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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter1TheNatureandProcessofAdvertisingResearch
1)Successfuladvertisingplanningalwaysbuildsuponaresearch-drivenanalysisofthemarketplace.
Answer:TRUE
PageRef:3
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
2)Thequestion:"Whatarekeytrendsinthecompetitiveenvironment?"ismostrelatedtowhattypeofresearch?
A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered
Answer:A
PageRef:3
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
3)Thequestion:"Whatarechangesinteenattitudesoverthepastfiveyears?"ismostrelatedtowhattypeofresearch?
A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered
Answer:B
PageRef:3
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
4)Thequestion:"Howdoperceptionsofourbranddifferamongusersandnonusers?"ismostrelatedtowhattypeofresearch?
A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered
Answer:B
PageRef:3
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
5)Thequestion:"Whichadhasthegreatestpotentialtoturnnonusersintousers?"ismostrelatedtowhattypeofresearch?
A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered
Answer:C
PageRef:6
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
6)Thequestion:"Howmuchareourcompetitorsspendingontheirsocialmediacampaigns?"ismostrelatedtowhattypeofresearch?
A)Market
B)Consumer
C)Creative
D)Media
E)Domain-centered
Answer:D
PageRef:7
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
7)ThetextreferstosegmentationresearchconductedbyForresterResearch.Thissegmentationdividedthepopulationintermsof________.
A)useofmobilephoneapplications
B)amountoftimespentexclusivelyonFacebook
C)numberofTwitterfollowers
D)engagementwithsocialtechnologiesandmedia
E)amountofadvertisingexposure
Answer:D
PageRef:5
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
8)Maryisjustbecomingengagedwithsocialmedia.ShehasaFacebookpageandsheregularlyvisitssocialnetworkingsites.ForresterResearchwouldclassifyMaryasa________.
A)critic
B)collector
C)joiner
D)spectator
E)creator
Answer:C
PageRef:5
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:AnalyticSkills
9)A________statementpresentstheagency'sandclient'sviewsofthemarketplacenichetheybelievetheproductcanmostsuccessfullyfill.
A)creativity
B)proactivemessage
C)positioning
D)motivational
E)expositional
Answer:C
PageRef:6
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
10)Whattypeofactivityclearlypresentskeyresearchinformationinawaythatallowsadvertiserstounderstandnotonlythe"what"butalsothe"why"ofinterrelatedresearchfindingsandinsights?
A)Syntheticanalysis
B)Signaldetection
C)Synthesis
D)Scientiaanalysis
E)Discriminativeanalysis
Answer:C
PageRef:7
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
11)MilwardBrown's"DynamicTrackingStudy"helpsadvertisersunderstandthestrengthsandweaknessesofanadvertisingcampaign________.
A)beforeitisplacedinthemarketplace
B)whileitisrunninginthemarketplace
C)afterithasruninthemarketplace
D)initsearlystagesofdevelopment
E)fromtheclient'sperspective
Answer:A
PageRef:6
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
12)Thesynthesisofresearchfindingsleadstoadeterminationof________.
A)tacticsandactions
B)theresearchbudget
C)researchtiming
D)theselectionofafieldservice
E)questionnairelength
Answer:A
PageRef:8
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
13)Atanadvertisingagency,onlyindividualsintheresearchdepartmentareconcernedwithresearchfindings.
Answer:FALSE
PageRef:9
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
14)JohnworksintheNewWaveAdvertisingAgencyresearchdepartment.Johnhasbeenaskedtodesignaverysophisticatedresearchstudyusingadesignandquestioningtechniquewithwhichheisunfamiliar.Johnismostlikelytoturntoa________forassistance.
A)mediaconsultingcompany
B)researchspecialist
C)fieldservice
D)tradeorganization
E)researchadvocate
Answer:B
PageRef:9
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
15)JohnworksintheNewWaveAdvertisingAgencyresearchdepartment.Johnhasbeenaskedtoprepareapresentationforseniormanagementthatfocusesonhowindividualsrespondtorichmediaadvertising.Johnismostlikelytoturntoa________forassistance.
