Competitive analysis;content analysis 
B) Semiotic analysis;content analysis 
C) Concept testing;media research 
D) Competitive testing;copy testing 
E) Copy testing;semiotic analysis

Question 11

Refer to the following scenario to answer the questions below.
Kraft markets several consumer-packaged goods and wants to get a better understanding of its target market and how competing products are advertised.Kraft's agency of record has conducted extensive research for them as well as purchased information from research suppliers.The agency is also conducting background research and using some imaginative qualitative methods to better understand Kraft's target market.
-If Kraft wants to understand the deeper meanings consumers derive from competitors' advertising,what type of research do you suggest and why?

Accepted Answer

The answer of Refer to the following scenario to answer...

Question 12

You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy.Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

Accepted Answer

The answer of You work in an advertising agency and...

Question 13

________ includes an assessment of a brand's role and performance in the marketplace,as well as an investigation of the brand's relationship with its customers.

Accepted Answer

A) Competitive analysis 
B) Brand experience research 
C) Consumer insight research 
D) Media research 
E) Concept testing

Question 14

________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.

Accepted Answer

A) In-depth interviewing 
B) Survey research 
C) Focus group interviewing 
D) Observation research 
E) Ethnographic research

Question 15

A formal and systematic tabulation of competitors' approaches and strategies is known as a(n)________.

Accepted Answer

A) content analysis 
B) semiotic analysis 
C) brand experience 
D) association test 
E) concept test

Question 16

In marketing communication planning,________ includes everything a planner can find out about consumer perceptions about the brand,product category,and competitors' brands.

Accepted Answer

A) advertising research 
B) marketing information 
C) media research 
D) semiotic analysis 
E) segmentation research

Question 17

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market.The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents.Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market?

Accepted Answer

A) make sure that the survey includes both open-end and closed-end questions 
B) decide whether to focus on primary or secondary data 
C) determine which type of research instrument to use 
D) examine the questionnaire for cultural distortions and insensitivities 
E) determine whether to focus on qualitative or experimental objectives

Question 18

Information that is collected for the first time from original sources is called ________ research.

Accepted Answer

A) market 
B) quantitative 
C) primary 
D) secondary 
E) government

Question 19

A group of 6 to 10 users of a product who are brought together once to have a discussion about some topic,such as the brand,the product category,or marketing communication,is known as a(n)________.

Accepted Answer

A) focus group 
B) focus panel 
C) survey group 
D) random sample 
E) ethnographic research sample

Question 20

You want to determine whether no-smoking policies have impacted employee morale in the United States among workers in companies that employ fewer than 50 workers in Fort Wayne,Indiana.Are any secondary data likely available to help you answer this questions? Why or why not?

Accepted Answer

The answer of You want to determine whether no-smoking policies...

Exam 6: Strategic Research