Question 1

Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store. This is an example of ________.

Accepted Answer

This is an example of ethnographic research, where trained observers observe and interact with customers in their natural environment to gain insights into their behavior, attitudes and preferences. This type of research is used to understand the culture and daily lives of consumers, and can provide valuable insights for marketing strategies and product development.

Question 2

Quantitative research is more useful than qualitative research.

Accepted Answer

Quantitative and qualitative research serve different purposes and are useful in different contexts. Quantitative research focuses on numerical data and statistical analysis, while qualitative research explores deeper insights and understanding of behaviors and experiences. The usefulness depends on the research question and objectives.

Question 3

As a part of a research team, Fatima observed five groups of teenagers shop, socialize, and eat dinner at a local mall. Fatima was participating in traditional quantitative research.

Accepted Answer

The description of the research as "traditional quantitative research" is not supported by the information given. Observing groups of teenagers shopping, socializing, and eating dinner is more indicative of qualitative research methods.

Question 4

Sam wants to understand consumers' perceptions of his company's products, so he conducts a survey to assess their attitudes toward his brands as well as their intention to purchase them. What type of research does this represent?

Accepted Answer

This research represents quantitative research because it aims to quantify consumers' perceptions and intentions through a survey.

Question 5

Every few years, the Association of National Advertisers conducts a study on how national advertisers compensate advertising agencies that plan, develop, and execute their advertising campaigns. A national advertiser uses this data to determine how it should compensate its advertising agency. From the perspective of the national advertiser, what type of research is this?

Accepted Answer

This is secondary research as the Association of National Advertisers conducts the study and provides the data to the national advertiser, who then uses it to determine their compensation strategy.

Question 6

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of a survey.

Accepted Answer

The method described is not a survey, but rather a form of observational research.

Question 7

Sora is a teenager who loves to shop for clothes. She has a points card from Trend Town, her favorite shop. Sora's card is scanned each time she makes a purchase at Trend Town, and the more she uses the card, the more special offers she receives from the shop. Data from Sora's card can be used in embedded feedback research.

Accepted Answer

The statement is true. Sora's points card from Trend Town can be used in embedded feedback research to analyze her shopping behavior and offer her personalized deals and recommendations based on her purchase history.

Question 8

Describe five ways research is used in marketing communication planning.

Accepted Answer

The answer of Describe five ways research is used in...

Question 9

Custom online communities such as the Adidas Insider community organized by Adidas allow marketers to address the problem of controlling who is in an online sample.

Accepted Answer

Custom online communities, like the Adidas Insider community, allow marketers to have a controlled sample of participants.

Question 10

Compare and contrast primary and secondary research and provide examples of sources for each.

Accepted Answer

The answer of Compare and contrast primary and secondary research...

Question 11

Compare and contrast quantitative and qualitative research, and discuss uses of each.

Accepted Answer

The answer of Compare and contrast quantitative and qualitative research,...

Question 12

You have decided to use only open-end questions on your survey. Which of the following questions would NOT be found on your survey?

Accepted Answer

This question asks for a specific numeric answer, therefore it is a closed-ended question and would not be found on a survey consisting only of open-ended questions.

Question 13

Explain the differences among market research, consumer research, advertising research, IMC research, and strategic research.

Accepted Answer

The answer of Explain the differences among market research, consumer...

Question 14

The advertising that launched General Motors' OnStar GPS system used a Batman theme. Looking at the commercial in terms of signs and symbols, it is possible to discover the obvious and hidden meanings of the message. For instance, the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had. This is an example of ________.

Accepted Answer

Semiotic analysis involves examining the signs and symbols used in advertising to uncover their meanings and how they influence consumer behavior. In this case, the use of the Batman theme and references to the "bat beacon" are symbols used to create a connection between the OnStar system and the advanced technology used by Batman.

Question 15

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research?

Accepted Answer

This is an experimental research because the researcher is trying to test two different variables (drop in unit price) to see which one will have a greater impact on sales. To do so, the researcher will likely have two groups of participants, one with a $5 price drop and another with a $7 price drop, and then compare the sales figures of both groups.

Question 16

You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy. Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

Accepted Answer

The answer of You work in an advertising agency and...

Question 17

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use ________ to collect your data.

Accepted Answer

The best choice for collecting data on this topic would be survey research. Surveys can be designed to ask individuals about their age and political affiliation, allowing us to compare the voting trends of different age groups. Surveys are also cost-effective and can reach a large number of people, making them a practical choice for gathering data on a wider population. Ethnographic research is more appropriate for studying cultures, observational research does not provide detailed information on the attitudes and beliefs of individuals, experimental research involves manipulating variables to observe their effects on outcomes, and projective techniques are better suited for exploring unconscious attitudes and motivations.

Question 18

A report from Mediamark Research, Inc. (MRI)uses all of the following characteristics to report the TV-viewing habits of consumers EXCEPT which one?

Accepted Answer

The report lists demographic characteristics such as age and household size, as well as information about TV programs and the presence of children, but it does not include information about religion.

Question 19

Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store, so the company hired a research firm that observed consumers as they made their selection in the store. Which type of research does this represent?

Accepted Answer

The answer of Kraft wanted to understand how consumers decide...

Question 20

V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit message the company was trying to convey in television commercials. V-8 conducted research in which consumers were brought to a research center to view a pilot television show in which the V-8 ad appeared. Several other ads appeared during the 30-minute television program, and after viewing the show, participants were given a survey regarding their attitudes toward all of the ads they had seen. Five different groups saw the same program and ads, except the V-8 ad was different for each group. What type of research is this?

Accepted Answer

This research is concept testing, as it involves evaluating different versions of an advertisement to determine which one best conveys the intended message to the audience.

Quiz 6: Strategic Research