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What do ad agency's account planners do?
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How does marketing research help managers?
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Companies use _____ to collect information on what people think about them and their products and services.
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Advertisers use_______________ to obtain and analyze information on the popularity of media vehicles.
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The ______   _________ is perceived as a consumer advocate during the ad planning process
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The process of _____ requires that the establishment of long-term customer relationships take precedence over
the creation of ads.
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Advertising research is helpful in determining creative concepts that can be used in advertisements.
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The main role of an account planner in an ad agency is to _____.
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Why do marketers pretest ads?
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The process that managers use to collect, record, and examine new information in order to make marketing
decisions is referred to as ______.
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An accurate statement about a marketing information system is that it _____.
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_________ is the process of gathering recording and analysis of new info to help managers make marketing decisions
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A Gallup Poll in late 2007 asked Gallup Poll panelists which of seven specific 2008 presidential hopefuls they would
most like to have dinner with if given the opportunity. For the presidential candidates and their campaign organizations,
this would be an example of:
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Why do companies use advertising research?
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Media research is used to ______.
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Before beginning its advertising campaign, snickers has to determine if the products 60 milligrams of caffeine would
lead to initial purchase and then brand loyalty. In other words before developing a creative and media strategy mars
had to conduct research on
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If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the
Web surfing habits of various demographic groups. This would be an example of:
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During _____ an advertising research would measure the target audience's acceptance of different creative ideas
at the concept stage
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To increase the likelihood of preparing the most effective advertising messages, companies use:
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_____ 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.
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first step in research process
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An MIS (Marketing Information System) is a:
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A recent study conducted by new products mag wanted to determine how consumers really feel about fortified products in
order to conduct in depth research they determined they needed to know how consumers perceived fortified foods and why
they would make them a part of their daily lives the researchers first conducted a ______ research
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What step of the research process is designed to explore a problem by reviewing information that has been
previously collected and interviewing a few key people with the most information to share?
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After developing an advertising strategy, marketers start the _____ for advertising.
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Which is true of secondary data
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Once 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
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A question such as "why do you allow your child to have a pet? Would most likely be
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When engaging in qualitative research, a researcher has the choice of either using _____ or _____ techniques.
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Takasago International Corp. in New Jersey manufactures flavors, fragrances, fine and aroma chemicals used in variety of products.
When it has developed a new flavor, it asks consumers to generate collages based on how the taste made them feel and then to
generate stories based on their collages. The stories give the company ideas for who to market the new flavor to as well as how
to promote it. What kind of a qualitative research technique is Takasago using?
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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.
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In the final research report, researchers should explain tables and graphs in the form of symbols.
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Which quantitative research technique allows one to measure cause-and-effect relationships?
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Identify a method of pretesting print ads that is designed to draw out responses from people to an advertisement.
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Identify the pretesting method for radio and TV that involves showing test commercials to people and asking
questions before and after the show.
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The three basic research methods used to collect quantitative data are:
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Monitors the actions of the people being studied
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The development of ____ _____ facilitated the collection of observation data
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The _____ method of conducting marketing research is designed to measure actual cause and effect relationships
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In contrast to primary research data, secondary research data is _____.
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How do companies try to ensure that an advertising message will be effective?
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What is the next step after finishing the exploratory research phase in the marketing research process?
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Research departments that utilize a set of procedures for generating an orderly flow of pertinent information
for use in making marketing decisions is using a(n) ______ system.
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types of primary research:
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Companies use _____ to collect information on what people think about them and their products and services.
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In contrast to quantitative primary research, qualitative research is used by marketers to _____.
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In the research process, secondary research is conducted after ______.
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Unlike secondary research data, primary research data is collected from _____.
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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.
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Which of the following statements about the experimental method of data collection is true
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At the beginning of a marketing research project, a company should _____.
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When a company wants to collect data about a specific problem or issue it would use ______ research
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What research method encourages people to share their thoughts and feelings through in-depth,
open-ended responses?
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A type of primary research that provides researchers with accurate and verifiable numerical values
representing specific marketing situations is called _____ research.
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Projective techniques used in qualitative research _____.
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An intensive qualitative research technique that allows for the examination of more in-depth feelings by
respondents is known as _____.
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What is another name for qualitative research?
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Identify an accurate statement about the focus group as an intensive research technique.
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______ are used in qualitative research to gain an insight into consumers' deep-seated opinions, feelings,
motives, and needs.
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An accurate statement about ethnographic research as an intensive research technique is that it _____.
