Deck 6: Account Planning and Research

Question 1

When conducting quantitative research, the interviewer should rely heavily on the script provided and should avoid improvising when asking questions.

Answer 1

True

Question 2

The U.S. Census would be an effective source of secondary data for a health care provider seeking information about locations with high concentrations of senior citizens.

Answer 2

True

Question 3

There is no one best method for pretesting advertising variables.

Answer 3

True

Question 4

In clutter tests, tested commercials are shown to large groups of people in shopping centers.

Question 5

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

Question 6

The final step in the research process is ad posttesting.

Question 7

A researcher using the projective technique might ask, "What kind of athlete would wear Avia brand shoes?"

Question 8

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

Question 9

A qualitative research study would most likely ask, "Do you feel the decorations in the downtown shopping area reflect the true meaning of the holiday season?"

Question 10

Advertising is one of the largest costs in a company's marketing budget.

Question 11

One of the problems with primary data is the high probability of information obsolescence.

Question 12

Consumer juries, portfolio tests, and psychological rating scales are techniques used in posttesting advertisements.

Question 13

Pretesting and posttesting are categories of advertising research.

Question 14

Qualitative research is most useful for testing hypothesis and providing data for mathematical modeling and projections.

Question 15

Email surveys have a lower cost per respondent than telephone and mail surveys.

Question 16

The first step in the research process is exploratory research.

Question 17

Advertising strategy research occurs after the creative work has started, and it typically involves free-association tests and sales tests.

Question 18

Advertising research uncovers the information needed to make advertising decisions.

Question 19

Aided recall tests, unaided recall tests, attitude tests, inquiry tests, and sales tests are methods used for posttesting ads.

Question 20

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

Question 21

If an Internet advertiser were to subscribe to Nielsen-Net Ratings, 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 22

U.S. firms have found that personal interviews are more effective than phone interviews and mail surveys in Japan.

Question 23

Low voter turnout is a common concern during political elections, but an advertising campaign could be effective at encouraging citizens to vote. Research is necessary before developing such an advertising campaign. What would be the first step in the research process?

A) Perform a situation analysis that focuses on citizen attitudes about politics and politicians
B) Develop an organizational budget for the ad campaign to increase voter turnout
C) Select effective media vehicles that target people who have voted in the past
D) Use quantitative research to predict the impact of ads on voting habits
E) Develop and refine research objectives based on desired voting rates

Question 24

A disadvantage of collecting primary data is that it is:

A) not available freely
B) difficult to interpret
C) usually outdated
D) overly quantitative
E) typically expensive

Question 25

Which term refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions?

A) Primary market data mining
B) Integrated marketing communications
C) Marketing research
D) Environmental analysis
E) Research behavior

Question 26

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

Question 27

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 28

_____ 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) A trailer test
C) A clutter test
D) Posttesting
E) A galvanometer

Question 29

New Products Magazine wanted to determine how consumers really feel about fortified products. The publication created a Web site where respondents could answer questions about how they feel about good nutrition, their own personal health, food convenience, and food taste. New Products Magazine gathered:

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

Question 30

The _____ is perceived as a consumer advocate during the advertising planning process.

A) agency
B) art director
C) account planner
D) ad producer
E) ad source

Question 31

Advertising research is as important in international marketing as it is in national and local marketing.

Question 32

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

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

Question 33

Domestic research tends to be more expensive than international research.

Question 34

A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.

Question 35

The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads.

A) empowerment
B) account planning
C) customer transformation
D) relationship marketing
E) relationship research

Question 36

The first step in the research process is to:

A) quantify the desired findings.
B) conduct exploratory research.
C) determine research mode.
D) define the problem.
E) set a budget.

Question 37

Before beginning an advertising campaign for its new Snickers Charged candy bar, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchases and brand loyalty. Before developing the creative strategy and the media strategy for the new candy bar, Mars most likely had to conduct research on:

A) product concept.
B) media selection.
C) promotion methods.
D) messaging formats.
E) message elements.

Question 38

Which of the following would most likely involve testing ad slogans prior to production?

A) Advertising strategy research
B) Creative concept research
C) Storyboard testing
D) Posttesting
E) Pretesting

Question 39

An MIS (Marketing Information System) is a:

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

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) Consumer behavior
B) Ethnographics
C) Marketing research
D) Advertising research
E) Strategic marketing

Question 41

NSSF, the National Shooting Sports Foundation, tested the effectiveness of its Original Outdoor Challenge ad campaign with selected gun retailers in California, Oklahoma, and New York. The results were promising as all the retailers increased their sales and received more customer interest in shooting sports. NSSF plans a national rollout for the campaign. The gun retailers in California, Oklahoma, and New York were a:

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

Question 42

Since most nursing home lawsuits are settled out of court and never go to trial, there is little public information available about the total money expended by nursing homes and their insurance companies to pay for litigation related costs. One national study questioned lawyers and found that 88% 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 43

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

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

Question 44

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

A) observation, experiment, and survey.
B) observation, simulation, and experimentation.
C) role-playing, simulation, and observation.
D) field tests, market tests, and laboratory tests.
E) survey, role-playing, and market tests.

Question 45

RadTech, a trade association for the advancement of ultraviolet (UV) 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 reveal 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 46

Food Magazine conducted a research study to determine how consumers really feel about fortified products. Some of the data used to produce the findings of the study were taken from a recent study conducted by Kraft Foods. The Kraft survey examined how important convenience of food preparation was to consumers. Food Magazine obtained _____ from Kraft Foods.

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

Question 47

Once a research project on the viability of a cable channel designed to meet the needs of the Hispanic market has concluded its secondary research, it should next:

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

Question 48

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in ten consumers to discuss 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 unstructured discussions and guided participants to reveal their true feelings about the use of UV technology. Which of the following is described in the example?

