Deck 6: Strategic Research

Question 1

________ uncovers critical information that becomes the basis for strategic planning decisions, and in advertising it covers all the factors and steps that lead to the creation of message strategies and media plans.

A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research

Answer 1

Strategic research

Question 2

Information that has been collected and published by someone else is known as ________.

A) market research
B) consumer research
C) primary research
D) secondary research
E) government research

Answer 2

secondary research

Question 3

Government organizations, trade associations, secondary research suppliers, and secondary information on the Internet are all sources of ________ data.

A) primary
B) secondary
C) tertiary
D) free
E) unregulated

Answer 3

secondary

Question 4

Which of the following statements is true?

A) Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called secondary research suppliers.
B) Information that is collected for the first time from original sources is called primary research.
C) Strictly speaking, Simmons Market Research Bureau is a primary data source.
D) Strictly speaking, Mediamark Research, Inc. is a primary data source.
E) Primary research can be only quantitative.

Question 5

Information on reactions to advertising and motivation to purchase is sometimes called ________.

A) attitudes
B) purchase intent
C) awareness
D) qualitative
E) quantitative

Question 6

What type of information is used to describe the target audience when using research for consumer insight?

A) demographic and psychographic
B) quantitative
C) qualitative
D) demographic
E) psychographic

Question 7

Identifying the consumer insight is the responsibility of the ________.

A) account manager
B) advertising manager
C) account planner
D) vendor
E) creative director

Question 8

Research that helps in evaluating the relative power of creative ideas is ________.

A) media research
B) copy testing
C) content analysis
D) semiotic analysis
E) concept testing

Question 9

People on the creative team involve themselves in various types of _________ as they begin the development of an advertisement.

A) media research
B) message development research
C) content analysis
D) semiotic analysis
E) concept testing

Question 10

_______ helps with the media selection decision.

A) Media research
B) Brand research
C) Media development research
D) Evaluation research
E) Post-research

Question 11

When an agency gets a new client, the first thing the agency team has to do is learn about the ________.

A) competition
B) advertising messages used in the past
C) advertising media used in the past
D) brand
E) prior agency compensation plan used.

Question 12

Which of the following is NOT considered background research?

A) competitive analysis
B) advertising audit
C) content analysis
D) mall intercept
E) semiotic analysis

Question 13

________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions, and they can be conducted in person, by phone, by mail, or online.

A) In-depth interview
B) Survey research
C) Focus group
D) Observation research
E) Ethnographic research

Question 14

Which type of focus group research is designed to break down barriers and save time in getting to more in-depth responses?

A) snowball
B) sample
C) unstructured
D) friendship
E) ethnographic

Question 15

________ takes researchers into natural settings where they record the behavior of consumers using video, audio, and disposable cameras to record consumers' behavior at home, in stores, or wherever people buy and use their products, but the researcher does not live the lives of the people being studied.

A) Focus groups
B) Ethnographic research
C) Friendship groups
D) Observation research
E) Survey research

Question 16

Which of the following is NOT one of the more imaginative qualitative methods researchers are using to get insight about people's relationships to the brands they buy?

A) fill-in-the-blanks
B) meaning creation
C) purpose-driven games
D) story elicitation
E) photo sorts

Question 17

Which qualitative method asks consumers to explain the artifacts in their lives-what you see in photos of their homes, as well as the things in their lives that they treasure?

A) fill-in-the-blanks
B) meaning creation
C) purpose-driven games
D) story elicitation
E) photo sorts

Question 18

Which qualitative method uses such ideas as life collages, day mapping, and the construction of instruction books as ways to elicit stories that discuss brands and their role in daily life?

A) fill-in-the-blanks
B) photo sorts
C) metaphors
D) artifact creation
E) story elicitation

Question 19

Which qualitative method uses visuals to elicit consumer thoughts and opinions either by asking them to look at a set of visuals or instructing them to visually record something with a camera, such as a shopping trip, and asking them to explain what they were thinking when looking at the photos taken?

