Question 1

In clutter tests, respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure.

Accepted Answer

A) True 
 B)False

Question 2

Describe the benefits of the Universal Product Code label.

Accepted Answer

Technology has greatly improved the obse...

Question 3

What are the disadvantages of recall tests and attitude tests?

Accepted Answer

Recall tests reveal the effectiveness of...

Question 4

What are the disadvantages of gathering secondary data?

Accepted Answer

Secondary data carries some potential pr...

Question 5

During which stage of the marketing research process is secondary data frequently used?

Accepted Answer

A)  Informal research
B)  Situation analysis
C)  Interpretation of findings
D)  Construction of research objectives
E)  Primary researchF) C) and D)
G) A) and B)

Question 6

Through _____, a pretesting method, researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.

Accepted Answer

A)  portfolio analysis
B)  attitude testing
C)  recall testing
D)  direct questioning
E)  observational researchF) B) and D)
G) D) and E)

Question 7

Briefly describe research in terms of the three Rs of marketing.

Accepted Answer

Research is used to gather a lot of diff...

Question 8

When using nonprobability samples, researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

Accepted Answer

A) True 
 B)False

Question 9

Message posttesting enables marketers to evaluate a campaign after it runs.

Accepted Answer

A) True 
 B)False

Question 10

An Internet advertiser subscribed to a syndicated research service to receive information about the Web surfing habits of various demographic groups. This is an example of _____.

Accepted Answer

A)  message pretesting
B)  recall testing
C)  merchandising
D)  tracking
E)  media researchF) D) and E)
G) All of the above

Question 11

A company developed a new variant of its cheese spread. Before launching it throughout the country, the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy. Which of the following methods did the company employ?

Accepted Answer

A)  Experimental method
B)  Projective technique
C)  Observation method
D)  Survey method
E)  Intensive techniqueF) B) and D)
G) A) and B)

Question 12

Which of the following statements about pretesting ads is true?

Accepted Answer

A)  It makes extensive use of inquiry tests.
B)  It is free from perception errors such as halo effect.
C)  It determines the likability and comprehension of an ad.
D)  It always uses external stakeholders.
E)  It does not help in distinguishing between strong and weak ads.F) All of the above
G) None of the above

Question 13

Which of the following is true of qualitative research?

Accepted Answer

A)  The main techniques used for gathering data are surveys and experiments.
B)  The order and phrasing of questions asked is carefully controlled.
C)  The questions asked are exactly the same for each interview.
D)  Many interviews are taken in order to give a projectable scientific sample.
E)  The interviewer needs to frame questions in response to what the respondents say.F) A) and D)
G) A) and C)

Question 14

By testing questionnaires on a small subsample, researchers can detect any confusion, bias, or ambiguities.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true of a reliable test?

Accepted Answer

A)  It must use a random sample.
B)  It must be cost-effective.
C)  It must reflect the true status of the market.
D)  It must be open-ended and free of bias.
E)  It must produce the same result each time it is administered.F) None of the above
G) A) and E)

Question 16

Which of the following is true of quantitative research?

Accepted Answer

A)  The main techniques for gathering data are focus groups and in-depth interviews.
B)  A highly trained professional is advisable for conducting interviews.
C)  Questions vary in order and phrasing from group to group.
D)  Many interviews are conducted in order to give a projectable scientific sample.
E)  Hypotheses are developed and attempts are made to gain insight into the problem.F) A) and B)
G) B) and E)

Question 17

A technology research company conducted an evaluation of its service by asking consumers to fill a questionnaire about how well the company's Web site helped them find the information they were looking for. In this scenario, which method of marketing research did the technology company use?

Accepted Answer

A)  Experimental method
B)  Simulation
C)  Observation method
D)  Intensive technique
E)  Survey methodF) A) and B)
G) D) and E)

Question 18

In the context of marketing research, what is meant by an experiment?

Accepted Answer

A)  It is a method in which the researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers.
B)  It is a process in which researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.
C)  It is a method in which test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses.
D)  It is a scientific investigation in which a researcher randomly assigns different consumers to two or more messages or stimuli.
E)  It is an investigation in which respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure.F) All of the above
G) B) and E)

Question 19

Sales tests are typically more suited for gauging the effectiveness of individual messages or promotions than of campaigns.

Accepted Answer

A) True 
 B)False

Question 20

What are the problems of conducting original research abroad?

Accepted Answer

The problems of conducting original rese...

Exam 7: Research: Gathering Information for Imc Planning

What are the disadvantages of gathering secondary data?

Correct AnswerverifiedSecondary data carries some potential pr...View AnswerShow Answer

Which of the following is true of quantitative research?

Correct AnswerverifiedShow Answer

Briefly describe research in terms of the three Rs of marketing.

Correct AnswerverifiedResearch is used to gather a lot of diff...View AnswerShow Answer

Which of the following is true of a reliable test?

Correct AnswerverifiedShow Answer

Describe the benefits of the Universal Product Code label.

Correct AnswerverifiedTechnology has greatly improved the obse...View AnswerShow Answer

By testing questionnaires on a small subsample, researchers can detect any confusion, bias, or ambiguities.

Correct AnswerverifiedShow Answer

In the context of marketing research, what is meant by an experiment?

Correct AnswerverifiedShow Answer

Through _____, a pretesting method, researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.

Correct AnswerverifiedShow Answer

Message posttesting enables marketers to evaluate a campaign after it runs.

Correct AnswerverifiedShow Answer

Which of the following is true of qualitative research?

Correct AnswerverifiedShow Answer

A company developed a new variant of its cheese spread. Before launching it throughout the country, the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy. Which of the following methods did the company employ?

Correct AnswerverifiedShow Answer

A technology research company conducted an evaluation of its service by asking consumers to fill a questionnaire about how well the company's Web site helped them find the information they were looking for. In this scenario, which method of marketing research did the technology company use?

Correct AnswerverifiedShow Answer

Sales tests are typically more suited for gauging the effectiveness of individual messages or promotions than of campaigns.

Correct AnswerverifiedShow Answer

When using nonprobability samples, researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

Correct AnswerverifiedShow Answer

What are the problems of conducting original research abroad?

Correct AnswerverifiedThe problems of conducting original rese...View AnswerShow Answer

Which of the following statements about pretesting ads is true?

Correct AnswerverifiedShow Answer

An Internet advertiser subscribed to a syndicated research service to receive information about the Web surfing habits of various demographic groups. This is an example of _____.

Correct AnswerverifiedShow Answer

What are the disadvantages of recall tests and attitude tests?

Correct AnswerverifiedRecall tests reveal the effectiveness of...View AnswerShow Answer

During which stage of the marketing research process is secondary data frequently used?

Correct AnswerverifiedShow Answer

In clutter tests, respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure.

Correct AnswerverifiedShow Answer

Correct Answer
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Secondary data carries some potential pr...
View Answer

Correct Answer
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Correct Answer
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Research is used to gather a lot of diff...
View Answer

Correct Answer
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Correct Answer
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Technology has greatly improved the obse...
View Answer

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The problems of conducting original rese...
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Correct Answer
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Correct Answer
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Correct Answer
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Recall tests reveal the effectiveness of...
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Correct Answer
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Correct Answer
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