393 chapter 6 knowledge check
In contrast to quantitative primary research, qualitative research is used by marketers to _____.
gain a general knowledge about a product, a consumer, or a market
advertising strategy research
helps define the product concept or assists in the selection of target markets, advertising messages, or media vehicles
What is the next step after finishing the exploratory research phase in the marketing research process?
identify research objectives
A quantitative research technique that involves comparing the response to a stimulus of a test group with a control group that does not receive any stimulus is referred to as a(n) _____.
experiment
Which quantitative research technique allows one to measure cause-and-effect relationships?
experimental method
Library reference materials and government and trade association publications are forms of ______.
external secondary data
True or false: A researcher can obtain the most accurate results from nonprobability samples in a research study.
false
An intensive qualitative research technique in which a group of people is asked to talk about a product, service, concept, or idea is known as a(n) _____.
focus group
Projective techniques used in qualitative research _____.
allow researchers to involve consumers in a situation by asking indirect questions
Identify an accurate statement about conducting research in international markets.
collecting Data in international markets is more expensive than in domestic markets
Companies use advertising strategy research to _____.
come up with effective advertising messages
To successfully conduct research in foreign markets, advertisers must understand _____.
cultural traits and habits of the markets
In contrast to primary research data, secondary research data is _____.
readily available
Name a posttesting method that evaluates the effectiveness of various elements of an advertisement, such as themes, size, and color.
recall tests
A type of experiment is ______ in which a product is introduced in an isolated geographic area to measure its effectiveness before a national release of the product.
test market
Because it is hard to control every marketing variable, ______ is difficult to use and quite expensive.
test marketing
In contrast to an account planner, in a large advertisement agency, an account manager stands for _____.
the client
For primary research to be valid, _____.
the findings of the research must reflect the market status accurately
An intensive qualitative research technique that allows for the examination of more in-depth feelings by respondents is known as _____.
the in-depth interview
Unlike secondary research data, primary research data is collected from _____.
the market directly
How do companies try to ensure that an advertising message will be effective?
the pretest advertisements to diagnose possible communication problems
Identify a characteristic of inquiry tests as a method for posttesting advertisements.
these tests allow researchers to have a good control of variables that induce reader action
A disadvantage of inquiry tests is that _____.
they are not an accurate reflection of consumers interest
Sales tests as a method for posttesting advertisements are usually _____.
time-consuming
What is the purpose of the final report of research?
to make research conculsions clear to company executives
Why do marketers pretest ads?
to make sure the advertising message will be effective
True or false: Advertising research is helpful in determining creative concepts that can be used in advertisements.
true
True or false: For a research study, collecting secondary data from external sources is a time-consuming process.
true
pretesting of ads
uncovers and diagnoses possible communication problems before a campaign begins
A sample selected by a market researcher should be large enough to attain _____.
validity
Account planners and account managers in large advertising agencies pursue a shared objective but ______.
with different orientations
Identify the risks associated with the use of secondary data in the research process. (Check all that apply.)
- collected data may be outdated - collected data may be irrelevant to the research
What should marketers understand about consumers in order to select the target audiences for their brands? (Check all that apply.)
- demographics - psychographics - purchase behavior
Media research is used to ______. (Select all that apply)
- develop media strategies - evaluate results of media choices - select media vehicles
How does marketing research help managers? (Check all that apply.)
- it helps managers to assess the efficiency of promotional activities - it enables managers to identify consumers' needs and market segments - it gives information that is required for the development of new products
Why do marketers use clutter tests for pretesting radio and TV ads? (Check all that apply.)
- to ascertain their effectiveness - to determine shortcomings of the ads - to evaluate respondents understanding
Identify one of the major objectives of advertising research.
- to gain in-depth information about potential markets and audiences of brands
Why do companies use advertising research? (Select all that apply)
- to understand what brand image would be most credible - to know how people view the competition - to know how people perceive its products
Identify the sources of external secondary data used in the research process. (Check all that apply.)
- trade association publications - government publications - library reference materials
Identify the elements of an advertisement that researchers can measure using inquiry tests for posttesting advertisements. (Check all that apply.)
- understandability - readability - attention- getting value
Companies use advertising strategy research to gain a clear understanding of ______. (Select all that apply)
- various media alternatives - possible message elements - the product concept - the target audience
What sorts of questions are relevant for advertisers seeking to establish a unique product concept?
- what qualities will lead to an initial purchase of the brand - how do consumers perceive our brand - what qualities will help us achieve brand loyalty
What do ad agency's account planners do?
They understand what consumers think about a product and what influences them.
