Deck 7: Research: Gathering Information for Advertising Planning

Question 1

Advertising research is unnecessary in global marketing because of the proliferation of American styles.

Answer 1

False

Question 2

Advertising research uncovers the information needed to make advertising decisions.

Answer 2

True

Question 3

Methods for posttesting ads include recall tests,attitude tests,inquiry tests,and sales tests.

Answer 3

True

Question 4

The final step in the research process is posttesting.

Question 5

The attention-getting value of an ad is determined through an inquiry test.

Question 6

A qualitative research study might ask,"Do you feed your dog once or twice daily?"

Question 7

For a test to be reliable,its results must be free of bias and reflect the true status of the market.

Question 8

Researchers often use probability samples because they are easy,less expensive,and less time-consuming than other sampling methods.

Question 9

The first step in the research process is exploratory research.

Question 10

_____ is the systematic gathering,recording,and analysis of new information to help managers make marketing decisions.

A) Market analysis
B) Market segmentation
C) Marketing research
D) Environmental analysis
E) Research behavior

Question 11

Effective survey questions must have focus,they must be clear,and they must be brief.

Question 12

Pretesting and posttesting are categories of advertising research.

Question 13

The U.S.Census would provide a health care provider with secondary data on where the highest concentration of senior citizens lived.

Question 14

Standardization is important in global advertising research.

Question 15

In clutter tests,commercials that are being tested are shown to large groups of people at a time.

Question 16

The halo effect is a problem for researchers when pretesting ads.

Question 17

A research using the projective technique might ask,"What kind of cook would use Duncan Hines cake mixes?"

Question 18

One of the problems with primary data is the possibility of information obsolescence.

Question 19

Advertising research strategy replaces positioning strategy in a company that uses an IMC approach.

Question 20

In the observation method,researchers monitor people's actions.

Question 21

All of the following are elements of the creative mix except

A) the research strategy.
B) the product concept.
C) the target audience.
D) the communication media.
E) the creative message.

Question 22

Which of the following is NOT one of the purposes for which advertisers use advertising research?

A) Target marketing
B) Pretesting of ads
C) Creative concept research
D) Posttesting of ads
E) Advertising strategy research

Question 23

The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determining their failures.The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose.

A) qualitative information
B) primary data
C) projective data
D) advertising information
E) secondary data

Question 24

In advertising terminology,television programs like Monk,Lost,Deal or No Deal,and the Survivor series are referred to as:

A) media vehicles.
B) media subclasses.
C) media mixes.
D) media universes.
E) media samples.

Question 25

Advertisers use pretesting to help make decisions about a number of variables.These variables are typically referred to as the:

A) marketing mix.
B) six Ps.
C) advertising mix.
D) media classes.
E) five Ms.

Question 26

Which of the following is an example of one of the five Ms?

A) Money
B) Management
C) Motives
D) Manager
E) Model

Question 27

Secondary data is most important during which stage of the research process?

A) Informal research
B) Situation analysis
C) Market research
D) Observational research
E) Problem definition

Question 28

To increase the likelihood of preparing the most effective advertising messages,companies use:

A) pretesting.
B) inquiry tests.
C) attitude tests.
D) posttesting.
E) unaided recall.

Question 29

An MIS is a:

A) set of procedures designed to generate information for making marketing decisions.
B) process used to make sure that none of the steps in the research process is ignored.
C) hierarchical chart for categorizing the relevance of different types of data.
D) process used to assess and prioritize internal environmental strengths, weaknesses, opportunities, and threats.
E) set procedures used for gathering information and converting it into secondary data.

Question 30

If an Internet advertiser were to subscribe to Nielsen-NetRatings,it would receive information about the Web surfing habits of various demographic groups.This would be an example of:

A) proliferation research.
B) recall testing.
C) inquiry testing.
D) advertising concept testing.
E) media research.

Question 31

The process of benefit testing helps make decisions about which of the following variables?

A) Motives
B) Merchandise
C) Markets
D) Media
E) Messages

Question 32

The first step in the research process is to:

A) define desired findings.
B) conduct exploratory research.
C) determine research objectives.
D) analyze the situation and define the problem.
E) interpret and report the data.

