Smartbook 7
To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research? Multiple choice question. IMC strategy preset strategy production strategy creative mix
IMC Strategy
How does an advertiser know that its campaign has succeeded in reaching its target audience?
Market share increases. A change in awareness occurs.
What types of information are important to advertisers? Multiple select question. If their customers are married Where their customers spend their media time Where their customers spend money What their customers like Who their customers are
Where their customers spend their media time Where their customers spend money What their customers like Who their customers are
Primary research raises one legitimate concern. What is it? Multiple choice question. the accuracy of the findings whether the respondents were paid enough whether enough questions were asked whether the sample audience was large enough
accuracy of findings
What is it called when a researcher in a scientific investigation randomly assigns different consumers to two or more messages or stimuli? Multiple choice question. an experiment a survey an in-group interview an observation
an experiment
Concept Research
assessing audience's acceptance of creative ideas
What are used to determine how effectively a campaign creates a favorable image for a company? Multiple choice question. inquiry tests aided recalls unaided recalls attitude tests
attitude test
Each brand needs to create a guide for the creative centered on knowing its consumers' wants, needs, and motivations. Why? Multiple choice question. because IMC often works differently for different brands within a category because brand equity cannot be contained in short periods because every brand achieves leadership status over a long period of time because federal regulations require that marketing plans are based on hard data
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? Multiple choice question. problem definition formal research informal research situation analysis
informal research
Which one of the following is a characteristic of a focus group session? Multiple choice question. It is not moderated. It is viewed from behind a one-way mirror. It is completed in four hours. It is representative of the whole population.
it is viewed from behind a one way mirror
What does MIS refer to? Multiple choice question. a media information strategy a marketing information system a media internet strategy a market integrated system
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? Multiple choice question. advertising research market research marketing research integrated research
marketing research
What is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions? Multiple choice question. marketing research market research integrated research advertising research
marketing research
What is one challenge related to research conducted in international markets? Multiple choice question. It is not influenced by cultures of a country. It s more expensive than domestic research. It is less expensive than domestic research. It is consistently unreliable.
more expensive
What does the David Ogilvy Research Award honor? Multiple choice question. the best advertisement at the lowest cost the most effective use of shock value in an ad campaign the most effective campaign guided by research the best use of color in an advertisement
most effective campaign guided by research
what is another name for qualitative research
motivation resarch
A researcher counting traffic or watching people react to product displays are examples of which type of technique or method? Multiple choice question. projective techniques the observation method the experimental method intensive techniques
observation method
Researchers go into the field to monitor the activities of consumers using which method or technique? Multiple choice question. experimental method observation method projective technique intensive technique
observational method
Unlike quantitative research, qualitative research is used by marketers to perform what function? Multiple choice question. get hard numbers about a specific marketing situation gain direct insight into specific problems formulate a good solution to address a problem obtain a general impression of the market
obtain a general impression of the market
Identify an aspect of IMC strategy that can be pretested effectively. Multiple choice question. message effectiveness marketing budget allocation package design sale effectiveness of a product
package design
When doing research for print ads, direct questioning is often used at what stage? Multiple choice question. pretest experiment posttest observation
pretest
What is it called when message testing occurs before a campaign launches? Multiple choice question. inquiring pretesting attitude testing tracking
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? Multiple choice question. primary research derivative research desk research market research
primary research
Asking consumers indirect questions to generate a discussion about a product is an example of what type of technique/method? Multiple choice question. experimental method observation method intensive technique projective technique
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?". Multiple choice question. projective techniques experimental methods intensive techniques observation methods
projective techniques
Consumers are urged to have open discussions with interviewers in ______. Multiple choice question. quantitative research attitude test non-probability sampling qualitative research
qualitative research
What must researchers do to get hard numbers about specific marketing situations? Multiple choice question. pretesting qualitative research secondary research quantitative research
quantitative research
What must researchers do to get hard numbers about specific marketing situations? Multiple choice question. quantitative research pretesting qualitative research secondary research
quantitative research
What type of tests show the potency of message components, such as size or color? Multiple choice question. attitude inquiry recall sales
recall
What drives marketing decision making? Multiple choice question. guesswork intuition research assumptions
research
What drives marketing decision making? Multiple choice question. research intuition assumptions guesswork
research
What issues must marketers consider carefully when conducting primary research? Multiple choice question. whether the research is valid and reliable whether the research was obtained via phone or the Internet whether the research is one to three years old whether the research is fresh and exciting
research is valid and reliable
When using sampling methods, researchers choose from the universe a(n) that they expect will represent the population's characteristics.
