Chapter 7 Marketing
random probability samples
A sampling method in which every unit in the population universe is given an equal chance of being selected for the research.
marketing information system (MIS)
A set of procedures for generating an orderly flow of pertinent information for use in making market decisions.
attitude test
A type of posttest that usually seeks to measure the effectiveness of an advertising campaign in creating a favorable attitude or evaluation for a company, its brand, or its products.
sales test
A useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the company's marketing plan. Sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads.
universe
An entire target population.
Universal Product Code (UPC)
An identifying series of vertical bars with a 12-digit number that adorns every consumer packaged good.
validity
An important characteristic of a research test. For a test to be valid, it must reflect the true status of the market.
reliability
An important characteristic of research test results. For a test to be reliable, it must be repeatable, producing the same result each time it is administered.
in-depth interview
An intensive interview technique that uses carefully planned but loosely structured questions to probe respondents' deeper feelings.
test market
An isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, or promotional campaign, prior to a national rollout.
To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research?
IMC strategy
What is used to assist in the selection of target markets, messages, or media?
IMC strategy research
halo effect
In ad pretesting, the fact that consumers are likely to rate the one or two ads that make the best first impression as the highest in all categories.
Which one of the following is a characteristic of a focus group session?
It is viewed from behind a one-way mirror.
media vehicles
Particular media programs or publications.
recall tests
Posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched.
intensive techniques
Qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include in-depth interviews and focus groups.
IMC Research
Research activities that focus on the development and evaluation of IMC strategies and tactics., systematic gathering and analysis of info for that.
primary data
Research information gained directly from the marketplace.
nonprobability samples
Research samples that do not provide every unit in the population with an equal chance of being included. As a result, there is no guarantee that the sample will be representative.
quantitative research
Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations.
qualitative research
Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle.
media subclasses
Smaller divisions of media classes, such as radio, TV, magazines, newspapers, and so on.
media units
Specific units of advertising in each type of medium, such as half-page magazine ads, 30-second spots, and so on.
merchandise
Synonymous with product concept when used in reference to the 5Ms of advertising testing.
posttesting
Testing the effectiveness of an advertisement after it has been run.
pretesting
Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups.
sample unit
The actual individuals chosen to be surveyed or studied.
What are used to determine how effectively a campaign creates a favorable image for a company?
attitude tests
Each brand needs to create a guide for the creative centered on knowing its consumers' wants, needs, and motivations. Why?
because IMC often works differently for different brands within a category
What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem?
informal research
What is one challenge related to research conducted in international markets?
its more expensive than domestic research
How does an advertiser know that its campaign has succeeded in reaching its target audience?
market share increases, a change in awareness occurs
To obtain better research results, what should be used in conjunction with focus groups?
market surveys
What does MIS refer to?
marketing information system
What is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions?
marketing research
five Ms (5Ms)
merchandise, markets, motives, message , media
What is another name for qualitative research?
motivation research
Researchers go into the field to monitor the activities of consumers using which method or technique?
observation method
Unlike quantitative research, qualitative research is used by marketers to perform what function?
obtain a general impression of the market
Identify an aspect of IMC strategy that can be pretested effectively.
package design
What is it called when message testing occurs before a campaign launches?
pretesting
A company could find, once it completes the exploratory research phase, that it needs more information that can only be acquired from what type of research?
primary research
The information gleaned from Dunkin' Donuts' research as outlined in the video could inform IMC strategy. Based on the information the company was attempting to glean from its research, what was likely the research problem Dunkin' was attempting to explore? Multiple Choice
product concept definition
Asking consumers indirect questions to generate a discussion about a product is an example of what type of technique/method?
projective technique
Advertisers use these techniques to discover people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives through the use of indirect questions such as "What kind of people do you think shop here?".
projective techniques
Suppose Dunkin' held focus groups with consumers about their thoughts on the new product line of bakery sandwiches. The data generated from Dunkin's focus groups is best described as
qualitative
Consumers are urged to have open discussions with interviewers in ______.