Question 33

There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes.Initial studies in this area are examining the market growth and the competition among nursing homes for patients to better define the research problem.They would be conducting _____ research to better define the problem.

A) exploratory
B) survey
C) nonprobability sampling
D) experimental
E) unofficial

Question 34

A vast majority of nursing home lawsuits are settled out of court and never go to trial; therefore there is little public information available about the total dollars expended by nursing homes and their insurance companies to pay for litigation related costs.One national study did a national sample of lawyers and found that 88 percent of all nursing home cases were resolved through settlements,and that the average recovery of claims was $406,000.The information gathered by this study would be an example of:

A) qualitative information.
B) primary data.
C) projective data.
D) advertising information.
E) secondary data.

Question 35

_____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.

A) Pretesting
B) Perceptual meaning study
C) Portfolio test
D) Ad tracking
E) Sales experiment

Question 36

In which stage would advertisers rely on information published by research services such as ACNielsen,Arbitron,or Simmons on the reach and effectiveness of media vehicles?

A) Print testing
B) Concept testing
C) Slogan testing
D) Media selection
E) Target audience selection

Question 37

Every year as Election Day approaches,especially during presidential campaigns,critics of American politics decry low voter turnout.Advertising can be used to encourage people to change their habits.The first step that needs to be done is to:

A) perform a situation analysis that pays special attention to voter attitudes about politics and politicians.
B) develop an organizational budget for the campaign to increase voting.
C) select media vehicles that target people who have voted in the past.
D) use quantitative research to predict the impact of advertising on voting habits.
E) develop research objectives.

Question 38

At the second stage of the marketing research process,a researcher would:

A) engage primarily in brainstorming activities.
B) define marketing objectives.
C) conduct exploratory research.
D) create research methodology.
E) establish a research budget.

Question 39

Advertising researchers would be most likely to use portfolio tests,storyboard tests,and consumer juries during _____ for advertising development.

A) strategy determination
B) posttesting
C) pretesting
D) media selection
E) concept development

Question 40

Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies,individual ads,and whole advertising campaigns?

A) Behavioral research
B) Ethnographic research
C) Marketing research
D) Advertising research
E) Ad testing

Question 41

Which of the following questions would most likely be asked when an advertising researcher for the television cable industry is using qualitative research?

A) Would you pay $69.98 annually for movie-on-request capabilities?
B) Do you watch cable television more than ten hours per week?
C) Have you ever felt like you watch too much cable television?
D) How would you describe your ideal cable television channel?
E) Do you currently have access to satellite television?

Question 42

HYPERLINK "" A trade association for the advancement of ultraviolet technology brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive,fresh produce,and household products.A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology.This was an example of the use of the _____ technique associated with qualitative research.

A) projective
B) instructive
C) intensive
D) manipulative
E) informative

Question 43

Coca-Cola tested a coffee-flavored cola,using the brand name Blak.To gain insight into how consumers feel about such a product,what type of research should Coke have used?

A) Observational research.
B) The experimental method.
C) Nonprobability sampling.
D) Qualitative research.
E) Mail surveys.

Question 44

A trade association for the advancement of ultraviolet technology brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive,fresh produce,and household products.A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology.This is an example of which of the following research techniques?

A) Experimental
B) Simulation
C) Observation
D) Focus group
E) Survey

Question 45

The two types of formal marketing research are:

A) universal and sampled.
B) selective and pioneering.
C) consumer and business.
D) quantitative and qualitative.
E) primary and secondary.

Question 46

Questions such as "Why don't you floss your teeth?" would most likely be a part of _____ research.

A) experimental
B) quantitative
C) observational
D) secondary
E) qualitative

Question 47

When engaging in qualitative research,a researcher has the choice of either using _____ or _____ techniques.

A) projective; intensive
B) random; universal
C) voluntary; involuntary
D) formal; informal
E) pioneering; selective

Question 48

In 2005,Anheuser-Busch announced plans to test market a caffeinated version of Natural Light called Natty Up.The brand was tested in Florida,North Carolina,Texas and Missouri.What type of research did Anheuser-Busch use?

A) Secondary
B) Survey
C) Observational
D) Experimental
E) Direct

Question 49

The three basic research methods used to collect quantitative data are:

A) observation, experiment, and survey.
B) observation, simulation, and focus group.
C) role-playing, simulation, and case-studies.
D) field tests, market tests, and laboratory tests.
E) clutter tests, role-playing, and market tests.

