Deck 7: Research

Question 1

To get a general impression of the market,the consumer,or the product,marketers typically start with quantitative research.

Answer 1

False
Explanation: To get a general impression of the market, the consumer, or the product, marketers typically start with qualitative research.

Question 2

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

Answer 2

False
Explanation: For a test to be reliable, it must be repeatable-it must produce approximately the same result each time it is administered.

Question 3

Sales tests are typically more suited for gauging the effectiveness of individual messages or promotions than of campaigns.

Answer 3

False
Explanation: Sales tests are typically more suited for gauging the effectiveness of campaigns than of individual messages or promotions.

Question 4

Marketing research refers to information gathered about a particular market or market segment.

Question 5

Company records are often a valuable source of secondary information.

Question 6

In clutter tests,respondents are shown test commercials,usually in shopping centers,and questions are asked before and after exposure.

Question 7

Companies use IMC research to know how people perceive its products,how they view the competition,what brand or company image would be most credible,and what messages offer the greatest appeal.

Question 8

Researchers encounter the halo effect when asking people to rank promotional messages.

Question 9

Inquiry tests permit fairly good control of the variables that motivate reader action.

Question 10

Focus groups are a representative sample of the population.

Question 11

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

Question 12

Message pretesting is used to help define the product concept or to assist in the selection of target markets,messages,or media vehicles.

Question 13

A problem with primary data is that it may be out of date and therefore obsolete.

Question 14

A health care provider accessed a government Web site to obtain information about the regions with the highest concentration of senior citizens.The information accessed is an example of secondary data.

Question 15

If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad,then he would be using the observation method of marketing research.

Question 16

Message posttesting enables marketers to evaluate a campaign after it runs.

Question 17

Acquiring secondary data is typically expensive and time-consuming when compared to primary data.

Question 18

Posttesting techniques include recall tests,attitude tests,inquiry tests,and sales tests.

Question 19

At the beginning of exploratory research,a concise written statement of the research problem and objectives should be formulated.

Question 20

In projective techniques,the researcher tries to involve consumers in a situation where they can express feelings about the problem or product by asking indirect questions.

Question 21

Effective survey questions must ensure that respondents read and understand the questions in the same way.

Question 22

Mail surveys and phone interviews are the best methods of conducting primary research abroad.

Question 23

What is meant by a media vehicle?

A) It refers to a particular publication or program used for advertising.
B) It refers to the size or length of an advertisement.
C) It refers to an advertising strategy used to target consumers.
D) It refers to the combination of advertisement channels used for product promotion.
E) It refers to the standard rates for different types of advertisement channels.

Question 24

_____,a category of IMC research,is used to diagnose possible communication problems before a campaign begins.

A) Message pretesting
B) Creative concept research
C) Product conceptualization
D) Message posttesting
E) Strategy research

Question 25

The first step in the marketing research process is:
A) conducting primary research.
B) conducting exploratory research.
C) constructing research objectives.
D) analyzing the situation and defining the problem.
E) interpreting and reporting the findings.
There are five basic steps in the research process:

A) Situation analysis and problem definition.
B) Informal (exploratory) research.
C) Construction of research objectives.
D) Primary research.

Question 26

Carmen was relieved to finally launch the website for Tasty Savors,her natural spice blends business.Her marketing mentor said that promoting the business online is the first step; now she needs to determine if the website is converting visitors into customers.Carmen has no idea how many people are visiting the Tasty Savors website or how they locate the site.Which of the following can provide Carmen with useful information on her website's traffic?

A) Facebook Reporting
B) Twitter retweets
C) Klout scores
D) Internet units
E) Google Analytics

Question 27

An Internet advertiser subscribed to a syndicated research service to receive information about the Web surfing habits of various demographic groups.This is an example of _____.

A) message pretesting
B) recall testing
C) merchandising
D) tracking
E) media research

Question 28

Which of the following categories of IMC research is used to help define the product concept or to assist in the selection of target markets,messages,or media vehicles?

