Advertising Test CHAPTER 6

T/F: When conducting quantitative research, the interviewer should rely heavily on the script provided and should avoid improvising when asking questions.

T

T/F: Domestic research tends to be more expensive than international research.

F

T/F: One of the problems with primary data is the high probability of information obsolescence.

F

T/F: Primary research is the first step in the research process.

F

T/F: Qualitative research is most useful for testing hypotheses and providing data for mathematical modeling and projections.

F

T/F: Researchers often use probability samples because they are easier, less expensive, and less time-consuming than nonprobability samples.

F

T/F: Some of the methods used in posttesting are direct questioning, focus groups, trailer tests, and voice pitch analysis.

F

T/F: The final step in the research process is ad posttesting.

F

T/F: The following question would most likely be part of a qualitative research study: "Do you feel the decorations in the downtown shopping area reflect the TRUE meaning of the holiday season?"

F

A marketing research firm is testing consumer reactions to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. The firm's test most likely lacks A. reliability. B. distinctiveness. C. clarity. D. standardization. E. validity.

A

A marketing researcher designed a questionnaire that asked, "In your opinion, how should the government take a more active role in making sure that your food is handled properly?" This is an example of what type of question? A. open-ended B. multiple choice C. dichotomous D. closed-ended E. tabulation

A

A researcher became a chef with a resort hotel chain for six months to observe food-handling practices. He saw food preparers using the same towel to wipe their hands, the counter, the food slicer, and cooking utensils during one food preparation session. In addition, he found the chefs tasted the food using their fingers. The researcher used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations. A. observational B. simulation C. experimental D. manipulation E. survey

A

An MIS (Marketing Information System) is a A. sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions. B. system used to ensure that none of the steps in the research process is ignored or applied incorrectly. C. hierarchical chart for categorizing the relevance of different types of primary data. D. process used to assess and prioritize internal environmental strengths, weaknesses, unidentified opportunities, and threats. E. set of complex procedures used for gathering information and converting it into manageable secondary data for making advanced advertising decisions.

A

Before beginning an advertising campaign for its new Snickers Charged candy bar, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchases and brand loyalty. Before developing the creative strategy and the media strategy for the new candy bar, Mars most likely had to conduct research on A. the product concept. B. media selection. C. promotion methods. D. messaging formats. E. the message element.

A

Celia has developed a website for seniors to get together and watch live videos of birds while the seniors talk in chat rooms. Before she runs an advertising campaign, Celia should conduct A. a situation analysis of seniors' use of the Internet, live bird videos, and chat rooms to define any problems. B. secondary research on seniors who identify as birders. C. an interpretation of census data on seniors with charts and a report of findings. D. a validity assessment on the reliability of the website performance and live streaming videos. E. primary quantitative research with seniors who identify as birders around the nation.

A

If advertising is the dominant element in a company's marketing mix, then a(n) _____ test is the best type of posttest to use. A. sales B. clutter C. differential D. attitude E. inquiry

A

The three basic research methods used to collect quantitative data are A. observation, experiment, and survey. B. observation, simulation, and experiment. C. role-playing, simulation, and observation. D. field tests, market tests, and laboratory tests. E. survey, role-playing, and market tests.

A

To increase the likelihood of preparing the most effective advertising messages, companies use A. pretesting. B. inquiry tests. C. attitude tests. D. posttesting. E. unaided recall.

A

When Jonas was asked to list all of the commercials he remembered seeing when he watched the SEC football game between Alabama and Auburn, he was participating in a(n) A. recall test. B. projective interview. C. focus interview. D. attitude test. E. inquiry test.

A

Effective survey questions have three important attributes. They are A. completeness, clarity, and measurability. B. timeliness, directness, and efficiency. C. clarity, focus, and brevity. D. specificity, measurability, and timeliness. E. completeness, timeliness, and specificity.

C

T/F: Researchers run clutter tests by showing test commercials along with noncompeting control commercials in order to determine the effectiveness of the test commercials.

T

An advertising researcher would most likely use _____ to measure the effectiveness of a television commercial in getting attention and increasing brand awareness. A. portfolio tests B. clutter tests C. perceptual meaning studies D. paired-comparison methods E. order-of-merit tests

B

Casper Mattresses made a website to ask consumers questions about how they feel about their current mattress, their daily sleep patterns, and how much they would be willing to pay for a new mattress. Casper was collecting A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

B

T/F: Telephone and mail surveys tend to be more expensive than focus groups and online surveys.

T

During _____, an advertising researcher would be most likely to use aided recall, sales tests, and inquiry tests. A. strategy determination B. posttesting C. pretesting D. marketing integration E. concept development

B

Hype International manufactures fragrances used in a variety of products. When the firm develops a new fragrance, it asks consumers to create collages based on how the smell makes them feel. Highly experienced researchers are needed to interpret the consumers' subconscious feelings, but Hype believes the expense is worth it. Which term best describes the method Hype uses? A. involvement sampling B. projective technique C. focus group sampling D. open-ended research E. interrogative sampling

B

Lance, an advertising researcher, is selecting potential survey participants from a list of all the people who have ordered HMR dietary products by mail since January 2012. The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs. Since every person in the target population has an equal and known likelihood of being picked, the group he selects will be a A. projective group. B. probability sample. C. nonprobability sample. D. focus group. E. mini-universe.