Question 50

The research objectives established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should:

A) be specific and measurable.
B) study all of the cable channels currently targeting this market.
C) be qualitative.
D) examine the positioning strategy used for lifestyle marketing.
E) interpret the information and report the data

Question 51

When answering a questionnaire for a car dealership,Mike Georges was asked several interesting questions,including "What type of pickle would drive an SUV?","What is your first reaction when you hear the word pewter?",and "Do you consider yourself to have a red or a blue personality?" What research information gathering technique was the dealership using?

A) Involvement sampling
B) Projective techniques
C) Interpretative techniques
D) Quantitative research
E) Interrogative sampling

Question 52

The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships.

A) experimental
B) results-oriented
C) observation
D) stimulus-response
E) source-based

Question 53

The observation method of data collection:

A) seeks in-depth open-ended responses from targeted groups.
B) is a projective technique.
C) monitors the actions of people being studied.
D) is the most common way to gather primary marketing research data.
E) is designed to measure actual cause-and-effect relationships.

Question 54

Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads,it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product.This was an example of _____ research.

A) experimental
B) projective
C) observation
D) survey
E) source-based

Question 55

During a research project conducted by a national fashion retailer,respondents were given fifteen minutes to draw what they would like to look if they purchased all of their clothing from this chain.After the drawings were completed,fourteen different aspects were used to determine how the amateur artists perceived the chain.This would be an example of the use of:

A) involvement sampling.
B) projective techniques.
C) interpretative techniques.
D) open-ended research.
E) interrogative sampling.

Question 56

A research project on the viability of a cable channel designed to meet the needs of the gay market has concluded its informal research,it should:

A) engage in formal research.
B) determine the effective size of its target market.
C) establish its research objectives.
D) conduct a competitive analysis.
E) hire a product manager.

Question 57

A researcher became a chef with a resort hotel chain for six months so he could observe food-handling practices.He saw food preparers using the same towel to wipe their hands,the counter,the food slicer,and cooking utensils during one food preparation episode.In addition,he found every cook and several hotel administrators engaged in taste testing using their fingers.He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations.

A) experimental
B) simulation
C) observation
D) manipulation
E) survey

Question 58

Which of the following statements about secondary data is true?

A) Secondary data is more costly to gather than primary data.
B) Secondary data is always valid even if they are not always reliable.
C) Secondary data is more time consuming to gather than primary data.
D) The wealth of secondary data available guarantees the researcher will do a good job.
E) Secondary data carries potential problems like out of date, obsolete information.

Question 59

There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes.Researchers began by looking at the nursing home information stored in Westlaw's Adverse Filings,a lawsuits database.This database would contain:

A) qualitative information.
B) primary data.
C) projective data.
D) advertising information.
E) secondary data.

Question 60

The development of _____ facilitates the collection of observation data.

A) research heuristics
B) cross-tab capabilities
C) UPC labeling
D) MIS
E) test marketing specifics

Question 61

When consumers were asked to rate likeability,credibility,and attractiveness in several alternative advertisements for a Norwegian cruise line,researchers noted that respondents tended to give one or two of the ads that made the best first impression the highest rating on all factors examined.This type of response pattern is called the:

A) similarity error.
B) perceived impact.
C) halo effect.
D) echo impact.
E) ad synergy.

Question 62

Which of the following is an example of a method for posttesting ads?

A) Attitude tests
B) Theater test
C) Order-of-merit test
D) Central location test
E) Clutter test

Question 63

An advertising researcher could use a(n)_____ to measure the effectiveness of a television commercial along with a noncompeting control commercial.

A) portfolio test
B) clutter test
C) perceptual meaning study
D) paired-comparison method
E) order-of-merit test

Question 64

Participants were asked what feelings they experienced when they saw the horses in a beer seasonal ad and how they felt about those feelings.This is an example of a(n)_____ being used to posttest an ad.

A) inquiry test
B) projective interview
C) attitude test
D) sales test
E) recall test

Question 65

Suppose an advertising researcher needs to know what hunters think about an ad campaign for a rifle scope designed specifically for hunting in heavy brush and demanding terrain.The entire target population is:

A) determined by a reliability quotient.
B) called the focus group.
C) called the sample.
D) called the universe.
E) determined by a validity quotient.

