Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 6 Strategic Research
1) In marketing communication planning, ________ includes everything a planner can find out
about consumer perceptions about the brand, product category, and competitors’ brands.
A) advertising research
B) marketing information
C) media research
D) semiotic analysis
E) segmentation research
2) Which of the following is NOT a type of research used in planning advertising and marketing
communication?
A) market information
B) consumer insight
C) brand information
D) evaluation research
E) segmentation research
3) ________ identifies people who are in the market for a product in terms of their behaviors,
attitudes, interests, and motivations.
A) Advertising research
B) Evaluation research
C) Consumer research
D) Strategic research
E) Media research
4) ________ is formal research, such as surveys, in-depth interviews, observational methods,
focus groups, and all types of primary and secondary data used by the marketing department to
develop a marketing plan and, ultimately, provide information for brand communication plans.
A) Marketing research
B) Media research
C) Consumer insight research
D) Semiotic analysis
E) Concept testing
5) ________ includes an assessment of a brand’s role and performance in the marketplace, as
well as an investigation of the brand’s relationship with its customers.
A) Competitive analysis
B) Brand experience research
C) Consumer insight research
D) Media research
E) Concept testing
6) When an agency gets a new client, the first thing the agency team should do is learn about the
________.
A) competition
B) social media
C) network of associations
D) brand
E) target market
7) When conducting a ________, the advertising planner will either begin an assignment by
collecting every possible piece of advertising and other form of marketing communication by the
brand, as well as its competitors’ communication and other relevant categories.
A) media audit
B) semiotic analysis
C) brand experience audit
D) marketing communication audit
E) competitive analysis
8) When conducting a(n) ________, account team members will buy and test other products in a
brand’s category.
A) media audit
B) semiotic analysis
C) association test
D) marketing communication audit
E) competitive analysis
9) A formal and systematic tabulation of competitors’ approaches and strategies is known as a(n)
________.
A) content analysis
B) semiotic analysis
C) brand experience
D) association test
E) concept test
10) Truly understanding the consumer is the goal of ________.
A) brand experience research
B) competitive analysis
C) media research
D) consumer insight research
E) evaluation research
11) Which of the following best explains the goal of neuromarketers?
A) using subliminal messages to influence consumer decisions
B) collecting data about responses to ads and products by scanning consumers’ brains
C) observing and tracking consumer behavior on the internet
D) designing marketing research experiments using the internet
E) analyzing data from various sources to answer complex “what if” questions
12) Which of the following is accurately described as a “work-in-progress” type of evaluation?
A) media research
B) association testing
C) semiotic analysis
D) competitive analysis
E) concept testing
13) Which of the following is typically the first step in the process of message development?
A) concept testing
B) review of secondary research provided by the client
C) “Big Idea” brainstorming
D) diagnostic research
E) semiotic analysis
14) Personal backgrounding is conducted as part of which of the following?
A) message development
B) message evaluation
C) “Big Idea” brainstorming
D) consumer insight research
E) semiotic analysis
15) ________ evaluates the relative power of various creative ideas, while ________ provides
information on media selection.
A) Competitive analysis; content analysis
B) Semiotic analysis; content analysis
C) Concept testing; media research
D) Competitive testing; copy testing
E) Copy testing; semiotic analysis
16) Which of the following examines the effects of various types of executions of the “Big Idea”
developed by the creative team?
A) consumer insight research
B) media research
C) concept testing
D) evaluation research
E) semiotic analysis
17) The objective of ________ is to examine symbolism and signs in a message, uncovering
layers and types of meanings that might be particular to different groups of customers.
A) content analysis
B) semiotic analysis
C) brand research
D) association tests
E) competitive analysis
18) Which of the following is conducted as part of evaluation research?
A) consumer insight research
B) competitive analysis
C) pretesting
D) concept testing
E) marketing audit
19) ________ is research on a message execution in its finished stages but before it appears in
media.
