Deck 23: Applications of Quantitative Research

Question 1

Tests done to determine the effectiveness of each medium used in your campaign are called __________.

A) Content analysis
B) Source credibility
C) Copy testing
D) Media tests
E) Test Marketing

Answer 1

Media tests

Question 2

Rather than testing which media and vehicles are best matched to the messages and appeals, the actual campaign can be tested in a variety of geographic markets to determine where the product or service will sell best. This is known as __________.

A) Content analysis
B) Source credibility
C) Copy testing
D) Media tests
E) Test Marketing

Answer 2

Test Marketing

Question 3

__________ is a diagnostic measure used in the early stages of campaigns.

A) Posttest
B) Pretest
C) Media test
D) Content analysis

Answer 3

Pretest

Question 4

__________ are conducted after the copy and the rest of the advertisement has been prepared, but before the campaign appears.

A) Posttests
B) Pretests
C) Media tests
D) Content analysis

Question 5

Which of the following is an example of an application of quantitative research?

A) Content analysis
B) Source credibility
C) Copy testing
D) All of the above

Question 6

Copytesting is diagnostic in its approach.

Question 7

Copy testing and concept testing are essentially the same thing.

Question 8

Pretest is a diagnostic measure used in the early stages of campaigns.

Question 9

Pretests are conducted after the copy and the rest of the advertisement has been prepared, but before the campaign appears.

Question 10

Copy testing is used extensively in advertising whereas concept testing is used only in public relations.

Question 11

Copy testing can apply to proposed messages in any medium: print, broadcast, online, or mail.

Question 12

List the steps in the analysis of competitive spending.

Question 13

Name three applications of quantitative research.

Question 14

Define source credibility, media test and test marketing. How can you use quantitative methods to better understand these concepts in advertising and public relations research?