Advertising & IMC: Principles and Practice, 9e (Moriarty) Chapter 6 Strategic Research

Advertising & IMC: Principles and Practice, 9e (Moriarty)
Chapter 6 Strategic Research

1) ________ compiles information about the product, the product category, and other details of
the marketing situation that will impact the development of advertising strategy.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Segmentation research
Answer: B
Diff: 1 Page Ref: 163
Skill: Concept
Objective: 6-1

2) Which of the following is NOT a type of research used in planning advertising and marketing
communication?
A) market research
B) consumer research
C) advertising research
D) strategic research
E) segmentation research
Answer: E
Diff: 2 Page Ref: 163
Skill: Concept
Objective: 6-1

3) ________ identifies people who are in the market for a product in terms of their
characteristics, attitudes, interests, and motivations.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
Answer: C
Diff: 1 Page Ref: 163
Skill: Concept
Objective: 6-1

,4) ________ focuses on message development research, media planning research, and
evaluation, as well as information about competitors' advertising.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
Answer: A
Diff: 1 Page Ref: 163
Skill: Concept
Objective: 6-1

5) ________ uncovers critical information that becomes the basis for strategic planning decisions
for both marketing and marketing communication.
A) Segmentation research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
Answer: D
Diff: 1 Page Ref: 163
Skill: Concept
Objective: 6-1

6) Background research that relies upon available published information about a topic is called
________.
A) strategic research
B) quantitative research
C) primary research
D) secondary research
E) qualitative research
Answer: D
Diff: 1 Page Ref: 164
Skill: Concept
Objective: 6-1

7) Government organizations and trade associations are both sources of ________ data.
A) primary
B) secondary
C) ethnographic
D) subscription
E) unregulated
Answer: B
Diff: 2 Page Ref: 164
Skill: Concept
Objective: 6-1

,8) Radio Facts, published by the Radio Advertising Bureau, is an example of ________.
A) qualitative research
B) primary information
C) a trade association report that helps advertisers make better decisions
D) a report developed by a secondary research supplier
E) a government report that helps advertisers make better decisions
Answer: C
Diff: 2 Page Ref: 164
Skill: Concept
Objective: 6-1

9) The Survey of Current Business from the U.S. Department of Commerce is an example of
________.
A) qualitative research
B) primary information
C) a trade association report that helps advertisers make better decisions
D) a report developed by a secondary research supplier
E) a government report that helps advertisers make better decisions
Answer: E
Diff: 2 Page Ref: 164
Skill: Concept
Objective: 6-1

10) Lexis-Nexis and Dow Jones' Factiva are both examples of ________.
A) qualitative research suppliers
B) primary research suppliers
C) trade associations
D) secondary research suppliers
E) reports supplied by government agencies
Answer: D
Diff: 2 Page Ref: 164
Skill: Concept
Objective: 6-1

11) Which of the following statements is FALSE regarding secondary research?
A) It is called secondary because it is information that has been collected and published by
someone else.
B) Many statistics used by advertisers come from government census records on the population's
size, geographic distribution, age, income, occupation, education, and ethnicity.
C) Secondary research found on the Internet is not valid.
D) Trade associations are a reliable source for secondary research.
E) Secondary research suppliers gather and organize information around specific topic areas for
other interested parties.
Answer: C
Diff: 2 Page Ref: 165
Skill: Concept
AACSB: Use of information technology
Objective: 6-1

, 12) Information that is collected for the first time from original sources is called ________.
A) market research
B) quantitative research
C) primary research
D) secondary research
E) government research
Answer: C
Diff: 1 Page Ref: 165
Skill: Concept
Objective: 6-1

13) When companies do their own tracking and monitoring of their customers' behavior, which
type of research are they conducting?
A) primary
B) secondary
C) supplier
D) experimental
E) sample
Answer: A
Diff: 2 Page Ref: 165
Skill: Concept
Objective: 6-1

14) A. C. Nielsen is a large company that conducts research for clients. As the major supplier of
program ratings in the television industry, it also monitors television viewing habits. These
ratings are used by television networks and stations to determine the price of advertising time
during a specific program. What type of research does A. C. Nielsen perform?
A) primary
B) secondary
C) qualitative
D) experimental
E) A, B, and C
Answer: A
Diff: 2 Page Ref: 165
Skill: Concept
Objective: 6-1

15) 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
________.
A) secondary research suppliers
B) primary research suppliers
C) trade research suppliers
D) advertising research suppliers
E) certified research suppliers
Answer: B
Diff: 2 Page Ref: 165
Skill: Concept
Objective: 6-1