Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
Which of the following is considered an objective of advertising research?
1)
A)
collect diaries
B)
conduct qualitative analysis
C)
get information
D)
conduct quantitative analysis
E)
maximize reliability and validity
2)
“Lisa” is a person an automobile manufacturer uses to describe its soccer–mom customer. She is a
stay–at–home mom, lives in the suburbs, and is active in her children’s activities. She is also
educated, with at least an undergraduate college degree and has worked as a professional before
devoting herself full time to her family. She wants the ability to transport several people, and she is
very concerned about safety. “Lisa” is not a real person, but rather she is a model the automobile
manufacturer uses to understand the customer they are trying to reach. What is “Lisa”?
2)
A)
an influencer
B)
a persona
C)
a gatekeeper
D)
a scapegoat
E)
a surrogate
3)
What is the primary difference between an interview and a survey?
3)
A)
Surveys are focused and interviews are open–ended discussions among 8 to 10 people.
B)
An interview uses a representative sample, and a survey uses an entire population.
C)
Surveys use a discussion guide, which outlines the areas to be covered and tends to be very
broad.
D)
Interviews use unstructured questionnaires.
E)
Interviews use structured questionnaires.
4)
________ research provides insight into the underlying reasons for how consumers behave and
why, and common research methods include such tools as observation, ethnographic studies,
in–depth interviews, and case studies.
4)
A)
Secondary
B)
Consumer insight
C)
Qualitative
D)
Purchase intent analysis
E)
Quantitative
5)
In which type of research are research methods that are a part of real purchase and use situations,
so that the consumer is a recipient and direct beneficiary of the information?
5)
A)
insightful analysis
B)
semiotic research
C)
virtual research
D)
content analysis
E)
embedded research
6)
________ helps with the media selection decision.
6)
A)
Evaluation research
B)
Post–research
C)
Media research
D)
Media development research
E)
Brand research
7)
Which of the following is considered an implication due to the changes in media technology?
7)
A)
Old research methods will still be valid even with changes in media technology.
B)
New media technologies are resulting in less media fragmentation.
C)
Genuine two–way communication opportunities are not really materializing from the new
media technologies.
D)
New media technology is closing the door to permission and relationship marketing.
E)
Changes in media technology will alter the meaning and consequences of almost all of our
most familiar research constructs.
8)
Which of the following statements is true?
8)
A)
Information that is collected for the first time from original sources is called primary research.
B)
Strictly speaking, Mediamark Research, Inc. is a primary data source.
C)
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
secondary research suppliers.
D)
Primary research can be only quantitative.
E)
Strictly speaking, Simmons Market Research Bureau is a primary data source.
9)
________ focuses on all the elements of advertising, including message development research,
media planning research, and evaluation, as well as information about competitors’ advertising.
9)
A)
Market research
B)
Copy research
C)
Consumer research
D)
Advertising research
E)
Strategic research
10)
Which qualitative method asks consumers to sort through a deck of photos and pick out visuals
that represent something, such as typical users of the product, or situations where it might be used?
10)
A)
fill–in–the–blanks
B)
photo sorts
C)
photo elicitation
D)
purpose–driven games
E)
story elicitation
11)
A technique used to analyze advertisements is ________, which is a way to take apart the signs and
symbols in a message to uncover layers and types of meanings with the objective of finding deeper
meanings in the symbolism and meanings, particularly as they relate to different groups of
consumers.
11)
A)
content analysis
B)
brand experience
C)
semiotic analysis
D)
competitive analysis
E)
advertising review
12)
________ are opening the door to new ways to conduct permission and relationship marketing.
12)
A)
Content analysis
B)
New media technologies
C)
Semiotic research
D)
Insightful analysis
E)
Embedded research
13)
Using ________ in a research study about the Coca–Cola brand, respondents were asked to make a
collage of images that capture their feelings about the brand?
