Marketing

7 years ago

Explain the differences among market research, consumer research, brand communication research, IMC ...

Explain the differences among market research, consumer research, brand communication research, IMC research, and strategic research.

debbyFlynn 150 1 Reply

7 years ago

Compare and contrast primary and secondary research and provide examples of sources for each.

debbyFlynn 90 1 Reply

7 years ago

As a part of a research team, Fatima observed five groups of teenagers shop, socialize, and eat ...

As a part of a research team, Fatima observed five groups of teenagers shop, socialize, and eat dinner at a local mall. Fatima was participating in traditional quantitative research.
A) True
B) False

debbyFlynn 88 1 Reply

7 years ago

Custom online communities, such as the Adidas Insider community organized by Adidas, allow marketers ...

Custom online communities, such as the Adidas Insider community organized by Adidas, allow marketers to address the problem of controlling who is in an online sample.
A) True
B) False

debbyFlynn 102 1 Reply

7 years ago

Qualitative research is often conducted before quantitative research.

Qualitative research is often conducted before quantitative research.
A) True
B) False

debbyFlynn 125 1 Reply

7 years ago

In research terms, reliability means that any differences that are uncovered by the research, such ...

In research terms, reliability means that any differences that are uncovered by the research, such as different attitudes or purchasing patterns, really reflect differences among individuals, groups, or situations.
A) True
B) False

debbyFlynn 94 1 Reply

7 years ago

In the qualitative research method called photo elicitation, consumers are asked to sort through a ...

In the qualitative research method called photo elicitation, consumers are asked to sort through a deck of photos and pick out visuals that represent something, such as typical users of the product or situations in which it might be used.
A) Tru

debbyFlynn 82 1 Reply

7 years ago

Crowdsourcing refers to collecting the opinions of consumers through surveys administered in public ...

Crowdsourcing refers to collecting the opinions of consumers through surveys administered in public places, such as shopping malls.
A) True
B) False

debbyFlynn 76 1 Reply

7 years ago

Focus groups have the advantage of revealing what people actually do, as distinguished from what ...

Focus groups have the advantage of revealing what people actually do, as distinguished from what they say they do.
A) True
B) False

debbyFlynn 164 1 Reply

7 years ago

Telephone surveys largely replaced door-to-door surveys in the 1960s.

Telephone surveys largely replaced door-to-door surveys in the 1960s.
A) True
B) False

debbyFlynn 115 1 Reply

7 years ago

Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be ...

Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.
A) True
B) False

debbyFlynn 138 1 Reply

7 years ago

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want ...

Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.
A) True
B) False

debbyFlynn 128 1 Reply

7 years ago

Qualitative research should be used to draw conclusions about the larger population.

Qualitative research should be used to draw conclusions about the larger population.
A) True
B) False

debbyFlynn 147 1 Reply

7 years ago

Marketers who want insight into the underlying reasons for consumer behavior should conduct ...

Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.
A) True
B) False

debbyFlynn 177 1 Reply

7 years ago

Both SMRB and MRI conduct and report original research that is intended primarily for use in media ...

Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.
A) True
B) False

debbyFlynn 113 1 Reply

7 years ago

Secondary research is information that has been collected and published by someone else.

Secondary research is information that has been collected and published by someone else.
A) True
B) False

debbyFlynn 161 1 Reply

7 years ago

IMC research uncovers critical information that becomes the basis for strategic planning ...

IMC research uncovers critical information that becomes the basis for strategic planning decisions.
A) True
B) False

debbyFlynn 95 1 Reply

7 years ago

Which projective technique attempts to gain insight into how people perceive brands by examining the ...

Which projective technique attempts to gain insight into how people perceive brands by examining the link between concepts?
A) meaning creation
B) metaphors
C) focus interviewing
D) purpose-driven games
E) panel groups

debbyFlynn 202 1 Reply

7 years ago

Which projective technique involves asking consumers to sort through a deck of photos and pick out ...

Which projective technique involves asking consumers to sort through a deck of photos and pick out visuals that represent something, such as typical users of the product or situations in which the product might be used?
A) story elicitation

debbyFlynn 145 1 Reply

7 years ago

Which projective technique involves asking consumers to visually record something with a camera, ...

Which projective technique involves asking consumers to visually record something with a camera, such as a shopping trip, and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?
A) story elicitati

debbyFlynn 114 1 Reply

7 years ago

Which of the following is most likely to tell media planners exactly what programs and ads consumers ...

Which of the following is most likely to tell media planners exactly what programs and ads consumers watched?
A) diaries
B) story elicitations
C) focus groups
D) panels
E) purpose-driven games

debbyFlynn 257 1 Reply

7 years ago

Using ________, researchers go into authentic consumer environments to record the behavior of ...

