Deck 1: The Nature and Process of Advertising Research

Question 1

The question: "How much are our competitors spending on their social media campaigns?" is most related to what type of research?

A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered

Answer 1

D

Question 2

The question: "How do perceptions of our brand differ among users and nonusers?" is most related to what type of research?

A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered

Answer 2

B

Question 3

Successful advertising planning always builds upon a research-driven analysis of the marketplace.

Answer 3

True

Question 4

Which of the following is most likely to provide research data on a subscription basis?

A)Custom research supplier
B)Syndicated research supplier
C)Internal research supplier
D)External research supplier
E)All of the above are equally likely

Question 5

Imagine that the AAA agency needs to survey 500 individuals.Which of the following could the agency turn to for data collection?

A)Field service
B)Field analyst
C)Media company
D)Syndicated research company
E)All of the above are equally appropriate choices

Question 6

The synthesis of research findings leads to a determination of ________.

A)tactics and actions
B)the research budget
C)research timing
D)the selection of a field service
E)questionnaire length

Question 7

John works in the NewWave Advertising Agency research department.John has been asked to prepare a presentation for senior management that focuses on how individuals respond to rich media advertising.John is most likely to turn to a ________ for assistance.

A)media consulting company
B)research specialist
C)field service
D)syndicated research company
E)proprietary research company

Question 8

The text refers to segmentation research conducted by Forrester Research.This segmentation divided the population in terms of ________.

A)use of mobile phone applications
B)amount of time spent exclusively on Facebook
C)number of Twitter followers
D)engagement with social technologies and media
E)amount of advertising exposure

Question 9

The question: "What are key trends in the competitive environment?" is most related to what type of research?

A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered

Question 10

The question: "Which ad has the greatest potential to turn nonusers into users?" is most related to what type of research?

A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered

Question 11

When creating the complete problem statement,which step takes place at the same time as "Define problem?"

A)Select field service
B)Justify research
C)Set research timing
D)Set research budget
E)Select individual to have primary responsibility for project

Question 12

Milward Brown's "Dynamic Tracking Study" helps advertisers understand the strengths and weaknesses of an advertising campaign ________ .

A)before it is placed in the marketplace
B)while it is running in the marketplace
C)after it has run in the marketplace
D)in its early stages of development
E)from the client's perspective

Question 13

At an advertising agency,only individuals in the research department are concerned with research findings.

Question 14

A ________ statement presents the agency's and client's views of the marketplace niche they believe the product can most successfully fill.

A)creativity
B)proactive message
C)positioning
D)motivational
E)expositional

Question 15

Mary is just becoming engaged with social media.She has a Facebook page and she regularly visits social networking sites.Forrester Research would classify Mary as a ________.

A)critic
B)collector
C)joiner
D)spectator
E)creator

Question 16

The Interactive Advertising Bureau is an example of a ________.

A)media consulting company
B)research specialist
C)field service
D)trade organization
E)syndicated research company

Question 17

John works in the NewWave Advertising Agency research department.John has been asked to design a very sophisticated research study using a design and questioning technique with which he is unfamiliar.John is most likely to turn to a ________ for assistance.

A)media consulting company
B)research specialist
C)field service
D)trade organization
E)research advocate

Question 18

What type of activity clearly presents key research information in a way that allows advertisers to understand not only the "what" but also the "why" of interrelated research findings and insights?

A)Synthetic analysis
B)Signal detection
C)Synthesis
D)Scientia analysis
E)Discriminative analysis

Question 19

The first stage in the process of advertising research is ________.

A)preliminary discussions and agreements
B)planning and data collection
C)analysis
D)synthesis
E)tactics and actions

Question 20

The question: "What are changes in teen attitudes over the past five years?" is most related to what type of research?

A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered

Question 21

A complete problem statement contains a problem definition,a justification for the research and ________.

A)the cost of the research
B)the timing of the research
C)the client or agency approval to conduct the research
D)the specification of informational needs
E)the name of the person supervising the research

Question 22

What type of sample includes individuals who are not selected strictly by chance from the universe of interest?

A)Probability
B)Nonprobability

Question 23

Research-related problem statements arise from different research needs.How many of the statements shown below reflect a type of problem statement?
- there is a need to evaluate the "goodness" of alternative actions
- there is a need to compare the current research budget to prior,similar studies
- there is a need to identify problems and opportunities
- there is a need to broaden understanding of the consumer or marketplace

A)0
B)1
C)2
D)3
E)4

Question 24

The advertising research budget should always be set prior to determination of sample size.

Question 25

Which part of the research proposal contains a brief statement of the situational and informational needs that led to the decision to conduct the research?

A)Executive Summary
B)Background
C)Problem Statement
D)Appendix
E)Methodology

Question 26

When you use library resources to answer a client need you are conducting ________ research.

A)primary
B)seconday

Question 27

Your client comes to you and says: "We need research to determine changes in consumers' attitudes toward our brand and our three primary competitors." The first question you should ask the client is:

A)Who are your three primary competitors?
B)How long do we have to collect this information?
C)How is this information going to be used?
D)What is the budget?
E)Who do you think is the best person to plan the research?

Question 28

Physiological and survey research are representative of what type of research?

A)Qualitative
B)Quantitative

Question 29

In-depth personal interviews and focus groups are representative of what type of research?

A)Qualitative
B)Quantitative

Question 30

All primary research is quantitative.

Question 31

Quantitative research is best used to collect background information in an area where little is already known.

Question 32

Sample size is only a consideration in quantitative research.

Question 33

________ research examines data gathered by others for a research need other than the current one.

A)Primary
B)Secondary

Question 34

________ research is the recording of objects,events,situations,or people's behaviors.

A)Observation
B)Physiological
C)Survey

Question 35

A determination of research cost and timing estimates should always come after the selection of the data collection method.

Question 36

Which part of the research proposal contains a brief synopsis of the key points from each of the more detailed sections of the proposal?

A)Executive Summary
B)Background
C)Problem Statement
D)Appendix
E)Methodology

Question 37

What is the first step in the "Research Planning and data Collection" process?

A)Specify type of research
B)Determine sampling plan
C)Select data collection method
D)Estimate cost and timing
E)Obtain approvals

Question 38

Problem definitions reflect the difference between what is known and what needs to be known in order to reduce uncertainty and increase confidence in decisions reached.

Question 39

What type of research primarily uses open-ended probing questions?

A)Qualitative
B)Quantitative

Question 40

The creation of a complete problem statement is an optional part of the research planning process.

Question 41

When conducting data analysis,it is always more important to focus on the details rather than the larger patterns and trends.

Question 42

Qualitative research typically uses nonprobability samples.Why?

Question 43

Why does one have to be cautious in using research obtained from a trade association?

Question 44

Provide an example of where qualitative research would be appropriate prior to the conduct of survey research.

Question 45

The VERB campaign was a communication campaign designed to increase ________ physical activity.

A)teens'
B)adults'
C)tweens'
D)only girls'
E)only boys'

Question 46

Explain the importance of the "synthesis" step in the research process.

Question 47

List three different types of problem statements.

Question 48

The research proposal provides an important last opportunity for management to contribute their thoughts to the research process.

Question 49

Jane is planning research to determine which of three commercials is the strongest.There is considerable debate at the agency regarding how to define "strongest." Time is short,as the commercial needs to be produced within the next two weeks.Jane decides to go ahead with the research,and then hold meetings at the agency to define "strongest" before data analysis begins.Is Jane's plan acceptable?

Question 50

Research played only a limited role in the development of the VERB campaign.