ADV1300 Chapter 6
Advertising strategy research occurs after the creative work has started, and it typically involves free-association tests and sales tests.
False
Domestic research tends to be more expensive than international research.
False
One of the problems with primary data is the high probability of information obsolescence.
False
Primary research is the first step in the research process.
False
Qualitative research is most useful for testing hypotheses and providing data for mathematical modeling and projections.
False
Researchers often use probability samples because they are easier, less expensive, and less time-consuming than nonprobability samples.
False
Some of the methods used in posttesting are direct questioning, focus groups, trailer tests, and voice pitch analysis.
False
The final step in the research process is ad posttesting.
False
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?"
False
A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.
True
Advertising is one of the largest costs in a company's marketing budget.
True
Advertising research uncovers the information needed to make advertising decisions.
True
Aided recall tests, unaided recall tests, attitude tests, inquiry tests, and sales tests are methods used for posttesting ads.
True
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.
True
Effective survey questions must have focus, they must be clear, and they must be brief.
True
For a test to be valid, its results must be free of bias and reflect the true status of the market.
True
In the observation method, researchers monitor people's actions
True
It's important for global advertisers to perform research.
True
Pretesting and posttesting are categories of advertising research.
True
Researchers run clutter tests by showing test commercials along with noncompeting control commercials in order to determine the effectiveness of the test commercials.
True
Telephone and mail surveys tend to be more expensive than focus groups and online surveys
True
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.
True
The projective technique of qualitative research would typically involve researchers asking questions such as, "What kind of people watch the Saw movies?"
True
There is no one best method for pretesting advertising variables
True
When conducting quantitative research, the interviewer should rely heavily on the script provided and should avoid improvising when asking questions.
True