Using ________, researchers go into authentic consumer environments to record the behavior of consumers without actually participating in the lives of the consumers.
A) survey research
B) observational research
C) experimental research

debbyFlynn 111 1 Reply

7 years ago

Which of the following practices involves aggregating the wisdom of Internet users in a type of ...

Which of the following practices involves aggregating the wisdom of Internet users in a type of digital brainstorming?
A) expert panel interviewing
B) consumer research panel interviewing
C) ethnographic observing
D) focus group i

debbyFlynn 131 1 Reply

7 years ago

________ focus groups are held in a comfortable setting, usually people's homes. Participants in ...

________ focus groups are held in a comfortable setting, usually people's homes. Participants in these groups have typically been recruited by the host.
A) Snowball
B) Sample
C) Unstructured
D) Friendship
E) Ethnographic

debbyFlynn 143 1 Reply

7 years ago

The use of focus groups is an example of ________ research methods.

The use of focus groups is an example of ________ research methods.
A) experimental
B) ethnographic
C) secondary
D) quantitative
E) qualitative

debbyFlynn 211 1 Reply

7 years ago

A group of 6 to 10 users of a product who are brought together once to have a discussion about some ...

A group of 6 to 10 users of a product who are brought together once to have a discussion about some topic, such as the brand, the product category, or marketing communication, is known as a(n) ________.
A) focus panel
B) ethnographic resear

debbyFlynn 64 1 Reply

7 years ago

Which of the following is the LEAST likely reason for the current shift from phone to online ...

Which of the following is the LEAST likely reason for the current shift from phone to online surveys?
A) Online surveys are less expensive.
B) Fewer people are participating in telephone surveys.
C) Phone surveys do not allow for a ran

debbyFlynn 183 1 Reply

7 years ago

In order for survey research to accurately reflect the population, the participants must ________.

In order for survey research to accurately reflect the population, the participants must ________.
A) be selected randomly from the population
B) have unique opinions
C) be contacted online
D) be likely to buy the product referred

debbyFlynn 218 1 Reply

7 years ago

Copy testing is also referred to as ________.

Copy testing is also referred to as ________.
A) media research
B) evaluative research
C) concept testing
D) pretesting
E) semiotic analysis

debbyFlynn 120 1 Reply

7 years ago

________ is research on a message execution in its finished stages but before it appears in media.

________ is research on a message execution in its finished stages but before it appears in media.
A) Message development research
B) Pretesting
C) Semiotic analysis
D) Copy testing
E) Insight research

debbyFlynn 129 1 Reply

7 years ago

Which of the following is the first level of evaluation research?

Which of the following is the first level of evaluation research?
A) concept testing
B) marketing audit
C) competitive analysis
D) pretesting
E) consumer insight research

debbyFlynn 69 1 Reply

7 years ago

Which of the following is typically the first step in the process of message development?

Which of the following is typically the first step in the process of message development?
A) personal research
B) review of secondary research provided by the client
C) concept testing
D) "Big Idea" brainstorming
E)

debbyFlynn 220 1 Reply

7 years ago

Truly understanding the consumer is the goal of ________.

Truly understanding the consumer is the goal of ________.
A) media research
B) evaluation research
C) consumer insight research
D) brand experience research
E) competitive analysis

debbyFlynn 220 1 Reply

7 years ago

Quantitative research is typically designed to either accurately ________ something or ________ ...

Quantitative research is typically designed to either accurately ________ something or ________ something.
A) explore; prove
B) count; predict
C) explore; observe
D) investigate; question
E) predict; observe

debbyFlynn 130 1 Reply

7 years ago

Information that is collected for the first time from original sources is called ________ ...

Information that is collected for the first time from original sources is called ________ research.
A) quantitative
B) government
C) primary
D) market
E) secondary

debbyFlynn 161 1 Reply

7 years ago

Which of the following statements is FALSE regarding secondary research?

Which of the following statements is FALSE regarding secondary research?
A) It is called secondary because it is information that has been collected and published by someone else.
B) Much of the secondary research used by advertisers comes

debbyFlynn 131 1 Reply

7 years ago

________ uncovers critical information that becomes the basis for strategic planning decisions for ...

________ uncovers critical information that becomes the basis for strategic planning decisions for both marketing and marketing communication.
A) Consumer research
B) Strategic research
C) Segmentation research
D) Market research

debbyFlynn 123 1 Reply

7 years ago

Why might marketers want to target segments of the population based on lifestyles rather than age ...

Why might marketers want to target segments of the population based on lifestyles rather than age groups?

debbyFlynn 145 1 Reply

7 years ago

How might geographic shifts in population impact marketers?

debbyFlynn 210 1 Reply