13)
A)
metaphors
B)
secondary demographic research
C)
quantitative
D)
purpose–driven games
E)
artifact creation
14)
When V–8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit
message they were trying to convey in their television commercial, they conducted research in
which consumers were brought to a research center to view a pilot television show in which the
V–8 ad they were testing 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. Unbeknown to them, five different groups saw the same
program and ads, except the V–8 ad was different for each group. V–8 was trying to determine the
relative effectiveness of various approaches to the sales message. What type of research is this?
14)
A)
copy testing
B)
secondary
C)
content analysis
D)
concept testing
E)
semiotic research
15)
Which of the following is a way to contact consumers when conducting advertising research?
15)
A)
by telephone
B)
by mail
C)
in person
D)
through the Internet
E)
all of the above
16)
Sometimes consumers are asked to record their activities through the use of ________.
16)
A)
surveys
B)
diaries
C)
monitors
D)
focus groups
E)
purpose–driven games
17)
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 ________.
17)
A)
certified research suppliers
B)
secondary research suppliers
C)
advertising research suppliers
D)
primary research suppliers
E)
market research suppliers
D
18)
________ research gathers information about all the possible media and marketing communication
tools that might be used in a campaign to deliver a message.
18)
A)
Market
B)
Media
C)
Consumer
D)
Marketing
E)
Advertising
B
B
19)
Information on reactions to advertising and motivation to purchase is sometimes called ________.
19)
A)
awareness
B)
attitudes
C)
qualitative
D)
quantitative
E)
purchase intent
20)
Identifying the consumer insight is the responsibility of the ________.
20)
A)
advertising manager
B)
account manager
C)
creative director
D)
vendor
E)
account planner
21)
________ compiles information about the product, the product category, and other details of the
marketing situation that will impact the development of advertising strategy.
21)
A)
Consumer research
B)
Advertising research
C)
Copy research
D)
Strategic research
E)
Market research
22)
A. C. Nielsen is a large company that conducts research for clients. It also monitors television
viewing habits, being the major supplier of program ratings in the television industry. These
ratings are used by television networks and stations to determine the price of advertising time
during a specific program. What type of research does A. C. Nielsen perform?
22)
A)
primary
B)
tertiary
C)
secondary
D)
A and B
E)
A, B, and C
23)
Government organizations, trade associations, secondary research suppliers, and secondary
information on the Internet are all sources of ________ data.
23)
A)
tertiary
B)
primary
C)
unregulated
D)
secondary
E)
free
Explanation:
24)
A subset of the population that is representative of the entire population is known as a ________.
24)
A)
subpopulation
B)
subcensus
C)
sample
D)
census
E)
subsample
Explanation:
Explanation:
25)
Mini–Case Question. The initial research conducted by Mike was used to identify women who are
in the market for cereals with these benefits in terms of their characteristics, attitudes, interests, and
motivation. What type of research did Mike conduct?
25)
A)
consumer research
B)
strategy research
C)
market research
D)
advertising research
E)
IMC research
A
26)
Which of the following is NOT a way research is used in advertising planning?
26)
A)
segmentation
B)
message development
C)
consumer insight information
D)
market information
E)
evaluation research
A
27)
________ takes researchers into natural settings where they record the behavior of consumers using
video, audio, and disposable cameras to record consumers’ behavior at home, in stores, or
wherever people buy and use their products, but the researcher does not live the lives of the people
being studied.
27)
A)
Survey research
B)
Focus groups
C)
Friendship groups
D)
Observation research
E)
Ethnographic research
D
28)
________ evaluates the relative power of various creative ideas, while ________ helps with media
selection.
28)
A)
Competitive analysis; content analysis
B)
Semiotic analysis; content analysis
C)
Copy testing; semiotic analysis
D)
Competitive testing; copy testing
E)
Concept testing; media research
29)
Which of the following is NOT considered a type of research useful in advertising decisions?
29)
A)
strategic research
B)
advertising research
C)
consumer research
D)
market research
E)
segmentation research
30)
________ is used to identify people who are in the market for a product in terms of their
characteristics, attitudes, interests, and motivations.
