Which of the following is a general rule of marketing research data sources?
a. Secondary data should only be used when it is impossible to collect primary data.
b. Primary data should always be collected.
c. Look for secondary prior to collecting primary data.
d. Primary AND secondary data should always be used.
e. None of these statements are true.
Question 2All of the following were mentioned in the textbook as necessary to the career success of an account manager EXCEPT:
a. ability to negotiate
b. ability to care for clients
c. ability to serve as a willing ambassador between client and agency
d. ability to rationalize agency expenditures
Question 3The fundamental concept in semiotics is the sign.
Indicate whether the statement is true or false
Question 4Which of the following is an example of secondary data?
a. An online survey to gather demographic information on product purchasers
b. Existing data compiled from product warranty registration cards
c. Published industry statistics
d. All of these are types of secondary data
e. Only b and c are secondary data
Question 5It is common that members of an advertising agency's account management team perceive creatives as experts in expression with words and visuals. However, they also believe that creatives often do not:
a. give a hoot about media placement c. share management's goals
b. stick to schedules d. care about client opinions
Question 6Meaning is determined solely by the message source's choice of communication elements.
Indicate whether the statement is true or false
Question 7Compare and contrast focus and nominal groups
Question 8Which department within an advertising agency is recognized as having an uncertain nature?
a. creative c. media planning
b. account service d. production
Question 9Semiotics is the study of signs and the analysis of meaning-producing events.
Indicate whether the statement is true or false
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