B

Most nursing home lawsuits are settled out of court and never go to trial, so little public information is available about the total money expended by nursing homes and their insurance companies on litigation-related costs. One national study questioned lawyers and found that 88% of all nursing home cases were resolved through settlements and that the average recovery of claims was $406,000. The information gathered by this study would be an example of A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

B

To better understand if an ad campaign for the Keurig coffeemaker was acceptable to consumers, the company sponsored _____ research. A test market was established in Portland, Oregon, where the new ads for the coffeemaker ran, and then sales in the area were compared to national sales where the ad did not run. The research showed sales increased in Portland, so the company moved forward with a national rollout of the new campaign. A. results-oriented B. experimental C. observational D. stimulus-response E. regional

B

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents which reason best described why they wanted to eat more nutritiously: (a) to lose weight; (b) to prevent health problems later in life; (c) to follow their doctor's advice; or (d) to manage an existing medical condition. This was more than likely an example of a(n) _____ question. A. open-ended B. multiple choice C. dichotomous D. bipolar E. tabulation

B

Which of the following would most likely involve testing ad slogans prior to production? A. advertising strategy research B. creative concept research C. storyboard testing D. posttesting E. pretesting

B

_____ uses research to focus the creative process in order to nurture a relationship between consumer and brand. A. Empowerment B. Account planning C. Customer transformation D. Relationship marketing E. Relationship research

B

T/F: The U.S. Census would be an effective source of secondary data for a health care provider seeking information about locations with high concentrations of senior citizens.

T

Following its latest ad campaign, Mail Chimp asked consumers a series of direct and unstructured questions to measure if the campaign created a positive image for the company. The company conducted a(n) A. inquiry test. B. projective interview. C. attitude test. D. sales test. E. recall test.

C

For a quantitative test to be valid, the test must A. use a random sample of the population. B. be cost-efficient. C. reflect the true status of the market. D. be open-ended. E. be repetitive.

C

Kraft Foods aired a new advertisement "The Calcium They Need" in five _____, including Austin, Olympia, and Raleigh. They found a 10 percent increase in sales where the ad ran. Following the successful experimental research, the company rolled out the new ad nationally. A. probability samples B. surveys C. test markets D. nonprobability samples E. target markets

C

On a survey, students were asked to answer "yes" or "no" to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions. A. open-ended B. multiple choice C. dichotomous D. bipolar E. tabulation

C

Once a research project on the viability of a cable channel designed to meet the needs of the Hispanic market has concluded its secondary research, it should next A. engage in qualitative research. B. determine the target market size. C. establish research objectives. D. conduct a competitive analysis. E. hire a product manager.

C

Participants were asked whether a Budweiser beer commercial using the Clydesdale horses created a favorable image for Budweiser. This is most likely an example of a(n) _____ being used to posttest an ad. A. inquiry test B. projective interview C. attitude test D. sales test E. recall test

C

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries, including automotive, fresh produce, and household products. A trained moderator led the group's unstructured discussions and guided the participants to reveal their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research. A. projective B. instructive C. intensive D. manipulative E. informative

C

The _____ is perceived as a consumer advocate during the advertising planning process. A. agency B. art director C. account planner D. ad producer E. ad source

C

The development of ______ facilitated the collection of observation data. A. research heuristics B. cross-tab capabilities C. UPC labeling D. MIS E. test marketing specifics

C

The observation method of data collection A. seeks in-depth, open-ended responses from targeted groups. B. is a projective technique that relies on highly skilled experts. C. monitors the actions of people being studied. D. is the most common way to gather primary data. E. is designed to measure cause-and-effect relationships.

C

What is a characteristic of nonprobability samples? A. highly valid B. universe equality C. ease of use D. time-consuming E. very expensive

C

Which of the following statements about the experimental method of data collection is true? A. It is the most commonly used method for quickly gathering primary research data. B. The method is preferred by researchers because it is inexpensive and easy to use. C. It is commonly used to test market new products in isolated geographic areas. D. It is useful in obtaining information on consumer interests and opinions. E. It is commonly used to gather external secondary data.

C

Which term refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions? A. primary market data mining B. integrated marketing communications C. marketing research D. environmental analysis E. research behavior

C

T/F: The projective technique of qualitative research would typically involve researchers asking questions such as, "What kind of people watch the Saw movies?"