30)
A)
Copy research
B)
Strategic research
C)
Advertising research
D)
Market research
E)
Consumer research
31)
________ involves the researcher in living the lives of the people being studied.
31)
A)
Ethnographic research
B)
Friendship group research
C)
Survey research
D)
Quantitative research
E)
Focus group research
32)
________ is a quantitative method that uses structured interviews to ask large numbers of people
the same set of questions, and they can be conducted in person, by phone, by mail, or online.
32)
A)
Focus group
B)
Survey research
C)
Ethnographic research
D)
In–depth interview
E)
Observation research
B
33)
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. If a national advertiser uses this information to determine how it should compensate its
advertising agency, what type of research is this?
33)
A)
organizational
B)
qualitative
C)
advertising research
D)
primary
E)
secondary
E
A
34)
The Survey of Current Business: Basic Operational Statistics on U.S. Business is an example of ________.
34)
A)
a government report that helps advertisers make better decisions
B)
a trade association report that helps advertisers make better decisions
C)
primary information
D)
qualitative research
E)
a report developed by a secondary research supplier
35)
Strategic research uncovers critical information that becomes the basis for strategic planning
decisions, and in advertising it covers all the factors and steps that lead to the creation of ________.
35)
A)
message strategies
B)
media plans
C)
research strategies
D)
A and B
E)
A, B, and C
36)
What type of research did Holiday Inn Express conduct to find that the businessman’s decision on
where to stay hinged on the bathroom/shower experience?
36)
A)
purpose–driven games
B)
causal research
C)
strategic research
D)
semiotic research
E)
competitive analysis
37)
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?
37)
A)
quantitative
B)
in–depth research
C)
qualitative
D)
secondary
E)
ethnographic
38)
Which qualitative method uses such ideas as life collages, day mapping, and the construction of
instruction books as ways to elicit stories that discuss brands and their role in daily life?
38)
A)
artifact creation
B)
fill–in–the–blanks
C)
photo sorts
D)
story elicitation
E)
metaphors
39)
Louis is preparing to develop an advertising campaign for a client. What type of research should he
conduct to compile information about the product, the product category, and other details of the
marketing situation that will impact the development of the advertising strategy?
39)
A)
strategic research
B)
consumer research
C)
advertising research
D)
IMC research
E)
market research
40)
A subset of marketing research, known as ________ research, is research used to gather information
about a particular marketconsumers, as well as competitive brands.
40)
A)
secondary
B)
primary
C)
consumer
D)
market
E)
competitive
41)
Which method is better at uncovering reasons and motives?
41)
A)
qualitative
B)
primary
C)
secondary
D)
global
E)
quantitative
A
42)
________ means that the research actually measures what it says it measures.
42)
A)
Reliability
B)
Criteria
C)
Validity
D)
Quantitative
E)
Metaphor
C
D
43)
Which of the following is false regarding key challenges facing advertising researchers?
43)
A)
New media technology is making it more difficult for marketers to do relationship marketing.
B)
Whenever a call is made, for whatever purpose, that contact provides an opportunity to ask a
brand–related question.
C)
The biggest problem with respect to globalization is cross–cultural communication and how
to arrive at an intended message without cultural distortions or insensitivities.
D)
The emergence of genuine two–way communication opportunities is a factor in new media
technology.
E)
As technology changes in the media unfold, the old research measures will become
increasingly invalid.
44)
Companies do their own tracking and monitoring of their customers’ behavior and they also hire
research firms to do which type of research?
44)
A)
tracking
B)
tertiary
C)
secondary
D)
monitoring
E)
primary
45)
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, he 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 statement is true regarding this
situation?
45)
A)
Focus groups are a type of qualitative research and should not be used to draw conclusions.
B)
Focus groups are the only type of qualitative research from which conclusions can be drawn.
C)
Scott can feel confident that what he learned in this research is representative of the
perceptions held by rest of the consumer population that makes up the target market for this
product.