A) fill-in-the-blanks
B) photo elicitation
C) purpose-driven games
D) story elicitation
E) photo sorts

Question 20

Which qualitative method attempts to gain insight into how people perceive brands by examining the link between concepts?

A) fill-in-the-blanks
B) metaphors
C) purpose-driven games
D) story elicitation
E) photo sorts

Question 21

Which of the following is considered an objective of advertising research?

A) get information
B) collect diaries
C) maximize reliability and validity
D) conduct qualitative analysis
E) conduct quantitative analysis

Question 22

Which method is more useful for gathering data, such as how many do this or believe that?

A) quantitative
B) qualitative
C) primary
D) secondary
E) global

Question 23

Which method is better at uncovering reasons and motives?

A) quantitative
B) qualitative
C) primary
D) secondary
E) global

Question 24

Which of the following is NOT a key challenge facing advertising researchers?

A) globalization
B) new media technology
C) Internet and virtual research
D) embedded research
E) quantitative research

Question 25

In which key challenge facing advertising researchers is an in-depth understanding of the economic and cultural conditions, government regulations, and communications media of each country more important than ever before?

A) globalization
B) new media technology
C) Internet and virtual research
D) embedded research
E) insightful analysis

Question 26

Which of the following is false regarding key challenges facing advertising researchers?

A) The biggest problem with respect to globalization is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.
B) As technology changes in the media unfold, the old research measures will become increasingly invalid.
C) New media technology is making it more difficult for marketers to do relationship marketing.
D) The emergence of genuine two-way communication opportunities is a factor in new media technology.
E) Whenever a call is made, for whatever purpose, that contact provides an opportunity to ask a brand-related question.

Question 27

Which of the following is considered an implication due to the changes in media technology?

A) Changes in media technology will alter the meaning and consequences of almost all of our most familiar research constructs.
B) Old research methods will still be valid even with changes in media technology.
C) New media technologies are resulting in less media fragmentation.
D) Genuine two-way communication opportunities are not really materializing from the new media technologies.
E) New media technology is closing the door to permission and relationship marketing.

Question 28

________ are opening the door to new ways to conduct permission and relationship marketing.

A) Embedded research
B) New media technologies
C) Insightful analysis
D) Content analysis
E) Semiotic research

Question 29

________, both inbound and outbound can also be used as research centers to gain real-time feedback about the brand and its marketing and advertising strategies.

A) Insightful analysis
B) Virtual research
C) Call centers
D) Qualitative methods
E) Quantitative methods

Question 30

In which type of embedded research can consumers access reviews from other customers who report their own experience?

A) insightful analysis
B) virtual research
C) call centers
D) product reviews
E) qualitative method

Question 31

Qualitative research should be used to draw conclusions.

Question 32

The three stages in message development where research is used are preparation research, media research, and concept testing.

Question 33

Research is also used in development of the message strategy to evaluate the relative power of various creative ideas, which is called copy testing, and the relative effectiveness of various approaches to the sales message, which is called concept testing.

Question 34

Survey research is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions, and they can be conducted in person, by phone, by mail, or online.

Question 35

Focus groups have the advantage of revealing what people actually do.

Question 36

Diaries in which consumers are asked to record their activities are particularly valuable in media research because they tell media planners exactly what programs and ads the consumers watched.

Question 37

In story elicitation, consumers are asked to explain the artifacts of their lives-what you see in photos in their homes, as well as the things in their lives that they treasure.

Question 38

Validity means that the research actually measures what it says it measures, and reliability means that you can run the same test again and get the same answer.

Question 39

Repeatability means that you can run the same test again and get the same answer.

Question 40

Three big objectives in advertising research are to test hypotheses, get information, and get insights.

Question 41

Research challenges facing advertising researchers include globalization, new media technology, Internet and virtual research, embedded research, and insightful analysis.

Question 42

Changes in media technology are making old research measures increasingly invalid.

Question 43

Insightful analysis allows automated testing of concepts, storyboards, and designs in multiple markets without having to develop actual prototypes or multiple sets of storyboards.

Question 44

Globalization is opening the door to new ways to do permission and relationship marketing.

