Chapter 6 Smartbook
Secondary research involves incorporating the results of previous studies or experiments into a new research project. It may involve qualitative or quantitative research, or both.
Secondary research involves incorporating the results of previous studies or experiments into a new research project. It may involve qualitative or quantitative research, or both.
Identify a characteristic of inquiry tests as a method for posttesting advertisements.
These tests allow researchers to have a good control of variables that induce reader action.
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.
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 a method that advertisers use for posttesting advertisements.
attitude tests
Name a posttest that is used to evaluate the effectiveness of an advertisement in establishing a positive image for brands and products of a company.
attitude tests
For a test to achieve validity, it must ______. (Select all that apply)
be free of bias reflect the true status of the market
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
Media research is used to ______. (Select all that apply)
develop media strategies evaluate results of media choices select media vehicles
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
A characteristic of recall tests as a method to posttest advertisements is that they _____.
do not evaluate if responders actually want to purchase a product
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
A quantitative research technique that involves comparing the response to a stimulus of a test group with a control group that does not receive any stimulus is referred to as a(n) _____.
experiment
Which quantitative research technique allows one to measure cause-and-effect relationships?
experimental method
True or false: A researcher can obtain the most accurate results from nonprobability samples in a research study.
false
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
What must a researcher decide while selecting a sample from a population? (Check all that apply.)
how to choose respondents which people to survey how many to survey
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
Identify the elements of an advertisement that researchers can measure using inquiry tests for posttesting advertisements. (Check all that apply.)
readability understandability attention-getting value
In contrast to primary research data, secondary research data is _____.
readily available
Name a posttesting method that evaluates the effectiveness of various elements of an advertisement, such as themes, size, and color.
recall tests
A research test that generates a similar result every time it is conducted, has which research characteristic?
reliability
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
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
Which is the most common way of collecting quantitative data for primary market research?
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
Unlike secondary research data, primary research data is collected from _____.
the market directly
A disadvantage of inquiry tests is that _____.
they are not an accurate reflection of consumers' interest also take a long time
Why do marketers use clutter tests for pretesting radio and TV ads? (Check all that apply.)
to evaluate respondents' understanding to determine shortcomings of the ads to ascertain their effectiveness
Why do companies use advertising research? (Select all that apply)
to know how people perceive its products to understand what brand image would be most credible to know how people view the competition
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
True or false: Advertising research is helpful in determining creative concepts that can be used in advertisements.
true
In research, an entire target population is referred to as the
universe or population
A sample selected by a market researcher should be large enough to attain _____.
validity
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.
Identify the methods that can be used to conduct a survey. (Check all that apply.)
Internet Mail Telephone
How does marketing research help managers?
It enables managers to identify consumers' needs and market segments. It gives information that is required for the development of new products. 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.
______ are used in qualitative research to gain an insight into consumers' deep-seated opinions, feelings, motives, and needs.
Projective techniques
Name a method for posttesting advertisements that evaluates people's responses to an advertisement in exchange for information or free samples.
inquiry tests
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
Research is said to be reliable if it _____.
is repeatable
A characteristic of direct questioning as a pretesting technique is that it _____.
is used in the initial stages of ad development
Research departments that utilize a set of procedures for generating an orderly flow of pertinent information for use in making marketing decisions is using a(n) ______ system.
marketing information
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
What type of research is tailored to the marketer's specific objectives?
primary research
Random samples in a research process are also known as _____.
probability samples