Question 1

Google Groups and Facebook are good sources of secondary research data today.

Accepted Answer

Both Google Groups and Facebook have a vast amount of user-generated content that can be useful for secondary research purposes. However, it's important to consider the credibility and reliability of the information found on these platforms.

Question 2

Although some advertising agencies have had research specialists or even departments for more than 100 years, their real growth occurred in the mid-20th century, with the 1950s being their heyday.

Accepted Answer

The statement describes the historical growth of research specialists or departments in advertising agencies, with their peak in the 1950s.

Question 3

While this method of primary research is not strongly suggested by the text, internal company sources can sometimes reveal bits of preliminary information, though rarely much more than that.

Accepted Answer

False

Question 4

An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested.In this way, she will gather qualitative test scores.

Accepted Answer

The answer of An agency staffer conducts a test to...

Question 5

ZMET is designed to draw out people's buried thoughts and feelings about products and brands, based on their use of metaphors.

Accepted Answer

ZMET (Zaltman Metaphor Elicitation Technique) is a research method designed to uncover people's subconscious thoughts and emotions about a product or brand by using metaphors. It involves asking participants to identify images, draw pictures, and describe their feelings using metaphors, which are then analyzed to reveal underlying attitudes and perceptions.

Question 6

One way to obtain information about marketing and advertising is to purchase data from commercial services such as Current Population Survey.

Accepted Answer

Commercial services such as Current Population Survey do not sell marketing and advertising data. They mainly provide demographic and economic data for research and planning purposes. Companies interested in advertising and marketing data can use specialized market research firms or advertising agencies.

Question 7

Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight.

Accepted Answer

Focus groups are a qualitative research method that is used to gain insights and understanding into the thoughts and behaviors of a selected group of people. While statistical analysis can be performed on the data collected from focus groups, the primary goal is to gain a deeper understanding of specific topics or issues.

Question 8

Direct response research, also called attitude research, is the kind that evaluates ads just as they are about finished-the kind people usually think of when someone says "advertising research."

Accepted Answer

Direct response research and attitude research are different; direct response research focuses on immediate consumer reactions and actions, while attitude research evaluates consumer attitudes and perceptions towards ads.

Question 9

In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying.This is an example of a concept test.

Accepted Answer

The answer of In a testing situation, people are shown...

Question 10

Copy testing is rarely a good idea, particularly because the account executives, the creative team, and the client usually dislike it.

Accepted Answer

The answer of Copy testing is rarely a good idea,...

Question 11

When the question is asked concerning what an agency really wants from advertising research, the answer often falls to the reality that it wants whatever the client wants.

Accepted Answer

The statement correctly states that an agency typically wants whatever the client wants when it comes to advertising research.

Question 12

Some of the most valuable data are available right within the ad agency itself, such as research reports, sales figures, warranty cards, consumer complaints, and customer letters.

Accepted Answer

The statement is true - valuable data can be found within the ad agency itself, including research reports, sales figures, warranty cards, consumer complaints, and customer letters.

Question 13

Due to years of budget cuts, the federal government publishes much less population, demographic, and lifestyle research than it once did, and almost all data that was once free now require a fee.

Accepted Answer

The federal government continues to publish a significant amount of population, demographic, and lifestyle research for free, although there may be some budget constraints affecting certain programs.

Question 14

A belief in mind control, repressed thoughts, and mass persuasion formed the cornerstone of Cold War ideology, and advertising professionals during that time found it easy to persuade consumers to buy their brands.

Accepted Answer

The belief in mind control, repressed thoughts, and mass persuasion was not the cornerstone of Cold War ideology.

Question 15

There was keen interest as well as great ambivalence about science after World War II, so people were intrigued by "scientific advertising" but also cautious about its potential for harm or misuse.

Accepted Answer

This statement accurately describes the attitude towards science and scientific advertising during the post-World War II era.

Question 16

Products are just things, but brands have meaning.

Accepted Answer

Brands are more than just products, they have a unique identity, story, and reputation that give them meaning and differentiate them from competitors.

Question 17

A researcher is said to conduct "field work" when he or she joins in and actually takes part in the study, usually in a taste test or other form of product testing.

Accepted Answer

Field work refers to researchers actually going into the field or natural setting of study to observe and collect data, often through participant observation or interviews. Taking part in a taste test or product testing would not be considered field work.

Question 18

A focus group involves blind taste tests of products.

Accepted Answer

A focus group typically involves a group of people providing feedback on specific products or concepts, but blind taste tests are just one possible method of gathering feedback.

Question 19

The text stresses that for research methods to be truly useful to the client, they need to be reliable, valid, trustworthy, and meaningful.

Accepted Answer

The text explicitly states that research methods need to be reliable, valid, trustworthy, and meaningful for them to be truly useful to the client.

Question 20

By the early 1980s, ad agencies began to openly voice their distrust of the sacred, all-encompassing reliance on scientific research methods established in the 1950s, and in-house research departments began to shrink or disappear.

Accepted Answer

This statement is true. Ad agencies did start to question the reliance on scientific research methods and in-house research departments began to shrink or disappear by the early 1980s.

Quiz 7: Advertising and Promotion Research