Question 1

Levis wants to know what college-aged consumers think about their new ad campaign for their Desperado style jeans.The college-aged consumers polled for this marketing research are known as a population or a(n)

Accepted Answer

In marketing research, the term "universe" refers to the entire group of individuals or items that are the subject of the research, which in this case is the college-aged consumers.

Question 2

A marketing researcher designed a questionnaire that asked,"In your opinion,how should the government take a more active role in making sure that your food is handled properly?" This is an example of what type of question?

Accepted Answer

This question is an example of an open-ended question because it allows respondents to answer in their own words without being restricted to predefined options, enabling a wide range of responses.

Question 3

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

Accepted Answer

The experimental method is commonly used to test market new products in isolated geographic areas. The other statements are inaccurate - it is not the most commonly used method for quickly gathering primary research data, it is not preferred by researchers because it is inexpensive and easy to use, it is not useful in obtaining information on consumer interests and opinions, and it is not commonly used to gather external secondary data.

Question 4

Following its latest ad campaign,Mail Chimp asked consumers a series of direct and unstructured questions to measure if the campaign created a positive image for the company.The company conducted a(n)

Accepted Answer

The company conducted an attitude test, which involves asking direct and unstructured questions to measure consumers' attitudes and perceptions towards the brand after exposure to a campaign or marketing effort.

Question 5

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group.If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000,the sample would most likely lack

Accepted Answer

The sample would lack validity because it includes all hotels in communities larger than 250,000, not specifically targeting owners and operators of bed-and-breakfast inns, which is the group of interest for the manufacturer. This means the sample may not accurately represent the opinions or needs of the intended population (bed-and-breakfast owners/operators), leading to invalid conclusions about the feasibility of a catalog mailing to this specific group.

Question 6

For a quantitative test to be valid,the test must

Accepted Answer

A valid quantitative test must accurately reflect the true status of the market to ensure that the results are meaningful and reliable.

Question 7

During _____,an advertising researcher would be most likely to use aided recall,sales tests,and inquiry tests.

Accepted Answer

Aided recall, sales tests, and inquiry tests are all methods commonly used in posttesting advertising to evaluate the effectiveness of an advertising campaign, after it has been launched. In contrast, pretesting occurs before launching an advertising campaign and involves methods such as concept testing, copy testing, and audience research to gauge potential effectiveness before investing in the campaign. Therefore, the correct option is B.

Question 8

For a quantitative test to be reliable,the test must

Accepted Answer

A quantitative test is considered reliable when it produces the same results each time it is administered. This means that if the test is given to the same group of people or a similar group of people, the results should be consistent. This consistency in results is important because it allows for accurate comparisons and conclusions to be drawn.

Question 9

What is a characteristic of nonprobability samples?

Accepted Answer

Nonprobability samples are known for their ease of use, as they do not require a specific sampling frame and can be selected based on convenience or availability.

Question 10

Forrester Research has carried out an evaluation of European online retailers by asking consumers how well the websites helped them achieve their goals.Forrester surveyed only a _____,a small portion of the people that represent consumers who shop online.

Accepted Answer

Forrester surveyed a specific group of people to gather data, which can be defined as a sample. Therefore, the best choice is E. The other options do not accurately describe the population that was surveyed by Forrester.

Question 11

EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how to create a customized closet.The ads will run in the December edition of Martha Steward Living magazine.The ad that generates the most responses will be considered most effective and will be run in future publications.What kind of a test is the firm conducting?

Accepted Answer

The firm is conducting an inquiry test, as it is measuring the number of responses to each ad to determine which one is most effective.

Question 12

A marketing research firm is testing consumer reactions to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product.The firm has found that different samples from the same general population give remarkably different survey results.The firm's test most likely lacks

Accepted Answer

The fact that different samples from the same general population give remarkably different survey results suggests that the test lacks reliability, meaning that it does not produce consistent results.

Question 13

If advertising is the dominant element in a company's marketing mix,then a(n)_____ test is the best type of posttest to use.

Accepted Answer

If advertising is the dominant element in a company's marketing mix, measuring the impact on sales is the most relevant and reliable way to assess the effectiveness of the advertising. A sales test measures the actual sales of a product before and after an advertising campaign to determine if there is a significant increase in sales due to the advertising efforts.

Question 14

When Jonas was asked to list all of the commercials he remembered seeing when he watched the SEC football game between Alabama and Auburn,he was participating in a(n)

Accepted Answer

Jonas was asked to recall and list all of the commercials he remembered seeing during the game, which is a recall test.

Question 15

To help food advertisers produce more effective advertising,the Food Marketing Institute did a study in which it asked respondents which reason best described why they wanted to eat more nutritiously: (a)to lose weight; (b)to prevent health problems later in life; (c)to follow their doctor's advice; or (d)to manage an existing medical condition.This was more than likely an example of a(n)_____ question.

Accepted Answer

The question offers multiple options to choose from, making it a multiple-choice question.

Question 16

Which of the following is a good guideline to use for developing an effective questionnaire?

Accepted Answer

Demographic questions are typically placed at the end of a questionnaire to avoid influencing responses to other questions and to maintain respondent engagement throughout the survey.

Question 17

Effective survey questions have three important attributes.They are

Accepted Answer

Clarity ensures that the questions are easily understood by the respondents and focus ensures that the questions are relevant to the survey topic. Brevity is important to prevent survey fatigue and ensure that respondents complete the survey.

Question 18

Lance,an advertising researcher,is selecting potential survey participants from a list of all the people who have ordered HMR dietary products by mail since January 2012.The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs.Since every person in the target population has an equal and known likelihood of being picked,the group he selects will be a

Accepted Answer

Lance is selecting participants using a list of all the people who have ordered HMR dietary products by mail since January 2012, which means he is using a sampling frame. He is also ensuring that each person in the target population has an equal and known likelihood of being picked, which is the definition of probability sampling. Therefore, the group he selects will be a probability sample.

Question 19

Participants were asked whether a Budweiser beer commercial using the Clydesdale horses created a favorable image for Budweiser.This is most likely an example of a(n)_____ being used to posttest an ad.

Accepted Answer

The question specifically asks whether the commercial created a favorable image for Budweiser, indicating that it is measuring attitudes towards the brand. Therefore, the best choice is a(n) attitude test. The other options do not align with the specific question being asked.

Question 20

On a survey,students were asked to answer "yes" or "no" to the following questions: (a)Do you ever have to do homework outside of school? (b)Should the hours that school is in session be extended? (c)Do you feel it is too easy to make good grades? These are examples of _____ questions.

Accepted Answer

These are dichotomous questions because they only offer two options for response: "yes" or "no".

Quiz 6: Account Planning and Research