chapter 6

How do companies try to ensure that an advertising message will be effective?

They pretest advertisements to diagnose possible communication problems.

What do ad agency's account planners do?

They understand what consumers think about a product and what influences them.

True or false: Advertising research is helpful in determining creative concepts that can be used in advertisements.

True

In the research process, secondary research is conducted after ______.

a situation analysis and identification of the problem takes place

Companies use _____ to collect information on what people think about them and their products and services.

advertising research

As one of the intensive techniques for qualitative research, in-depth interviews _____.

allow marketers to gain insight into individual motivations

Projective techniques used in qualitative research _____.

allow researchers to involve consumers in a situation by asking indirect questions

Identify the pretesting method that involves showing test commercials to people and asking questions before and after the show.

central location tests

To successfully conduct research in foreign markets, advertisers must understand _____.

cultural traits and habits of the markets

At the beginning of a marketing research project, a company should _____.

develop a statement containing the problem and objectives of the research

After developing an advertising strategy, marketers start the _____ for advertising.

development of creative concepts

Identify a method of pretesting print ads that is designed to draw out responses from people to an advertisement.

direct questioning

Which intensive research technique tries to understand how people live their lives and is gaining in popularity among advertisers and even high-tech companies?

ethnographic research

Which quantitative research technique allows one to measure cause-and-effect relationships?

experimental method

An intensive qualitative research technique in which a group of people is asked to talk about a product, service, concept, or idea is known as a(n) _____.

focus group

In contrast to quantitative primary research, qualitative research is used by marketers to _____.

gain a general knowledge about a product, a consumer, or a market

An accurate statement about a marketing information system is that it _____.

provides the required information to managers when needed

What research method encourages people to share their thoughts and feelings through in-depth, open-ended responses?

qualitative research

A type of primary research that provides researchers with accurate and verifiable numerical values representing specific marketing situations is called _____ research.

quantitative

Select the types of primary research. (Select all that apply)

quantitative research qualitative research

For a test to achieve validity, it must ______. (Select all that apply)

reflect the true status of the market be free of bias

The main role of an account planner in an ad agency is to _____.

represent the consumer

What step of the research process is designed to explore a problem by reviewing information that has been previously collected and interviewing a few key people with the most information to share?

secondary research

Media research is used to ______. (Select all that apply)

select media vehicles evaluate results of media choices develop media strategies

Which basic method of quantitative research, used to collect people's opinions, can be conducted in person, by mail, on the telephone, or via the Internet?

survey method

A type of experiment is ______ in which a product is introduced in an isolated geographic area to measure its effectiveness before a national release of the product.

test market

Because it is hard to control every marketing variable, ______ is difficult to use and quite expensive.

test marketing

For primary research to be valid, _____.

the findings of the research must reflect the market status accurately

An intensive qualitative research technique that allows for the examination of more in-depth feelings by respondents is known as _____.

the in-depth interview

Why do marketers use clutter tests for pretesting radio and TV ads? (Check all that apply.)

to ascertain their effectiveness to evaluate respondents' understanding to determine shortcomings of the ads

Why do companies use advertising research? (Select all that apply)

to know how people view the competition to know how people perceive its products to understand what brand image would be most credible

What is the purpose of the final report of research?

to make research conclusions clear to company executives

Why do marketers pretest ads?

to make sure the advertising message will be effective

Advertisers use to obtain and analyze information on the popularity of media vehicles

Blank 1: media Blank 2: research

Identify an accurate statement about conducting research in international markets.

Collecting data in international markets is more expensive than in domestic markets.

What is the next step after finishing the exploratory research phase in the marketing research process?

Identify research objectives.

How does marketing research help managers? (Check all that apply.)

It gives information that is required for the development of new products. It enables managers to identify consumers' needs and market segments. It helps managers to assess the efficacy of promotional activities.

Identify an accurate statement about the focus group as an intensive research technique.

It is guided through a discussion by a trained moderator.

Identify an accurate statement about the experimental method.

It is used primarily for new product and new campaign introductions.

______ are used in qualitative research to gain an insight into consumers' deep-seated opinions, feelings, motives, and needs.

Projective techniques

The final step in the research process involves _____.

interpreting and reporting the findings

An accurate statement about ethnographic research as an intensive research technique is that it _____.

involves getting out and talking to people where they are, while they're doing whatever it is they do

A characteristic of direct questioning as a pretesting technique is that it _____.

is used in the initial stages of ad development

The process that managers use to collect, record, and examine new information in order to make marketing decisions is referred to as ______.

marketing research

What is another name for qualitative research?

motivation research

Identify a quantitative research technique that allows researchers to actually monitor consumers' actions.

observation method

Which quantitative research method is mostly conducted by independent marketing research companies?

observation method

When a company wants to collect data about a specific problem or issue it would use ______ research

primary