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Exam 7: Research: Gathering Information for Imc Planning

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Question 31

Multiple Choice

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In order to get hard numbers about specific marketing situations, researchers may perform a survey or use some other form of _____.

A) recall testing
B) secondary data
C) normative influence
D) quantitative research
E) attitude testing

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

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Question 32

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A health care provider accessed a government Web site to obtain information about the regions with the highest concentration of senior citizens. The information accessed is an example of secondary data.

A) True
B) False

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Question 33

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Message pretesting is used to help define the product concept or to assist in the selection of target markets, messages, or media vehicles.

_____ is defined as the systematic gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns.

Which of the following statements about the experimental method is true?

What are the disadvantages of in-depth interviews?

_____ enable(s) researchers to gain insight into both the population whose opinion will be sampled and the subject matter itself.

A(n) _____, a posttesting technique, is used to measure a campaign's effectiveness in creating a favorable image for a company, its brand, or its products.

Posttesting techniques include recall tests, attitude tests, inquiry tests, and sales tests.

A researcher from a marketing research agency conducted a study on the food handling practices of an eatery. He discovered that the cooks used the same washcloth to wipe their hands as well as the counter. In addition, he found them tasting the food using their fingers. He determined that strict monitoring was needed to make sure that the cooks complied with sanitary regulations. Which of the following techniques did the researcher use?

What are the disadvantages of pretesting?

_____, a category of IMC research, is used to diagnose possible communication problems before a campaign begins.

Briefly describe nonprobability samples.

Which of the following categories of IMC research is used to help define the product concept or to assist in the selection of target markets, messages, or media vehicles?

Researchers encounter the halo effect when asking people to rank promotional messages.

A marketing research agency conducted a study to determine the reasons for the decreased sales of a particular clothing brand. Researchers spoke to customers at the clothing store as well as at competitors' stores. This information gathered by the researchers is an example of _____.

List the factors that can affect the quality and costs of e-mail surveys.

Researchers often use probability samples because they are easier than nonprobability samples, less expensive, and less time-consuming than other sampling methods.

In a(n) _____, an intensive research technique, a company invites six or more people typical of the target market to a session to discuss the product, the service, or the marketing situation.

In terms of IMC research, which of the following is true of the timing of creative concept research?