A _______ brings together a small number of individuals to talk about a topic of interest to the ...

A _______ brings together a small number of individuals to talk about a topic of interest to the researcher.
 a. depth interview
  b. focus group
  c. data mining
  d. case analysis
  e. None of these are correct.

Question 2

The regulatory restrictions one must be aware of when placing international advertising
 a. are designed to protect products manufactured within each market.
  b. reflect the cultural values within each market.
  c. have not been applied to emerging media, as of yet.
  d. are fairly standard across markets.

Question 3

The ultimate objective of IMC is to ____.
 a. start with the customer or prospect
  b. move people to action
  c. carefully select those tools that are most appropriate for the communications objective at hand
  d. use as many communications outlets as possible to reach the target audience
  e. speak with a single voice

Question 4

Which of the following statements about depth interviews in NOT true?
 a. They are used to conduct exploratory research.
  b. They don't require a random sample.
  c. They are usually informal.
  d. They often yield a final, conclusive answer to the problem.
  e. All of these are correct.

Question 5

One of the most frustrating aspects for Americans of the global media challenge is that
 a. there are not enough newspapers worldwide to reach the intended audience.
  b. media prices are subject to negotiation--no matter what the rate card says.
  c. there are no rate cards for media in foreign markets.
  d. there is no negotiation of media rates--media firms are rigid in their pricing.

Question 6

One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions. This is done by creating special events or developing exciting venues that attempt to ____.
 a. appeal to consumers' demographic characteristics
  b. reposition products or services by connecting with consumers' functional needs
  c. generate increased sales to current customers
  d. develop new target markets
  e. build the sensation that the brand is relevant to the consumer's lifestyle

Question 7

Candidates for depth interviews could include
 a. current customers.
  b. members of the target market.
  c. executives and managers of the company.
  d. wholesalers and retailers.
  e. All of these are candidates for depth interviews.