T

A shopper at Whole Foods was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked the shopper if the ad seemed credible. What method of pretesting was the researcher using? A. portfolio analysis B. central location testing C. focused questioning D. direct questioning E. observational research

D

EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how to create a customized closet. The ads will run in the December edition of Martha Steward Living magazine. The ad that generates the most responses will be considered most effective and will be run in future publications. What kind of a test is the firm conducting? A. advertising pretest B. sales test C. recall test D. inquiry test E. attitude test

D

Kraft Foods brought together a group of twenty mothers to discuss their views of Kraft Singles in comparison to less expensive brands. The conversation was run by a trained researcher who led the _____ to reveal the participants' true feelings about the products. A. experiment B. simulation C. observations D. focus group E. survey sample

D

Levis wants to know what college-aged consumers think about their new ad campaign for their Desperado style jeans. The college-aged consumers polled for this marketing research are known as a population or a(n) A. reliability quotient. B. focus group. C. sample. D. universe. E. validity quotient.

D

The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships. A. stimulus-response B. results-oriented C. observation D. experimental E. source-based

D

The first step in the research process is to A. quantify the desired findings. B. conduct exploratory research. C. determine research mode. D. define the problem. E. set a budget.

D

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study that asked respondents which of four reasons best explained why they wanted to eat more nutritiously: to lose weight, to prevent health problems later in life, to follow their doctor's advice, or to manage an existing medical condition. The answer to this question is an example of _____ research. A. qualitative B. informal C. experimental D. quantitative E. observational

D

Which of the following is a good guideline to use for developing an effective questionnaire? A. Posttest the questionnaire frequently. B. Write lengthy questions to keep respondents interested. C. Avoid developing specific research objectives. D. Put demographic questions at the end of the questionnaire. E. Ask leading questions to get the desired results.

D

Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads, and whole advertising campaigns? A. consumer behavior B. ethnographics C. marketing research D. advertising research E. strategic marketing

D

Which question would be used to gather qualitative research? A. Would you pay $69.98 annually for movie-on-demand capabilities? B. Do you watch cable television more than ten hours per week? C. Have you ever felt like you watch too much cable television? D. How would you describe your ideal cable television channel? E. Do you currently have access to satellite television?

D

_____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs. A. Pretesting B. A trailer test C. A clutter test D. Posttesting E. A galvanometer

D

T/F: There is no one best method for pretesting advertising variables.

T

A disadvantage of collecting primary data is that it is A. not available freely. B. difficult to interpret. C. usually outdated. D. overly quantitative. E. typically expensive.

E

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would most likely lack A. reliability. B. bias. C. clarity. D. standardization. E. validity.

E

A question such as "Why do you allow your child to have a pet?" would most likely be a part of a(n) _____ research project. A. experimental B. quantitative C. observational D. secondary E. qualitative

E

For a quantitative test to be reliable, the test must A. use a random sample of the population. B. be cost-efficient. C. reflect the true status of the market. D. be open-ended. E. produce the same results each time it is administered.

E

Forrester Research carried out an evaluation of ShoeSource.com. Users of the ShoeSource website were asked questions about the ease of using the website and their perceptions of the site. Which research method was most likely used to learn consumer's perceptions of ShoeSource.com? A. experimental B. simulation C. observation D. ethnographic E. survey

E

Forrester Research has carried out an evaluation of European online retailers by asking consumers how well the websites helped them achieve their goals. Forrester surveyed only a _____, a small portion of the people that represent consumers who shop online. A. probability universe B. pretest population C. target market D. mini-universe E. sample

E

If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the web surfing habits of various demographic groups. This would be an example of A. proliferation research. B. recall testing. C. inquiry testing. D. advertising concept testing. E. media research.

E

In comparison to primary data, secondary data A. are more costly to gather. B. are always valid even if they are not always reliable. C. are more time-consuming to gather. D. availability guarantees the researcher will do a better job. E. can be gathered from internal sources as well as external sources.

E

Jad is an advertising manager for a new line of vitamins. He needs to research other competitors' current expenditures on advertising, so he looks into information from www.statista.com, which most likely contains A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

E

Square Space ran a research study to see how consumers use existing website building platforms. In the study, they cited findings from Google that tracked consumers' behavior as they built websites through several different services. The information Square Space pulled from Google's survey is A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

E

T/F: Advertising strategy research occurs after the creative work has started, and it typically involves free-association tests and sales tests.

F

T/F: A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.

T

T/F: Advertising is one of the largest costs in a company's marketing budget.

T

T/F: Advertising research uncovers the information needed to make advertising decisions.

T

T/F: Aided recall tests, unaided recall tests, attitude tests, inquiry tests, and sales tests are methods used for posttesting ads.

T

T/F: Conducting original international research can be fraught with problems including understanding the nuances of another culture, translating accurately, and gaining the trust of consumers who may view strangers suspiciously.

T

T/F: Effective survey questions must have focus, they must be clear, and they must be brief.

T

T/F: For a test to be valid, its results must be free of bias and reflect the true status of the market.

T

T/F: In the observation method, researchers monitor people's actions.

T

T/F: It's important for global advertisers to perform research.

T

T/F: Pretesting and posttesting are categories of advertising research.

T