The context (or medium used) influences the ____ that the message has.
a. impact
b. reach
c. frequency
d. integration
e. touch points
Question 2Which of the following is NOT what exploratory research is used for?
a. Better formulating the manager's decision problem
b. Getting a definitive answer
c. Increasing the researcher's familiarity with the problem
d. Clarifying concepts
e. None of these statements are false; they are all true.
Question 3The American advertising icon the Marlboro Man is most often pictured alone. He's out roping and branding and riding and smoking and doing whatever manly things he wants to do, whenever he wants to do them. It could be said that he embodies the American spirit of individualism. When rolling out the Marlboro Man to different cultures, it is important to see how people react to this image. Research into ____ would be the most important type of research to conduct.
a. economic conditions
b. demographics
c. values
d. customs and rituals
e. product use and preferences
Question 4The marketing manager for Carver Products, Inc asked her research staff to identify all of the points of contact that consumers are likely to have with Carver's products. The marketing manager would most likely use this information in designing a(n) ____.
a. point-of-purchase display
b. board of director's report
c. integrated marketing communications program
d. marketing research survey
e. slice-of-life television commercial
Question 5The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more clearly defined.
a. insights and ideas
b. facts and figures
c. buy-in and support
d. definitive data
e. tactical advantage
Question 6Enduring beliefs about what is important to the members of a culture are
a. rituals. c. attitudes.
b. customs. d. values.
Question 7The idea of surrounding the customer or prospect with a brand's marcom messages, or that a brand's touch points should be everywhere the target audience is, is known as:
a. consumer-oriented marketing
b. the media-neutral approach
c. 360-degree branding
d. the rotation principle
e. event marketing
Question 8Serendipity, or chance ideas, can be a source of marketing research problems. Discuss all the drivers or sources of this type of research.