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Q:
(p.168)Most marketing researchers use a non-probability sample because it:
A.is an exact replica of the results that would be gained from surveying the universe.
B.is more expensive than probability sampling.
C.is useful when random probability sampling is not feasible.
D.requires more time than probability sampling.
E.always provides the researcher with a representative sample.
Q:
(p.167)Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the Web sites helped them achieve their goals. Forrester only surveyed 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
Q:
(p.168)Which of the following is a good guideline to use for developing an effective questionnaire?
A.No data collected should ever be considered to be irrelevant.
B.Write long, convoluted questions to keep respondents interested.
C.Avoid developing specific research objectives.
D.Put the demographic questions at the end of the questionnaire.
E.Ask leading questions to get the desired results.
Q:
(p.169)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.
Q:
(p.169)On the survey, the 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
Q:
(p.165)In 2008, Florida's Natural brand orange juice introduced a new marketing campaign to alert consumers that their brand is not made with any imported orange juice. The campaign by the co-op of citrus growers that produce Florida's Natural features television advertisements that question why other premium orange juice brands would use imported juices when America produces such fresh fruit. To determine if this campaign created a positive image for Florida-grown oranges, the co-op could use a(n):
A.inquiry test.
B.projective interview.
C.attitude test.
D.sales test.
E.recall test.
Q:
(p.169)To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems later in life, to follow their doctor's advice or 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
Q:
(p.165)When Jonas was asked to list all of the commercials he remembering 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.
Q:
(p.165)EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how you can 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 resort conducting?
A.An advertising pretest
B.A sales test
C.A recall test
D.An inquiry test
E.An attitude test
Q:
(p.166)If promotion (and namely, advertising) is the dominant element in a company's marketing mix, then a(n) _____ test is the best type of posttest to be used.
A.sales
B.clutter
C.differential
D.attitude
E.inquiry
Q:
(p.167)For a quantitative test to be valid, the test must:
A.use a random sample.
B.be cost-efficient.
C.reflect the true status of the market.
D.be open-ended.
E.be repetitive.
Q:
(p.161)A researcher became a chef with a resort hotel chain for six months so he could 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 episode. In addition, he found every cook (and several hotel administrators) engaged in taste testing using their fingers. He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations.
A.observation
B.simulation
C.experimental
D.manipulation
E.survey
Q:
(p.161)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
Q:
(p.162)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
Q:
(p.162)Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product. This was an example of _____ research.
A.experimental
B.results-oriented
C.observation
D.stimulus-response
E.source-based
Q:
(p.162)Which of the following statements about the experimental method of data collection is true?
A.It is the most commonly used method for gathering primary research data.
B.The method is inexpensive and easy to use.
C.It is commonly used in the test marketing of 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.
Q:
(p.162)NSSF, the National Shooting Sports Foundation, tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California, Oklahoma and New England. The results were promising, with all three businesses experiencing increases in sales, profit, participation and a spike in new shooters asking how to get started in a variety of shooting sports. NSSF plans a national rollout for the campaign. The gun retailers in southern California, Oklahoma and New England were its:
A.probability sample.
B.universe.
C.test market.
D.non-probability sample.
E.target market.
Q:
(p.163)The shopper at the health food store was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked her if she liked the ad and if she found the ad 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
Q:
(p.164)An advertising researcher could use _____ to measure the effectiveness of a television commercial in getting attention and increasing brand awareness.
A.portfolio test
B.clutter test
C.perceptual meaning study
D.paired-comparison method
E.order-of-merit test
Q:
(p.165)Participants were asked what feelings they experienced when they saw the Clydesdale horses in a Budweiser beer seasonal ad and how they felt about those feelings. This is 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
Q:
(p.165)During _____ an advertising researcher would be most likely to use aided recall, sales tests and inquiry tests.
A.strategy determination
B.post-testing
C.pretesting
D.marketing information sysytem
E.concept development
Q:
(p.161)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 revealing their true feelings about the use of ultraviolet technology. Which of the following techniques/methods is described in the above example?
A.Experimental
B.Simulation
C.Observation
D.Focus group
E.Survey
Q:
(p.161)The three basic research methods used to collect quantitative data are:
A.observation, experiment, and survey.
B.observation, simulation, and experimentation.
C.role-playing, simulation, and observation.
D.field tests, market tests, and laboratory tests.
E.survey, role-playing, and market tests.
Q:
(p.161)The observation method of data collection:
A.seeks in-depth open-ended responses from targeted groups.
B.is a projective technique.
