Question 1

The question: "How much are our competitors spending on their social media campaigns?" is most related to what type of research?

Accepted Answer

The question pertains to the amount spent on social media campaigns, which is a media-related inquiry. Therefore, it falls under the domain of media research.

Question 2

The question: "How do perceptions of our brand differ among users and nonusers?" is most related to what type of research?

Accepted Answer

The question relates to understanding the perception of a brand among different groups of people, which falls under the category of consumer research.

Question 3

Successful advertising planning always builds upon a research-driven analysis of the marketplace.

Accepted Answer

Successful advertising planning requires a thorough understanding of the marketplace and consumer behavior. This understanding is achieved through research and analysis, which forms the basis for developing effective advertising strategies. Without research, advertising planning may lack focus, targeting, and messaging, which can lead to ineffective campaigns and wastage of resources. Therefore, a research-driven analysis is crucial for successful advertising planning.

Question 4

Which of the following is most likely to provide research data on a subscription basis?

Accepted Answer

Syndicated research suppliers typically provide research data on a subscription basis, where clients pay a fee to access a set of reports or data on a specific topic or industry. Custom research suppliers, internal research suppliers, and external research suppliers may also offer subscription-based services, but it is less common.

Question 5

Imagine that the AAA agency needs to survey 500 individuals.Which of the following could the agency turn to for data collection?

Accepted Answer

A field service would provide the AAA agency with trained individuals who could perform face-to-face surveys among a sample of 500 individuals. This method would be more reliable and accurate compared to the other options listed.

Question 6

The synthesis of research findings leads to a determination of ________.

Accepted Answer

Synthesizing research findings helps determine what actions and tactics need to be taken based on the results of the research.

Question 7

John works in the NewWave Advertising Agency research department.John has been asked to prepare a presentation for senior management that focuses on how individuals respond to rich media advertising.John is most likely to turn to a ________ for assistance.

Accepted Answer

The answer of John works in the NewWave Advertising Agency...

Question 8

The text refers to segmentation research conducted by Forrester Research.This segmentation divided the population in terms of ________.

Accepted Answer

The text states that the segmentation research conducted by Forrester Research divided the population in terms of "engagement with social technologies and media". None of the other options are mentioned in the text as part of this segmentation research.

Question 9

The question: "What are key trends in the competitive environment?" is most related to what type of research?

Accepted Answer

The question specifically asks about trends in the competitive environment, which is related to researching the market and the competition within it. Therefore, the most appropriate type of research would be market research.

Question 10

The question: "Which ad has the greatest potential to turn nonusers into users?" is most related to what type of research?

Accepted Answer

This question is related to Creative research, which focuses on the development and evaluation of ads and other marketing communication materials. The goal of this type of research is to determine which ad has the greatest potential to attract new customers or convert nonusers into users.

Question 11

When creating the complete problem statement,which step takes place at the same time as "Define problem?"

Accepted Answer

Justifying research and defining the problem often occur simultaneously as researchers must identify the reason for conducting research and what problem or issue the research will address. So, the best choice is B.

Question 12

Milward Brown's "Dynamic Tracking Study" helps advertisers understand the strengths and weaknesses of an advertising campaign ________ .

Accepted Answer

The answer of Milward Brown's "Dynamic Tracking Study" helps advertisers...

Question 13

At an advertising agency,only individuals in the research department are concerned with research findings.

Accepted Answer

While individuals in the research department may be heavily involved in conducting and analyzing research, findings can be valuable to individuals in other departments such as account management, creative, and strategy. These findings can inform decisions about target audience, messaging, and media placement, among other things.

Question 14

A ________ statement presents the agency's and client's views of the marketplace niche they believe the product can most successfully fill.

Accepted Answer

A positioning statement is a brief statement that outlines the target market, competitive landscape, and unique selling proposition of a product or service. It presents the agency's and client's views of the marketplace niche they believe the product can most successfully fill.

Question 15

Mary is just becoming engaged with social media.She has a Facebook page and she regularly visits social networking sites.Forrester Research would classify Mary as a ________.

Accepted Answer

According to Forrester Research, a "joiner" is someone who regularly visits social networking sites and has a Facebook page, but does not create or contribute much content. Mary fits this description, as she is just becoming engaged with social media and is unlikely to be classified as a critic, collector, spectator, or creator at this stage.

Question 16

The Interactive Advertising Bureau is an example of a ________.

Accepted Answer

The Interactive Advertising Bureau (IAB) is a trade organization that represents the digital advertising industry. Its mission is to create and maintain industry standards, provide research and thought leadership, and advocate for the industry with policy makers and the public.

Question 17

John works in the NewWave Advertising Agency research department.John has been asked to design a very sophisticated research study using a design and questioning technique with which he is unfamiliar.John is most likely to turn to a ________ for assistance.

Accepted Answer

John is likely to turn to a research specialist for assistance as they have expertise in designing research studies and using various questioning techniques. They can provide guidance and support in choosing the appropriate research design and methodology.

Question 18

What type of activity clearly presents key research information in a way that allows advertisers to understand not only the "what" but also the "why" of interrelated research findings and insights?

Accepted Answer

Synthesis involves combining various pieces of information, research findings, and insights to present a comprehensive view that explains not only what the findings are but also why they are significant, making it easier for advertisers to understand the interrelations and implications.

Question 19

The first stage in the process of advertising research is ________.

Accepted Answer

The first stage in the process of advertising research involves preliminary discussions and agreements. This stage is crucial for setting the objectives, scope, and methodology of the research.

Question 20

The question: "What are changes in teen attitudes over the past five years?" is most related to what type of research?

Accepted Answer

This question is asking about changes in attitudes of a specific demographic (teens), which is related to consumer research as it pertains to understanding the behavior and attitudes of a particular group of people in order to inform marketing strategies and product development.

Quiz 1: The Nature and Process of Advertising Research