Chapter 6 assignment Mcgraw hill

Identify the correct sequence of the various stages in the research process.

Primary research -4 Report findings -5 Research objectives -3 Situation analysis -1 Secondary research -2

Match the company's data and research activity to the correct method for obtaining data.

Quantitative formal responses-Brianna conducts formal research with a large sample (Survey responses) MIS-Changes in sales to men (Men's sales down) Qualitative formal responses-Brianna conducts formal research with small groups (Comments in focus groups) Informal research-Brianna contacts current and former male customers via e-mail (e-mails from customers)

Once Pantene/Head & Shoulders recognized that its products weren't meeting the needs of Black women, what should be the company's first step in the research process?

Work to analyze the situation and define the problem.

Before creating a survey, the research partner suggests that GWM might wish to do qualitative research. Such research can offer valuable insights into real consumers. 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

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?

all answers are correct

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.

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

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.

After looking at industry reports and finding that it was not selling to Black women, Pantene/Head & Shoulders needed to speak with Black women about why the Pantene/Head & Shoulders' line of products wasn't meeting their needs. This is an example of

primary research.

Pantene/Head & Shoulders needed to know what the best product would be to bring to the hair care market. For this reason, Pantene/Head & Shoulders' research efforts would be devoted to developing these two new products'

product concept.

What was shown in the video was a focus group speaking with Black female consumers. A focus group is a useful way to learn from consumers. The data generated from Pantene/Head & Shoulders' focus groups is best described as

qualitative

GMW's agency is interested in using secondary data to help create the ads. Which of the choices below is notsecondary data for the agency?

responses from a survey the agency conducts

Pantene/Head & Shoulders examined industry research suggesting that the growth of sales among white women was twice that of Black women, clearly indicating that they were not meeting the needs of this consumer segment. This industry data, collected by someone other than Pantene/Head & Shoulders, is best described as ________ data.

secondary

The opening vignette suggests that consumers loved the Smaht Pahk ad, but it is still unknown whether liking the humorous ad will translate into increased car sales. If consumer liking does in fact relate positively to sales, this would suggest that liking is a(n) ________ measure of ad effectiveness.

valid

GWM's research partner claims to have an instrument that assesses how interested consumers are in making a purchase. To the extent this measure accurately predicts real purchases by consumers, it can be said to have

validity.