Question 1

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

Accepted Answer

IMC research serves various purposes, most of which can be grouped into four categories: strategy research, creative concept research, pretesting, and posttesting. Message posttesting enables marketers to evaluate a campaign after it runs.

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

By using inquiry tests-in which consumers respond to an offer for information or free samples-researchers can test a message's attention- getting value, readability, and understandability. These tests also permit fairly good control of the variables that motivate reader action, particularly if a split-run test is used.

Question 4

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

Accepted Answer

Secondary data is readily available, either internally or externally, and can be gathered more quickly and inexpensively than primary data.

Question 5

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

Accepted Answer

Message pretesting is used to diagnose possible communication problems before a campaign begins.

Question 6

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

Accepted Answer

Once the exploratory research phase is completed, the company may discover it needs additional information that it can get only from doing primary research. For example, it may want to identify exactly who its customers are and clarify their perceptions of the company and the competition. To do so, the company must first establish specific research objectives. A concise written statement of the research problem and objectives should be formulated at the beginning of any research project.

Question 7

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

Accepted Answer

Researchers encounter problems when asking people to rank messages. Respondents often rate the ones that make the best first impression as the highest in all categories (the halo effect).a

Question 8

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

Accepted Answer

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

Question 9

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.

Accepted Answer

Before developing any campaign, a company needs 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. To get this information, companies use IMC research.

Question 10

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.

Accepted Answer

During the exploratory stage, researchers frequently use secondary data-information previously collected or published, usually for some other purpose. This information is readily available, either internally or externally, and can be gathered more quickly and inexpensively than primary data.

Question 11

Company records are often a valuable source of secondary information.

Accepted Answer

Company records are often a valuable source of secondary information. Useful internal data include product shipment figures, billings, warranty card records, advertising expenditures, sales expenses, customer correspondence, and records of meetings with sales staffs.

Question 12

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

Accepted Answer

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

Question 13

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.

Accepted Answer

Advertisers use projective techniques to unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives. By asking indirect questions, the researcher tries to involve consumers in a situation where they can express feelings about the problem or product.

Question 14

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.

Accepted Answer

In the observation method, researchers monitor consumer activities, typically in their native environments, such as a store, a park, or the workplace. They may count the traffic that passes by a billboard, count a TV audience through instruments hooked to TV sets, or study consumer reactions to products displayed in the supermarket.

Question 15

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

Accepted Answer

Most posttesting techniques fall into five broad categories: aided recall, unaided recall, attitude tests, inquiry tests, and sales tests.

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

Secondary data carry some potential problems. Information may be out of date and therefore obsolete.

Question 18

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

Accepted Answer

To help managers make marketing decisions, companies develop systematic procedures for gathering, recording, and analyzing new information. This is called marketing research (it should not be confused with market research, which is information gathered about a particular market or market segment).

Question 19

_____, 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.

Accepted Answer

It is important to evaluate the effectiveness of a campaign after it runs. Posttesting (also called tracking) provides the marketer with useful guidelines for future advertising.

Question 20

Focus groups are a representative sample of the population.

Accepted Answer

Focus groups are not a representative sample of the population, but the participants' responses are useful for several purposes.

Quiz 7: Research: Gathering Information for Imc Planning