Question 1

Which of the following should you consider when deciding whether to use in-house or external research services?&#10;A) Budget for the project.&#10;B) Timing of the project.&#10;C) Bias and Creditability of information&#10;D) All of the above

Accepted Answer

All of the factors listed - budget for the project, timing of the project, and bias and credibility of information - are important considerations when deciding between in-house and external research services. Budget affects the affordability of external services, timing can dictate the feasibility of conducting research in-house or the need for quicker external services, and the concern for bias and credibility is crucial in ensuring the quality and trustworthiness of the research outcomes.

Question 2

Which of the following research methods is the in-house agency most suited for?&#10;A) Surveys&#10;B) Secondary research&#10;C) Experimental research&#10;D) Copytesting

Accepted Answer

Secondary research&#10;

Question 3

Which of the following research methods is an external research firm most suited for?&#10;A) Secondary research&#10;B) Content analysis&#10;C) Observational research&#10;D) Copytesting

Accepted Answer

Copytesting is a type of research that is used to test the effectiveness of advertising copy. It is typically conducted by an external research firm, as they have the expertise and resources to conduct this type of research effectively.

Question 4

The key reference source for finding a research firm is called__________.&#10;A) The Red Book.&#10;B) The Yellow Pages&#10;C) The Green Book&#10;D) The Research Book

Accepted Answer

The Green Book is a well-known directory that provides comprehensive information for finding marketing research firms and services.

Question 5

The key trade-off with internal research is __________.&#10;A) Lack of objectivity in the study&#10;B) High costs&#10;C) Time consuming&#10;D) None of the above

Accepted Answer

Internal research can suffer from a lack of objectivity as it may be influenced by internal biases and perspectives.

Question 6

Costs associated with in-house research tend to very high.

Accepted Answer

The answer of Costs associated with in-house research tend to...

Question 7

Copytesting is another example where external firms are usually hired.

Accepted Answer

Copytesting often involves hiring external firms to evaluate the effectiveness of advertising copy or marketing content, providing an objective assessment of its potential impact on the target audience.

Question 8

The key reference source for finding a research firm is called The Green Book.

Accepted Answer

The Green Book is a well-known directory that serves as a key reference source for finding market research firms, facilities, and consultants.

Question 9

The key trade-off for external research services is the lack of objectivity in the study.

Accepted Answer

The key trade-off for external research services often involves cost and the potential for a lack of internal context or alignment with the company's specific needs, rather than a lack of objectivity. In fact, external research services can offer objective insights since they are not influenced by internal biases.

Question 10

What are the steps to be followed in handling qualitative data?

Accepted Answer

The answer of What are the steps to be followed...

Question 11

How is handling qualitative data different from quantitative data?

Accepted Answer

The answer of How is handling qualitative data different from...

Deck 34: Who Should Conduct Research