A commercial depicting the Canadian Rockies in the backdrop behind a 4-wheel-drive vehicle can be thought of as an example of
a. the use of humor in advertising.
b. an infomercial.
c. cognitive appeal.
d. shock appeal.
e. the use of attractive visuals in advertising.
Question 2Marketing researchers must make many decisions over the course of a single research project, and throughout the
process consider the ethics involved in the choices they make. Ethics are the _______ that govern the way an
individual or a group conducts it activities:
a. Moral principles and values
b. Established rules
c. Traditional beliefs
d. Accepted practices
e. Approved methods
Question 3People tend to ____ things that are inherently pleasant.
a. forget
b. process intensively
c. have extensive schemas for
d. approach
e. both approach and avoid
Question 4While a goal of the research process is to minimize total error, even the best projects contain error of one kind or
another. Error can enter at ________ of the process.
a. The problem definition stage
b. The data collection stage
c. The data analysis stage
d. The information reporting stage
e. Any stage
Question 5Rhetorical questions capture consumers' attention by
a. challenging the consumer.
b. annoying the consumer by insulting her intelligence.
c. including the word you and by asking the consumer to answer the question.
d. bringing up an interesting topic.
e. debating with the consumer.
Question 6No matter how well you've performed all the previous steps in the research, a project is often no more successful
than the ___________.
a. Data collection
b. Data analysis
c. Problem definition
d. Survey administration
e. Research report
Question 7A series of ads for Taster's Choice coffee showed the developing romantic relationship between two individuals, Sharon and Tony. This ad campaign is a classic example of
a. using similar sources to generate self-relevance.
b. dramas drawing the consumer into the action and increasing attention.
c. the use of a series of fear appeals.
d. cognitive appeals.
e. infomercials.
Question 8The _________ is often all that many executives will see of the research effort.
a. Research Request Agreement
b. Data collection forms
c. Written research report
d. Decision Support System
e. All of the above
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