sample
What is the first step in the marketing research process? Multiple choice question. informal (exploratory) research primary research situation analysis and problem definition interpretation and reporting of findings
situational 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
What is it called when message testing occurs before a campaign launches? Multiple choice question. pretesting tracking inquiring attitude testing
the universe
What is a disadvantage of recall tests? Multiple choice question. They do not measure if respondents will actually buy a product. They do not reveal the effectiveness of a message's components. They do not measure what respondents noticed about a product. They do not measure the sales effectiveness of a message.
they do not measure if respondents will actually buy a product
Name one of the positives about in-depth interviews. Multiple choice question. They are inexpensive when compared to projective techniques. They illuminate individual motivations. They can be conducted quickly, They are representative of the entire target market.
they illuminate individual motivations
How is the effectiveness of a campaign, after it runs, evaluated? Multiple choice question. previewing tracking selection strategizing
tracking
True or false: Research is helpful in determining which creative concepts to use in the IMC strategy. True false question. True False
true
In order to make a report understandable and useful to managers, a researcher should avoid the following. Multiple choice question. stating the research problem using raw data in the appendix using technical jargon making suggestions
using technical jargon
The results of _____ tests mirror the actual market status. Multiple choice question. repeatable accessible valid dependable
valid
Positive attitude changes about a brand are likely to predispose consumers to take what action? Multiple choice question. spread negativity about competing brands buy the company's product ask for discounts and coupons ignore other products of the same company
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. Multiple choice question. market product communications creative
creative
What can researchers ascertain from scanning Universal Product Codes? Multiple choice question. how many customers use a particular product how many employees have sold a particular product which products are selling and how well which products have greater quality than other products
which products are selling and how well
IMC strategy research
defining product concepts
What are the first steps in the marketing research process? Multiple select question. defining the problem analyzing the situation contacting potential consumers constructing ad templates conducting focus groups
defining the problem analyzing the situation
After building an IMC strategy, what do companies begin doing? Multiple choice question. selecting the target audience developing creative concepts developing the product concept selecting appropriate media
developing creative concepts
message pretesting
diagnosing communication problems before a campaign begins
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? Multiple choice question. sales tests posttesting direct questioning attitude tests
direct questioning
Name one of the advantages of pretesting. Multiple choice question. distinguishing the strong messages from the weak ones forcing respondents to assume the role of expert or critic rating messages that make the best first impressions as the lowest delivering opinions that are invented to satisfy the interviewer
distinguishing the strong messages from the weak ones
message posttesting
evaluating a campaign after it runs
What can be used to measure cause-and-effect relationships? Multiple choice question. projective techniques. personal interviewing techniques. the experimental method. intensive techniques.
experimental method
When interpreting and reporting findings, tables and graphs should be ______. Multiple choice question. of the same size explained using everyday language explained using technical jargon used in rare situations
explained using everyday language
What is the name of an intensive research technique involving a half dozen or more members of a particular market discussing a product? Multiple choice question. experiment focus group test market in-depth interview
focus group
What requirements are needed when conducting quantitative research? Multiple select question. formal design basic standards for collecting data reliable design rigorous standards for collecting data
formal design rigorous standards for collecting data
The results of primary research can cause legitimate concerns when which of the following factors exist? Multiple select question. when conducting formal quantitative research when conducting research in international markets when conducting informal quantitative research when conducting research in local markets
formal, international
If a test has validity, what must be evident?
free of bias
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? Multiple choice question. estimate break-even points identify consumer needs hire employees procure raw materials
identify consumer needs
What is one of the largest costs in a company's marketing budget? Multiple choice question. R&D ESP IMC JWT
imc
What is used to assist in the selection of target markets, messages, or media? Multiple choice question. IMC strategy research creative concept research message pretesting message posttesting
imc Strategy research
Thoughtfully planned but freely structured questions help interviewers explore respondents' inner feelings in a(n) ______. Multiple choice question. test market in-depth interview quantitative test show-and-tell method
indepth interview
In order to use message strategies effectively, what should strategy research do? Multiple choice question. inform a blueprint to steer creatives focus only on short-term goals disregard data from previous research be restricted to only one brand per product category
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. Multiple choice question. analysis of the situation constructed researching objectives informal research problem definition
informal research
order
1. situation analysis and problem definition 2. informal research 3. construction of research objectives 4. primary research 5. interpretation and reporting of findings
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? Multiple choice question. marketing pricing IMC sales
IMC
What is one of the advantages of the Universal Product Code label? Multiple choice question.
it allows timely inventory control
In order to generate beneficial information for future ad campaigns, companies use which one of the following? Multiple choice question. pretest posttesting. proof testing. standardized testing.
posttesting
What is the name of the testing activity that takes place after a campaign has begun? Multiple choice question. direct questioning posttesting a focus group a survey
posttesting