A) Creative concept research
B) Message pretesting
C) Strategy research
D) Message posttesting
E) Tracking

Question 29

Which of the following defines the dominance concept?

A) It refers to developing media strategies, selecting media vehicles, and evaluating their results.
B) It refers to gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns.
C) It refers to randomly assigning different consumers to two or more messages or stimuli.
D) It refers to researching which markets are most important to product sales and targeting those where resources can be focused to achieve promotional supremacy.
E) It refers to encouraging consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

Question 30

Which of the following is true of marketing research?

A) It enables managers to assess the effectiveness of promotional activities.
B) It does not impact the overall sales of a product.
C) It enables managers to establish an ethical climate in an organization.
D) It helps top management create a vision for an organization.
E) It refers to information gathered about a particular market or market segment.

Question 31

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

A) Market orientation
B) Market segmentation
C) Marketing research
D) Marketing myopia
E) Market capitalization

Question 32

_____ is defined as the systematic gathering and analysis of information to help develop or evaluate message strategies,individual promotions,and whole campaigns.

A) Market orientation
B) Brainstorming
C) Market segmentation
D) IMC research
E) Visual merchandising

Question 33

When using nonprobability samples,researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

Question 34

By testing questionnaires on a small subsample,researchers can detect any confusion,bias,or ambiguities.

Question 35

What is meant by a marketing information system?

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

Question 36

_____,a category of IMC research,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) Concept research
C) Portfolio testing
D) Posttesting
E) Sales experimentation

Question 37

In terms of IMC research,which of the following is true of the timing of creative concept research?

A) It takes place before creative artwork begins.
B) It takes place before agency production begins.
C) It takes place after possible communication problems have been diagnosed.
D) It takes place after the advertising campaign has run.
E) It takes place after finished artwork and photography.

Question 38

To increase the likelihood of preparing the most effective advertising messages,companies use ____,a category of IMC research.

A) pretesting
B) tracking
C) attitude testing
D) central location testing
E) unaided recall

Question 39

In international research,balance is required to get the best of flexibility and standardization.

Question 40

The techniques used during _____,a category of IMC research,are portfolio tests,storyboard tests,consumer juries,matched samples,mechanical devices,and psychological rating scales.

A) advertising strategy research
B) message posttesting
C) message pretesting
D) media selection
E) creative concept research

Question 41

During _____,the second step in marketing research,researchers may discuss the problem with wholesalers,distributors,or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

A) exploratory research
B) objective setting
C) data interpretation
D) problem defining
E) situational analysis

Question 42

Which of the following is the next step in the market research process once the exploratory research phase is completed?

A) Formulation of research objectives
B) Situation analysis
C) Secondary research
D) Interpretation and reporting of findings
E) Defining the problem

Question 43

Which of the following is true of quantitative research?

A) The main techniques for gathering data are focus groups and in-depth interviews.
B) A highly trained professional is advisable for conducting interviews.
C) Questions vary in order and phrasing from group to group.
D) Many interviews are conducted in order to give a projectable scientific sample.
E) Hypotheses are developed and attempts are made to gain insight into the problem.

Question 44

Which of the following is true of qualitative research?

A) The main techniques used for gathering data are surveys and experiments.
B) The order and phrasing of questions asked is carefully controlled.
C) The questions asked are exactly the same for each interview.
D) Many interviews are taken in order to give a projectable scientific sample.
E) The interviewer needs to frame questions in response to what the respondents say.

Question 45

A marketing research agency conducted a study to determine the reasons for the decreased sales of a particular clothing brand.Researchers spoke to customers at the clothing store as well as at competitors' stores.This information gathered by the researchers is an example of _____.

A) metadata
B) primary data
C) projective data
D) induced information
E) secondary data

Question 46

Advertisers use _____ to unearth people's underlying or subconscious feelings,attitudes,interests,opinions,needs,and motives.

