Question 1

Which is NOT a step in the research planning process?&#10;A) Select a problem&#10;B) Define the target market&#10;C) Develop a hypothesis&#10;D) Collect relevant data&#10;E) Analyze and interpret results

Accepted Answer

Defining the target market is more commonly associated with marketing strategy and segmentation rather than the research planning process. The other options are all key steps in research planning.

Question 2

To measure cause-effect in real market conditions requires&#10;A) a survey&#10;B) a laboratory experiment&#10;C) a focus group&#10;D) a field test&#10;E) a longitudinal study

Accepted Answer

To measure cause-effect in real market conditions, a field test would be the best choice. This involves testing the product or service in the actual market with real customers to observe how it performs and how customers react to it. This allows for more accurate and reliable data compared to surveys, focus groups, or laboratory experiments, which often lack the real-life setting and may not accurately reflect market behavior. Longitudinal studies are useful for evaluating changes over time, but may not necessarily be the best option for measuring cause-effect.

Question 3

The best method for measuring attitudes and opinions of large groups of consumers is&#10;A) a survey&#10;B) a laboratory experiment&#10;C) a focus group&#10;D) a field experiment&#10;E) a longitudinal study

Accepted Answer

A survey is the best method for measuring attitudes and opinions of large groups of consumers because it allows researchers to gather data from a large representative sample and analyze it statistically. Surveys can also be conducted online, via phone, or in-person, making it easy to reach a broad and diverse audience.

Question 4

The best method for gaining deeper understanding of consumers and probing for consumer insights is&#10;A) a survey&#10;B) a laboratory experiment&#10;C) a focus group&#10;D) a field experiment&#10;E) a longitudinal study

Accepted Answer

Focus groups allow for open-ended discussions and interactions between participants, allowing for the exploration of multiple perspectives and insights. This method can provide deeper understanding of consumer attitudes and motivations, as well as uncovering hidden needs and desires.

Question 5

Which of the following is the first step in the strategic communication process?&#10;A) resources&#10;B) programming&#10;C) research&#10;D) action&#10;E) setting objectives

Accepted Answer

Research is the first step in the strategic communication process as it involves gathering information about the target audience, the message, and the communication channels to be used. This helps in identifying the key issues, developing effective strategies and tactics, and measuring the success of the communication campaign. Without proper research, the communication efforts may be ineffective or even harmful.

Question 6

If a researcher wants to measure the unaided awareness of Ocean Spray Cranberry Juice, they should provide a list of juice brands, including Ocean Spray, to a sample of consumers and ask them which ones they are familiar with

Accepted Answer

To measure unaided awareness, the researcher should ask the consumers if they are aware of any cranberry juice brands without providing a list to choose from. This will enable them to identify the brands that come to mind without any prompting.

Question 7

Which of the following are true about syndicated cross-tabbed data?&#10;A) Column A gives you the total (raw) number of users&#10;B) Indices over 100 in Column D indicate a greater likelihood of use for that variable/group.&#10;C) Information on product and media usage are available&#10;D) Data are collected from large samples of consumers on a regular basis&#10;E) All of the above are true

Accepted Answer

Syndicated cross-tabbed data typically include total numbers of users, indices indicating likelihoods of use, information on product and media usage, and are collected from large, regular consumer samples.

Question 8

To make research more time and cost efficient, rather than studying entire populations, researchers often select a smaller group called a&#10;A) sample&#10;B) subject&#10;C) universe&#10;D) test group&#10;E) consumer

Accepted Answer

Choosing a sample group rather than a whole population saves time and resources. The sample group should be representative of the whole population and can still provide reliable data for the research.

Deck 6: Research