Q&A Hero

Q: There is (are) ________ levels of measurement. A) one B) two C) three D) four E) five

Q: The competition's strengths, weaknesses, tendencies, and any threats they pose are included in the competitor analysis. a. Trueb. False

Q: For any operational definition there is one, and only one, method for data collection.

Q: A historical background is a key element in an advertising plan, one that should include the history of all main players, the industry, the brand, and the corporate culture. a. True b. False

Q: The text discusses a four-step process for moving from a conceptual definition to an operational definition. The first step is "explicitly specify the concept of interest." The second step is ________. A) narrow alternative operational definitions to the three best B) evaluate and select the best operational definition C) explicitly state what can be observed D) explore different aspects of the concept's meaning

Q: Bias is another name for one's subconscious guide for decision making and behavior. a. True b. False

Q: Ethnocentrism is the tendency to view and value things from the perspective of another individual's culture. a. True b. False

Q: The text's discussion of the operational definitions of "attitude toward the advertisement" illustrates that every conceptual definition should move to one and only one operational definition.

Q: The situation analysis of an advertising plan includes historical context as well as evaluation of the industry, the market, and the competition. a. True b. False

Q: The following two statements refer to conceptual definitions.I. When faced with multiple conceptual definitions, a researcher should use consensus to determine the "best" definition.II. A conceptual definition directly leads to decisions regarding how the concept of interest will actually be measured.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: For any particular identified concept, there ________ conceptual definition(s). A) is only one B) are four or less C) are a large number of

Q: The initial section of the ad plan should be a budgeting section that directly states what it will cost to implement this plan. a. True b. False

Q: Which of the following is NOT a characteristic of a conceptual definition? A) states the major characteristics of the concept B) distinguishes the target concept from similar, but different, concepts C) needs to be less than 15 words in length

Q: An advertising plan is designed to create sales strategies for the client in a process that is totally separate from the overall marketing plan. a. True b. False

Q: A(n) ________ definition expresses a concept's central or core idea. A) operational B) observable C) conceptual D) syllogistic E) intrinsic

Q: What is account planning? In what three ways does it differ from traditional advertising research?

Q: One of your advertising agency's clients has asked for a description of how an attitude study is performed on a television commercial in a theater test setting. Describe this process in general terms. (It is not necessary to describe the measurement scale.) In your answer, include a summary of the reasons why you would do such a test and the advantages and disadvantages of this method of pretesting ads.

Q: Easily observable concepts present ________ measurement challenges. A) large B) minimal C) unknown D) unanticipated E) synergistic

Q: What is a recall test? How is it conducted, and how are its respondents measured and labeled? What is a recognition test? How is it conducted, and why does it usually produce a higher percentage of positive answers?

Q: Concepts such as ________ provide few measurement problems or challenges. A) age and gender B) love and hate C) attitude toward the ad D) brand loyalty E) social media engagement

Q: When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.

Q: A ________ is an invented name for a property of an object, person, state, or event. A) production B) metaphor C) syllogism D) concept E) fallacy

Q: The three broad steps in the measurement process are: (1) identify and define the concept of interest, (2) specify an observable event, and (3) ________. A) pre-test the survey instrument B) evaluate reliability C) evaluate and revise the observable event D) evaluate validity

Q: What are the three broad forms of advertising research? Briefly describe each form, as well as when and how it is used. List the methods and techniques related to each.

Q: A systematic approach of moving from a concept to an observable event increases the likelihood that conclusions drawn from the research are appropriate, reliable, and valid.

Q: Briefly trace the reasons for the rise of researchspecifically, advertising and brand promotion researchafter World War II. Why did agencies create large research departments? How did universities get involved? How did consumers feel about research? When was research at its height of popularity, and when did things change? Provide just a brief sketch of these issues.

