adv test chap 6
How has the development of product labels with the Universal Product Code (UPC) benefited the observation method of conducting marketing research?
Technology has greatly facilitated the observation method. One example is the Universal Product Code (UPC) label, an identifying series of vertical bars with a 12-digit number that adorns every consumer packaged good. By reading the codes with optical scanners, researchers can tell which products are selling and how well. The UPC label not only increases speed and accuracy at the checkout counter; it also enables timely inventory control and gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising.
What are the five basic steps in the marketing research process?
The five basic steps in the marketing research process are situation analysis and problem definition, secondary research, refinement of research objectives, primary research, and interpretation and reporting of findings.
Advertising research can be used in basically four different categories of advertising decision making. List and briefly describe each.
The four different categories are (a) advertising strategy research, (b) creative concept development research, (c) pretesting, and (d) posttesting. -Advertising strategy research is used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles. -Creative concept research is used to measure the target audience's acceptance of different creative ideas at the concept stage. -Pretesting of ads is used to diagnose possible communication problems before a campaign begins. -Posttesting of ads enables marketers to evaluate a campaign after it runs.
What are the four types of questions most commonly used in surveys?
The four most common types of questions are open-ended, dichotomous, multiple choice, and scale.
Why is it important that tests used to gather information for advertising research be both valid and reliable?
The test must truly measure what it is intended to measure. The degree to which it accomplishes this goal determines its validity. For a test to have validity, results must be free of bias and reflect the true status of the market. In addition, the test must produce approximately the same results each time it is administered. When this goal is accomplished, the test is deemed reliable.
What three basic research methods are used to collect quantitative data?
There are three basic research methods used to collect quantitative data: observation, experiment, and survey.
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
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?
How would you describe your ideal cable television channel?
What are projective techniques? How are they useful in conducting advertising research?
In marketing research, projective techniques involve asking indirect questions or otherwise involving consumers in a situation where they can express subconscious feelings about the problem or product. The purpose is to get an understanding of people's underlying or subconscious feelings, attitudes, opinions, needs, and motives.
Compare the benefits and drawbacks of primary and secondary data.
Information collected from the marketplace about a specific problem is called primary data. Acquiring it is typically expensive and time-consuming. Secondary data is information previously collected or published, usually for some other purpose, by the firm or some other organization. This information is readily available, either internally or externally, and can be gathered more quickly and inexpensively than primary data. However, it does not always focus on the specific issue an agency might hope to learn more about.
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.
It is commonly used to test market new products in isolated geographic areas
List at least five frequently used external sources of secondary data.
Library reference materials, government publications, trade association publications, research organizations and their publications, consumer/business publications, computer database services, and Internet search engines are frequently used external sources of secondary data.
What is a focus group? How do focus groups contribute to research studies?
A focus group is a qualitative method of research in which six or more people from the target market are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more. Focus groups don't represent a valid sample of the population, but the participants' responses are useful for several purposes. They can provide input about the viability of prospective spokespeople; determine the effectiveness of visuals, concepts, and strategies; and identify elements in ads that are unclear or claims that don't seem plausible.
_____ 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
Account planning
What are the roles and responsibilities of account planners?
An account planner is an individual at an advertising agency who is responsible for injecting a wealth of information into the planning process, monitoring the creative development, and testing the finished product to determine if it has achieved its goal of communicating with the intended audience. The account planner's primary role is to represent the consumer in this process.
Describe the effectiveness of inquiry tests in posttesting ads.
By using inquiry tests—in which consumers respond to an ad for information or free samples—researchers can test an ad's attention-getting value, readability, and understandability. These tests also permit fairly good control of the variables that motivate reader action, particularly if a split-run test is used. Unfortunately, inquiries may not reflect a sincere interest in a product, and responses may take months to receive.
Distinguish between direct questioning and experimental method.
Direct questioning is a method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of development. Experimental method is a method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus.
What is ethnographic research?
