Deck 12: Evaluating Marketing Communications Programs

Question 1

Trial purchases by new customers is a common way to measure the effectiveness of sales promotions.

Answer 1

True

Question 2

The first step in conducting primary research is setting the objectives and hypotheses.

Answer 2

False

Question 3

The process of counting various responses for each question in a survey is called tabulation.

Answer 3

True

Question 4

In marketing research, generally, the larger the sample, the greater the accuracy of the data collected and the higher the cost.

Question 5

Qualitative data is measurable data collected from large samples and structured research procedures.

Question 6

Primary research is the process of collecting and recording new data to solve a particular problem; usually at a high cost.

Question 7

The best way to measure and evaluate the effectiveness of public relations is by measuring the impact on sales.

Question 8

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgement of the researcher is a probability sample.

Question 9

A major strength of focus groups is the reliability of the data generated.

Question 10

Test marketing is a form of observational research.

Question 11

Recruiting respondents to participate in online surveys is not only difficult but leaves the validity of the information collected in question.

Question 12

In the broadcast media, particularly television, the use of DAR testing is common.

Question 13

A Starch readership test divides responses into three categories: noted, associated, and read most.

Question 14

Online surveys offer quick results at a higher cost over traditional data collection methods.

Question 15

Quantitative data is gathered from structured questions with a large sample to ensure accuracy and reliability.

Question 16

Eye-movement camera tests, pupilometer tests, and a voice pitch analysis tests are popular with researchers because emotions trigger physiological responses that can be measured.

Question 17

The editing stage of marketing research is done to ensure the responses are in line with the hypothesis.

Question 18

All online surveys require third party data transfer.

Question 19

When trying to determine if their product's level of brand awareness varies by gender, an organization would perform cross-tabulation on the data.

Question 20

If a company wanted to track a user's browsing patterns it is best to use response cards.

Question 21

Nike is collecting and recording new data to resolve a problem. They are performing

A) validity.
B) reliability.
C) secondary research.
D) primary research.
E) research objective.

Question 22

Describe the elements that Facebook, the largest social media network by far, recommends that companies measure for social media.

Question 23

What is the importance of data interpretation?

Question 24

Discuss the main methods for measuring and evaluating consumer and trade sales promotions.

Question 25

Describe how opinion-measure testing can be used in a research setting. Why would a company want to do this?

Question 26

The marketing function that links the consumer to the marketer through information is

A) technology.
B) information technology.
C) marketing planning.
D) marketing research.
E) brand management.

Question 27

What is experimental research? Give an example to illustrate.

Question 28

An organization's desire to remain competitive and be knowledgeable about consumers' changing needs makes it necessary to collect appropriate __________ before and after critical decisions are made.

A) objectives
B) samples
C) data
D) information
E) analysis

Question 29

Discuss the main methods for measuring and evaluating public relations communications.

Question 30

What are the most common measures of an event's success?

Question 31

A research procedure's ability to measure what it is intended to measure is called

A) hypothesis.
B) marketing research.
C) consistency.
D) reliability.
E) validity.

Question 32

Discuss the four primary means of contacting consumers when conducting surveys to collect quantitative data. How does the marketer choose the method to use?

Question 33

Discuss the three primary methods that a researcher can use to collect data.

Question 34

Outline the basic steps of sample design.

Question 35

Describe the difference between reliability and validity, as they pertain to marketing research.

Question 36

Describe the difference between qualitative data and quantitative data, using examples to illustrate.

Question 37

Explain some of the common methods for measuring the success of an integrated marketing communications campaign.

Question 38

Market research is a form of

A) hypothesis.
B) validity.
C) insurance.
D) consistency.
E) reliability.

Question 39

What is the difference between pre-testing and post-testing in creative research?

Question 40

What is the difference between open-response and fixed-response questions?

Question 41

Motorola Canada would like to conduct a marketing research study. For the study they would like to contact people who fit the following description "single or married men between the ages of 25 and 35 years of age living in cities with more than 1 million residents." In marketing research, this group of people is called the

A) target market.
B) hypothesis.
C) population.
D) sampling frame.
E) sample.

