Deck 14: Out-Of-Home, Direct Mail, and Specialty Advertising

Question 1

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

Answer 1

False
Explanation: Qualitative research uses open-ended questions.This question can be answered with a "yes" or a "no."

Question 2

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

Answer 2

True
Explanation: Advertisers use projective techniques to understand people's underlying or subconscious feelings,attitudes,interests,opinions,needs,and motives.By asking indirect questions (such as "What kind of people do you think shop here?"),the researcher tries to involve consumers in a situation where they can express feelings about the problem or product.

Question 3

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

Answer 3

True
Explanation: It's important for global advertisers to perform research.Competent researchers are available in all developed countries,and major international research firms have local offices in most developing countries.

Question 4

The final step in the research process is ad post-testing.

Question 5

The most expensive type of professional survey research is telephone and mail surveys.

Question 6

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

Question 7

There is no one best method for pretesting advertising variables.

Question 8

One of the most important strategic benefits offered by advertising is the fact it can be used to replace a positioning strategy.

Question 9

Pretesting and posttesting are categories of advertising research.

Question 10

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

Question 11

In clutter tests,commercials that are being tested are shown to large groups of people at a time.

Question 12

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

Question 13

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

Question 14

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

Question 15

Advertising research uncovers the information needed to make advertising decisions.

Question 16

The first step in the research process is exploratory research.

Question 17

Four methods for posttesting ads are aided recall tests,unaided recall tests,attitude tests,inquiry tests and sales tests.

Question 18

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

Question 19

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

Question 20

The U.S.Census would provide a health care provider with secondary data on where the highest concentration of senior citizens lived.

Question 21

Who is an account planner? What is the primary responsibility of an account planner?

Question 22

What are projective techniques? How are they useful in conducting advertising research?

Question 23

Distinguish between direct questioning and experimental method.

Question 24

What are the three important attributes that make survey questions most effective?

Question 25

What are the four types of questions most commonly used in surveys?

Question 26

Why do marketing researchers use non-probability samples that may not be representative of the universe being studied?

Question 27

What is a focus group? How does it contribute to a research study?

Question 28

What is an ethnographic research?

Question 29

How has the development of product labels with the Universal Product Code (UPC)benefited the observation method of conducting marketing research?

Question 30

What is the difference between primary and secondary data?

Question 31

Demonstrate the differences between quantitative and qualitative research.

Question 32

What three basic research methods are used to collect quantitative data?

Question 33

Advertising research can be used in basically four different categories of advertising decision making.List and briefly describe each.

Question 34

Distinguish between marketing research and advertising research.

Question 35

Describe an inquiry test.What exactly is the researcher trying to test when he or she conducts an inquiry test?

Question 36

Why is it so important that test used to gather information for advertising research be both valid and reliable?

Question 37

List at least five most frequently used external sources of secondary data.

Question 38

Discuss the challenges faced by the international marketers while collecting primary data for their research.

Question 39

Define marketing research.

Question 40

What are the five basic steps in the marketing research process?

Question 41

The first step in the research process is to:

A)define desired findings.
B)conduct exploratory research.
C)determine research mode.
D)analyze the situation and define the problem.
E)set research budget.

Question 42

Which of the following statements about secondary data is 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)The wealth of secondary data available guarantees the researcher will do a good job.
E)Secondary data can be gathered from internal as well as external sources.

Question 43

A recent study conducted by New Products Magazine wanted to determine how consumers really feel about fortified products.The publication created a Web site where respondents could go to answer questions about how they feel about good nutrition,their own personal health,convenience and taste.In other words,New Products Magazine gathered:

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

Question 44

_____ 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)Post-testing
E)A galvanometer

Question 45

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 of the recent national studies of this issue.Researchers began by looking at the nursing home information stored in Westlaw's Adverse Filings,a lawsuits database.This database would contain:

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

Question 46

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 47

The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determined they are failures.The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose.

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

Question 48

Before beginning its advertising campaign,for its new Snickers Charged,the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchase and eventual brand loyalty.In other words,before developing a creative and a media strategy for the new candy bar,Mars had to conduct research on:

A)product concept.
B)media selection.
C)the advertising budget.
D)message format.
E)message element.

Question 49

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)Ad testing

Question 50

Since the vast majority of nursing home lawsuits are settled out of court and never go to trial,there is little public information available about the total dollars expended by nursing homes and their insurance companies to pay for litigation related costs.One national study questioned lawyers and found that 88 percent 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 51

Recently New Products 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.The New Products Magazine obtained _____ from Kraft Foods.