In the research process, secondary research is conducted after ______.
a situation analysis and identification of the problem takes place
Companies use _____ to collect information on what people think about them and their products and services.
advertising research
To develop the creative strategy and the media strategy, companies use ______ research.
advertising strategy
Which category of advertising research should marketers use to determine their target markets?
advertising strategy research
As one of the intensive techniques for qualitative research, in-depth interviews _____.
allow marketers to gain insight into individual motivations
Identify a method that advertisers use for posttesting advertisements.
attitude tests
Name a posttest that is used to evaluate the effectiveness of an advertisement in establishing a positive image for brands and products of a company.
attitude tests
For a test to achieve validity, it must ______. (Select all that apply)
be free of bias and reflect the true status of the market
Identify the pretesting method that involves showing test commercials to people and asking questions before and after the show.
central location tests
At the beginning of a marketing research project, a company should _____.
develop a statement containing the problem and objectives of the research
After developing an advertising strategy, marketers start the _____ for advertising.
development of creative concepts
Identify a method of pretesting print ads that is designed to draw out responses from people to an advertisement.
direct questioning
A characteristic of recall tests as a method to posttest advertisements is that they _____.
do not evaluate if responders actually want to purchase a product
Knowing how customers perceive a brand and knowing what qualities will lead them to purchase the brand initially and develop a loyalty to it, are important clues for advertisers looking to ______.
establish a unique product concept
Which intensive research technique tries to understand how people live their lives and is gaining in popularity among advertisers and even high-tech companies?
ethnographic research
posttesting of ads
evaluates the impact of a campaign after it runs
creative concept research
evaluates the target audience's acceptance of different creative ideas at the concept stage
Companies discover effective campaign messages by _____.
evaluating the choices of consumers with regard to products and brands
Name a method for posttesting advertisements that evaluates people's responses to an advertisement in exchange for information or free samples.
inquiry tests
The final step in the research process involves _____.
interpreting and reporting the findings
An accurate statement about ethnographic research as an intensive research technique is that it _____.
involves getting out and talking to people where they are, while they're doing whatever it is they do
Research is said to be reliable if it _____.
is repeatable
A characteristic of direct questioning as a pretesting technique is that it _____.
is used in the initial stages of ad development
Identify an accurate statement about the focus group as an intensive research technique.
it is guided through a discussion by a trained moderator
Identify an accurate statement about the experimental method.
it is used primarily for new product and new campaign introductions
Research departments that utilize a set of procedures for generating an orderly flow of pertinent information for use in making marketing decisions is using a(n) ______ system.
marketing information
The process that managers use to collect, record, and examine new information in order to make marketing decisions is referred to as ______.
marketing research
A negative aspect of secondary data is that the information _____.
may be obsolete
advertisers use __________ __________ to obtain and analyze information on the popularity of media vehicles
media research
What is another name for qualitative research?
motivation research
Identify a quantitative research technique that allows researchers to actually monitor consumers' actions.
observation method
Which quantitative research method is mostly conducted by independent marketing research companies?
observation method
Advertisers obtain important guidelines during the _____ that they can use in future.
post testing of ads
_____ allows an advertiser to test the effectiveness of an advertisement after its exposure to audiences.
post testing of ads
What type of research is tailored to the marketer's specific objectives?
primary research
In what type of research sample do all members of the target population have an equal and independent chance of being selected for the study?
probability sample
Random samples in a research process are also known as _____.
probability samples
______ are used in qualitative research to gain an insight into consumers' deep-seated opinions, feelings, motives, and needs.
projective techniques
An accurate statement about a marketing information system is that it _____.
provides the required information to managers when needed
A type of primary research that provides researchers with accurate and verifiable numerical values representing specific marketing situations is called _____ research.
qualitative
Select the types of primary research. (Select all that apply)
qualitative and quantitate
What research method encourages people to share their thoughts and feelings through in-depth, open-ended responses?
qualitative research
A research test that generates a similar result every time it is conducted, has which research characteristic?
reliability
The main role of an account planner in an ad agency is to _____.
represent the consumer
In large organizations, the perspective of the account planner is on ______, while the perspective of the account manager is on ______.
research; business
If the marketing plan of a company is primarily based on advertising, the company should use _____ to evaluate advertising effectiveness.
sales test
A portion of the population selected by market researchers to represent the appropriate target population is referred to as a ______.
sample
What step of the research process is designed to explore a problem by reviewing information that has been previously collected and interviewing a few key people with the most information to share?
secondary research
Which basic method of quantitative research, used to collect people's opinions, can be conducted in person, by mail, on the telephone, or via the Internet?
survey method
Which is the most common way of collecting quantitative data for primary market research?
survey method
Identify the methods that can be used to conduct a survey. (Check all that apply.)
telephone, internet, mail
