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moriartyadvimc9tif市场营销
Advertising&IMC:
PrinciplesandPractice,9e（Moriarty）
Chapter6StrategicResearch
1）________compilesinformationabouttheproduct,theproductcategory,andotherdetailsofthemarketingsituationthatwillimpactthedevelopmentofadvertisingstrategy.
A）Advertisingresearch
B）Marketresearch
C）Consumerresearch
D）Strategicresearch
E）Segmentationresearch
Answer:
B
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Concept
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2）WhichofthefollowingisNOTatypeofresearchusedinplanningadvertisingandmarketingcommunication?
A）marketresearch
B）consumerresearch
C）advertisingresearch
D）strategicresearch
E）segmentationresearch
Answer:
E
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3）________identifiespeoplewhoareinthemarketforaproductintermsoftheircharacteristics,attitudes,interests,andmotivations.
A）Advertisingresearch
B）Marketresearch
C）Consumerresearch
D）Strategicresearch
E）Copyresearch
Answer:
C
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4）________focusesonmessagedevelopmentresearch,mediaplanningresearch,andevaluation,aswellasinformationaboutcompetitors'advertising.
A）Advertisingresearch
B）Marketresearch
C）Consumerresearch
D）Strategicresearch
E）Copyresearch
Answer:
A
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5）________uncoverscriticalinformationthatbecomesthebasisforstrategicplanningdecisionsforbothmarketingandmarketingcommunication.
A）Segmentationresearch
B）Marketresearch
C）Consumerresearch
D）Strategicresearch
E）Copyresearch
Answer:
D
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6）Backgroundresearchthatreliesuponavailablepublishedinformationaboutatopiciscalled________.
A）strategicresearch
B）quantitativeresearch
C）primaryresearch
D）secondaryresearch
E）qualitativeresearch
Answer:
D
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7）Governmentorganizationsandtradeassociationsarebothsourcesof________data.
A）primary
B）secondary
C）ethnographic
D）subscription
E）unregulated
Answer:
B
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Objective:
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8）RadioFacts,publishedbytheRadioAdvertisingBureau,isanexampleof________.
A）qualitativeresearch
B）primaryinformation
C）atradeassociationreportthathelpsadvertisersmakebetterdecisions
D）areportdevelopedbyasecondaryresearchsupplier
E）agovernmentreportthathelpsadvertisersmakebetterdecisions
Answer:
C
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9）TheSurveyofCurrentBusinessfromtheU.S.DepartmentofCommerceisanexampleof________.
A）qualitativeresearch
B）primaryinformation
C）atradeassociationreportthathelpsadvertisersmakebetterdecisions
D）areportdevelopedbyasecondaryresearchsupplier
E）agovernmentreportthathelpsadvertisersmakebetterdecisions
Answer:
E
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6-1
10）Lexis-NexisandDowJones'Factivaarebothexamplesof________.
A）qualitativeresearchsuppliers
B）primaryresearchsuppliers
C）tradeassociations
D）secondaryresearchsuppliers
E）reportssuppliedbygovernmentagencies
Answer:
D
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11）WhichofthefollowingstatementsisFALSEregardingsecondaryresearch?
A）Itiscalledsecondarybecauseitisinformationthathasbeencollectedandpublishedbysomeoneelse.
B）Manystatisticsusedbyadvertiserscomefromgovernmentcensusrecordsonthepopulation'ssize,geographicdistribution,age,income,occupation,education,andethnicity.
C）SecondaryresearchfoundontheInternetisnotvalid.
D）Tradeassociationsareareliablesourceforsecondaryresearch.
E）Secondaryresearchsuppliersgatherandorganizeinformationaroundspecifictopicareasforotherinterestedparties.
Answer:
C
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Concept
AACSB:
Useofinformationtechnology
Objective:
6-1
12）Informationthatiscollectedforthefirsttimefromoriginalsourcesiscalled________.
A）marketresearch
B）quantitativeresearch
C）primaryresearch
D）secondaryresearch
E）governmentresearch
Answer:
C
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13）Whencompaniesdotheirowntrackingandmonitoringoftheircustomers'behavior,whichtypeofresearcharetheyconducting?
A）primary
B）secondary
C）supplier
D）experimental
E）sample
Answer:
A
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14）A.C.Nielsenisalargecompanythatconductsresearchforclients.Asthemajorsupplierofprogramratingsinthetelevisionindustry,italsomonitorstelevisionviewinghabits.Theseratingsareusedbytelevisionnetworksandstationstodeterminethepriceofadvertisingtimeduringaspecificprogram.WhattypeofresearchdoesA.C.Nielsenperform?