Question 66

For a quantitative test to be reliable,the test must:

A) use a random sample.
B) be cost-efficient.
C) reflect the true status of the market.
D) be open-ended.
E) be repeatable.

Question 67

A clothing Web site is planning to run three different magazine ads inviting consumers to visit its website to learn how you can create a customized closet.The ads will run in the December edition of a homemaking magazine.The ad that generates the most responses will be considered most effective and will be run in future publications.What kind of a test is the resort conducting?

A) An advertising pretest
B) A sales test
C) A recall test
D) An inquiry test
E) An attitude test

Question 68

A sporting equipment chain wants to evaluate consumers' responses to its new frequent shopper program.An advertising researcher designed a questionnaire,which was filled out by customers in each of its store.Its store in Chicago showed that consumers welcomed the new program.The store in Houston indicated that customers thought the new program would be an invasion of privacy.Since both stores administered the same survey,the survey probably lacks:

A) cohesiveness.
B) homogeneity.
C) invalidity.
D) flexibility.
E) reliability.

Question 69

The shopper at the health food store was asked by a researcher to look at a magazine ad for a line of new organic soups.The researcher asked her if she liked the ad and if she found the ad credible.What method of pretesting was the researcher using?

A) portfolio analysis
B) central location testing
C) focused questioning
D) direct questioning
E) observational research

Question 70

For a quantitative test to be valid,the test must:

A) use a random sample.
B) be cost-efficient.
C) reflect the true status of the market.
D) be open-ended.
E) be repetitive.

Question 71

Jennifer was asked to list all the commercials she remembered seeing while watching her favorite television show.Jennifer was participating in a(n):

A) recall test.
B) projective interview.
C) focus interview.
D) attitude test.
E) inquiry test.

Question 72

A technology research company has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals.Forrester only surveyed a _____,a small portion of the people that represent consumers who shop online.

A) probability universe
B) pretest population
C) focus group
D) miniuniverse
E) sample

Question 73

Which of the following statements about the experimental method of data collection is true?

A) It is the most commonly used method for gathering primary research data.
B) The method is inexpensive and easy to use.
C) It is commonly used in the test marketing of new products in isolated geographic areas.
D) It is useful in obtaining information on consumer interests and opinions.
E) It is commonly used to gather external secondary data.

Question 74

A marketing research firm is testing consumer reaction to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product.The firm has found that different samples from the same general population give remarkably different survey results.With certainty,it can be said that the firm's test lacks:

A) reliability.
B) distinctiveness.
C) clarity.
D) standardization.
E) focus.

Question 75

Which of the following statements about ad pretesting is true?

A) Pretesting makes extensive use of inquiry tests.
B) Pretesting is free from perception errors such as halo effect.
C) Pretesting is often used to predict an ad's likability by its target audience.
D) Pretesting always uses external stakeholders.
E) Pretesting does not help in distinguishing between strong and weak ads.

Question 76

NSSF,the National Shooting Sports Foundation,tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California,Oklahoma and New England.The results were promising,with all three businesses experiencing increases in sales,profit,participation and a spike in new shooters asking how to get started in a variety of shooting sports.NSSF plans a national rollout for the campaign.The gun retailers in southern California,Oklahoma,and New England were its:

A) probability sample.
B) universe.
C) test market.
D) nonprobability sample.
E) target market.

Question 77

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group.If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000,the sample would lack:

A) focus.
B) effectiveness.
C) clarity.
D) standardization.
E) validity.

Question 78

During which category of advertising research would a researcher be most likely to use aided recall,sales tests,and inquiry tests?

A) Strategy determination
B) Posttesting
C) Pretesting
D) Media selection
E) Concept development

Question 79

If advertising is the dominant element in a company's marketing mix,then a(n)_____ test is the best type of posttest to use.

A) sales
B) clutter
C) differential
D) attitude
E) inquiry

Question 80

A technology research company has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals.Which research method was most likely used to learn consumers perceptions of online retailers?

A) Experimental
B) Simulation
C) Observation
D) Manipulation
E) Survey