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Exam 6: Strategic Research

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Question 1

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Describe the kind of information an advertiser can gain from Mediamark Research,Inc.(MRI).

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Mediamark Research,Inc.conducts its own ...

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Copy testing is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

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What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

An expert panel is ________.

Of the following,what is the first major question that should be considered when designing a survey?

When conducting a ________,the advertising planner will either formally or informally begin an assignment by collecting every possible piece of advertising and other form of marketing communication by the brand,as well as its competitors' communication and other relevant categories that may have lessons for the brand.

Explain the differences among market research,consumer research,brand communication research,IMC research,and strategic research.

Firms that specialize in interviewing,observing,recording,and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.

Sora is a teenager who loves to shop for clothes.She has a points card from Trend Town,her favorite shop.Sora's card is scanned each time she makes a purchase at Trend Town,and the more she uses the card,the more special offers she receives from the shop.Data from Sora's card can be used to monitor buzz.

Which of the following statements is FALSE regarding secondary research?

Telephone surveys largely replaced door-to-door surveys in the 1960s.

Walmart sends a trained observer to watch and interact with a select group of customers as they shop in a Walmart store.This is an example of ________.

Observation,in-depth interviews,and case studies are all examples of which type of research?

________ is research on a message execution in its finished stages but before it appears in media.

The use of focus groups is an example of ________ research methods.

Compare and contrast quantitative and qualitative research,and discuss uses of each.

In general,________ methods are more useful for gathering data (e.g.,how many do this or believe that?) ,and ________ methods are better at uncovering reasons and motives (e.g.,why do they do or believe?) .

Describe five ways research is used in marketing communication planning.

Which of the following is most likely to tell media planners exactly what programs and ads consumers watched?

Use the scenario below to answer the following questions. Mike works in the marketing department of a consumer package goods manufacturer. His primary responsibility is the marketing of a new brand of cereal that is targeted to women. The cereal includes extra calcium and soy to help women avoid osteoporosis, a disease that weakens bones later in life and primarily affects women. Much research was conducted before this product was developed, but more is necessary to develop a marketing communication campaign. Mike is working with an advertising agency to develop the marketing communication campaign. -The advertising agency also analyzed all media that is relevant to the client's target market.Not surprisingly,they found that women they wanted to reach with the advertising were heavy readers of health-related magazines,such as Prevention and Health.However,they also found that these women were also heavy readers of shelter magazines,such as Better Homes and Gardens and House Beautiful.What kind of research did the agency conduct?