C.monitors the actions of people being studied.
D.is the most common way to gather primary marketing research data.
E.is designed to measure actual cause-and-effect relationships.
Q:
(p.158)The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determined they are failures. The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose.
A.qualitative information
B.primary data
C.projective data
D.advertising information
E.secondary data
Q:
(p.158)There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes. Lobbying groups have funded most of the recent national studies of this issue. Researchers began by looking at the nursing home information stored in Westlaw's Adverse Filings, a lawsuits database. This database would contain:
A.qualitative information.
B.primary data.
C.projective data.
D.advertising information.
E.secondary data.
Q:
(p.158)Since the vast majority of nursing home lawsuits are settled out of court and never go to trial, there is little public information available about the total dollars expended by nursing homes and their insurance companies to pay for litigation related costs. One national study questioned lawyers and found that 88 percent 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.
Q:
(p.158)Which of the following statements about secondary data is true?
A.Secondary data are more costly to gather than primary data.
B.Secondary data are always valid even if they are not always reliable.
C.Secondary data are more time consuming to gather than primary data.
D.The wealth of secondary data available guarantees the researcher will do a good job.
E.Secondary data can be gathered from internal as well as external sources.
Q:
(p.158)Recently New Products Magazine conducted a research study to determine how consumers really feel about fortified products. Some of the data used to produce the findings of the study were taken from a recent study conducted by Kraft Foods. The Kraft survey examined how important convenience of food preparation was to consumers. The New Products Magazine obtained _____ from Kraft Foods.
A.qualitative information
B.primary data
C.projective data
D.advertising information
E.secondary data
Q:
(p.158)Once a research project on the viability of a cable channel designed to meet the needs of the gay market has concluded its informal research, it should:
A.engage in formal research.
B.determine the effective size of its target market.
C.establish its research objectives.
D.conduct a competitive analysis.
E.hire a product manager.
Q:
(p.159)The research objectives and the statement of problem established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should:
A.be specific and measurable.
B.study all of the cable channels currently targeting this market.
C.be qualitative.
D.examine the positioning strategy used for lifestyle marketing.
E.be elaborate and descriptive.
Q:
(p.160)The two types of formal marketing research are:
A.universal and sampled.
B.selective and pioneering.
C.consumer and business.
D.quantitative and qualitative.
E.primary and secondary.
Q:
(p.160)A questions such as "Why do you allow your child to have a pet?" would most likely be a part of a _____ research project.
A.experimental
B.quantitative
C.observational
D.secondary
E.qualitative
Q:
(p.160)Which of the following questions would be most likely asked when an advertising researcher for the television cable industry is using qualitative research?
A.Would you pay $69.98 annually for movie-on-request 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?
Q:
(p.160)When engaging in qualitative research, a researcher has the choice of either using _____ or _____ techniques.
A.projective; intensive
B.random or universal
C.voluntary; involuntary
D.formal; informal
E.pioneering; selective
Q:
(p.160)Takasago International Corp. in New Jersey manufactures flavors, fragrances, fine and aroma chemicals used in variety of products. When it has developed a new flavor, it asks consumers to generate collages based on how the taste made them feel and then to generate stories based on their collages. The stories give the company ideas for who to market the new flavor to as well as how to promote it. What kind of a qualitative research technique is Takasago using?
A.Involvement sampling
B.A projective technique
C.An interpretative technique
D.Open-ended research
E.Interrogative sampling
Q:
(p.157)Every year as Election Day approaches, especially during presidential campaigns, critics of American politics decry low voter turnout. Advertising can be used to encourage people to change their habits. Before advertising thorough research needs to be done to determine how the advertising should be worded, its target audience, media selection, etc. The first step that needs to be done is to:
A.perform a situation analysis that pays special attention to consumer attitudes about politics and politicians.
B.develop an organizational budget for the campaign to increase voting.
C.select media vehicles that target people who have voted in the past.
D.use quantitative research to predict the impact of advertising on voting habits.
E.develop research objectives.
Q:
(p.157)An MIS (Marketing Information System) is a:
A.set of procedures used to generate information for decision making.
B.process used to make sure that none of the steps in the research process is ignored.
C.hierarchical chart for categorizing the relevance of different types of data.
D.process used to assess and prioritize internal environmental strengths, weaknesses, opportunities and threats.
E.set procedures used for gathering information and converting it into secondary data.