Question 42

General Motors is conducting a telephone survey and uses a predetermined, systematic procedure for picking respondents from a telephone directory so that each respondent has an equal chance of being selected. This is a(n)

A) non-probability sample.
B) probability sample.
C) population.
D) unequal sample.
E) random sample.

Question 43

A statement of what outcomes are predicted in a marketing research investigation is also called a

A) problem definition.
B) sampling frame.
C) hypothesis.
D) research objective.
E) primary statement.

Question 44

Retailers will conduct research in which the behaviour of the consumer is observed and recorded. This is called

A) experimental research.
B) exponential research
C) observation research.
D) secondary research.
E) a test market.

Question 45

A marketing department at a university wanted to conduct research to test their ___________ that cognitive dissonance occurred with low-involvement impulse products.

A) research objective
B) hypothesis
C) secondary data
D) theory
E) sample frame

Question 46

In marketing research, a group of people with a certain specific age, gender, or other demographic characteristics is called a

A) sample.
B) population.
C) universe.
D) Both A and B are correct.
E) Both B and C are correct.

Question 47

In marketing research, a sample of respondents who are known to have an equal chance of being randomly selected from the sampling frame is called a(n)

A) probability sample.
B) sampling frame.
C) equal sample.
D) random sample.
E) non-probability sample.

Question 48

Bell Canada contacted 1000 customers and surveyed them to find out their opinions on Bell Canada and its competitors. This is an example of

A) a validity test.
B) primary research.
C) a reliability test.
D) secondary research.
E) a hypothesis.

Question 49

A statement that outlines what the marketing research is to accomplish is called a

A) hypothesis.
B) research objective.
C) probability sample.
D) problem definition.
E) sampling frame.

Question 50

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgment of the researcher is a

A) hypothesis.
B) probability sample.
C) sampling frame.
D) random sample.
E) non-probability sample.

Question 51

Eddie Bauer wants a representative portion of their entire target to be used to obtain information about their target market. They wish to use

A) the population.
B) a hypothesis.
C) primary data.
D) a sampling frame.
E) a sample.

Question 52

A larger sample size offers __________ accuracy of the data collected at a __________ cost.

A) greater; higher
B) limited; controlled
C) greater; lower
D) lower; higher
E) controlled; limited

Question 53

Staff at Costco often randomly stop shoppers inside their stores to seek their input on a number of marketing issues. This is called a(n)

A) equal sample.
B) population
C) non-probability sample.
D) random sample.
E) probability sample.

Question 54

Sears Canada would like to conduct a marketing research study with people who fit the following description: "single or married men between the ages of 25 and 35 years of age living in cities with more than 1 million residents." In order to access a sample of this group, Sears uses the telephone directory. The telephone directory is an example of a

A) non-probability sample.
B) mailing list.
C) universe.
D) target market.
E) sampling frame.

Question 55

Canadian Tire administers a customer questionnaire consisting of ten questions about the level of customer service received. Each question includes a pre-determined set of answers for the respondents to choose from. This in an example of

A) a good survey.
B) a probability sample.
C) a sampling frame.
D) fixed-response questioning.
E) open-response questioning.

Question 56

The first step in primary research is

A) formulating objectives.
B) creating a hypothesis.
C) sample design.
D) situation analysis.
E) problem definition.

Question 57

A local restaurant wants to develop a small questionnaire that patrons can use to provide feedback on their overall restaurant experience. If they want to be able to easily compare results from day-to-day and see if there are any issues or differences, what type of questions should they ask?

A) open-ended
B) classification
C) fixed-response
D) open-response
E) screening

Question 58

The systematic collection of data by communicating with a representative sample by means of a questionnaire is called

A) online research.
B) observation research.
C) experimental research.
D) survey research.
E) secondary research.

Question 59

In marketing research, a list used to access a representative sample of a population is called a

A) sampling frame.
B) non-probability list.
C) mailing list.
D) sample.
E) target list.

Question 60

Which of the following is NOT one of the primary means of contacting consumers when conducting surveys to collect quantitative data?

A) test markets
B) telephone interviews
C) mail surveys
D) online surveys
E) personal interviews

Question 61

Which of the following is NOT a disadvantage of using personal interviews as a survey method?

A) more time needed
B) interview bias possible
C) higher cost
D) low rate of participation
E) respondents reluctant to respond

Question 62

Measuring the effectiveness of ______________ is relatively easy since advertisers only pay for the ads' placement when people click on them, and they can also track when clicks translate into purchases.