D)
Scott should really conduct one more focus group interview with a different group of
consumers before he should draw any conclusions.
E)
Scott should have conducted survey research first before he conducted the focus group
interview.
46)
What did Holiday Inn Express learn about the people who choose their limited service hotel?
46)
A)
They are primarily college students on a road trip.
B)
They are moms with young children.
C)
They love getting mints on their pillows at night.
D)
They are not picky about the cleanliness of their rooms.
E)
They are men who travel two to three nights per week on business.
47)
________ focus groups are used in a comfortable setting, usually people’s homes, where the
participants have been recruited by the host.
47)
A)
Snowball
B)
Ethnographic
C)
Friendship
D)
Unstructured
E)
Sample
48)
In which type of embedded research can consumers access reviews from other customers who
report their own experience?
48)
A)
call centers
B)
product reviews
C)
insightful analysis
D)
virtual research
E)
qualitative method
49)
________ research delivers numerical data such as number of users and purchases, their attitudes
and knowledge, their exposure to ads, and other market–related information, and it also provides
information on reactions to advertising and motivation to purchase.
49)
A)
Secondary
B)
Purchase intent analysis
C)
Consumer insight
D)
Qualitative
E)
Quantitative
50)
Mini–Case Question. The advertising agency also analyzed all media that is relevant to the client’s
target market. Not surprisingly, they found that the women they wanted to reach with the
advertising were heavy readers of health–related magazines, such as Prevention and Health.
However, they also found that these women were also heavy readers of shelter magazines, such as
Better Homes and Gardens and House Beautiful. Which of the five ways research is used in advertising
planning does this represent?
50)
A)
message development
B)
evaluation research
C)
consumer insight research
D)
market information
E)
media research
51)
________ means that you can run the same test again and get the same answer.
51)
A)
Reliability
B)
Quantitative
C)
Validity
D)
Criteria
E)
Metaphor
52)
A group of 8 to 10 users or even up to 15 potential users of a product who are gathered around a
table to have a discussion about some topic, such as the brand, the product category, or advertising
is known as a(n) ________.
52)
A)
population
B)
interview group
C)
survey group
D)
ethnographic research sample
E)
focus group
53)
What type of information is used to describe the target audience when using research for consumer
insight?
53)
A)
demographic
B)
qualitative
C)
quantitative
D)
psychographic
E)
demographic and psychographic
54)
Which of the following is NOT one of the more imaginative qualitative methods researchers are
using to get insight about people’s relationships to the brands they buy?
54)
A)
purpose–driven games
B)
photo sorts
C)
story elicitation
D)
fill–in–the–blanks
E)
meaning creation
55)
Which of the following is NOT considered background research?
55)
A)
content analysis
B)
mall intercept
C)
semiotic analysis
D)
competitive analysis
E)
advertising audit
56)
________ is research on an execution in its finished stages but before it appears in media.
56)
A)
consumer research
B)
message development research
C)
development research
D)
preparation research
E)
Pretesting evaluation research
57)
Information that is collected for the first time from original sources is called ________.
57)
A)
secondary research
B)
primary research
C)
consumer research
D)
government research
E)
market research
58)
________ is formal research, such as surveys, in–depth interviews, observational methods, focus
groups, and all types of primary and secondary data used to develop a marketing plan and,
ultimately, provide information for an advertising plan.
58)
A)
Strategic research
B)
Copy research
C)
Marketing research
D)
Consumer research
E)
Advertising research
59)
By what characteristics does a report from Mediamark Research, Inc. (MRI) NOT break down the
TV–viewing habits of consumers?
59)
A)
age of children
B)
type of TV program
C)
age
D)
size of household
E)
religion
E
60)
A formal and systematic tabulation of competitors’ approaches and strategies, such as slogans,
appeals, and images used most often, is known as a(n) ________.
60)
A)
brand experience
B)
content analysis
C)
advertising review
D)
semiotic analysis
E)
competitive analysis
B
C