A)mediaconsultingcompany
B)researchspecialist
C)fieldservice
D)syndicatedresearchcompany
E)proprietaryresearchcompany
Answer:A
PageRef:10
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
16)TheInteractiveAdvertisingBureauisanexampleofa________.
A)mediaconsultingcompany
B)researchspecialist
C)fieldservice
D)tradeorganization
E)syndicatedresearchcompany
Answer:D
PageRef:10
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
17)Whichofthefollowingismostlikelytoprovideresearchdataonasubscriptionbasis?
A)Customresearchsupplier
B)Syndicatedresearchsupplier
C)Internalresearchsupplier
D)Externalresearchsupplier
E)Alloftheaboveareequallylikely
Answer:B
PageRef:9
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
18)ImaginethattheAAAagencyneedstosurvey500individuals.Whichofthefollowingcouldtheagencyturntofordatacollection?
A)Fieldservice
B)Fieldanalyst
C)Mediacompany
D)Syndicatedresearchcompany
E)Alloftheaboveareequallyappropriatechoices
Answer:A
PageRef:10
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
19)Thefirststageintheprocessofadvertisingresearchis________.
A)preliminarydiscussionsandagreements
B)planninganddatacollection
C)analysis
D)synthesis
E)tacticsandactions
Answer:A
PageRef:12
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
20)Whencreatingthecompleteproblemstatement,whichsteptakesplaceatthesametimeas"Defineproblem?"
A)Selectfieldservice
B)Justifyresearch
C)Setresearchtiming
D)Setresearchbudget
E)Selectindividualtohaveprimaryresponsibilityforproject
Answer:B
PageRef:13
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
21)Yourclientcomestoyouandsays:"Weneedresearchtodeterminechangesinconsumers'attitudestowardourbrandandourthreeprimarycompetitors."Thefirstquestionyoushouldasktheclientis:
A)Whoareyourthreeprimarycompetitors?
B)Howlongdowehavetocollectthisinformation?
C)Howisthisinformationgoingtobeused?
D)Whatisthebudget?
E)Whodoyouthinkisthebestpersontoplantheresearch?
Answer:C
PageRef:14
Difficulty:Difficult
LearningObj.:LO4
Classification:CriticalThinking
AACSBStandard:ReflectiveThinkingSkills
22)Thecreationofacompleteproblemstatementisanoptionalpartoftheresearchplanningprocess.
Answer:FALSE
PageRef:13
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
23)Research-relatedproblemstatementsarisefromdifferentresearchneeds.Howmanyofthestatementsshownbelowreflectatypeofproblemstatement?
-thereisaneedtoevaluatethe"goodness"ofalternativeactions
-thereisaneedtocomparethecurrentresearchbudgettoprior,similarstudies
-thereisaneedtoidentifyproblemsandopportunities
-thereisaneedtobroadenunderstandingoftheconsumerormarketplace
A)0
B)1
C)2
D)3
E)4
Answer:D
PageRef:14-15
Difficulty:Difficult
LearningObj.:LO4
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
24)Problemdefinitionsreflectthedifferencebetweenwhatisknownandwhatneedstobeknowninordertoreduceuncertaintyandincreaseconfidenceindecisionsreached.
Answer:TRUE
PageRef:15
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
25)Acompleteproblemstatementcontainsaproblemdefinition,ajustificationfortheresearchand________.
A)thecostoftheresearch
B)thetimingoftheresearch
C)theclientoragencyapprovaltoconducttheresearch
D)thespecificationofinformationalneeds
E)thenameofthepersonsupervisingtheresearch
Answer:D
PageRef:16
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
26)________researchexaminesdatagatheredbyothersforaresearchneedotherthanthecurrentone.
A)Primary
B)Secondary
Answer:B
PageRef:17
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
27)Whenyouuselibraryresourcestoansweraclientneedyouareconducting________research.
A)primary
B)seconday
Answer:B
PageRef:17
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
28)Allprimaryresearchisquantitative.
