JMC 3333 Quizzes 1-4

What comination produces the Marketing and Advertising Sweet Spot?

A Consumer Insight and a Brand Insight.

Unlike other types of business planning, research planning has one other key variable. Which is it?

Amount of ambiguity that can be accepted in the outcome.

What are the four scaling properties that are used to describe the properties of the four levels of measurement?

Assignment, Order, Distance, Origin

What are some of the direct benefits that can result from conducting advertising research? (3)

Can help advertisers save money by avoiding incorrect decisions. Can help advertisers gain an advantage over competitors. Can help advertisers adapt to change.

How do you find the sweet spot? (formula)

Data, Information, Insight, Inspiration

The end result of the initial stage in the research process is a well-defined and focused problem statement that should contain what elements? (3)

Definition of the marketing or communications problem the research must solve. Justification for the research (why it is necessary). Specific information needs.

The kind of research that deals primarily with "what is/what are" questions and seeks to describe the relevant characteristics of the situation in detail so that advertisers can best capitalize on it is called...

Descriptive Research

What are serious ethical issues in the conduct of research?

Ensuring the subjects engage voluntarily, their answers are kept confidential, and the subjects are not deceived as to the purpose of the study.

T/F All secondary research can always be obtained for free.

False

T/F An example of measurement at the nominal level could be something like knowing the finishing places of horses in a horse race, but without knowing their times.

False

T/F Beyond sample sizes of 1,000, small increases in sample size will resulr in relatively large decreases in sampling error when generalizing the results of a survey to the general population.

False

T/F Causal research has the advantage of flexible methods.

False

T/F Deductive reasoning is associated with qualitative data analysis.

False

T/F Generally we want to collect data at the lowest appropriate level of measurement in order to make our resulting analysis simple.

False

T/F If a study has internal validity, then there can't be any problems with external validity.

False

T/F If you were to change your major because Coach Riley said you should, that's an example of the "a priori/intuition" method of knowing.

False

T/F It is possible for a study or measurement instrument to be valid but still not be reliable.

False

T/F My original Apple iPod came with eight gigabytes of memory-storage or memory is a product benefit.

False

T/F Previous qualitative research on the same or a similar topic aren't of any help when it comes to the development of operational definitions.

False

T/F Qualitative research is usually conducted with very large samples.

False

T/F Qualitative research would be a good approach for solving a Descriptive research problem.

False

T/F Research is the only good decision-making tool and should entirely replace intuition and experience in the decision-making process.

False

T/F The terms "method" and "methodology" are synonymous and can be used interchangeably when discussing research planning.

False

T/F To ensure the research objective is achieved, a focus group interview schedule consists mainly of close-ended questions.

False

T/F When a variable is considered an independent variable, we are assuming it changes as the result of some other factor.

False

T/F When conducting primary research, it is best to avoid determining what you need to find out first so that you don't miss out of something interesting.

False

T/F The ideal size of a focus group is 3 to 5 people.

False (6 to 12)

T/F As a result of research, Miller Lite turned a percieved problem into an opportunity by associating the slow pouring of its beer with quality.

False (Heims ketchup)

What is true of Laddering? (4)

It is based on means-end theory. Typically used in in-depth interviews. Attempts to trace the relationship between a product's attributes and the values consumers get from them. Typically involved asking a series of "why" questions.

What is true regarding probability sampling? (4)

It's almost always more expensive and time-consuming compared to non-probability sampling. It makes it possible to statistically estimate sampling error. It enhances the external validity of a study and its findings. Most types require a list of all the people in the target population.

What are the characteristics of the scientific method? (5)

Logical/Objective (impersonal) Empirical Systematic/Cumulative Predictive Relieable/Valid

What are two sources of syndicated research for the advertising industry?

Nielson and Simmons Insight

What is the most powerful of the four levels of measurement?

Ratio

If a study is repeated and produces the same results as the original study, this is referred to as...

Reliability

The use of secondary data offers what advantages? (3)

The data can often be gathered quickly and inexpensively. It may be useful in solving specific problems. It can provide information that may not be available any other way.

All projective techniques share what element in common?

They are all based on the "projective hypothesis."

T/F A "research subject" is any person, object, practice, or process that is observed for research purposes.

True

T/F Academic research is one area of published research you can turn to for an unbiased viewpoint.

True

T/F Analysis of qualitative data typically involves scanning the transcripts or data record looking for overarching themes that address, or are related to, your identified research problem.

True

T/F Charles Coolidge Parlin discovered something important for the Campbell Soup Company by digging through trash.

True

T/F During data analysis, it is common for researchers to treat semantic differential scales or Likert-type items as though they produce measurement at the interval level, when appropriately presented.

True

T/F Federal, state and local government agencies produce research that often has relevance to marketing and advertising.

True

T/F If you need sensitive demographic information during a personal interview, such as income information, it's best to get it at the end of the interview after a certain amount of trust has been built up.

True

T/F In qualitative research, the main goal behind increasing the sample size is to reduce the potential for making a "discovery error."

True

T/F In research, a hypothesis is a prediction of the outcome of a study.

True

T/F In simple terms, validity has to do with whether the research really studied what it proposed to study.

True

T/F One reason we might use multi-item scales for our operationalizations of concepts is that words and terms can mean different things to different people.

True

T/F One way to test the reliability of a multi.item scale is Cronbach's alpha.

True

T/F Personal interviews or one-on-ones are more appropriate for situations in which extensive, detailed probing of attitudes, behaviors, motivations, or needs is required.

True

T/F Qualitative research, compared to quantitative research, tends to depend more heavily on the active involvement and interpretive skills of the researcher.

True

T/F Research designed to solve a specific problem or help make a specific decision is typically called "applied" research.

True

T/F The Situation Analysis usually consists almost entirely of secondary research.

True

T/F The primary source of secondary data is the source that gathered the research in the first place.

True

T/F The relative speed of conducting qualitative research is one of its advantages compared to quantitative research.

True

T/F Validity addresses the issue of whether something like a survey item measures what it is supposed to measure.

True

What are some questions to ask about a qualitative research report, when evaluating whether the design and analysis are accurate and complete?

Was the study conducted in an appropriate manner? Does it make sense (have face validity)? Does it have rigor? Were the respondents among our target audience?

The research definition that forces the researcher to translate an abstract research concept, such as brand preference, into one or more empirical indicators of the concept so that it can be quantitatively measured is called...

an operational definition

The FCB Planning Grid:

divides products into types/categories based on whether they are high-vs. low-involvement products. can be used to develop strategies according to consumers' relationship to the products. divides products into types or categories based on whether they are thinking vs. feeling products.

The first three steps in the quantitative measurement process are:

identifying the concept of interest, developing the conceptual definition, the developing the operational definition

Whether U.S. Census Bureau data is considered primary or secondary depends on...

who is using the data.