Question 45

The Internet can deliver product messages with interactivity.

Question 46

In the method known as Insight Analysis, the research methods are embedded directly into real purchase and use situations, so that the consumer is a recipient and direct beneficiary of the information.

Question 47

The most common Internet approach of embedded research is to use this method for product reviews, where customers enter the web site and select from an array of product categories they would like to know about.

Question 48

Name and describe the five ways research is used in advertising planning.

Question 49

Discuss the five key challenges facing advertising researchers.

Question 50

What type of research did Holiday Inn Express conduct to find that the businessman's decision on where to stay hinged on the bathroom/shower experience?

A) purpose-driven games
B) strategic research
C) semiotic research
D) competitive analysis
E) causal research

Question 51

What did Holiday Inn Express learn about the people who choose their limited service hotel?

A) They love getting mints on their pillows at night.
B) They are moms with young children.
C) They are primarily college students on a road trip.
D) They are men who travel two to three nights per week on business.
E) They are not picky about the cleanliness of their rooms.

Question 52

Harriet works for a large manufacturer of consumer packaged goods. Her job is to identify people who are in the market for her company's products in terms of their characteristics, attitudes, interests, and motivations. What type of research does Harriet perform to gather this information?

A) market research
B) consumer research
C) advertising research
D) IMC research
E) strategic research

Question 53

By what characteristics does a report from Mediamark Research, Inc. (MRI) NOT break down the TV-viewing habits of consumers?

A) age
B) size of household
C) age of children
D) type of TV program
E) religion

Question 54

The advertising that launched General Motors' OnStar GPS system used a Batman theme. By looking at the commercial in terms of signs and symbols it is possible to discover if the obvious and hidden meanings of the message are on strategy. For instance, the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had. This is an example of _______ research?

A) market
B) semiotic
C) problem solving
D) quantitative
E) experimental

Question 55

"Lisa" is a person an automobile manufacturer uses to describe its soccer-mom customer. She is a stay-at-home mom, lives in the suburbs, and is active in her children's activities. She is also educated, with at least an undergraduate college degree and has worked as a professional before devoting herself full time to her family. She wants the ability to transport several people, and she is very concerned about safety. "Lisa" is not a real person, but rather she is a model the automobile manufacturer uses to understand the customer they are trying to reach. What is "Lisa"?

A) a persona
B) a surrogate
C) a scapegoat
D) a gatekeeper
E) an influencer

Question 56

Briefly describe the global challenge facing Toyota's sports utility vehicle, the RAV 4, the kind of research they conducted and the results of the research.

Question 57

Jeff is employed as an account planner for a major advertising agency. Briefly describe what he does.

Question 58

Agencies have found value in developing personas for clients. Explain what a personal is the reasons for the popularity of personas.

Question 59

What is a persona, and how are businesses using them?

Question 60

How is new media technology challenging advertising researchers?

Question 61

Evaluate the effectiveness of the Holiday Inn Express Showerhead campaign.

Question 62

MINI-CASE
Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Their agency of record has conducted extensive research for them as well as purchased information from research suppliers. They are also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.
-Refer to Mini-Case. Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.

Question 63

MINI-CASE
Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Their agency of record has conducted extensive research for them as well as purchased information from research suppliers. They are also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.
-Refer to Mini-Case. One research project had the objective of understanding competitors' advertisements. Name and describe the purpose of this type of background research.

Question 64

MINI-CASE
Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Their agency of record has conducted extensive research for them as well as purchased information from research suppliers. They are also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.
-Refer to Mini-Case. If Kraft wants to understand the deeper meanings consumers derive from their competitors' advertising, what type of research do you suggest and why?

Question 65

MINI-CASE
Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Their agency of record has conducted extensive research for them as well as purchased information from research suppliers. They are also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.
-Refer to Mini-Case. One research study used the Zaltman Metaphor Elicitation Technique (ZMET) for the Kraft boxed macaroni and cheese product. Kraft learned that their brand of boxed macaroni and cheese generated feelings of fun and love, not just feelings of nutrition and fulfillment. Explain how Kraft, using this technique, uncovered this information.