70) What does Karl Weiss mean when he advises marketers to “triangulate” research methods?
A) Do each survey three different times.
B) Repeat the same research with at least three different populations.
C) Have at least three experts interpret the data.
D) Use a multiple research methods to investigate a research question.
E) Use primary research before collecting secondary research.
71) Which projective technique do researchers use to see how people solve problems and search
for information?
A) fill in the blanks
B) meaning creation
C) purpose-driven games
D) story elicitation
E) photo sorts
72) Which projective technique asks consumers to explain the artifacts in their lives, such as
photos in their homes and treasured objects?
A) fill in the blanks
B) artifact creation
C) purpose-driven games
D) story elicitation
E) photo sorts
73) Which projective technique uses life collages, day mapping, and the construction of
instruction books to elicit stories that discuss brands and their roles in daily life?
A) theater techniques
B) photo sorts
C) metaphors
D) artifact creation
E) story elicitation
74) Which projective technique involves asking consumers to visually record something with a
camera, such as a shopping trip, and then later reviewing those visuals and asking consumers to
explain what they were thinking or doing?
A) fill in the blanks
B) photo elicitation
C) purpose-driven games
D) story elicitation
E) photo sorts
75) ________ means that the research actually measures what it says it measures.
A) Semiotics
B) Reliability
C) Validity
D) Criteria
E) Quality
76) ________ means that you can run the same test again and get the same answer.
A) Semiotics
B) Reliability
C) Validity
D) Criteria
E) Quality
77) Which of the following would most likely increase the reliability of research?
A) selecting a sample that truly represents its population
B) using sample sizes larger than 200
C) testing hypotheses
D) only conducting qualitative research
E) relying on focus groups and in-depth interviews
78) In general, ________ methods are more useful for gathering data (e.g., how many do this or
believe that?), and ________ methods are better at uncovering reasons and motives (e.g., why do
they do or believe?).
A) qualitative; quantitative
B) primary; secondary
C) secondary; primary
D) reliable; valid
E) quantitative; qualitative
79) You want to find out whether Americans between 21 and 40 years of age tend to vote
Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most
likely use ________ to collect your data.
A) ethnographic research
B) observational research
C) survey research
D) experimental research
E) projective techniques
80) Walmart sends a trained observer to watch and interact with a select group of customers as
they shop in a Walmart store. This is an example of ________.
A) secondary research
B) survey research
C) ethnographic research
D) experimental research
E) projective research
81) A researcher stood at a deli counter, watching and listening as customers chose which brand
of meat to purchase. The researcher was most likely conducting ________.
A) online research
B) focus group research
C) observation research
D) a survey
E) secondary research
82) Maria was participating in a research study in which she was asked to take pictures with her
camera phone while she was shopping. After recording her trip with pictures, she was asked to
explain what she was thinking or doing at the time a given photo was taken. Which qualitative
research method is this?
A) metaphors
B) story elicitation
C) photo elicitation
D) photo sorts
E) meaning creation
83) A research study about Coca-Cola asked respondents to make a collage of images that
captured their feelings about the brand. Which research method was used?
A) theater technique
B) metaphor game
C) secondary demographic research
D) purpose-driven game
E) artifact creation
84) What is the most significant difference between a survey and an in-depth interview?
A) An in-depth interview is more accurate than a survey.
B) Unlike an in-depth interview, a survey cannot use random sampling.
C) A survey is person-to-person and an in-depth interview is online.
D) An in-depth interview is qualitative, and a survey is quantitative.
E) An in-depth interview is primary research, and a survey is secondary research.
85) Which form of data can usually be obtained more quickly and at a lower cost than the others?
A) primary
B) survey research
C) experimental research
D) secondary
E) ethnographic research
86) Scott works in the marketing department of a national insurance company. He conducted a
focus group interview in which 10 consumers discussed their attitudes toward purchasing long-
term disability insurance. Based on this research, Scott concluded that most people think this
insurance is not necessary because they feel that they will always be able to work and would be
wasting their money on such expensive insurance. Which of the following statements is most
likely TRUE regarding this situation?
A) Scott can feel confident that what he learned in this research is representative of the
perceptions held by the rest of the consumer population that makes up the target market for this
product.