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

Question 49

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) results-oriented
C) observational
D) stimulus-response
E) ethnographic

Question 50

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems later in life, to follow their doctor's advice, or to manage an existing medical condition. The answer to this question is an example of _____ research.

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

Question 51

Forrester Research carried out an evaluation of ShoeSource.com. Users of the ShoeSource Web site were asked questions about the ease of using the Web site and their perceptions of the site. Which research method was most likely used to learn consumer's perceptions of ShoeSource.com?

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

Question 52

The observation method of data collection:

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

Question 53

A shopper at Whole Foods was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked the shopper if the ad seemed 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 54

A researcher became a chef with a resort hotel chain for six months to 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 session. In addition, he found the chefs tasted the food using their fingers. The researcher used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations.

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

Question 55

Which of the following statements about secondary data is most likely true?

A) Secondary data are more costly to gather than primary data.
B) Secondary data are always valid even if they are not always reliable.
C) Secondary data are more time consuming to gather than primary data.
D) Secondary data availability guarantees the researcher will do a good job.
E) Secondary data can be gathered from internal sources as well as external sources.

Question 56

A questions such as "Why do you allow your child to have a pet?" would most likely be a part of a(n) _____ research project.

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

Question 57

The development of ______ facilitated the collection of observation data.

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

Question 58

Which question would be used to gather qualitative research?

A) Would you pay $69.98 annually for movie-on-demand 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 59

Hype International manufactures fragrances used in a variety of products. When the firm develops a new fragrance, it asks consumers to create collages based on how the smell makes them feel. Highly experienced researchers are needed to interpret the findings, but Hype believes the expense is worth it. Which term best describes the method Hype uses?

A) Involvement sampling
B) Projective technique
C) Focus group sampling
D) Open-ended research
E) Interrogative sampling

Question 60

An advertising researcher would most likely use _____ to measure the effectiveness of a television commercial in getting attention and increasing brand awareness.

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

Question 61

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 most likely lack:

A) reliability.
B) bias.
C) clarity.
D) standardization.
E) validity.

Question 62

During _____, an advertising researcher would be most likely to use aided recall, sales tests, and inquiry tests.

A) strategy determination
B) posttesting
C) pretesting
D) marketing integration
E) concept development

Question 63

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

A) It is the most commonly used method for quickly gathering primary research data.
B) The method is preferred by researchers because it is inexpensive and easy to use.
C) It is commonly used to test market 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 64

Lance, an advertising researcher, is selecting potential survey participants from a list of all the people who have mail-ordered HMR dietary products since January 2012. The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs. Since every person in the target population has an equal and known likelihood of being picked, the group he selects will be a:

A) projective group.
B) probability sample.
C) non-probability sample.
D) focus group.
E) mini-universe.

Question 65

EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how to create a customized closet. The ads will run in the December edition of Martha Steward Living 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 firm conducting?

A) Advertising pretest
B) Sales test
C) Recall test
D) Inquiry test
E) Attitude test

Question 66

Participants were asked whether a Budweiser beer commercial using the Clydesdale horses created a favorable image for Budweiser. This is most likely 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 67

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems later in life, to follow their doctor's advice, or to manage an existing medical condition. This was more than likely an example of a(n) _____ question.

A) open-ended
B) multiple choice
C) dichotomous
D) bipolar
E) tabulation

Question 68

A marketing researcher designed a questionnaire that asked "In your opinion, how should the government take a more active role in making sure that your food is handled properly?" What type of question would the researcher be using?

A) Open-end
B) Multiple choice
C) Dichotomous
D) Closed-end
E) Tabulation

Question 69

If promotion 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 70

Which of the following is a good guideline to use for developing an effective questionnaire?

A) Posttest the questionnaire frequently
B) Write lengthy questions to keep respondents interested
C) Avoid developing specific research objectives
D) Put demographic questions at the end of the questionnaire
E) Ask leading questions to get the desired results

Question 71

Florida's Natural brand orange juice introduced a marketing campaign to alert consumers that their brand was not made with any imported orange juice. The campaign by the co-op of citrus growers that produce Florida's Natural featured television advertisements that questioned why other premium orange juice brands would use imported juices when America produces such fresh fruit. To determine if this campaign created a positive image for Florida-grown oranges, the co-op should most likely use a(n):

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

Question 72

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) produce the same results each time it is administered.

Question 73

What is a characteristic of non-probability samples?

A) Highly valid
B) Universe equality
C) Ease of use
D) Time consuming
E) Very expensive

Question 74

Forrester Research has carried out an evaluation of European online retailers by asking consumers 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) target market
D) mini-universe
E) sample

Question 75

When Jonas was asked to list all of the commercials he remembered seeing when he watched the SEC football game between Alabama and Auburn, he was participating in a(n):

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

Question 76

A marketing research firm is testing consumer reactions 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. The firm's test most likely lacks:

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

Question 77

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 78

An advertising researcher needs to know what hunters think about an ad campaign for Zeiss rifle scopes that are designed specifically for hunting in heavy bush and demanding terrain. The entire target population for the marketing research is known as the:

A) reliability quotient.
B) focus group.
C) sample.
D) universe.
E) validity quotient.

Question 79

Effective survey questions have three important attributes. They are:

A) completeness, clarity, and measurability.
B) timeliness, directness, and efficiency.
C) clarity, focus, and brevity.
D) specificity, measurability, and timeliness.
E) completeness, timeliness, and specificity.

Question 80

On a survey, students were asked to answer "yes" or "no" to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions.

A) open-ended
B) multiple choice
C) dichotomous
D) bipolar
E) tabulation