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Exam 6: Strategic Research

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Question 1

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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

F) A) and E)
G) A) and B)

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Question 2

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Research used to evaluate the relative power of various creative ideas before the launch of a product is called copytesting.

A) True
B) False

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Question 3

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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 ________.

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?

Discuss a major issue that global researchers face.

Quantitative research is typically designed to either accurately ________ something or ________ something.

________ means that the research actually measures what it says it measures.

Discuss the differences in how qualitative and quantitative data are analyzed and summarized.

Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

Truly understanding the consumer is the goal of ________.

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?

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.

________ focus groups are held in a comfortable setting,usually people's homes.Participants in these groups have typically been recruited by the host.

Which form of data can usually be obtained more quickly and at a lower cost than the others?

Common uses of big data in marketing involve predictions and diagnostics.

How does participant observation have an advantage over standard observational research?

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.

Psychographic research involves the researcher participating in the lives of the people being studied.

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?

Focus groups should be used only in the background research step of the message development process.