B) Scott should really conduct one more focus group interview with a different group of
consumers before making any generalizations about the general public.
C) Scott should have conducted survey research before he conducted the focus group interview.
D) Scott should conduct quantitative research that further investigates insights uncovered during
the focus group interview.
E) Focus groups are the only type of qualitative research from which reliable conclusions can be
drawn.
87) Malaya Ramirez is organizing marketing research in Central American countries for a large
American corporation that is interested in expanding its market. The survey Malaya is using was
written in English and then translated into Spanish for use by Spanish-speaking respondents.
Which of the following is it most important for Malaya to do before administering this
questionnaire to a sample of the market?
A) make sure that the survey includes both open-end and closed-end questions
B) decide whether to focus on primary or secondary data
C) determine which type of research instrument to use
D) examine the questionnaire for cultural distortions and insensitivities
E) determine whether to focus on qualitative or experimental objectives
88) Which type of data are typically analyzed by categorizing or “coding” responses so that a
researcher can look for patterns and themes?
A) quantitative data
B) experimental data
C) verbal data from interviews
D) semiotic data
E) secondary data
89) The “3 V” characteristics of big data are ________.
A) volume, velocity, and variety
B) volume, veracity, and variety
C) velocity, variety, and veracity
D) variety, veracity, and vividness
E) velocity, variety, and vividness
90) Which of the following is NOT an accurate description of big data?
A) data sets generated within seconds or even milliseconds
B) data that are mostly unstructured
C) data sets of massive size
D) data existing in numeric form only
E) data existing in various formats
91) Marketing research is informal research.
92) Consumer insight research may uncover why a consumer wants to buy a product or why a
consumer does not want to buy a product.
93) Media planning begins with media research that gathers information about all possible media
and marketing communication tools that might be used in a campaign to deliver a message.
94) Research used to evaluate the relative power of various creative ideas before the launch of a
product is called copytesting.
95) Copytesting is a way to take apart the signs and symbols in a message to uncover layers and
types of meanings.
96) The three distinct memory systems in the mind which advertisements seek to tap into are
semantic memory, episodic memory, and procedural memory.
97) Evaluative research conducted during an ad campaign seeks to determine the effectiveness of
the ad, while evaluative research conducted at the end of an ad campaign has diagnostic
objectives.
98) Sora is a teenager who loves to shop for clothes. She has a points card from Trend Town, her
99) Secondary research is information that has been collected and published by someone else.
100) Secondary research is less important than primary research.
101) 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 primary
research suppliers.
102) Marketers who want insight into the underlying reasons for consumer behavior should
conduct qualitative research.
103) Qualitative research should be used to draw conclusions about the larger population.
104) Experimental research uses formal hypothesis-testing techniques.
105) Qualitative research is often conducted before quantitative research.
106) Focus groups use no interviewer to bias the answers, may produce more honest answers,
and can be used to collect large amounts of data at a low cost per respondent.
107) Telephone surveys largely replaced door-to-door surveys in the 1960s.
108) Focus groups should be used only in the background research step of the message
development process.
109) Formal focus groups take place in a comfortable setting, usually people’s homes, where the
participants have been recruited by the host.
110) Psychographic research involves the researcher participating in the lives of the people being
studied.
111) Focus groups have the advantage of revealing what people actually do, as distinguished
from what they say they do.
112) Researchers use beeper diaries as a way to randomize the recording of consumer activities.
113) Crowdsourcing refers to collecting the opinions of consumers through surveys administered
in public places, such as shopping malls.
114) Sculpting is a projective technique that involves physically putting product users in static
positions that reflect how they think about or use a brand.
115) In the qualitative research method called photo elicitation, consumers are asked to sort
through a deck of photos and pick out visuals that represent something, such as typical users of
the product or situations in which it might be used.
116) Word association is a projective technique used to uncover the network of associations in
consumers’ thought patterns.
117) The two basic research criteria of validity and reliability are drawn from the scientific
method.
118) Reliability means that the research actually measures what it says it measures.
119) In research terms, reliability means that any differences that are uncovered by the research,
such as different attitudes or purchasing patterns, really reflect differences among individuals,
groups, or situations.
