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What do ad agency's account planners do?
They understand what consumers think about a product and what influences them.
 
How does marketing research help managers?
It gives information that is required for the development of new products.
It enables managers to identify consumers' needs and market segments.
It helps managers to assess the efficacy of promotional activities.
 
Companies use _____ to collect information on what people think about them and their products and services.
Advertising Research
 
Advertisers use_______________ to obtain and analyze information on the popularity of media vehicles.
Media Research
 
The ______   _________ is perceived as a consumer advocate during the ad planning process
Account planner
 
The process of _____ requires that the establishment of long-term customer relationships take precedence over
the creation of ads.
account planning
 
Advertising research is helpful in determining creative concepts that can be used in advertisements.
True
 
The main role of an account planner in an ad agency is to _____.
represent the consumer
 
Why do marketers pretest ads?
to make sure the advertising message will be effective
 
The process that managers use to collect, record, and examine new information in order to make marketing
decisions is referred to as ______.
marketing research
 
An accurate statement about a marketing information system is that it _____.
provides the required information to managers when needed
 
_________ is the process of gathering recording and analysis of new info to help managers make marketing decisions
Marketing research
 
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:
Marketing research
 
Why do companies use advertising research?
to know how people view the competition
to understand what brand image would be most credible
to know how people perceive its products
 
Media research is used to ______.
develop media strategies
select media vehicles
evaluate results of media choices
 
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
Product concept
 
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:
media research
 
During _____ an advertising research would measure the target audience's acceptance of different creative ideas
at the concept stage
creative concept research
 
To increase the likelihood of preparing the most effective advertising messages, companies use:
pretesting
 
_____ 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.
post-testing
 
first step in research process
analyze the situation and define the problem
 
An MIS (Marketing Information System) is a:
set of procedures used to generate information for decision making
 
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
Exploratory
 
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?
secondary research
 
After developing an advertising strategy, marketers start the _____ for advertising.
development of creative concepts
 
Which is true of secondary data
Secondary data can be gathered from internal as well as external sources
 
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
establish its research objectives
 
A question such as "why do you allow your child to have a pet? Would most likely be
Qualitative
 
When engaging in qualitative research, a researcher has the choice of either using _____ or _____ techniques.
projective; intensive
 
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?
projective technique
 
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
 
In the final research report, researchers should explain tables and graphs in the form of symbols.
False
 
Which quantitative research technique allows one to measure cause-and-effect relationships?
experimental method
 
Identify a method of pretesting print ads that is designed to draw out responses from people to an advertisement.
direct questioning
 
Identify the pretesting method for radio and TV that involves showing test commercials to people and asking
questions before and after the show.
central location tests
 
The three basic research methods used to collect quantitative data are:
observation, experiment, and survey
 
Monitors the actions of the people being studied
The observation method of data collection
 
The development of ____ _____ facilitated the collection of observation data
UPC labeling
 
The _____ method of conducting marketing research is designed to measure actual cause and effect relationships
experimental
 
In contrast to primary research data, secondary research data is _____.
readily available
 
How do companies try to ensure that an advertising message will be effective?
They pretest advertisements to diagnose possible communication problems.
 
What is the next step after finishing the exploratory research phase in the marketing research process?
Identify research objectives.
 
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.
marketing information
 
types of primary research:
qualitative research
quantitative research
 
Companies use _____ to collect information on what people think about them and their products and services.
advertising research
 
In contrast to quantitative primary research, qualitative research is used by marketers to _____.
gain a general knowledge about a product, a consumer, or a market
 
In the research process, secondary research is conducted after ______.
a situation analysis and identification of the problem takes place
 
Unlike secondary research data, primary research data is collected from _____.
the market directly
 
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
 
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.
 
At the beginning of a marketing research project, a company should _____.
develop a statement containing the problem and objectives of the research
 
When a company wants to collect data about a specific problem or issue it would use ______ research
Primary
 
What research method encourages people to share their thoughts and feelings through in-depth,
open-ended responses?
qualitative research
 
A type of primary research that provides researchers with accurate and verifiable numerical values
representing specific marketing situations is called _____ research.
quantitative
 
Projective techniques used in qualitative research _____.
allow researchers to involve consumers in a situation by asking indirect questions
 
An intensive qualitative research technique that allows for the examination of more in-depth feelings by
respondents is known as _____.
the in-depth interview
 
What is another name for qualitative research?
motivation research
 
Identify an accurate statement about the focus group as an intensive research technique.
It is guided through a discussion by a trained moderator.
 
