110)
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 that she normally gets from a normal focus group interview. What would you
recommend Madeleine do to meet her needs?
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
A metaphor says one thinga brand, for exampleis like something else.
111)
112)
Three big objectives in advertising research are to test hypotheses, get information, and get insights.
112)
113)
Research is also used in development of the message strategy to evaluate the relative power of
various creative ideas, which is called copy testing, and the relative effectiveness of various
approaches to the sales message, which is called concept testing.
113)
114)
A form of attitude research in which people fill in the blanks in a story or balloons in a cartoon is
known as purpose–driven games.
114)
115)
The biggest challenge facing global advertisers is cross–cultural communication and how to arrive
at an intended message without cultural distortions or insensitivities.
115)
116)
Secondary research is information that has been collected and published by someone else.
116)
117)
In story elicitation, consumers are asked to explain the artifacts of their liveswhat you see in
photos in their homes, as well as the things in their lives that they treasure.
117)
118)
Quantitative research is more useful than qualitative research.
118)
119)
Market research uncovers critical information that becomes the basis for strategic planning
decisions.
119)
120)
Globalization is opening the door to new ways to do permission and relationship marketing.
120)
121)
Research challenges facing advertising researchers include globalization, new media technology,
Internet and virtual research, embedded research, and insightful analysis.
121)
122)
Diaries in which consumers are asked to record their activities are particularly valuable in media
research because they tell media planners exactly what programs and ads the consumers watched.
122)
123)
The three stages in message development where research is used are preparation research, media
research, and concept testing.
123)
124)
Survey research 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.
124)
125)
The most common Internet approach of embedded research is to use this method for product
reviews, where customers enter the web site and select from an array of product categories they
would like to know about.
125)
126)
Changes in media technology are making old research measures increasingly invalid.
126)
127)
In the method known as Insight Analysis, the research methods are embedded directly into real
purchase and use situations, so that the consumer is a recipient and direct beneficiary of the
information.
127)
128)
Marketers wanting insight into the underlying reasons for how consumers behave and why should
conduct qualitative research.
128)
129)
Formal focus groups take place in a comfortable setting, usually people’s homes, where the
participants have been recruited by the host.
129)
130)
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.
130)
131)
Reliable research 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.
131)
132)
Validity means that the research actually measures what it says it measures, and reliability means
that you can run the same test again and get the same answer.
132)
133)
Marketing research is informal research.
133)
134)
Two basic research criteria known as validity and reliability are helpful in determining the
appropriate research method to use.
134)
135)
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 where it might be used.
135)
136)
Psychographic research involves the researcher in living the lives of the people being studied.
136)
137)
Focus groups can be used only in the background research step of the message development
process.
137)
138)
Copy testing is a way to take apart the signs and symbols in a message to uncover layers and types
of meanings.
138)
139)
Qualitative research should be used to draw conclusions.
139)
140)
Focus groups have the advantage of revealing what people actually do.
140)
141)
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.
141)
142)
The Internet can deliver product messages with interactivity.
142)
143)
Repeatability means that you can run the same test again and get the same answer.
143)
144)
Insightful analysis allows automated testing of concepts, storyboards, and designs in multiple
markets without having to develop actual prototypes or multiple sets of storyboards.
144)
145)
Reliability means that the research actually measures what it says it measures.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Compare and contrast quantitative and qualitative research, and discuss uses of each.
147)
Compare and contrast primary and secondary research and provide examples of sources for each.
148)
Name and describe the five ways research is used in advertising planning.
149)
Discuss the five key challenges facing advertising researchers.
150)
Explain the differences among market research, consumer research, advertising research, IMC research, and
strategic research.
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