Q:
(p.158)A recent study conducted by New Products Magazine wanted to determine how consumers really feel about fortified products. The publication created a Web site where respondents could go to answer questions about how they feel about good nutrition, their own personal health, convenience and taste. In other words, New Products Magazine gathered:
A.qualitative information.
B.primary data.
C.projective data.
D.advertising information.
E.secondary data.
Q:
(p.169)What are the three important attributes that make survey questions most effective?
Q:
(p.169)What are the four types of questions most commonly used in surveys?
Q:
(p.151)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
Q:
(p.151)The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads.
A.empowerment
B.account planning
C.customer transformation
D.relationship marketing
E.relationship research
Q:
(p.152)_____ is the systematic gathering, recording and analysis of new information to help managers make marketing decisions.
A.Market analysis
B.A data assessment
C.Marketing research
D.Environmental analysis
E.Research behavior
Q:
(p.152)A Gallup Poll in late 2007 asked Gallup Poll panelists which of seven specific 2008 presidential hopefuls they would most like to have dinner with if given the opportunity. For the presidential candidates and their campaign organizations, this would be an example of:
A.market analysis.
B.data assessment.
C.marketing research.
D.environmental analysis.
E.situation assessment.
Q:
(p.152)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.Ad testing
Q:
(p.154)Before beginning its advertising campaign, for its new Snickers Charged, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchase and eventual brand loyalty. In other words, before developing a creative and a media strategy for the new candy bar, Mars had to conduct research on:
A.product concept.
B.media selection.
C.the advertising budget.
D.message format.
E.message element.
Q:
(p.154)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.
Q:
(p.155)During _____ an advertising research would measure the target audience's acceptance of different creative ideas at the concept stage.
A.advertising strategy research
B.creative concept research
C.pretesting
D.post-testing
E.positioning research
Q:
(p.156)To increase the likelihood of preparing the most effective advertising messages, companies use:
A.pretesting.
B.inquiry tests.
C.attitude tests.
D.post-testing.
E.unaided recall.
Q:
(p.157)_____ 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.Post-testing
E.A galvanometer
Q:
(p.160)What are projective techniques? How are they useful in conducting advertising research?
Q:
(p.157)The first step in the research process is to:
A.define desired findings.
B.conduct exploratory research.
C.determine research mode.
D.analyze the situation and define the problem.
E.set research budget.
Q:
(p.161)What is an ethnographic research?
Q:
(p.161)What three basic research methods are used to collect quantitative data?
Q:
(p.168)Why do marketing researchers use non-probability samples that may not be representative of the universe being studied?
Q:
(p.158)What is the difference between primary and secondary data?
Q:
(p.160)Demonstrate the differences between quantitative and qualitative research.
Q:
(p.161)How has the development of product labels with the Universal Product Code (UPC) benefited the observation method of conducting marketing research?
Q:
(p.161)What is a focus group? How does it contribute to a research study?
Q:
(p.162-163)Distinguish between direct questioning and experimental method.
Q:
(p.165)Describe an inquiry test. What exactly is the researcher trying to test when he or she conducts an inquiry test?
Q:
(p.167)Why is it so important that test used to gather information for advertising research be both valid and reliable?
Q:
(p.170)Discuss the challenges faced by the international marketers while collecting primary data for their research.
Q:
(p.152)Distinguish between marketing research and advertising research.
Q:
(p.152)Define marketing research.
Q:
(p.157)What are the five basic steps in the marketing research process?
Q:
(p.158)List at least five most frequently used external sources of secondary data.
Q:
(p.170)Advertising research is as important in international marketing as it is in national and local marketing.
Q:
(p.151)Who is an account planner? What is the primary responsibility of an account planner?
Q:
(p.153)Advertising research can be used in basically four different categories of advertising decision making. List and briefly describe each.
Q:
(p.158)One of the problems with primary data is the high probability of information obsolescence.
Q:
(p.160)A qualitative research study might ask, "Do you feel the decorations in the downtown shopping area reflect the true meaning of the holiday season?"
Q:
(p.160)A research using the projective technique might ask, "What kind of athlete would wear Avia brand shoes?"
Q:
(p.161)In the observation method, researchers monitor people's actions.
Q:
(p.164)In clutter tests, commercials that are being tested are shown to large groups of people at a time.
Q:
(p.164)There is no one best method for pretesting advertising variables.
Q:
(p.165)Four methods for posttesting ads are aided recall tests, unaided recall tests, attitude tests, inquiry tests and sales tests.
Q:
(p.166)The final step in the research process is ad post-testing.
Q:
(p.167)The most expensive type of professional survey research is telephone and mail surveys.