______ are used in qualitative research to gain an insight into consumers' deep-seated opinions, feelings,
motives, and needs.
Projective techniques
 
An accurate statement about ethnographic research as an intensive research technique is that it _____.
involves getting out and talking to people where they are, while they're doing whatever it is they do
 
As one of the intensive techniques for qualitative research, in-depth interviews _____.
allow marketers to gain insight into individual motivations
 
A disadvantage of inquiry tests is that ________.
they are not an accurate reflection of consumers' interest
 
Sales tests as a method for posttesting advertisements are usually __________.
time-consuming
 
What is the purpose of the final report of research?
To make research conclusions clear to company executives
 
In a large ad agency, in contrast to an account planner, an account manager stands for the _______.
client
 
The main role of an account planner in an ad agency is to __________.
stand for the consumer
 
Establishing a unique product concept for a brand can help marketers ________.
position their brand effectively in the market
 
Identify one of the major objectives of advertising research.
To gain in-depth information about potential markets and audiences of brands
 
Which category of advertising research should marketers use to determine their target markets?
advertising strategy research
 
Companies discover effective campaign messages by _________.
evaluating the choices of consumers with regard to products and brands
 
Creative people do not believe in ad pretesting because they believe it __________.
suppresses creativity
 
Identify a quantitative research technique that allows researchers to actually monitor consumers' actions.
observation method
 
What research method encourages people to share their thoughts and feelings through in-depth,
open-ended responses?
qualitative research
 
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) _____.
experiment
 
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) _____.
focus group
 
Because it is hard to control every marketing variable, ______ is difficult to use and quite expensive.
test marketing
 
Which intensive research technique tries to understand how people live their lives and is gaining in popularity
among advertisers and even high-tech companies?
ethnographic research
 
methods that can be used to conduct a survey.
Mail
Internet
Telephone
 
Which quantitative research method is mostly conducted by independent marketing research companies?
observation method
 
A characteristic of direct questioning as a pretesting technique is that it _____.
is used in the initial stages of ad development
 
an accurate statement about the experimental method.
It is used primarily for new product and new campaign introductions.
 
Identify the pretesting method that involves showing test commercials to people and asking questions before
and after the show.
central location tests
 
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.
test market
 
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.
attitude tests
 
Which is the most common way of collecting quantitative data for primary market research?
survey method
 
A characteristic of recall tests as a method to posttest advertisementsNis that they _____.
do not evaluate if responders actually want to purchase a product
 
Identify a method of pretesting print ads that is designed to draw out
responses from people to an advertisement.
direct questioning
 
Why do marketers use clutter tests for pretesting radio and TV ads?
to determine shortcomings of the ads
to evaluate respondents' understanding
to ascertain their effectiveness
 
the elements of an advertisement that researchers can measure using inquiry tests for posttesting advertisements.
readability
understandability
attention-getting value
 
The information needed to make decisions regarding product promotion is gathered
through ____________   _____________.
advertising research
 
a method that advertisers use for posttesting advertisements.
attitude tests
 
a posttesting method that evaluates the effectiveness of various elements of an advertisement,
such as themes, size, and color.
recall tests
 
A disadvantage of inquiry tests is that _____.
they are not an accurate reflection of consumers' interest
 
A characteristic of direct questioning as a pretesting technique is that it _____.
used in the initial stages of ad development
 
Identify the pretesting method that involves showing test commercials to
people and asking questions before and after the show.
central location tests
 
Name a method for posttesting advertisements that evaluates people's
responses to an advertisement in exchange for information or free samples.
inquiry tests
 
What is the purpose of the final report of research?
to make research conclusions clear to company executives
 
For a test to achieve validity, it must ______.
reflect the true status of the market
be free of bias
 
Companies use advertising strategy research to evaluate ___________.
media alternatives
 
Companies use advertising strategy research to _________.
come up with effective advertising messages
 
Advertising research is helpful in determining creative concepts that can be used in advertisements.
True
 
How do companies try to ensure that an advertising message will be effective?
They pretest advertisements to diagnose possible communication problems.
 
a characteristic of inquiry tests as a method for posttesting
advertisements.
 
These tests allow researchers to have a good control of variables that
induce reader action.
 
A research test that generates a similar result every time it is conducted, has which research characteristic?
reliability
 
A sample selected by a market researcher should be large enough to attain _____.
validity
 
The final step in the research process involves _____.
interpreting and reporting the findings
 
A researcher can obtain the most accurate results from nonprobability samples in a research study.
False
 
Advertisers obtain important guidelines during the _________ that they can use in future.
posttesting of ads
 
An intensive research technique that evaluates the ways in which individuals live their lives is
known as ___________ __________.
ethnographic research
 
Which of the following quantitative research methods is mostly conducted by independent marketing
research companies?
observation method
 
Identify an accurate statement about the experimental method.
It is used primarily for new product and new campaign introductions.
 
Identify the methods that can be used to conduct a survey.
telephone, internet, mail
 
A characteristic of direct questioning as a pretesting technique is that it __________.
is used in the initial stages of ad development
 
Why do marketers use clutter tests for pretesting radio and TV ads?
To ascertain their effectiveness
To evaluate respondents' understanding
To determine shortcomings of the ads
 
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.
attitude tests
 
A characteristic of recall tests as a method to posttest advertisements is that they ________.
do not evaluate if responders actually want to purchase a product
 
Identify the elements of an advertisement that researchers can measure using inquiry tests for posttesting advertisements.
understandability
attention-getting value
readability
 
For primary research to be valid, _____.
the findings of the research must reflect the market status accurately
 
An accurate statement about conducting research in international markets.
Collecting data in international markets is more expensive than in domestic markets.
 
Research is said to be reliable if it _____.
is repeatable
 
A portion of the population selected by market researchers to represent the appropriate target population
is referred to as a ______.
sample
 
Random samples in a research process are also known as _____.
probability samples
 
To successfully conduct research in foreign markets, advertisers must understand _____.
cultural traits and habits of the markets
 
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?
probability sample