A) Insight research
B) Copy testing
C) Pretesting
D) Message development research
E) Semiotic analysis
20) Copytesting is also referred to as ________.
A) pretesting
B) concept testing
C) evaluative research
D) media research
E) semiotic analysis
21) Which of the following is most likely conducted during and after an ad campaign?
A) media audit
B) concept testing
C) competitive analysis
D) brand experience research
E) copytesting
22) Which of the following is conducted to determine the ad’s actual overall effectiveness in
reaching objectives?
A) semiotic analysis
B) concept testing
C) competitive analysis
D) posttesting
E) copytesting
23) Which of the following is LEAST likely to be a benefit of conducting marketing research?
A) assessing market potential and market share
B) understanding customer satisfaction and purchase behavior
C) measuring the effectiveness of accounting practices
D) measuring the effectiveness of promotion activities
E) understanding customer motivation
24) V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit
message the company was trying to convey in a new series of television commercials. V-8
conducted research in which consumers viewed a pilot television show in which an unreleased
version of the V-8 ad appeared. Several other ads appeared during the 30-minute television
program, and after viewing the show, participants were given a survey regarding their attitudes
toward all of the ads they had seen. Five different groups saw the same program and ads, except
the V-8 ad was different for each group. What type of research is this?
A) secondary research
B) concept testing
C) semiotic research
D) association testing
E) expert panel research
25) The advertising that launched General Motors’ OnStar GPS system used a Batman theme.
Looking at the commercial in terms of signs and symbols, it is possible to discover the obvious
and hidden meanings of the message. For instance, the “bat beacon” becomes the OnStar for the
average person who wants to have the wonderful technology toys Batman had. This is an
example of ________.
A) consumer insight research
B) semiotic analysis
C) aided recognition
D) quantitative research
E) unaided recognition
26) Before the advertising agency created any advertising for this new brand of cereal, people
working on the account started reading everything they could find on the product, company,
industry, and competition. This is known as ________ research.
A) primary
B) secondary
C) qualitative
D) experimental
E) quantitative
27) The initial research Mike conducted was used to identify women who are in the market for
cereals with these benefits in terms of the women’s characteristics, attitudes, interests, and
motivation. What type of research did Mike conduct?
A) brand experience research
B) consumer insight research
C) marketing communication research
D) message development research
E) evaluation research
28) The advertising agency team members used research to help develop the message strategy.
They conducted in-depth interviews with several women who were representative of the client’s
target market and asked them to evaluate the relative power of various creative ideas. This type
of research is known as ________.
A) consumer insight research
B) ethnographic research
C) semiotic analysis
D) concept testing
E) copy testing
29) The advertising agency also analyzed all media relevant to the client’s target market. Not
surprisingly, the agency found that women in their target market were heavy readers of health-
related magazines, such as Prevention and Health. However, they also found that these women
were heavy readers of shelter magazines, such as Better Homes and Gardens and House
Beautiful. What kind of research did the agency conduct?
A) concept testing
B) consumer insight
C) media research
D) message development
E) evaluation research
30) Government organizations and trade associations are both sources of ________ data.
A) primary
B) secondary
C) ethnographic
D) subscription
E) unregulated
31) Radio Facts, published by the Radio Advertising Bureau, is an example of ________.
A) qualitative research
B) primary information
C) a trade association report that helps advertisers make better decisions
D) a report developed by a secondary research supplier
E) a government report that helps advertisers make better decisions
32) Lexis-Nexis and Dow Jones’ Factiva are both examples of ________.
A) qualitative research suppliers
B) primary research suppliers
C) trade associations
D) secondary research suppliers
E) reports supplied by government agencies
33) Which of the following statements about secondary research is FALSE?
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 from government census records
on the population’s size, geographic distribution, age, income, occupation, education, and
ethnicity.
C) Secondary research found on the internet is invalid.
D) Trade associations can be a reliable source for secondary research.