qualitative research
What must researchers do to get hard numbers about specific marketing situations?
quantitative research
What type of tests show the potency of message components, such as size or color?
recall tests
Dunkin' Donuts was asking questions such as what new products consumers want, what product features were most important to their customers, what changes to the product would enhance performance and sales, and what price point would be appropriate based on consumer feedback. In terms of the three Rs of marketing, based on these questions, what was Dunkin' Donuts likely trying to do?
recruit new customers
three R's of marketing
recruiting new customers retaining current customers regaining lost customers
What drives marketing decision making?
research
What requirements are needed when conducting quantitative research?
rigorous standards for collecting data, formal design
When using sampling methods, researchers choose from the universe a(n) ____that they expect will represent the population's characteristics.
sample
What are the four most common types of survey questions?
scale dichotomous multiple choice open-ended
Dunkin' Donuts examined industry research suggesting that the growth of bakery sandwich sales was three times higher during lunch hours than during dinner hours. This industry data, collected by someone other than Dunkin', is best described as
secondary data
What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem?
situation analysis
What is the first step in the marketing research process?
situation analysis and problem definition
After completing the exploratory phase, a company needs to establish ___ ____ _____ in order to get the additional information that it needs through primary research.
specific research objectives
Primary research raises one legitimate concern. What is it?
the accuracy of the findings
What can be used to measure cause-and-effect relationships?
the experimental method.
What does the David Ogilvy Research Award honor?
the most effective campaign guided by research
A researcher counting traffic or watching people react to product displays are examples of which type of technique or method?
the observation method
Marketing Research
the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization (not market research) to help manager make marketing decisions
When using a sampling method, a company's research must reflect _____ of prospective customers.
the universe
How is the effectiveness of a campaign, after it runs, evaluated?
tracking
True or false: Research is helpful in determining which creative concepts to use in the IMC strategy.
true
In order to make a report understandable and useful to managers, a researcher should avoid the following.
using technical jargon
The results of _____ tests mirror the actual market status.
valid
The results of primary research can cause legitimate concerns when which of the following factors exist?
when conducting formal quantitative research, when conducting research in international markets
What issues must marketers consider carefully when conducting primary research?
whether the research is valid and reliable
What can researchers ascertain from scanning Universal Product Codes?
which products are selling and how well
Which of the following is an important attribute in survey questions?
brevity
Positive attitude changes about a brand are likely to predispose consumers to take what action?
buy the company's product
Companies build a message strategy by combining components of the _____ mix, which includes product concept, target audience, communication media, and the creative message.
creative
What types of information are important to advertisers?
who their customers are, what their customers like, where their customers spend their media time
What are the first steps in the marketing research process?
defining the problem, analyzing the situation
After building an IMC strategy, what do companies begin doing?
developing creative concepts
What type of research method is used to coax a variety of answers from people in order to determine how well advertising messages convey main ideas?
direct questioning
Name one of the advantages of pretesting.
distinguishing the strong messages from the weak ones
Using the information obtained from the market research as shown in the video, Dunkin' develops an IMC strategy and has created commercials for the new bakery sandwiches. The company now wants to make sure that the commercials are effective with its target audience before air time is purchased for the commercials. What should Dunkin' do to test the efficacy of these new commercials?
engage in pretesting of the commercials using members of the target audience
What is it called when a researcher in a scientific investigation randomly assigns different consumers to two or more messages or stimuli?
experiment
When interpreting and reporting findings, tables and graphs should be ______.
explained using everyday language
True or false: It is cheaper to conduct primary research in foreign markets than to do so in domestic markets.
false
What is the name of an intensive research technique involving a half dozen or more members of a particular market discussing a product?
focus group
During pretesting, respondents often rate the messages that make the best first impression as the highest in all the categories. What is this effect called?
halo effect
One of the functions of marketing research is to help managers do what?
