1. Chapter Six Strategic Research

2. Prentice Hall, © 20096-2 Market research is the foundation for advertising decisions because it: a) Identifies people who are in the market for the product in terms of characteristics, attitudes, interests, and motivations b) Uncovers critical information that becomes the basis for strategic planning decisions c) Compiles information about the product, the product category, and the market situation d) Focuses on information including advertising message development, media- planning, and competitive advertising

3. Prentice Hall, © 20096-3 Market research is the foundation for advertising decisions because it: a) Identifies people who are in the market for the product in terms of characteristics, attitudes, interests, and motivations b) Uncovers critical information that becomes the basis for strategic planning decisions c) Compiles information about the product, the product category, and the market situation d) Focuses on information including advertising message development, media- planning, and competitive advertising

4. Prentice Hall, © 20096-4 Consumer research assists in many advertising decisions because it: a) Identifies people who are in the market for the product in terms of characteristics, attitudes, interests, and motivations b) Uncovers critical information that becomes the basis for media placement decisions c) Compiles information about the product, the product category, and the market situation d) Focuses on information including advertising message development, media- planning, and competitive advertising

5. Prentice Hall, © 20096-5 Consumer research assists in many advertising decisions because it: a) Identifies people who are in the market for the product in terms of characteristics, attitudes, interests, and motivations b) Uncovers critical information that becomes the basis for media placement decisions c) Compiles information about the product, the product category, and the market situation d) Focuses on information including advertising message development, media- planning, and competitive advertising

6. Prentice Hall, © 20096-6 Advertising research is similar to IMC research. a) True b) False

7. Prentice Hall, © 20096-7 Advertising research is similar to IMC research. a) True b) False

8. Prentice Hall, © 20096-8 Is it true that strategic research focuses largely on message development? a) Yes b) No

9. Prentice Hall, © 20096-9 Is it true that strategic research focuses largely on message development? a) Yes b) No

10. Prentice Hall, © 20096-10 Information collected for the first time from original sources is called: a) Primary research b) Secondary research c) Quantitative research d) Qualitative research

11. Prentice Hall, © 20096-11 Information collected for the first time from original sources is called: a) Primary research b) Secondary research c) Quantitative research d) Qualitative research

12. Prentice Hall, © 20096-12 Background research that uses published information is called qualitative research. a) True b) False

13. Prentice Hall, © 20096-13 Background research that uses published information is called qualitative research. a) True b) False

14. Prentice Hall, © 20096-14 Primary research providing insights into consumer behavior is called: a) Purchase intent b) Quantitative research c) Advertising research d) Qualitative research

15. Prentice Hall, © 20096-15 Primary research providing insights into consumer behavior is called: a) Purchase intent b) Quantitative research c) Advertising research d) Qualitative research

16. Prentice Hall, © 20096-16 If your research project delivers numerical data on purchases, is it considered quantitative research? a) Yes b) No

17. Prentice Hall, © 20096-17 If your research project delivers numerical data on purchases, is it considered quantitative research? a) Yes b) No

18. Prentice Hall, © 20096-18 Marketing research is used to: a) Gather all of the possible information about media and marketing communication b) Describe the target audience and provide key consumer insight c) Develop message strategy, includes concept testing and copy development d) Gather information about a particular market

19. Prentice Hall, © 20096-19 Marketing research is used to: a) Gather all of the possible information about media and marketing communication b) Describe the target audience and provide key consumer insight c) Develop message strategy, includes concept testing and copy development d) Gather information about a particular market

20. Prentice Hall, © 20096-20 Consumer insight research is used to: a) Gather all of the costs to advertise the message in the media b) Describe the target audience and provide key consumer insights c) Develop product strategy, includes concept development d) Develop a consumer plan, consists of all primary and secondary data

21. Prentice Hall, © 20096-21 Consumer insight research is used to: a) Gather all of the costs to advertise the message in the media b) Describe the target audience and provide key consumer insights c) Develop product strategy, includes concept development d) Develop a consumer plan, consists of all primary and secondary data

22. Prentice Hall, © 20096-22 Media researchers often work in conjunction with consumers to decide which formats make sense. a) True b) False

23. Prentice Hall, © 20096-23 Media researchers often work in conjunction with consumers to decide which formats make sense. a) True b) False

24. Prentice Hall, © 20096-24 Can message development involve secondary research into a brand? a) Yes b) No

25. Prentice Hall, © 20096-25 Can message development involve secondary research into a brand? a) Yes b) No

26. Prentice Hall, © 20096-26 The two basic criteria for choosing a research method are validity and reliability. a) True b) False

27. Prentice Hall, © 20096-27 The two basic criteria for choosing a research method are validity and reliability. a) True b) False

28. Prentice Hall, © 20096-28 Have global researchers now solved the most pressing questions related to cross-cultural differences? a) Yes b) No

29. Prentice Hall, © 20096-29 Have global researchers now solved the most pressing questions related to cross-cultural differences? a) Yes b) No

30. Prentice Hall, © 20096-30 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall