Question 1

Researchers use beeper diaries as a way to randomize the recording of consumer activities.

Accepted Answer

Researchers do use beeper diaries as a way to randomize the recording of consumer activities. Beeper diaries are used to collect data on a participant's activities and mood by randomly beeping at certain times throughout the day, prompting the participant to record their current activity and mood in a diary. This method helps to reduce bias in data collection and provide a more accurate representation of a participant's daily activities.

Question 2

A problem facing global advertisers is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.

Accepted Answer

Cross-cultural communication can be a challenge for global advertisers as cultural differences can cause misunderstandings or insensitivities in the intended message.

Question 3

Evaluative research conducted during an ad campaign seeks to determine the effectiveness of the ad,while evaluative research conducted at the end of an ad campaign has diagnostic objectives.

Accepted Answer

The answer of Evaluative research conducted during an ad campaign...

Question 4

Psychographic research involves the researcher participating in the lives of the people being studied.

Accepted Answer

Psychographic research focuses on understanding the attitudes, interests, personality, values, and lifestyle of a target market, rather than the researcher participating in the lives of the people being studied, which is more characteristic of ethnographic research.

Question 5

The three distinct memory systems in the mind which advertisements seek to tap into are semantic memory,episodic memory,and procedural memory.

Accepted Answer

This statement is true. Advertisements aim to access and activate these three memory systems in order to create a lasting impression on the consumer. Semantic memory stores general knowledge and facts about the world, while episodic memory stores personal experiences and events. Procedural memory is responsible for the automatic performance of skills and habits.

Question 6

Formal focus groups take place in a comfortable setting,usually people's homes,where the participants have been recruited by the host.

Accepted Answer

Formal focus groups usually take place in a specific location, such as a market research facility, and are typically recruited by a professional recruiter or research agency, not the host.

Question 7

Focus groups have the advantage of revealing what people actually do,as distinguished from what they say they do.

Accepted Answer

Focus groups are designed to gather opinions, attitudes, and beliefs; they do not directly observe or measure actual behavior.

Question 8

In the qualitative research method called photo elicitation,consumers are asked to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which it might be used.

Accepted Answer

Photo elicitation involves participants being shown photographs (or other visual media) and then discussing their thoughts, feelings, or memories that the images evoke, rather than sorting through photos to pick out specific representations.

Question 9

Research used to evaluate the relative power of various creative ideas before the launch of a product is called copy testing.

Accepted Answer

The answer of Research used to evaluate the relative power...

Question 10

Crowdsourcing refers to collecting the opinions of consumers through surveys administered in public places,such as shopping malls.

Accepted Answer

Crowdsourcing refers to obtaining ideas or contributions from a large group of people, often through online platforms or social media, rather than simply collecting consumer opinions in public places.

Question 11

Focus groups should be used only in the background research step of the message development process.

Accepted Answer

Focus groups can also be used in the testing and evaluation phase of message development to gather feedback on the effectiveness and clarity of the messages.

Question 12

Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.

Accepted Answer

This statement is true. Word association is a projective technique commonly used in marketing research to identify how consumers associate different words or concepts with a particular brand, product, or service. By analyzing these associations, researchers can gain insights into consumers' attitudes, beliefs, and preferences related to the topic being studied.

Question 13

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

Accepted Answer

The answer of Media planning begins with media research that...

Question 14

In research terms,reliability means that any differences that are uncovered by the research,such as different attitudes or purchasing patterns,really reflect differences among individuals,groups,or situations.

Accepted Answer

Reliability in research refers to the consistency of a measure, meaning that the same results should be obtained if the research were repeated under the same conditions. The description given pertains more closely to validity, specifically external validity or construct validity, which concerns whether the research truly measures or reflects what it intends to.

Question 15

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

Accepted Answer

This statement is false. Focus groups use a trained moderator to guide the discussion and ask follow-up questions, which can introduce some level of interviewer bias. Additionally, focus groups typically involve a small number of participants (typically 6-10), which limits the amount of data that can be collected per session.

Question 16

Telephone surveys largely replaced door-to-door surveys in the 1960s.

Accepted Answer

This is true. Telephone surveys became more popular and cost-effective in the 1960s, leading to the decline of door-to-door surveys as a primary method of data collection.

Question 17

The two basic research criteria of validity and reliability are drawn from the scientific method.

Accepted Answer

Validity and reliability are two key components in the scientific method, and are therefore foundational criteria in scientific research.

Question 18

Reliability means that the research actually measures what it says it measures.

Accepted Answer

Reliability refers to the consistency of a research study or measuring test. If the same experiment or test yields the same results repeatedly, it is considered reliable. Validity, on the other hand, refers to whether the research actually measures what it says it measures.

Question 19

Copy testing is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

Accepted Answer

Copytesting refers to the process of evaluating the effectiveness of advertising copy or marketing content, typically through audience feedback, before it is widely published, not to the analysis of signs and symbols in a message.

Question 20

Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

Accepted Answer

This statement is true. Sculpting is a projective technique used in market research to understand the ways in which product users think about and use a particular brand. It involves physically repositioning participants in a way that reflects their attitudes and behaviors related to the brand in question.

Quiz 6: Strategic Research