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Exam 6: Strategic Research in Advertising

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Question 41

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Frank Bethel from Host outlined one simple test of whether something is an insight,or simply an observation.What was the test?

A) You were the first to discover it.
B) People are impressed by it.
C) It solves a problem.
D) It's innovative.

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Question 42

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Sometimes consumers are asked to record their activities through the use of ________.

A) surveys
B) focus groups
C) diaries
D) monitors
E) purpose-driven games

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Question 43

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When conducting a(n) ________,the advertising planner will either formally or informally begin an assignment by collecting every possible piece of advertising and other forms of marketing communication that have been used by the brand.The planner will also consider the work of the brand's competitors and other relevant categories that may have lessons for the brand.

Louis is preparing to develop an advertising campaign for a client.What type of research should he conduct to compile information about the product,the product category and other details of the marketing situation that will affect the development of the advertising strategy?

What is an advantage of using diaries for media research?

A subset of marketing research,known as ________ research,is research used to gather information about a particular market,its consumers,as well as competitive brands.

What is the biggest drawback of direct observation as a form of research?

One of the biggest challenges to advertising research is insightful analysis.

An advertising audit is a type of preparatory research.

Coca-Cola wanted to understand how consumers decide which brand of soft drink to purchase while they are shopping at a grocery store,so they hired a research firm that observed consumers as they made their selection in the store.Which type of research does this represent?

Compared with reliability,validity is more important to good research because it means you can run the same test again and get the same answer.

When the research problem is complex and requires careful exploration,in-depth interviewing is a good research technique to use.

Which of the following is an example of gaining consumer insight by interrogating the product?

A group of 8 to 10 (or even up to 15) potential users of a product who are gathered around a table to have a discussion about some topic,such as the brand,the product category or advertising,is known as a(n) ________.

Josh was told to conduct in-depth interviews with consumers to gain a better understanding of their perceptions and feelings towards his company's brand of facial tissue.He's only had experience conducting survey research and is not sure what an in-depth interview actually is.Explain what it is,how it's different from survey research and how it's done.

Government organisations and trade associations are both sources of ________ data.

Maria was participating in a research study in which she was asked to take pictures with her camera phone while she was shopping.After recording her trip with pictures,she was asked to explain what she was thinking or doing at the time a given photo was taken.Which qualitative research method is this?