Chapter 6

Identify important characteristics of survey questions.

focused brief clear

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

GWM tells its research company that reliability and validity are of paramount importance. By reliability, GWM most likely means

how repeatable findings from the study would be.

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

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

Imagine that Hyundai wanted to know, in consumers' own words, what they were thinking and feeling while watching the Smaht Pahk spot. The best way to assess that would be a(n)

focus group.

Identify an accurate statement about data analysis in a market research study.

Researchers must eliminate errors in respondents' answers.

Projective techniques used in qualitative research _____.

allow researchers to involve consumers in a situation by asking indirect questions

To successfully conduct research in foreign markets, advertisers must understand _____.

cultural traits and habits of the markets

What is another name for qualitative research?

motivation research

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

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

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

Why do marketers use clutter tests for pretesting radio and TV ads?

to evaluate respondents' understanding to ascertain their effectiveness to determine shortcomings of the ads

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?

to know how people perceive its products to understand what brand image would be most credible to know how people view the competition

What is the purpose of the final report of research?

to make research conclusions clear to company executives

Why do marketers pretest ads?

to make sure the advertising message will be effective

Identify the sources of external secondary data used in the research process.

trade association publications library reference materials government publications

Which technological innovation has greatly facilitated the observation method by making the collection of point-of-purchase data easier?

universal product codes

A sample selected by a market researcher should be large enough to attain _____.

validity

Suppose that testing for Hyundai included showing consumers the Smaht Pahk ad and measuring their feelings about the brand and the ad. This kind of research is closest to what your text describes as

An attitude test

Identify the risks associated with the use of secondary data in the research process.

Collected data may be irrelevant to the research. Collected data may be outdated.

Identify an accurate statement about conducting research in international markets.

Collecting data in international markets is more expensive than in domestic markets.

True or false: A researcher can obtain the most accurate results from nonprobability samples in a research study.

False

What is the next step after finishing the exploratory research phase in the marketing research process?

Identify research objectives.

How does marketing research help managers?

It helps managers to assess the efficacy 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.

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.

Advertisers use ____ ____ to obtain and analyze information on the popularity of media vehicles.

M

Identify the methods that can be used to conduct a survey.

Mail Telephone Internet

______ are used in qualitative research to gain an insight into consumers' deep-seated opinions, feelings, motives, and needs.

Projective techniques

Which software program is used for data tabulation on a computer?

SPSS

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.

Pretesting advertisements helps distinguish strong ads from weak ones. However, not all advertisers have the budget or time for pretesting and some don't believe it. Why should advertisers, like Hyundai, engage in pretesting of messages?

They must ensure that the ad is likable, believable, memorable, and persuasive. It allows them to test for any potential problems that might arise before the ad airs. They must ensure that the ad reflects the brand image. They are paying a lot of money for their ads so should ensure that the message is effective.

How do companies try to ensure that an advertising message will be effective?

They pretest advertisements to diagnose possible communication problems.

What do ad agency's account planners do?

They understand what consumers think about a product and what influences them.

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

A(n) ______ is an identifying series of vertical bars with a 12-digit number that is found on every consumer packaged good and allows for timely inventory control and point-of-purchase data.

UPC label

If consumer liking does in fact relate positively to sales, this would suggest that liking is a(n) ________ measure of ad effectiveness.

Valid

Arrange the following steps involved in the analysis of collected data in the correct sequence, starting with the first step at the top.

Validating Editing Coding T

What sorts of questions are relevant for advertisers seeking to establish a unique product concept?

What qualities will help us achieve brand loyalty? What qualities will lead to an initial purchase of the brand? How do consumers perceive our brand?

Which of the following research techniques does not qualify as qualitative research?

a memory test conducted using the experimental method

GWM's ad agency delivers some initial advertising executions to the company. In turn, GWM asks its research partner to assist with pretesting methods. The researcher agrees and suggests a central location test. Where would such a test most likely be conducted?

a shopping mall

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

As one of the intensive techniques for qualitative research, in-depth interviews _____

allow marketers to gain insight into individual motivations

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

Identify the pretesting method that involves showing test commercials to people and asking questions before and after the show.

central location tests

What should marketers understand about consumers in order to select the target audiences for their brands?

demographics psychographics purchase behavior

At the beginning of a marketing research project, a company should _____.

develop a statement containing the problem and objectives of the research

Media research is used to ______.

develop media strategies select media vehicles evaluate results of media choices

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

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

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

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

"How would you describe Mesmerize Corp.'s advertising?" is a(n) _____ research question used in a survey.

open-ended

Companies use advertising strategy research to gain a clear understanding of ______.

possible message elements the target audience the product concept various media alternatives

When a company wants to collect data about a specific problem or issue it would use ______ research

primary

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

An accurate statement about a marketing information system is that it _____.

provides the required information to managers when needed

What research method encourages people to share their thoughts and feelings through in-depth, open-ended responses?

qualitative research

Select the types of primary research

qualitative research quantitative research

A type of primary research that provides researchers with accurate and verifiable numerical values representing specific marketing situations is called _____ research.

quantitative

For a test to achieve validity, it must ______.

reflect the true status of the market be free of bias

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

GMW's agency is interested in using secondary data to help create the ads. Which of the choices below is not secondary data for the agency?

responses from a survey the agency conducts

If the marketing plan of a company is primarily based on advertising, the company should use _____ to evaluate advertising effectiveness.

sales tests

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 is the most common way of collecting quantitative data for primary market research?

survey method