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As one of the intensive techniques for qualitative research, in-depth interviews _____.
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A disadvantage of inquiry tests is that ________.
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Sales tests as a method for posttesting advertisements are usually __________.
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What is the purpose of the final report of research?
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In a large ad agency, in contrast to an account planner, an account manager stands for the _______.
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The main role of an account planner in an ad agency is to __________.
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Establishing a unique product concept for a brand can help marketers ________.
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Identify one of the major objectives of advertising research.
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Which category of advertising research should marketers use to determine their target markets?
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Companies discover effective campaign messages by _________.
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Creative people do not believe in ad pretesting because they believe it __________.
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Identify a quantitative research technique that allows researchers to actually monitor consumers' actions.
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What research method encourages people to share their thoughts and feelings through in-depth,
open-ended responses?
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A quantitative research technique that involves comparing the response to a stimulus of a test group with a control
group that does not receive any stimulus is referred to as a(n) _____.
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An intensive qualitative research technique in which a group of people is asked to talk about a product, service,
concept, or idea is known as a(n) _____.
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Because it is hard to control every marketing variable, ______ is difficult to use and quite expensive.
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Which intensive research technique tries to understand how people live their lives and is gaining in popularity
among advertisers and even high-tech companies?
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methods that can be used to conduct a survey.
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Which quantitative research method is mostly conducted by independent marketing research companies?
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A characteristic of direct questioning as a pretesting technique is that it _____.
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an accurate statement about the experimental method.
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Identify the pretesting method that involves showing test commercials to people and asking questions before
and after the show.
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A type of experiment is ______ in which a product is introduced in an isolated geographic area to measure
its effectiveness before a national.release of the product.
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Name a posttest that is used to evaluate the effectiveness of an advertisement in establishing a positive
image for brands and products of a company.
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Which is the most common way of collecting quantitative data for primary market research?
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A characteristic of recall tests as a method to posttest advertisementsNis that they _____.
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Identify a method of pretesting print ads that is designed to draw out
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Why do marketers use clutter tests for pretesting radio and TV ads?
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the elements of an advertisement that researchers can measure using inquiry tests for posttesting advertisements.
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The information needed to make decisions regarding product promotion is gathered
through ____________   _____________.
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a method that advertisers use for posttesting advertisements.
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a posttesting method that evaluates the effectiveness of various elements of an advertisement,
such as themes, size, and color.
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A disadvantage of inquiry tests is that _____.
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A characteristic of direct questioning as a pretesting technique is that it _____.
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Identify the pretesting method that involves showing test commercials to
people and asking questions before and after the show.
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Name a method for posttesting advertisements that evaluates people's
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What is the purpose of the final report of research?
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For a test to achieve validity, it must ______.
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Companies use advertising strategy research to evaluate ___________.
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Companies use advertising strategy research to _________.
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Advertising research is helpful in determining creative concepts that can be used in advertisements.
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How do companies try to ensure that an advertising message will be effective?
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a characteristic of inquiry tests as a method for posttesting
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These tests allow researchers to have a good control of variables that
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A research test that generates a similar result every time it is conducted, has which research characteristic?
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A sample selected by a market researcher should be large enough to attain _____.
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The final step in the research process involves _____.
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A researcher can obtain the most accurate results from nonprobability samples in a research study.
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Advertisers obtain important guidelines during the _________ that they can use in future.
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An intensive research technique that evaluates the ways in which individuals live their lives is
known as ___________ __________.
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Which of the following quantitative research methods is mostly conducted by independent marketing
research companies?
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Identify an accurate statement about the experimental method.
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Identify the methods that can be used to conduct a survey.
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A characteristic of direct questioning as a pretesting technique is that it __________.
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Why do marketers use clutter tests for pretesting radio and TV ads?
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Name a posttest that is used to evaluate the effectiveness of an advertisement in establishing a positive image
for brands and products of a company.
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A characteristic of recall tests as a method to posttest advertisements is that they ________.
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Identify the elements of an advertisement that researchers can measure using inquiry tests for posttesting advertisements.
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For primary research to be valid, _____.
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An accurate statement about conducting research in international markets.
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Research is said to be reliable if it _____.
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A portion of the population selected by market researchers to represent the appropriate target population
is referred to as a ______.
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Random samples in a research process are also known as _____.
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To successfully conduct research in foreign markets, advertisers must understand _____.
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In what type of research sample do all members of the target population have an equal and independent chance of
being selected for the study?
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