Chapter 6

Question 1

20. The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads.

Answer 1

account planning

Question 2

21. _____is the systematic gathering, recording, and analysis of new information to help managers make marketing decisions.

Answer 2

Marketing research

Question 3

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?

Answer 3

advertising research

Question 4

23. During which category of advertising research would a researcher be most likely to use aided recall, sales tests, and inquiry tests?

Answer 4

media selection

Question 5

24. What type of advertising research measures the target audience’s acceptance of different creative ideas at the concept stage?

Answer 5

creative concept research

Question 6

25. Advertising researchers would be most likely to use portfolio tests, storyboard tests, and consumer juries during _____ for advertising development.

Answer 6

pretesting

Question 7

26. Advertising strategy research examines all of the following EXCEPT:

Answer 7

segmentation strategy

Question 8

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:

Answer 8

media research

Question 9

28. To increase the likelihood of preparing the most effective advertising messages, companies use:

Answer 9

pretesting

Question 10

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.

Answer 10

Posttesting

Question 11

30. The first step in the research process is to:

Answer 11

analyze the situation and define the problem

Question 12

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:

Answer 12

perform a situation analysis that pays special attention to consumer attitudes about politics and politicians

Question 13

32. An MIS is a:

Answer 13

a.

set of procedures used to generate information for decision making

Question 14

33. At the second stage of the marketing research process, a researcher would:

Answer 14

conduct exploratory research

Question 15

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.

Answer 15

exploratory

Question 16

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.

Answer 16

primary data

Question 17

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:

Answer 17

secondary data

Question 18

37. Which of the following statements about secondary data is true?

Answer 18

None of the above describes secondary data.

Question 19

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:

Answer 19

primary data

Question 20

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:

Answer 20

establish its research objectives

Question 21

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:

Answer 21

be specific and measurable

Question 22

41. The two types of formal marketing research are:

Answer 22

quantitative and qualitative

Question 23

42. Questions such as “Why don’t you floss your teeth?” would most likely be a part of _____ research.

Answer 23

qualitative

Question 24

43. Which of the following questions would be most likely asked when an advertising researcher for the television cable industry is using qualitative research?

Answer 24

How would you describe your ideal cable television channel?

Question 25

44. When engaging in qualitative research, a researcher has the choice of either using _____ or _____ techniques.

Answer 25

projective; intensive

Question 26

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:

Answer 26

projective techniques

Question 27

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.

Answer 27

intensive

Question 28

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?

Answer 28

focus group

Question 29

48. Which of the following statements about the focus-group method of gathering marketing research is true?

Answer 29

None of the above statements about the focus group method of gathering marketing research is true.

Question 30

49. The three basic research methods used to collect quantitative data are:

Answer 30

observation, experiment, and survey

Question 31

50. The observation method of data collection:

Answer 31

monitors the actions of people being studied

Question 32

51. A researcher became a chef with a resort hotel chain for six months so he could observe food-handling practices. He saw food preparers using the same towel to wipe their hands, the counter, the food slicer, and cooking utensils during one food preparation episode. In addition, he found every cook (and several hotel administrators) engaged in taste testing using their fingers. He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations.

Answer 32

observation

Question 33

52. The development of ______ facilitates the collection of observation data.

Answer 33

UPC labeling

Question 34

53. The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships.

Answer 34

experimental

Question 35

54. Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product. This was an example of _____ research.

Answer 35

experimental

Question 36

55. Which of the following statements about the experimental method of data collection is true?

Answer 36

It is commonly used in the test marketing of new products in isolated geographic areas.

Question 37

56. NSSF, the National Shooting Sports Foundation, tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California, Oklahoma and New England. The results were promising, with all three businesses experiencing increases in sales, profit, participation and a spike in new shooters asking how to get started in a variety of shooting sports. NSSF plans a national rollout for the campaign. The gun retailers in southern California, Oklahoma, and New England were its:

Answer 37

test market

Question 38

57. Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals. Which research method was most likely to use to learn consumers perceptions of online retailers?

Answer 38

survey

Question 39

58. The shopper at the health food store was asked by a researcher to look at a magazine ad for a line of new organic soups. The researcher asked her if she liked the ad and if she found the ad credible. What method of pretesting was the researcher using?

Answer 39

direct questioning

Question 40

59. An advertising researcher could use _____ to measure the effectiveness of a television commercial in getting attention and increasing brand awareness.

Answer 40

clutter test

Question 41

60. When consumers were asked to rate likeability, credibility, and attractiveness in several alternative advertisements for a Norwegian cruise line, researchers noted that respondents tended to give one or two of the ads that made the best first impression the highest rating on all factors examined. This type of response pattern is called the:

Answer 41

halo effect

Question 42

61. Participants were asked what feelings they experienced when they saw the Clydesdale horses in a Budweiser beer seasonal ad and how they felt about those feelings. This is an example of a(n) _____ being used to posttest an ad.

Answer 42

attitude test

Question 43

62. When Beth was asked to list all of the commercials she remembering seeing when she watched the television show Lost, was participating in a(n):

Answer 43

recall test

Question 44

63. EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how you can create a customized closet. The ads will run in the December edition of Martha Steward Living magazine. The ad that generates the most responses will be considered most effective and will be run in future publications. What kind of a test is the resort conducting?

Answer 44

an inquiry test

Question 45

64. If promotion (and namely, advertising) is the dominant element in a company’s marketing mix, then a(n) _____ test is the best type of posttest to use.

Answer 45

sales

Question 46

65. For a quantitative test to be valid, the test must:

Answer 46

reflect the true status of the market

Question 47

66. A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would lack:

Answer 47

validity

Question 48

67. For a quantitative test to be reliable, the test must:

Answer 48

produce the same results each time it is administered

Question 49

68. A marketing research firm is testing consumer reaction to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. With certainty, it can be said that the firm’s test lacks:

Answer 49

reliability

Question 50

69. Suppose an advertising researcher needs to know what hunters think about an ad campaign for Zeiss rifle scope designed specifically for hunting in heavy brush and demanding terrain.. The entire target population is:

Answer 50

called the universe

Question 51

70. Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals. Forrester only surveyed a _____, a small portion of the people that represent consumers who shop online.

Answer 51

sample

Question 52

71. Rehmir is selecting a research sample from a list of all the people who have mail- ordered HMR dietary products since January 2001. Every person in the target population has an equal and known likelihood of being picked. The group he selects will be a:

Answer 52

probability sample

Question 53

72. Most marketing researchers use a nonprobability sample because it:

Answer 53

is useful when random probability sampling is not feasible

Question 54

73. Effective survey questions have three important attributes. They are:

Answer 54

clarity, focus, and brevity

Question 55

74. On the survey, the students were asked to answer “yes” or “no” to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions.

Answer 55

dichotomous

Question 56

75. A marketing researcher designed a questionnaire that asked “In your opinion, how should the government take a more active role in making sure that your food is handled properly?” What type of question would the researcher be using?

Answer 56

open-ended

Question 57

76. Which of the following is a good guideline to use for developing an effective questionnaire?

Answer 57

Put the demographic questions at the end of the questionnaire.