A）primary
B）secondary
C）qualitative
D）experimental
E）A,B,andC
Answer:
A
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15）Firmsthatspecializeininterviewing,observing,recording,andanalyzingthebehaviorofthosewhopurchaseorinfluencethepurchaseofaparticulargoodorservicearecalled________.
A）secondaryresearchsuppliers
B）primaryresearchsuppliers
C）traderesearchsuppliers
D）advertisingresearchsuppliers
E）certifiedresearchsuppliers
Answer:
B
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16）WhichofthefollowingorganizationssurveyslargesamplesofAmericanconsumers,askingquestionsaboutconsumption,possession,anduseofawiderangeofproducts,services,andmedia?
A）Lexis-Nexis
B）Off-the-ShelfPublications
C）DialogInformationServices
D）DowJonesFactiva
E）SimmonsMarketResearchBureau
Answer:
E
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17）________researchprovidesinsightintotheunderlyingreasonsforhowconsumersbehaveandwhy,usingtoolssuchasobservation,ethnographicstudies,in-depthinterviews,andcasestudies.
A）Secondary
B）Quantitative
C）Qualitative
D）Neural
E）Experimental
Answer:
C
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18）Whichofthefollowingstatementsistrue?
A）Primaryresearchcanbequantitativeorqualitative,butnotexperimental.
B）Primaryresearchcanbequantitative,qualitative,orexperimental.
C）Primaryresearchisexperimental,notqualitativeorquantitative.
D）Primaryresearchisqualitative,notquantitativeorexperimental.
E）Primaryresearchisquantitative,notqualitativeorexperimental.
Answer:
B
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19）________researchdeliversnumericaldatasuchasnumberofusersandpurchases,theirattitudesandknowledge,theirexposuretoads,andothermarket-relatedinformation.
A）Secondary
B）Quantitative
C）Qualitative
D）Neural
E）Experimental
Answer:
B
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20）Whatarethetwoprimarycharacteristicsofquantitativeresearch?
A）largesamplesizesandquotasampling
B）smallsamplesizesandrichdata
C）primaryandsecondarydata
D）smallsamplesizesandconsumerinsights
E）largesamplesizesandrandomsampling
Answer:
E
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21）Experimentalresearchisusedto________.
A）testhypothesesaboutcause-and-effectrelationships
B）gatherpreliminaryinformationthatwillhelpdefineproblems
C）uncoverinformationinanunstructuredway
D）describemarketingproblemsorsituations
E）quantifyobservationsthatproduceinsightsunobtainablethroughotherformsofresearch
Answer:
A
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Concept
Objective:
5-4
22）________isformalresearch,suchassurveys,in-depthinterviews,observationalmethods,focusgroups,andalltypesofprimaryandsecondarydatausedtodevelopamarketingplanand,ultimately,provideinformationforanadvertisingplan.
A）Marketingresearch
B）Mediaresearch
C）Consumerinsightresearch
D）Semioticanalysis
E）Concepttesting
Answer:
A
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23）WhichofthefollowingisLEASTlikelytobeabenefitofconductingmarketingresearch?
A）assessingmarketpotentialandmarketshare
B）understandingcustomersatisfactionandpurchasebehavior
C）measuringtheeffectivenessofaccountingpractices
D）measuringtheeffectivenessofpromotionactivities
E）understandingcustomermotivation
Answer:
C
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24）________includesanassessmentofabrand'sroleandperformanceinthemarketplace,aswellasaninvestigationofhowpeopleperceivebrandpersonalitiesandimages.
A）Competitiveanalysis
B）Brandexperienceresearch
C）Consumerinsightresearch
D）Mediaresearch
E）Concepttesting
Answer:
B
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25）Whenanagencygetsanewclient,thefirstthingtheagencyteamshoulddoislearnaboutthe________.
A）competition
B）socialmedia
C）networkofassociations
D）brand
E）validityofpreviousresearch
Answer:
D
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26）Whenconductinga________,theadvertisingplannerwilleitherformallyorinformallybeginanassignmentbycollectingeverypossiblepieceofadvertisingandotherformofmarketingcommunicationbythebrand,aswellasitscompetitors',andotherrelevantcategoriesthatmayhavelessonsforthebrand.
A）mediaaudit
B）semioticanalysis
C）brandexperienceaudit
D）marketingcommunicationaudit
E）competitiveanalysis
Answer:
D
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27）Whenconductinga（n）________,accountteammemberswillbuyandtestotherproductsinabrand'scategory.
A）mediaaudit
B）semioticanaly
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