A) involvement sampling
B) projective techniques
C) brainstorming
D) observation methods
E) experimental methods

Question 47

_____ enable(s)researchers to gain insight into both the population whose opinion will be sampled and the subject matter itself.

A) Brainstorming
B) Management myopia
C) Reference groups
D) Qualitative research
E) Centers of influence

Question 48

In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company,a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine.The information gathered from these databases is an example of _____.

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

Question 49

Which of the following is the final step in the marketing research process?

A) Analyzing the situation and defining the problem
B) Conducting informal research
C) Establishing research objectives
D) Interpreting and reporting the data
E) Conducting secondary research

Question 50

In order to get hard numbers about specific marketing situations,researchers may perform a survey or use some other form of _____.

A) recall testing
B) secondary data
C) normative influence
D) quantitative research
E) attitude testing

Question 51

Which of the following statements about secondary data is true?

A) It is more expensive to gather than primary data.
B) Findings are always valid even if they are not always reliable.
C) It is more time consuming to gather than primary data.
D) Most of the available information is relevant to the problem at hand.
E) Information may be out of date and therefore obsolete.

Question 52

When a company wants to collect its own data about a specific problem or issue,it uses _____.

A) universal sampling
B) selective data
C) normative data
D) primary research
E) secondary data

Question 53

Investigators use _____ to encourage consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

A) qualitative research
B) contingency analysis
C) simulations
D) field tests
E) clutter tests

Question 54

In a(n)_____,an intensive research technique,a company invites six or more people typical of the target market to a session to discuss the product,the service,or the marketing situation.

A) experiment
B) simulation
C) observation
D) focus group
E) survey

Question 55

According to the marketing research process,what should researchers do immediately after completing informal research?

A) They should analyze the situation.
B) They should determine the size of the target market.
C) They should establish their research objectives.
D) They should conduct a competitive analysis.
E) They should hire a product manager.

Question 56

In the marketing research process,which of the following will a researcher undertake while conducting informal research?

A) The researcher will establish specific research objectives.
B) The researcher will try to gain insight into the population whose opinion will be sampled.
C) The researcher will gather internal and external secondary data.
D) The researcher will conduct a survey to obtain statistical data.
E) The researcher will establish a research budget.

Question 57

In the marketing research process,what should a company do immediately after analyzing the situation and defining the problem?

A) The company should use informal research to learn more about the market, the competition, and the business environment.
B) The company should identify exactly who the customers are and clarify their perceptions of the company.
C) The company should interpret and report the data obtained.
D) The company should conduct quantitative research to get hard numbers about specific marketing situations.
E) The company should establish a dedicated research department.

Question 58

During which stage of the marketing research process is secondary data frequently used?

A) Informal research
B) Situation analysis
C) Interpretation of findings
D) Construction of research objectives
E) Primary research

Question 59

A marketing research agency conducted a study to determine the reasons for the failure of a campaign aimed at curbing binge drinking among college students.The researchers visited various university campuses and collected information by speaking to students as well as members of the staff.This information gathered by the researchers is an example of _____.

A) quantitative data
B) primary data
C) sales data
D) cross-tabulated data
E) secondary data

Question 60

Which of the following is a factor that can affect quality and costs in research involving telephone surveys?

A) Interview time
B) Cost of focus group facilities
C) Moderator costs
D) Respondent costs
E) Transport costs

Question 61

Researchers use _____ to test a message's attention- getting value,readability,and understandability.

A) clutter tests
B) sales tests
C) recall tests
D) inquiry tests
E) attitude tests

Question 62

In the context of marketing research,what is meant by an experiment?

A) It is a method in which the researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers.
B) It is a process in which researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.
C) It is a method in which test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses.
D) It is a scientific investigation in which a researcher randomly assigns different consumers to two or more messages or stimuli.
E) It is an investigation in which respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure.

Question 63

Which of the following is true of a valid test?

A) It must use random sampling.
B) It must be cost-effective.
C) It must be free of bias.
D) It must be open-ended.
E) It must be repeatable.