A) search ads
B) ad views
C) ad clicks
D) visits
E) hits

Question 63

Which of the following is a common way to measure and evaluate trade sales promotion?

A) number of new product listings
B) frequency of loyalty card usage
C) redemption rate to coupon offers
D) number of cash rebates forms returned
E) number of contest entries received

Question 64

Research in which one or more factors are manipulated under controlled conditions, while other elements remain constant so that the respondent's reactions can be evaluated is called

A) secondary research.
B) experiential research.
C) online research.
D) exponential research.
E) experimental research.

Question 65

Which of the following statements is true about focus group data?

A) Focus group data is very quantifiable in nature.
B) Focus group data may be unreliable.
C) Focus group data is usually representative of the entire population.
D) People like to disagree with each other and express their opinions in focus groups.
E) Most focus groups are held in only one location.

Question 66

In a Starch readership test, responses are divided into three categories: noted, associated, and

A) read most.
B) recalled.
C) related.
D) recognized.
E) memorized.

Question 67

A car manufacturer wanted to conduct a post-test to measure their latest ad's impact by asking respondents to explain the key message of the ad. If no situational information is provided to help the respondents, they have chosen to conduct a(n) ____________ recall test.

A) blind
B) double-blind
C) unaided
D) aided
E) blank

Question 68

The number of times each answer on a survey was chosen for a question could be shown on a

A) tabulation.
B) cross-tabulation.
C) frequency distribution.
D) data analysis.
E) data interpretation.

Question 69

Which of the following is NOT a common way to measure and evaluate public relations?

A) impressions
B) number of articles written
C) clippings
D) advertising equivalency
E) ad views

Question 70

Which of the following is NOT a common way to measure and evaluate direct response communications?

A) number of phone calls received
B) number of new product listings
C) actual sales from a particular offer
D) degree of stickiness
E) number of response cards received

Question 71

If Canadian Geographic wanted to test its target audience's awareness of a radio spot after the audience has been exposed to the message, it would be conducting a(n)

A) recall test.
B) recognition test.
C) opinion-measure test.
D) pre-test.
E) physiological response test.

Question 72

Which of the following is a common physiological-response testing method?

A) focus group
B) test market
C) pupilometer test
D) Starch readership test
E) day-after recall test

Question 73

Coca-Cola Canada has developed a new television ad and runs the ad in three major cities for four weeks in order to observe the potential impact before running the ad nationally. This is an example of

A) test marketing.
B) observational research.
C) a focus group.
D) secondary research.
E) local research.

Question 74

Which of the following is NOT one of the four primary ways of conducting surveys to collect quantitative data?

A) telephone interviews
B) focus groups
C) mail
D) personal interviews
E) online

Question 75

A form of research yielding information about the effect of a commercial message on respondents' brand name recall, interest in the brand, and purchase intentions is called

A) Starch readership testing.
B) opinion-measure testing.
C) physiological testing.
D) day-after-recall testing.
E) market testing.

Question 76

Facebook recommends that companies measure ________________ to tell how well a brand is doing in terms of conversation compared to competitors.

A) engagement
B) share of voice
C) interaction rate
D) blog postings
E) hits

Question 77

Which of the following is NOT a common technique for measuring the effectiveness of creative?

A) recognition testing
B) physiological-response testing
C) frequency testing
D) recall testing
E) opinion-measure testing

Question 78

If a university wanted to compare and contrast answers to a student survey on "university life" by year of study and gender, with the total number of responses then a ____________ would be conducted.

A) frequency distribution
B) data analysis
C) data interpretation
D) cross-tabulation
E) tabulation

Question 79

Physiological-response testing is popular with researchers because

A) these tests allow them to charge more.
B) logical responses are the key to understanding consumers.
C) emotions trigger physiological responses that can be measured.
D) redemption rates are easily measured.
E) physiological responses are very subtle.

Question 80

Which of the following is NOT a common criterion for evaluating creative using the managerial approach?

A) Is the ad misleading?
B) Will be ad generate sales?
C) Should the ad be researched?
D) Does the ad communicate the creative objectives?
E) Is the ad memorable?