Question 1

Inquiry tests permit fairly good control of the variables that motivate reader action.

Accepted Answer

A) True 
 B)False

Question 2

Message posttesting enables marketers to evaluate a campaign after it runs.

Accepted Answer

A) True 
 B)False

Question 3

Investigators use _____ to encourage consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

Accepted Answer

A)   qualitative research
B)   contingency analysis
C)   simulations
D)   field tests
E)   clutter testsF) A) and D)
G) All of the above

Question 4

Sales tests are typically more suited for gauging the effectiveness of individual messages or promotions than of campaigns.

Accepted Answer

A) True 
 B)False

Question 5

When advertising is the dominant element or the only variable in the company's marketing plan,_____ tests are a useful measure of advertising effectiveness.

Accepted Answer

A)   sales
B)   pilot
C)   differential
D)   attitude
E)   inquiryF) All of the above
G) A) and E)

Question 6

A problem with primary data is that it may be out of date and therefore obsolete.

Accepted Answer

A) True 
 B)False

Question 7

At the beginning of exploratory research,a concise written statement of the research problem and objectives should be formulated.

Accepted Answer

A) True 
 B)False

Question 8

Researchers often use probability samples because they are easier than nonprobability samples,less expensive,and less time-consuming than other sampling methods.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is the final step in the marketing research process?

Accepted Answer

A)   Analyzing the situation and defining the problem
B)   Conducting informal research
C)   Establishing research objectives
D)   Interpreting and reporting the data
E)   Conducting secondary researchF) A) and D)
G) A) and E)

Question 10

In terms of IMC research,which of the following is true of the timing of creative concept research?

Accepted Answer

A)   It takes place before creative artwork begins.
B)   It takes place before agency production begins.
C)   It takes place after possible communication problems have been diagnosed.
D)   It takes place after the advertising campaign has run.
E)   It takes place after finished artwork and photography.F) B) and C)
G) C) and D)

Question 11

Researchers use _____ to test a message's attention- getting value,readability,and understandability.

Accepted Answer

A)   clutter tests
B)   sales tests
C)   recall tests
D)   inquiry tests
E)   attitude testsF) None of the above
G) B) and D)

Question 12

During which stage of the marketing research process is secondary data frequently used?

Accepted Answer

A)   Informal research
B)   Situation analysis
C)   Interpretation of findings
D)   Construction of research objectives
E)   Primary researchF) A) and E)
G) C) and D)

Question 13

A technology research company conducted an evaluation of its service by asking consumers to fill a questionnaire about how well the company's Web site helped them find the information they were looking for.In this scenario,which method of marketing research did the technology company use?

Accepted Answer

A)   Experimental method
B)   Simulation
C)   Observation method
D)   Intensive technique
E)   Survey methodF) A) and B)
G) A) and C)

Question 14

Which of the following is a posttesting technique?

Accepted Answer

A)   Attitude test
B)   Portfolio test
C)   Order-of-merit test
D)   Central location test
E)   Clutter testF) A) and B)
G) B) and E)

Question 15

Which of the following is true of sample units?

Accepted Answer

A)   It refers to the individuals, families, or companies being surveyed.
B)   It refers to the margin of acceptable errors in an experiment.
C)   It refers to a deviation from a standard due to a faulty test design.
D)   It refers to the ability of a test to produce the same result every time it is administered.
E)   It refers to the entire target population of prospective customers.F) A) and B)
G) A) and C)

Question 16

What are the disadvantages of gathering secondary data?

Accepted Answer

Secondary data carries some potential pr...

Question 17

What are the advantages and disadvantages of using focus groups?

Accepted Answer

Focus groups aren't a representative sam...

Question 18

_____,a category of IMC research,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.

Accepted Answer

A)   Pretesting
B)   Concept research
C)   Portfolio testing
D)   Posttesting
E)   Sales experimentationF) C) and E)
G) All of the above

Question 19

What are the problems of conducting original research abroad?

Accepted Answer

The problems of conducting original rese...

Question 20

A health care provider accessed a government Web site to obtain information about the regions with the highest concentration of senior citizens.The information accessed is an example of secondary data.

Accepted Answer

A) True 
 B)False

Exam 7: Research

Which of the following is a posttesting technique?

Correct AnswerverifiedShow Answer

A problem with primary data is that it may be out of date and therefore obsolete.

Correct AnswerverifiedShow Answer

Researchers use _____ to test a message's attention- getting value,readability,and understandability.

Correct AnswerverifiedShow Answer

Sales tests are typically more suited for gauging the effectiveness of individual messages or promotions than of campaigns.

Correct AnswerverifiedShow Answer

What are the advantages and disadvantages of using focus groups?

Correct AnswerverifiedFocus groups aren't a representative sam...View AnswerShow Answer

Inquiry tests permit fairly good control of the variables that motivate reader action.

Correct AnswerverifiedShow Answer

Investigators use _____ to encourage consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

Correct AnswerverifiedShow Answer

A health care provider accessed a government Web site to obtain information about the regions with the highest concentration of senior citizens.The information accessed is an example of secondary data.

Correct AnswerverifiedShow Answer

During which stage of the marketing research process is secondary data frequently used?

Correct AnswerverifiedShow Answer

Which of the following is true of sample units?

Correct AnswerverifiedShow Answer

_____,a category of IMC research,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.

Correct AnswerverifiedShow Answer

Which of the following is the final step in the marketing research process?

Correct AnswerverifiedShow Answer

Researchers often use probability samples because they are easier than nonprobability samples,less expensive,and less time-consuming than other sampling methods.

Correct AnswerverifiedShow Answer

Message posttesting enables marketers to evaluate a campaign after it runs.

Correct AnswerverifiedShow Answer

What are the disadvantages of gathering secondary data?

Correct AnswerverifiedSecondary data carries some potential pr...View AnswerShow Answer

At the beginning of exploratory research,a concise written statement of the research problem and objectives should be formulated.

Correct AnswerverifiedShow Answer

What are the problems of conducting original research abroad?

Correct AnswerverifiedThe problems of conducting original rese...View AnswerShow Answer

A technology research company conducted an evaluation of its service by asking consumers to fill a questionnaire about how well the company's Web site helped them find the information they were looking for.In this scenario,which method of marketing research did the technology company use?

Correct AnswerverifiedShow Answer

When advertising is the dominant element or the only variable in the company's marketing plan,_____ tests are a useful measure of advertising effectiveness.

Correct AnswerverifiedShow Answer

In terms of IMC research,which of the following is true of the timing of creative concept research?

Correct AnswerverifiedShow Answer

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Focus groups aren't a representative sam...
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Secondary data carries some potential pr...
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The problems of conducting original rese...
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