Transcript Chapter One - Syracuse University

Chapter Six
Strategic Research
Market research is the foundation
for advertising decisions because it:
a)
b)
c)
d)
Identifies people who are in the market for
the product in terms of characteristics,
attitudes, interests, and motivations
Uncovers critical information that becomes
the basis for strategic planning decisions
Compiles information about the product, the
product category, and the market situation
Focuses on information including
advertising message development, mediaplanning, and competitive advertising
Prentice Hall, © 2009
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Market research is the foundation
for advertising decisions because it:
a)
b)
c)
d)
Identifies people who are in the market for
the product in terms of characteristics,
attitudes, interests, and motivations
Uncovers critical information that becomes
the basis for strategic planning decisions
Compiles information about the product, the
product category, and the market situation
Focuses on information including
advertising message development, mediaplanning, and competitive advertising
Prentice Hall, © 2009
6-3
Consumer research assists in many
advertising decisions because it:
a)
b)
c)
d)
Identifies people who are in the market for
the product in terms of characteristics,
attitudes, interests, and motivations
Uncovers critical information that becomes
the basis for media placement decisions
Compiles information about the product, the
product category, and the market situation
Focuses on information including
advertising message development, mediaplanning, and competitive advertising
Prentice Hall, © 2009
6-4
Consumer research assists in many
advertising decisions because it:
a)
b)
c)
d)
Identifies people who are in the market for
the product in terms of characteristics,
attitudes, interests, and motivations
Uncovers critical information that becomes
the basis for media placement decisions
Compiles information about the product, the
product category, and the market situation
Focuses on information including
advertising message development, mediaplanning, and competitive advertising
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6-5
Advertising research is similar to IMC
research.
a)
True
b)
False
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6-6
Advertising research is similar to IMC
research.
a)
True
b)
False
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Is it true that strategic research
focuses largely on message
development?
a)
Yes
b)
No
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6-8
Is it true that strategic research
focuses largely on message
development?
a)
Yes
b)
No
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Information collected for the first
time from original sources is called:
a)
b)
c)
d)
Primary research
Secondary research
Quantitative research
Qualitative research
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Information collected for the first
time from original sources is called:
a)
b)
c)
d)
Primary research
Secondary research
Quantitative research
Qualitative research
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6-11
Background research that uses
published information is called
qualitative research.
a)
True
b)
False
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Background research that uses
published information is called
qualitative research.
a)
True
b)
False
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Primary research providing insights
into consumer behavior is called:
a)
b)
c)
d)
Purchase intent
Quantitative research
Advertising research
Qualitative research
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6-14
Primary research providing insights
into consumer behavior is called:
a)
b)
c)
d)
Purchase intent
Quantitative research
Advertising research
Qualitative research
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6-15
If your research project delivers
numerical data on purchases, is it
considered quantitative research?
a)
Yes
b)
No
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If your research project delivers
numerical data on purchases, is it
considered quantitative research?
a)
Yes
b)
No
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6-17
Marketing research is used to:
a)
b)
c)
d)
Gather all of the possible information about
media and marketing communication
Describe the target audience and provide
key consumer insight
Develop message strategy, includes concept
testing and copy development
Gather information about a particular
market
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6-18
Marketing research is used to:
a)
b)
c)
d)
Gather all of the possible information about
media and marketing communication
Describe the target audience and provide
key consumer insight
Develop message strategy, includes
concept testing and copy development
Gather information about a particular
market
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6-19
Consumer insight research is used to:
a)
b)
c)
d)
Gather all of the costs to advertise the
message in the media
Describe the target audience and
provide key consumer insights
Develop product strategy, includes
concept development
Develop a consumer plan, consists of
all primary and secondary data
Prentice Hall, © 2009
6-20
Consumer insight research is used to:
a)
b)
c)
d)
Gather all of the costs to advertise the
message in the media
Describe the target audience and
provide key consumer insights
Develop product strategy, includes
concept development
Develop a consumer plan, consists of
all primary and secondary data
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6-21
Media researchers often work in
conjunction with consumers to
decide which formats make sense.
a)
True
b)
False
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Media researchers often work in
conjunction with consumers to
decide which formats make sense.
a)
True
b)
False
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Can message development involve
secondary research into a brand?
a)
Yes
b)
No
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6-24
Can message development involve
secondary research into a brand?
a)
Yes
b)
No
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6-25
The two basic criteria for choosing a
research method are validity and
reliability.
a)
True
b)
False
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The two basic criteria for choosing a
research method are validity and
reliability.
a)
True
b)
False
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6-27
Have global researchers now solved
the most pressing questions related
to cross-cultural differences?
a)
Yes
b)
No
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6-28
Have global researchers now solved
the most pressing questions related
to cross-cultural differences?
a)
Yes
b)
No
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