Question 64

A common method of gathering primary research data is the _____,in which the researcher gains information on attitudes,opinions,or motivations by questioning current or prospective customers.

A) central location test
B) observation method
C) survey method
D) experimental method
E) clutter test

Question 65

The _____ refers to the situation when respondents rate messages that make the best first impression as the highest in all categories.

A) Hawthorne effect
B) perceived impact
C) halo effect
D) echo impact
E) confirmation bias

Question 66

A(n)_____,a posttesting technique,is used to measure a campaign's effectiveness in creating a favorable image for a company,its brand,or its products.

A) inquiry test
B) clutter test
C) attitude test
D) sales test
E) recall test

Question 67

Which of the following statements about pretesting ads is true?

A) It makes extensive use of inquiry tests.
B) It is free from perception errors such as halo effect.
C) It determines the likability and comprehension of an ad.
D) It always uses external stakeholders.
E) It does not help in distinguishing between strong and weak ads.

Question 68

A researcher from a marketing research agency conducted a study on the food handling practices of an eatery.He discovered that the cooks used the same washcloth to wipe their hands as well as the counter.In addition,he found them tasting the food using their fingers.He determined that strict monitoring was needed to make sure that the cooks complied with sanitary regulations.Which of the following techniques did the researcher use?

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

Question 69

A technology research company conducted an evaluation of its service by asking consumers to fill a questionnaire about how well the company's Web site helped them find the information they were looking for.In this scenario,which method of marketing research did the technology company use?

A) Experimental method
B) Simulation
C) Observation method
D) Intensive technique
E) Survey method

Question 70

Through _____,a pretesting method,researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.

A) portfolio analysis
B) attitude testing
C) recall testing
D) direct questioning
E) observational research

Question 71

Which of the following is true of the observation method of conducting marketing research?

A) It seeks in-depth open-ended responses from targeted groups.
B) It is a projective technique.
C) It involves monitoring consumer activities in their native environments.
D) It is the most common way to gather qualitative marketing research data.
E) It is designed to measure cause-and-effect relationships.

Question 72

Which of the following is true of posttesting methods?

A) It is less costly and time-consuming than pretesting methods.
B) It can test a campaign under actual market conditions.
C) The halo effect hampers the effectiveness of posttesting methods.
D) Clutter tests and central location tests are types of posttesting methods.
E) It is especially effective for testing alternative messages in the early stages of development.

Question 73

When advertising is the dominant element or the only variable in the company's marketing plan,_____ tests are a useful measure of advertising effectiveness.

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

Question 74

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

A) It enables researchers to monitor consumer activities, typically in their native environments.
B) It helps unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives.
C) It is used often for new product and new campaign introductions.
D) It can be conducted by personal interview, telephone, mail, or on the Internet.
E) It enables timely inventory control and accurate point-of-purchase data.

Question 75

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

A) experimental
B) survey
C) observation
D) projective
E) intensive

Question 76

A company developed a new variant of its cheese spread.Before launching it throughout the country,the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy.Which of the following methods did the company employ?

A) Experimental method
B) Projective technique
C) Observation method
D) Survey method
E) Intensive technique

Question 77

Which of the following is a posttesting technique?

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

Question 78

In _____,test commercials are shown with noncompeting control commercials to determine their effectiveness,measure comprehension and attitude shifts,and detect weaknesses.

A) portfolio tests
B) clutter tests
C) perceptual studies
D) paired comparison analysis
E) order-of-merit tests

Question 79

Which of the following is true of the Universal Product Code label?

A) It identifies elements in ads that are unclear or claims that do not seem plausible.
B) It unearths people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives.
C) It gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising.
D) It provides input about the viability of prospective spokespeople and determines the effectiveness of visuals and strategies.
E) It enables people to share their motives, beliefs, and perceptions.

Question 80

_____ measure what respondents noticed,not whether they actually buy the product.

A) Recall tests
B) Universal Product Code labels
C) Focus groups
D) Observation methods
E) Surveys