identify consumer needs
Match the category of IMC research on the left to its usage on the right. Instructions
imc strategy research- product concepts -concept research -message pretest -message post test
Thoughtfully planned but freely structured questions help interviewers explore respondents' inner feelings in a(n) ______.
in-depth interview
In order to use message strategies effectively, what should strategy research do?
inform a blueprint to steer creatives
Name the stage of the marketing research process that includes researchers talking about problems with customers, competitors, suppliers, and employees.
informal research
When doing research for print ads, direct questioning is often used at what stage?
pretest
Creative Mix includes:
-product concept -target audience -communication media -creative message
What is researched used for?
-recruiting new customers (create product attribute models) -retaining customers (make customer satisfaction studies/ databases) -regaining lost customers
IMC purposes - 4 steps
1. IMC strategy research - define product concept or to assist in selection of target markets, messages, media 2. creative concept research- measure audiences acceptance of different creative ideas at concept stage 3. message pretesting- diagnose possible communication problems before a campaign begins 4. message post testing- enables marketers to evaluate a campaign after it runs.
5 basic steps in the research process
1. Situation analysis and problem definition 2. Informal (exploratory) research 3. Construction of research objectives 4. Primary research 5. Interpretation and reporting of findings
arrange the steps in the marketing research process in the order that they occur
1. Situation analysis and problem definition 2. Informal (exploratory) research 3. Construction of research objectives 4. Primary research 5. Interpretation and reporting of findings
inquiry test
A form of test in which consumer responses to an ad for information or free samples are tabulated.
market
A group of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price. Also, an element of the media mix referring to the various targets of a media plan.
direct questioning
A method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of development.
observation method
A method of research used when researchers actually monitor people's actions, typically in native environment
experimental method
A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus.
sample
A portion of the population selected by market researchers to represent the appropriate targeted population. Also, a free trial of a product.
media classes
Broad media categories of electronic, print, outdoor, and direct mail.
primary research
Collecting primary data directly from the marketplace using qualitative or quantitative methods.
What is one of the largest costs in a company's marketing budget?
IMC
motives
Emotions, desires, physiological needs, or similar impulses that may incite consumers to action.
What Is Marketing Research?
Helps identify consumer needs and market segments. • Provides information for developing new products and marketing strategies. • Enables managers to assess effectiveness of promotional activities. • Used to gather three Rs of marketing: recruit, retain, regain.
Before developing any messaging campaign or making any IMC decisions companies must use _______ research to get a feel for how people perceive its products, how they view the competition, and which messages offer the greatest appeal.
IMC
In order to get a feel for potential customers' views on their products, their competitors, and their advertising methods, companies use what type of research before developing a campaign?
IMC
projective techniques
In marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product. The purpose is to get an understanding of people's underlying or subconscious feelings, attitudes, opinions, needs, and motives.
message
In oral communication, the idea formulated and encoded by the source and sent to the receiver.
secondary data
Information that has previously been collected or published.
What is one of the advantages of the Universal Product Code label?
It allows timely inventory control.
If a test has validity, what must be evident?
The results must be free of bias.
informal research
The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. Also called exploratory research.
media research
The systematic gathering and analysis of information on the reach and effectiveness of media vehicles.
The Need for Research in Marketing and IMC
What Is IMC Research? • Reveals how consumers view products. • Reveals how consumers view the competition. • Shows what brand or company image would be most credible. • Shows what messages offer the greatest appeal. Applying Research to IMC Decision Making • Four categories: IMC strategy research. Creative concept research. Message pretesting. Message posttesting
What is a disadvantage of recall tests?
They do not measure if respondents will actually buy a product.
Name one of the positives about in-depth interviews.
They illuminate individual motivations.
IMC strategy research
Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles.
In order to generate beneficial information for future ad campaigns, companies use which one of the following?
posttesting
What is the name of the testing activity that takes place after a campaign has begun?
posttesting