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

Question 52

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

A)Market analysis
B)A data assessment
C)Marketing research
D)Environmental analysis
E)Research behavior

Question 53

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 54

Every year as Election Day approaches,especially during presidential campaigns,critics of American politics decry low voter turnout.Advertising can be used to encourage people to change their habits.Before advertising thorough research needs to be done to determine how the advertising should be worded,its target audience,media selection,etc.The first step that needs to be done is to:

A)perform a situation analysis that pays special attention to consumer attitudes about politics and politicians.
B)develop an organizational budget for the campaign to increase voting.
C)select media vehicles that target people who have voted in the past.
D)use quantitative research to predict the impact of advertising on voting habits.
E)develop research objectives.

Question 55

During _____ an advertising research would measure the target audience's acceptance of different creative ideas at the concept stage.

A)advertising strategy research
B)creative concept research
C)pretesting
D)post-testing
E)positioning research

Question 56

To increase the likelihood of preparing the most effective advertising messages,companies use:

A)pretesting.
B)inquiry tests.
C)attitude tests.
D)post-testing.
E)unaided recall.

Question 57

A recent study conducted by New Products Magazine wanted to determine how consumers really feel about fortified products.In order to conduct in-depth research of this issue,researchers determined that they needed to know how consumers perceive fortified foods and why they would make them apart of their daily lives.These researchers first conducted a(n)_____ research.

A)exploratory
B)survey
C)non-probability sampling
D)experimental
E)unofficial

Question 58

A Gallup Poll in late 2007 asked Gallup Poll panelists which of seven specific 2008 presidential hopefuls they would most like to have dinner with if given the opportunity.For the presidential candidates and their campaign organizations,this would be an example of:

A)market analysis.
B)data assessment.
C)marketing research.
D)environmental analysis.
E)situation assessment.

Question 59

An MIS (Marketing Information System)is a:

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

Question 60

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 61

A researcher became a chef with a resort hotel chain for six months so he could 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 episode.In addition,he found every cook (and several hotel administrators)engaged in taste testing using their fingers.He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations.

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

Question 62

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)observation
D)stimulus-response
E)source-based

Question 63

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

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

Question 64

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

A)It is the most commonly used method for gathering primary research data.
B)The method is inexpensive and easy to use.
C)It is commonly used in the test marketing of 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 65

The research objectives and the statement of problem established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should:

A)be specific and measurable.
B)study all of the cable channels currently targeting this market.
C)be qualitative.
D)examine the positioning strategy used for lifestyle marketing.
E)be elaborate and descriptive.

Question 66

NSSF,the National Shooting Sports Foundation,tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California,Oklahoma and New England.The results were promising,with all three businesses experiencing increases in sales,profit,participation and a spike in new shooters asking how to get started in a variety of shooting sports.NSSF plans a national rollout for the campaign.The gun retailers in southern California,Oklahoma and New England were its:

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

Question 67

Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals.Which research method was most likely to be used to learn consumer's perceptions of online retailers?

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

Question 68

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 revealing 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 69

The two types of formal marketing research are:

A)universal and sampled.
B)selective and pioneering.
C)consumer and business.
D)quantitative and qualitative.
E)primary and secondary.

Question 70

Takasago International Corp.in New Jersey manufactures flavors,fragrances,fine and aroma chemicals used in variety of products.When it has developed a new flavor,it asks consumers to generate collages based on how the taste made them feel and then to generate stories based on their collages.The stories give the company ideas for who to market the new flavor to as well as how to promote it.What kind of a qualitative research technique is Takasago using?

A)Involvement sampling
B)A projective technique
C)An interpretative technique
D)Open-ended research
E)Interrogative sampling

Question 71

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 revealing their true feelings about the use of ultraviolet technology.Which of the following techniques/methods is described in the above example?

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

Question 72

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 73

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 74

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 75

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 76

The observation method of data collection:

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

Question 77

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

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

Question 78

The shopper at the health food store was asked by a researcher to look at a magazine ad for a new line of organic soups.The researcher asked her if she liked the ad and if she found the ad 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 79

When engaging in qualitative research,a researcher has the choice of either using _____ or _____ techniques.

A)projective;intensive
B)random or universal
C)voluntary;involuntary
D)formal;informal
E)pioneering;selective

Question 80

Which of the following questions would be most likely asked when an advertising researcher for the television cable industry is using qualitative research?

A)Would you pay $69.98 annually for movie-on-request 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?