Question 1

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

Accepted Answer

Story elicitation involves asking consumers to tell stories about their experiences and artifacts in their lives. This technique would be most useful for understanding the meaning and emotions associated with these objects.

Question 2

In general,________ methods are more useful for gathering data (e.g.,how many do this or believe that?),and ________ methods are better at uncovering reasons and motives (e.g.,why do they do or believe?).

Accepted Answer

Quantitative methods are more useful for gathering numerical data, such as frequencies or percentages, which answer questions like "how many?" Qualitative methods, on the other hand, are better suited for exploring reasons, motives, and deeper insights, answering "why?" questions through methods like interviews or observations.

Question 3

________ means that the research actually measures what it says it measures.

Accepted Answer

Validity refers to the accuracy and truthfulness of the research findings. It represents whether the research measures what it is supposed to measure or not. Therefore, option C is the correct answer.

Question 4

Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.

Accepted Answer

Qualitative research allows marketers to gather in-depth information about consumer attitudes, beliefs, and motivations, which can provide deeper insights into consumer behavior than quantitative methods alone.

Question 5

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Accepted Answer

The projective technique described is photo elicitation, which involves asking consumers to take photos and later discussing their thought processes and behaviors captured in those photos.

Question 6

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.

Accepted Answer

Insight research involves understanding the underlying motivations, beliefs, and attitudes that drive consumer behavior. This can help uncover both positive and negative reasons why a consumer may choose to purchase or avoid a product.

Question 7

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.

Accepted Answer

Both SMRB and MRI collect and analyze data related to media behavior and habits, and their research is primarily used to assist with media planning and decision-making.

Question 8

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

Accepted Answer

Metaphors attempt to gain insight into how people perceive brands by examining the link between concepts. The technique involves asking participants to describe a brand using metaphors and analyzing the connections between the metaphors used.

Question 9

Which projective technique involves asking consumers to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which the product might be used?

Accepted Answer

The projective technique that involves asking consumers to sort through a deck of photos and pick out visuals that represent something is called photo sorts. This technique can be used to understand consumers' perceptions about a product, such as the typical users of the product or situations in which the product might be used. Other projective techniques mentioned in the options are Fill-in-the-Blanks, where respondents are asked to complete a sentence or paragraph with their own words or ideas; photo elicitation, where consumers are shown photographs and asked to discuss what they see or feel about the images; purpose-driven games, which are games designed to provide insight into the motivations and attitudes of consumers; and story elicitation, where consumers are asked to tell a story related to a particular topic, product or experience.

Question 10

Marketing research is informal research.

Accepted Answer

Marketing research is a formal process of gathering, analyzing and interpreting data to provide valuable insights and information which can be used to make informed business decisions. It involves the use of various research techniques such as surveys, focus groups, and observational studies to gather data. It requires a structured approach, and the data needs to be analyzed and interpreted systematically to provide meaningful information. Hence, marketing research is not informal research.

Question 11

Secondary research is less important than primary research.

Accepted Answer

Secondary research is important because it can provide valuable insights and context, can be less time-consuming and expensive than primary research, and can support or validate primary research findings.

Question 12

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

Accepted Answer

Artifact creation involves the use of various materials or objects to create something tangible that represents the participant's thoughts, feelings, or experiences related to a particular brand or product. Life collages, day mapping, and instruction book construction are all forms of artifact creation that can be used to elicit stories about brands and their roles in daily life.

Question 13

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 primary research suppliers.

Accepted Answer

Primary research suppliers are indeed firms that specialize in conducting research firsthand by interviewing, observing, recording, and analyzing consumer behavior. This type of research is called primary research because it is original and specific to the research question or problem being studied.

Question 14

Which projective technique do researchers use to see how people solve problems and search for information?

Accepted Answer

The answer of Which projective technique do researchers use to...

Question 15

Which of the following would most likely increase the reliability of research?

Accepted Answer

Selecting a sample that truly represents its population increases the reliability of research because it ensures that the findings can be generalized to the broader population.

Question 16

Experimental research uses formal hypothesis-testing techniques.

Accepted Answer

Experimental research involves the manipulation of one or more independent variables to observe changes in the dependent variable. Formal hypothesis-testing techniques are used to determine the statistical significance of these observed changes and support or reject the research hypothesis.

Question 17

IMC research uncovers critical information that becomes the basis for strategic planning decisions.

Accepted Answer

The answer of IMC research uncovers critical information that becomes...

Question 18

Secondary research is information that has been collected and published by someone else.

Accepted Answer

Secondary research involves using information that has already been gathered and published by someone else, such as in books, articles, or online sources.

Question 19

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

Accepted Answer

Reliability refers to the consistency of results obtained from a specific measurement or test. If a test is reliable, it means that if the same test is administered to the same group of people or things, multiple times, the results obtained will be consistent each time.

Question 20

Qualitative research should be used to draw conclusions about the larger population.

Accepted Answer

Qualitative research is meant to provide a deeper understanding of a particular phenomenon or experience. It involves collecting data through methods such as interviews, observations, and focus groups, and the findings are typically used to develop theories or hypotheses. Unlike quantitative research, which involves statistical analysis to draw conclusions about a larger population, qualitative research is focused on exploring the experiences, perspectives, and motivations of individuals or groups within a specific context. Therefore, it may not be appropriate to generalize the findings to a larger population.

Quiz 6: Strategic Research

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

In general, methods are more useful for gathering data (e.g.,how many do this or believe that?) ,and methods are better at uncovering reasons and motives (e.g.,why do they do or believe?) .

________ means that the research actually measures what it says it measures.

Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.

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

Which projective technique involves asking consumers to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which the product might be used?

Marketing research is informal research.

Secondary research is less important than primary research.

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

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 primary research suppliers.

Which projective technique do researchers use to see how people solve problems and search for information?

Which of the following would most likely increase the reliability of research?

Experimental research uses formal hypothesis-testing techniques.

IMC research uncovers critical information that becomes the basis for strategic planning decisions.

Secondary research is information that has been collected and published by someone else.

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

Qualitative research should be used to draw conclusions about the larger population.

Quiz 6: Strategic Research

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

In general,________ methods are more useful for gathering data (e.g.,how many do this or believe that?) ,and ________ methods are better at uncovering reasons and motives (e.g.,why do they do or believe?) .

________ means that the research actually measures what it says it measures.

Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.

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

Which projective technique involves asking consumers to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which the product might be used?

Marketing research is informal research.

Secondary research is less important than primary research.

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

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 primary research suppliers.

Which projective technique do researchers use to see how people solve problems and search for information?

Which of the following would most likely increase the reliability of research?

Experimental research uses formal hypothesis-testing techniques.

IMC research uncovers critical information that becomes the basis for strategic planning decisions.

Secondary research is information that has been collected and published by someone else.

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

Qualitative research should be used to draw conclusions about the larger population.

In general, methods are more useful for gathering data (e.g.,how many do this or believe that?) ,and methods are better at uncovering reasons and motives (e.g.,why do they do or believe?) .