E) Secondary research suppliers gather and organize information around specific topic areas for
other interested parties.
34) Information that is collected for the first time from original sources is called ________
research.
A) market
B) quantitative
C) primary
D) secondary
E) government
35) Firms that specialize in interviewing, observing, recording, and analyzing the behavior of
those who purchase or influence the purchase of a particular good or service are called ________
research suppliers.
A) secondary
B) primary
C) trade
D) advertising
E) certified
36) Which of the following organizations surveys large samples of American consumers, asking
questions about consumption, possession, and use of a wide range of products, services, and
media?
A) Lexis-Nexis
B) Off-the-Shelf Publications
C) Dialog Information Services
D) Dow Jones Factiva
E) Simmons Market Research Bureau
37) ________ research provides insight into the underlying reasons for how and why consumers
think, feel, and behave as they do, using tools such as observation, ethnographic studies, in-depth
interviews, and case studies.
A) Secondary
B) Quantitative
C) Qualitative
D) Neural
E) Experimental
38) Which of the following statements is TRUE?
A) Primary research can be quantitative or qualitative, but not experimental.
B) Primary research can be quantitative, qualitative, or experimental.
C) Primary research is experimental, but not qualitative or quantitative.
D) Primary research is qualitative, but not quantitative or experimental.
E) Primary research is quantitative, but not qualitative or experimental.
39) ________ research delivers numerical data such as the number of users and purchases, their
attitudes and knowledge, their exposure to ads, and other market-related information.
A) Ethnographic
B) Quantitative
C) Qualitative
D) Neural
E) Experimental
40) Quantitative research is typically designed to either accurately ________ something or
________ something.
A) investigate; question
B) explore; observe
C) count; predict
D) explore; prove
E) predict; observe
41) What are the two primary characteristics of quantitative research?
A) large sample sizes and quota sampling
B) small sample sizes and rich data
C) primary and secondary data
D) small sample sizes and consumer insights
E) large sample sizes and random sampling
42) Observation, in-depth interviews, and case studies are all examples of which type of
research?
A) secondary research
B) quantitative research
C) qualitative research
D) experimental research
E) ethnographic research
43) Experimental research is most likely used to ________.
A) test hypotheses about cause-and-effect relationships
B) gather preliminary information that will help define problems
C) uncover information in an unstructured way
D) describe marketing problems or situations
E) quantify observations that produce insights unobtainable through other forms of research
44) Computer-vision software and eye-tracking technology would most likely be used in which
type of research?
A) secondary
B) qualitative
C) ethnographic
D) survey
E) experimental
45) Every few years, the Association of National Advertisers conducts a study on how national
advertisers compensate advertising agencies that plan, develop, and execute their advertising
campaigns. A national advertiser uses this data to determine how it should compensate its
advertising agency. From the perspective of the national advertiser, what type of research is this?
A) primary
B) qualitative
C) secondary
D) organizational
E) marketing communication
46) Kraft wanted to understand how consumers decide which brand of cheese to purchase while
they are shopping at a grocery store, so the company hired a research firm that observed
consumers as they made their selection in the store. Which type of research does this represent?
A) quantitative
B) qualitative
C) secondary
D) ethnographic
E) survey
47) Sam wants to understand consumers’ perceptions of his company’s products, so he conducts a
survey to assess their attitudes toward his brands as well as their intention to purchase them.
What type of research does this represent?
A) quantitative
B) qualitative
C) secondary
D) ethnographic
E) in-depth research
48) You are about to test the hypothesis that sales of your product will increase at a very similar
rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of
research?
A) exploratory
B) qualitative
C) experimental
D) focus group
E) ethnographic
49) Of the following, what is the first major question that should be considered when designing a
survey?
A) What is the best way to sell the product?
B) Which questions should be included?
C) Where should the survey take place?
D) What type of incentive should be included?
E) How can a representative sample of people be interviewed?
