Question 1

________ involves the researcher living the lives of the people being studied.

Accepted Answer

A) Focus group research 
B) Ethnographic research 
C) Friendship group research 
D) Quantitative research 
E) Survey research

Question 2

Which projective technique attempts to gain insight into how people perceive brands by examining the link between concepts?

Accepted Answer

A) meaning creating 
B) metaphors 
C) purpose-driven games 
D) panel groups 
E) focus interviewing

Question 3

Which projective technique involves asking consumers to visually record something with a camera, such as a shopping trip, and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Accepted Answer

A) fill-in-the-blanks 
B) photo elicitation 
C) purpose-driven games 
D) story elicitation 
E) photo sorts

Question 4

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Accepted Answer

A) primary 
B) survey research 
C) experimental research 
D) secondary 
E) ethnographic research

Question 5

Marketers sometimes ask consumers to record their activities and thoughts through the use of ________.

Accepted Answer

A) surveys 
B) focus groups 
C) diaries 
D) monitors 
E) purpose-driven games

Question 6

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview. How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?

Accepted Answer

The answer of A marketer of frozen dinners has decided...

Question 7

Copytesting is also referred to as _______.

Accepted Answer

A) pretesting 
B) concept testing 
C) evaluative research 
D) media research 
E) semiotic analysis

Question 8

Quantitative research is more useful than qualitative research.

Accepted Answer

A) True 
 B)False

Question 9

In the qualitative research method called photo elicitation, consumers are asked to sort through a deck of photos and pick out visuals that represent something, such as typical users of the product or situations in which it might be used.

Accepted Answer

A) True 
 B)False

Question 10

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 11

________ means that the research actually measures what it says it measures.

Accepted Answer

A) Metaphor 
B) Reliability 
C) Validity 
D) Criteria 
E) Quality

Question 12

Which projective technique asks consumers to explain the artifacts in their lives, such as photos in their homes and treasured objects?

Accepted Answer

A) fill-in-the-blanks 
B) artifact creation 
C) purpose-driven games 
D) story elicitation 
E) photo sorts

Question 13

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? Why?

Accepted Answer

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

Question 14

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 15

When companies do their own tracking and monitoring of their customers' behavior, which type of research are they conducting?

Accepted Answer

A) primary 
B) secondary 
C) supplier 
D) experimental 
E) sample

Question 16

Which of the following is NOT a projective technique researchers used to get insight about people's relationships with the brands they buy?

Accepted Answer

A) fill-in-the-blanks 
B) meaning creation 
C) purpose-driven games 
D) story elicitation 
E) photo sorts

Question 17

________ uncovers critical information that becomes the basis for strategic planning decisions for both marketing and marketing communication.

Accepted Answer

A) Segmentation research 
B) Market research 
C) Consumer research 
D) Strategic research 
E) Copy research

Question 18

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

Accepted Answer

A) True 
 B)False

Question 19

Compare and contrast primary and secondary research and provide examples of sources for each.

Accepted Answer

The answer of Compare and contrast primary and secondary research...

Question 20

Sculpting techniques involve physically putting product users in static positions that reflect how they think about or use a brand.

Accepted Answer

A) True 
 B)False

Exam 6: Strategic Research

________ involves the researcher living the lives of the people being studied.

Which projective technique attempts to gain insight into how people perceive brands by examining the link between concepts?

Which projective technique involves asking consumers to visually record something with a camera, such as a shopping trip, and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Marketers sometimes ask consumers to record their activities and thoughts through the use of ________.

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview. How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?

Copytesting is also referred to as _______.

Quantitative research is more useful than qualitative research.

In the qualitative research method called photo elicitation, consumers are asked to sort through a deck of photos and pick out visuals that represent something, such as typical users of the product or situations in which it might be used.

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

________ means that the research actually measures what it says it measures.

Which projective technique asks consumers to explain the artifacts in their lives, such as photos in their homes and treasured objects?

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? Why?

When companies do their own tracking and monitoring of their customers' behavior, which type of research are they conducting?

Which of the following is NOT a projective technique researchers used to get insight about people's relationships with the brands they buy?

________ uncovers critical information that becomes the basis for strategic planning decisions for both marketing and marketing communication.

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

Compare and contrast primary and secondary research and provide examples of sources for each.

Sculpting techniques involve physically putting product users in static positions that reflect how they think about or use a brand.