Ethnographic research is an intensive research technique that has been gaining in popularity among advertisers. It involves trying to understand behavior and culture by going out and talking to people wherever they are, while they're doing whatever it is they do.
Describe the three most important attributes of effective survey questions.
Effective survey questions have three important attributes: focus, brevity, and clarity. They focus on the topic of the survey. They are as brief as possible. And they are expressed simply and clearly.
Describe what marketing research does.
Marketing research is the systematic gathering, recording and analysis of information to help marketers make marketing decisions. Marketing research does a number of things: It helps identify consumer needs and market segments; it provides the information necessary for developing new products and devising marketing strategies; and it enables managers to assess the effectiveness of marketing programs and promotional activities.
Distinguish between marketing research and advertising research.
Marketing research is the systematic gathering, recording, and analysis of information to help managers make marketing decisions. Advertising research is the systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns.
Why do marketing researchers use nonprobability samples that may not be representative of the universe being studied?
Nonprobability samples are used because they are cheaper and less time-consuming than random probability samples. Also, random sampling is sometimes not feasible.
_____ 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
Posttesting
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.
Put demographic questions at the end of the questionnaire
Differentiate between quantitative and qualitative research.
Qualitative research is conducted to get a general impression of the market, the consumer or the product. This enables marketing researchers to gain insight into both the population whose opinion will be sampled and the subject matter itself. To get hard numbers about specific marketing situations, researchers may perform a survey or use some other form of quantitative research.
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
UPC labeling
Discuss the challenges faced by international marketers in collecting primary research data.
When marketers conduct primary research, there is always one legitimate concern—the accuracy of the findings. This is especially TRUE when conducting quantitative research and when doing research in international markets. International marketers face a number of challenges when they collect primary data. For one thing, research overseas is often more expensive than domestic research. Many marketers are surprised to learn that research in five countries costs five times as much as research in one country; there are no economies of scale. But advertisers must determine whether their messages will work in foreign markets. Advertisers need more than just facts about a country's culture. They need to understand and appreciate the nuances of its cultural traits and habits, a difficult task for people who don't live there or speak the language. Conducting original research abroad can be fraught with problems. First, the researcher must use the local language, and translating questionnaires can be tricky. Second, many cultures view strangers suspiciously and don't wish to talk about their personal lives. Despite these problems—or perhaps because of them—it's important for global advertisers to perform research. Competent researchers are available in all developed countries, and major international research firms have local offices in most developing countries.
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 situation analysis of seniors' use of the Internet, live bird videos, and chat rooms to define any problems
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
account planner
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
advertising research
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.
attitude test
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
attitude test
A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.
true
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.
can be gathered from internal sources as well as external sources
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.
clarity, focus, and brevity
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
clutter tests
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
creative concept research
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.
define the problem
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
dichotomous
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
direct questioning
Advertising is one of the largest costs in a company's marketing budget.
true
What is a characteristic of nonprobability samples? A. highly valid B. universe equality C. ease of use D. time-consuming E. very expensive
ease of use
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.
establish research objectives
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
experimental
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
experimental
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
focus group
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
inquiry test
Advertising research uncovers the information needed to make advertising decisions.
true
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
intensive
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
marketing research
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.
pretesting
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.
media research
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.
monitors the actions of people being studied
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
multiple choice
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.
observation, experiment, and survey
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
observational
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
open-ended
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
posttesting
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.
primary data
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.
primary data
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.
probability sample
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.
produce the same results each time it is administered
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
projective technique
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
qualitative
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
quantitative
Aided recall tests, unaided recall tests, attitude tests, inquiry tests, and sales tests are methods used for posttesting ads.
true
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.
recall test
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.
reflect the true status of the market
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.
reliability
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
sales
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
sample
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.
secondary data
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.
secondary data
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.
sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions
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
survey
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
test markets
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.
the product concept
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
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.
typically expensive
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.
universe
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.
validity
