Flashcards in Chapter 6 Deck (57)
20. The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads.
21. _____is the systematic gathering, recording, and analysis of new information to help managers make marketing decisions.
22. Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads, and whole advertising campaigns?
23. During which category of advertising research would a researcher be most likely to use aided recall, sales tests, and inquiry tests?
24. What type of advertising research measures the target audience's acceptance of different creative ideas at the concept stage?
creative concept research
25. Advertising researchers would be most likely to use portfolio tests, storyboard tests, and consumer juries during _____ for advertising development.
26. Advertising strategy research examines all of the following EXCEPT:
27. If an Internet advertiser were to subscribe to Neilsen-NetRatings, it would receive information about the Web surfing habits of various demographic groups. This would be an example of:
28. To increase the likelihood of preparing the most effective advertising messages, companies use:
29. _____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.
30. The first step in the research process is to:
analyze the situation and define the problem
31. Every year as Election Day approaches, especially during presidential campaigns, critics of American politics decry low voter turnout. Advertising can be used to encourage people to change their habits. Before advertising though research needs to be done to determine how the advertising should be worded, its target audience, media selection, etc. The first step that needs to be done is to:
perform a situation analysis that pays special attention to consumer attitudes about politics and politicians
32. An MIS is a:
set of procedures used to generate information for decision making
33. At the second stage of the marketing research process, a researcher would:
conduct exploratory research
34. There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes.. Initial studies in this area are examining the market growth and the competition among nursing homes for patients to better define the research problem. They would be conducting _____ research.
35. The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determined they are failures. The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose.
36. There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes. Lobbying groups have funded most of the recent national studies of this issue. Researchers began by looking at the nursing home information stored in Westlaw's Adverse Filings, a lawsuits database. This database would contain:
37. Which of the following statements about secondary data is true?
None of the above describes secondary data.
38. The vast majority of nursing home lawsuits are settled out of court and never go to trial. This means that there is little public information available about the total dollars expended by nursing homes and their insurance companies to pay for litigation related costs. One national study did a national sample of lawyers and found that 88 percent of all nursing home cases were resolved through settlements, and that the average recovery of claims was $406,000. The information gathered by this study would be an example of:
39. A research project on the viability of a cable channel designed to meet the needs of the gay market has concluded its informal research, it should:
establish its research objectives
40. The research objectives established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should:
be specific and measurable
41. The two types of formal marketing research are:
quantitative and qualitative
42. Questions such as "Why don't you floss your teeth?" would most likely be a part of _____ research.
43. Which of the following questions would be most likely asked when an advertising researcher for the television cable industry is using qualitative research?
How would you describe your ideal cable television channel?
44. When engaging in qualitative research, a researcher has the choice of either using _____ or _____ techniques.
45. During a research project conducted by a national fashion retailer, respondents were given fifteen minutes to draw what they would like look if they purchased all of their clothing from this chain. After the drawings were completed, fourteen different aspects were used to determine how the amateur artists perceived the chain. This would be an example of the use of:
46. RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce, and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research.
47. RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce, and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. This is an example of which of the following research techniques?
48. Which of the following statements about the focus-group method of gathering marketing research is true?
None of the above statements about the focus group method of gathering marketing research is true.