Answer:FALSE
PageRef:18
Difficulty:Difficult
LearningObj.:LO3
Classification:CriticalThinking
29)Adeterminationofresearchcostandtimingestimatesshouldalwayscomeaftertheselectionofthedatacollectionmethod.
Answer:TRUE
PageRef:18
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
30)Whatisthefirststepinthe"ResearchPlanninganddataCollection"process?
A)Specifytypeofresearch
B)Determinesamplingplan
C)Selectdatacollectionmethod
D)Estimatecostandtiming
E)Obtainapprovals
Answer:A
PageRef:18
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
31)Samplesizeisonlyaconsiderationinquantitativeresearch.
Answer:FALSE
PageRef:19
Difficulty:Moderate
LearningObj.:LO4
Classification:CriticalThinking
AACSBStandard:ReflectiveThinkingSkills
32)Whattypeofresearchprimarilyusesopen-endedprobingquestions?
A)Qualitative
B)Quantitative
Answer:A
PageRef:19
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
33)In-depthpersonalinterviewsandfocusgroupsarerepresentativeofwhattypeofresearch?
A)Qualitative
B)Quantitative
Answer:A
PageRef:19
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
34)Physiologicalandsurveyresearcharerepresentativeofwhattypeofresearch?
A)Qualitative
B)Quantitative
Answer:B
PageRef:19
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
35)Quantitativeresearchisbestusedtocollectbackgroundinformationinanareawherelittleisalreadyknown.
Answer:FALSE
PageRef:19
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
36)________researchistherecordingofobjects,events,situations,orpeople'sbehaviors.
A)Observation
B)Physiological
C)Survey
Answer:A
PageRef:19
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
37)Whattypeofsampleincludesindividualswhoarenotselectedstrictlybychancefromtheuniverseofinterest?
A)Probability
B)Nonprobability
Answer:B
PageRef:20
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
38)Theadvertisingresearchbudgetshouldalwaysbesetpriortodeterminationofsamplesize.
Answer:FALSE
PageRef:18
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
39)Whichpartoftheresearchproposalcontainsabriefsynopsisofthekeypointsfromeachofthemoredetailedsectionsoftheproposal?
A)ExecutiveSummary
B)Background
C)ProblemStatement
D)Appendix
E)Methodology
Answer:A
PageRef:22
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
40)Whichpartoftheresearchproposalcontainsabriefstatementofthesituationalandinformationalneedsthatledtothedecisiontoconducttheresearch?
A)ExecutiveSummary
B)Background
C)ProblemStatement
D)Appendix
E)Methodology
Answer:B
PageRef:22
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
41)Theresearchproposalprovidesanimportantlastopportunityformanagementtocontributetheirthoughtstotheresearchprocess.
Answer:FALSE
PageRef:22
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
42)Whenconductingdataanalysis,itisalwaysmoreimportanttofocusonthedetailsratherthanthelargerpatternsandtrends.
Answer:FALSE
PageRef:23
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
43)TheVERBcampaignwasacommunicationcampaigndesignedtoincrease________physicalactivity.
A)teens'
B)adults'
C)tweens'
D)onlygirls'
E)onlyboys'
Answer:B
PageRef:24
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
44)ResearchplayedonlyalimitedroleinthedevelopmentoftheVERBcampaign.
Answer:FALSE
PageRef:25
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
45)Explaintheimportanceofthe"synthesis"stepintheresearchprocess.
Answer:Thesynthesisofresearchinformationisimportantbecauseitallowsanadvertisertobetterseetheinterrelationshipsamongdiversetypesandsourcesofinformation.
PageRef:7
Difficulty:Difficult
LearningObj.:LO4
Classification:CriticalThinking
46)Whydoesonehavetobecautiousinusingresearchobtainedfromatradeassociation?
Answer:Theresearchmaybebiasedbecausetradeorganizationsareadvocacygroups.
PageRef:10
Difficulty:Difficult
LearningObj.:LO2
Classification:CriticalThinking
47)Listthreedifferenttypesofproblemstatements.
Answer:(1)thesele
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