120) A researcher investigating the amount of food waste in the typical four-person family plans
to sift through the garbage of a small sample of representative families. This method is an
example of a survey.
121) As part of a research team, Fatima observed five groups of teenagers shop, socialize, and
eat dinner at a local mall. Fatima was participating in traditional quantitative research.
122) A problem facing global advertisers is cross-cultural communication and how to arrive at an
intended message without cultural distortions or insensitivities.
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123) Data from a quantitative study can be summarized and analyzed using a wide array of
statistical techniques.
124) Common uses of big data in marketing involve predictions and diagnostics.
125) The ability to code is one of the most important skill sets for working with big data.
126) Describe three ways research is used in marketing communication planning.
127) Jill is part of the creative team in the advertising agency developing the message for a
client’s account. Her job is to conduct tests to evaluate the relative power of various creative
ideas. What is this type of test called?
128) Explain how researchers might collect feedback during telemarketing calls.
129) One of Kraft’s research projects had the objective of understanding competitors’
advertisements. Name and describe the purpose of this type of background research.
130) If Kraft wants to understand the deeper meanings consumers derive from competitors’
advertising, what type of research do you suggest and why?
131) Name and describe some of the primary and secondary research suppliers that Kraft and its
agencies might have purchased information from.
132) Compare and contrast primary and secondary research and provide examples of sources for
each.
133) Compare and contrast quantitative and qualitative research, and discuss uses of each.
134) Mark owns his own advertising agency and just won a new client’s account. Discuss two
sources of secondary research that might be of use to him as he conducts strategic research.
135) Jones and Smith Advertising Agency is in the early stage of developing an advertising plan
for one of its new clients, a regional soft-drink manufacturer. What type of research would you
recommend Jones and Smith conduct at this stage of the process?
136) You want to determine whether no-smoking policies have impacted employee morale in the
United States in the past two decades. Are any secondary data likely available to help you
answer this question? Why or why not?
137) You want to determine whether no-smoking policies have impacted employee morale in the
United States among workers in companies that employ fewer than 50 workers in Fort Wayne,
Indiana. Are any secondary data likely available to help you answer this questions? Why or why
not?
138) Name and describe two websites an advertiser could use to gather secondary research.
139) Describe the kind of information an advertiser can gain from Mediamark Research, Inc.
(MRI).
140) Explain why qualitative or experimental research would be the better method for
determining whether shoppers in the Midwest are more sensitive to a price increase for laundry
soap than shoppers on the East Coast are.
141) Josh was told to conduct in-depth interviews with consumers to gain a better understanding
of their perceptions and feelings toward his company’s brand of facial tissue. He has only had
experience conducting survey research and is not sure what an in-depth interview actually is.
Explain what it is, how it’s different from survey research, and how it’s done.
142) Madeleine needs to conduct a focus group interview to get consumers’ reactions to various
advertising ideas. However, she does not have much time and she needs more in-depth responses
than she normally gets from a typical focus group interview. What would you recommend
Madeleine do to meet her needs?
143) Cover Girl is a brand of cosmetics that can be purchased in major discount stores, drug
stores, and grocery stores. One of Cover Girl’s largest target markets is college-aged women, and
the company wants to get a first-hand understanding of how this market purchases and uses
cosmetics on a daily basis. What type of research would be best at getting at this level of
understanding?
144) A marketer of frozen dinners has decided to collect consumer feedback via a focus group
interview. How might the marketer use the focus group interview to determine whether peas or
green beans should be included with the turkey entrée?
145) You are trying to determine whether retired people drink more coffee at McDonald’s during
lunch than they do during dinner. Why is observation research NOT effective in this scenario?
146) You are conducting research and want to make sure that it adheres to the scientific method.
Discuss the two basic research criteria you need to be concerned about.
147) You work in an advertising agency and have been tasked with recommending some
imaginative ways to investigate consumers’ relationships with the brands they buy. Briefly
describe four of the more imaginative qualitative methods discussed in the chapter.
148) Discuss the differences in how qualitative and quantitative data are analyzed and
summarized.
149) Describe three unique characteristics of big data.
150) Discuss a major issue that global researchers face.