1
Q
- The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads.
A
account planning
2
Q
- _____is the systematic gathering, recording, and analysis of new information to help managers make marketing decisions.
A
Marketing research
3
Q
- Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads, and whole advertising campaigns?
A
advertising research
4
Q
- During which category of advertising research would a researcher be most likely to use aided recall, sales tests, and inquiry tests?
A
media selection
5
Q
- What type of advertising research measures the target audience’s acceptance of different creative ideas at the concept stage?
A
creative concept research
6
Q
- Advertising researchers would be most likely to use portfolio tests, storyboard tests, and consumer juries during _____ for advertising development.
A
pretesting
7
Q
- Advertising strategy research examines all of the following EXCEPT:
A
segmentation strategy
8
Q
- If an Internet advertiser were to subscribe to Neilsen-NetRatings, it would receive information about the Web surfing habits of various demographic groups. This would be an example of:
A
media research
9
Q
- To increase the likelihood of preparing the most effective advertising messages, companies use:
A
pretesting
10
Q
- _____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.
A
Posttesting
11
Q
- The first step in the research process is to:
A
analyze the situation and define the problem
12
Q
- Every year as Election Day approaches, especially during presidential campaigns, critics of American politics decry low voter turnout. Advertising can be used to encourage people to change their habits. Before advertising though research needs to be done to determine how the advertising should be worded, its target audience, media selection, etc. The first step that needs to be done is to:
A
perform a situation analysis that pays special attention to consumer attitudes about politics and politicians
13
Q
- An MIS is a:
A
a.
set of procedures used to generate information for decision making
14
Q
- At the second stage of the marketing research process, a researcher would:
A
conduct exploratory research
15
Q
- There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes.. Initial studies in this area are examining the market growth and the competition among nursing homes for patients to better define the research problem. They would be conducting _____ research.
A
exploratory
16
Q
- The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determined they are failures. The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose.
A
primary data
17
Q
- There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes. Lobbying groups have funded most of the recent national studies of this issue. Researchers began by looking at the nursing home information stored in Westlaw’s Adverse Filings, a lawsuits database. This database would contain:
A
secondary data
18
Q
- Which of the following statements about secondary data is true?
A
None of the above describes secondary data.
19
Q
- The vast majority of nursing home lawsuits are settled out of court and never go to trial. This means that there is little public information available about the total dollars expended by nursing homes and their insurance companies to pay for litigation related costs. One national study did a national sample of lawyers and found that 88 percent of all nursing home cases were resolved through settlements, and that the average recovery of claims was $406,000. The information gathered by this study would be an example of:
A
primary data
20
Q
- A research project on the viability of a cable channel designed to meet the needs of the gay market has concluded its informal research, it should:
A
establish its research objectives
21
Q
- The research objectives established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should:
A
be specific and measurable
22
Q
- The two types of formal marketing research are:
A
quantitative and qualitative
23
Q
- Questions such as “Why don’t you floss your teeth?” would most likely be a part of _____ research.
A
qualitative
24
Q
- Which of the following questions would be most likely asked when an advertising researcher for the television cable industry is using qualitative research?
A
How would you describe your ideal cable television channel?
25
44. When engaging in qualitative research, a researcher has the choice of either using _____ or _____ techniques.
projective; intensive
26
45. During a research project conducted by a national fashion retailer, respondents were given fifteen minutes to draw what they would like look if they purchased all of their clothing from this chain. After the drawings were completed, fourteen different aspects were used to determine how the amateur artists perceived the chain. This would be an example of the use of:
projective techniques
27
46. RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce, and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research.
intensive
28
47. RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce, and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. This is an example of which of the following research techniques?
focus group
29
48. Which of the following statements about the focus-group method of gathering marketing research is true?
None of the above statements about the focus group method of gathering marketing research is true.
30
49. The three basic research methods used to collect quantitative data are:
observation, experiment, and survey
31
50. The observation method of data collection:
monitors the actions of people being studied
32
51. A researcher became a chef with a resort hotel chain for six months so he could observe food-handling practices. He saw food preparers using the same towel to wipe their hands, the counter, the food slicer, and cooking utensils during one food preparation episode. In addition, he found every cook (and several hotel administrators) engaged in taste testing using their fingers. He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations.
observation
33
52. The development of ______ facilitates the collection of observation data.
UPC labeling
34
53. The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships.
experimental
35
54. Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product. This was an example of _____ research.
experimental
36
55. Which of the following statements about the experimental method of data collection is true?
It is commonly used in the test marketing of new products in isolated geographic areas.
37
56. NSSF, the National Shooting Sports Foundation, tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California, Oklahoma and New England. The results were promising, with all three businesses experiencing increases in sales, profit, participation and a spike in new shooters asking how to get started in a variety of shooting sports. NSSF plans a national rollout for the campaign. The gun retailers in southern California, Oklahoma, and New England were its:
test market
38
57. Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals. Which research method was most likely to use to learn consumers perceptions of online retailers?
survey
39
58. The shopper at the health food store was asked by a researcher to look at a magazine ad for a line of new organic soups. The researcher asked her if she liked the ad and if she found the ad credible. What method of pretesting was the researcher using?
direct questioning
40
59. An advertising researcher could use _____ to measure the effectiveness of a television commercial in getting attention and increasing brand awareness.
clutter test
41
60. When consumers were asked to rate likeability, credibility, and attractiveness in several alternative advertisements for a Norwegian cruise line, researchers noted that respondents tended to give one or two of the ads that made the best first impression the highest rating on all factors examined. This type of response pattern is called the:
halo effect
42
61. Participants were asked what feelings they experienced when they saw the Clydesdale horses in a Budweiser beer seasonal ad and how they felt about those feelings. This is an example of a(n) _____ being used to posttest an ad.
attitude test
43
62. When Beth was asked to list all of the commercials she remembering seeing when she watched the television show Lost, was participating in a(n):
recall test
44
63. EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how you can 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 resort conducting?
an inquiry test
45
64. If promotion (and namely, advertising) is the dominant element in a company's marketing mix, then a(n) _____ test is the best type of posttest to use.
sales
46
65. For a quantitative test to be valid, the test must:
reflect the true status of the market
47
66. 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 lack:
validity
48
67. For a quantitative test to be reliable, the test must:
produce the same results each time it is administered
49
68. A marketing research firm is testing consumer reaction 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. With certainty, it can be said that the firm's test lacks:
reliability
50
69. Suppose an advertising researcher needs to know what hunters think about an ad campaign for Zeiss rifle scope designed specifically for hunting in heavy brush and demanding terrain.. The entire target population is:
called the universe
51
70. Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals. Forrester only surveyed a _____, a small portion of the people that represent consumers who shop online.
sample
52
71. Rehmir is selecting a research sample from a list of all the people who have mail- ordered HMR dietary products since January 2001. Every person in the target population has an equal and known likelihood of being picked. The group he selects will be a:
probability sample
53
72. Most marketing researchers use a nonprobability sample because it:
is useful when random probability sampling is not feasible
54
73. Effective survey questions have three important attributes. They are:
clarity, focus, and brevity
55
74. On the survey, the 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.
dichotomous
56
75. 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?” What type of question would the researcher be using?
open-ended
57
76. Which of the following is a good guideline to use for developing an effective questionnaire?
Put the demographic questions at the end of the questionnaire.
Marketing 353 Final
flashcards
Decks in class (15)
# Cards