50) Why do some internet surveys create results that may not reflect a specified population’s
behavior and attitudes?
A) Participants typically volunteer rather than being randomly selected.
B) The practice of spamming has gained acceptance.
C) Internet surveys can present images, sounds, and videos.
D) Internet surveys are effective for reaching a wide audience.
E) More people have internet access than telephone access.
51) An in-depth interview asks questions that are ________.
A) broad and open-ended
B) multiple choice
C) closed-ended
D) highly structured and inflexible
E) easily generalized
52) ________ is a quantitative method that uses structured interviews to ask large numbers of
people the same set of questions.
A) In-depth interviewing
B) Survey research
C) Focus group interviewing
D) Observation research
E) Ethnographic research
53) In order for survey research to accurately reflect the population, the participants must
________.
A) be likely to buy the product referred to in the survey
B) be contacted online
C) have a positive perception of the company conducting the survey
D) be selected randomly from the population
E) have unique opinions
54) In a(n) ________ sample, each person in a population has an equal chance of being selected
to be in the sample.
A) aided
B) unaided
C) random
D) selected
E) observed
55) A subset of a population that is representative of the entire population is called a ________.
A) sample
B) cohort
C) subculture
D) census
E) subcensus
56) 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) Online surveys don’t take as much time.
C) Online surveys can include videos and graphics.
D) Fewer people are participating in telephone surveys.
E) Phone surveys do not allow for a random sampling.
57) 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 group
B) focus panel
C) survey group
D) random sample
E) ethnographic research sample
58) The use of focus groups is an example of ________ research methods.
A) secondary
B) ethnographic
C) quantitative
D) experimental
E) qualitative
59) ________ 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) Ethnographic
C) Friendship
D) Sample
E) Unstructured
60) Which of the following practices involves aggregating the wisdom of internet users in a type
of digital brainstorming?
A) focus group interviewing
B) ethnographic observing
C) crowdsourcing
D) expert panel interviewing
E) consumer research panel interviewing
61) An expert panel is ________.
A) more common than a consumer research panel
B) made up of experts from various fields of study
C) made up of experts from one field of study
D) made up of “professional snoops”
E) a form of quantitative market research
62) How does participant observation have an advantage over standard observational research?
A) The observer is watching strangers.
B) The observations are done in a more formal setting.
C) Data from participant observation are more easily quantified.
D) The observer has an inside view of the group’s experiences.
E) The participants are chosen by the researcher.
63) Which of the following is a disadvantage of observation and ethnographic research methods?
A) They are types of quantitative research.
B) They require large numbers of participants.
C) They do not allow the observer to understand the daily lives of participants.
D) They do not provide insight into the participants’ motives.
E) They reveal what people actually do instead of what they say they do.
64) Using ________, researchers go into authentic consumer environments to record the
behavior of consumers without actually participating in the lives of the consumers.
A) focus groups
B) experimental research
C) friendship groups
D) observation research
E) survey research
65) ________ research involves the researcher living the lives of the people being studied.
A) Focus group
B) Ethnographic
C) Friendship group
D) Quantitative
E) Survey
66) Which of the following is TRUE of ethnographic research?
A) It is a type of experimental research.
B) It combines anthropology and marketing.
C) It is a traditional quantitative research approach.
D) It can be conducted online but not in person.
E) It is typically used to answer well-defined product or strategy questions.
67) Which research method would a marketing communication researcher most likely use to
obtain information that people are unwilling or unable to provide?
A) observational
B) survey
C) questionnaire
D) focus group
E) personal interview
68) Marketers sometimes ask consumers to record their activities and thoughts through the use of
________.
A) surveys
B) focus groups
C) diaries
D) monitors
E) purpose-driven games
69) Which of the following tells media planners exactly what programs and ads consumers
watched?
A) panels
B) diaries
C) story elicitations
D) focus groups
E) purpose-driven games