Q: Measurement is the way in which concrete observable concepts are linked to ________ events. A) observable B) unobservable C) fictional D) psychological E) social

Q: Scenario 7-6Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.Wood Carver recruited a group of consumers who were thinking about remodeling their kitchens and asked them a series of questions about selecting brands for their new cabinets. Later, Wood Carver showed the consumers several of its magazine ads, after which they were asked several questions to measure their opinions towards the Wood Carver Cabinet products. What type of study did Wood Carver conduct?a. Attitude changeb. Split-transmission c. Thought listingd. Physiological

Q: Scenario 7-6Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.Wood Carver wants to know if readers remember having seen its magazine ads, and possibly its name. Unlike testing television ads, Wood Carver should use a ____as the standard to test these ads.a. print recall test b. tracking studyc. brand-talk search d. recognition test

Q: When thinking about an e-mail invitation to an online survey, which of the following is NOT a recommended guideline? A) reassure people regarding privacy and confidentiality B) make certain the survey link is clickable C) avoid personalization or the use of real names in the "From" field D) keep it short

Q: Scenario 7-6Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.To target new markets, Wood Carver is looking for uptodate informationthe latest availableon employment, occupation, and income throughout the country without having to pay a fee for commercial data. National data on consumers is gathered by the U.S. Census through a number of avenues, but one of its survey instruments publishes monthly statistics on just these topics. Which is it?a. Pew Center Surveyb. Current Population Surveyc. American Demographics Survey d. International Social Survey

Q: The following two statements refer to response rate.I. Suggestions for increasing the response rate in mail interviews include using incentives at appropriate levels and using advance notification.II. A long, detailed screener is likely to increase response rate in mall intercept interviews.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Scenario 7-6Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.Wood Carver might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction. What would a story construction technique ask these respondents to do?a. Provide a narrative about people depicted in a scene or picture b. Write a story about how they would use the productc. Fill in blanks in sentences that describe the add. Think visually about how they would represent their experiences with a brand

Q: The two main sources of nonresponse error are: ________ and not-at-homes. A) refusals B) lack of a landline C) inability to use mobile apps D) rise of social media

Q: Scenario 7-6Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.A marketing manager at Wood Carver said in a manager's meeting, "We have to get quick feedback on the overall quality and usefulness of these new ideas. We'll just have to let the focus group make the final judgment on these ads." Which research method is he considering?a. Surveyb. Concept testc. Direct response measure d. Tracking study

Q: Nonresponse error has the potential to distort the findings of survey research.

Q: Scenario 7-5The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.A number of "revolutionary" techniques can be found by the Solutions Group in an attempt to unearth consumers' true feelings and honest opinions about brands and ads. But they should remember that problems with validity most likely arise in studies when respondents are asked to:a. taste products in blind taste tests.b. recall their memories about ads for a particular brand.c. share their thoughts and opinions about certain brands they don't like. d. do things they don't normally do in real life when viewing ads.

Q: A research study has a response rate of 75%. The nonresponse rate would be: A) 15% B) 20% C) 25% D) cannot be determined with the information provided

Q: Scenario 7-5The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.Solutions Group managers suggest that clients consider doing a resonance test when designing advertising, because this will help understand target consumers regarding their:a. recognition of the brand.b. potential purchase of the brand.c. emotional connection to the brand. d. attitude changes about the brand.

Q: A response rate is calculated by dividing the number of respondents ________ by the number of respondents in the valid sample. A) contacted B) completing the survey C) in the sample frame D) in the population of interest

Q: Scenario 7-5The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.The Solutions Group may want to center on field work as its primary research method because it is designed to measure "embedded" consumer practices, that is:a. those conducted on the spot in stores, malls, and on Internet retail sites. b. those tightly intertwined in the social lives of consumers.c. those previously subconscious thoughts or hidden feelings that are revealed. d. those habitual and almost automatic purchasing decisions.

Q: ________ refers to the percentage of the valid sample who completed an interview or survey. A) Survey ratio B) Response rate C) Response ratio D) Rating completes E) Respondent ratio

Q: Personal contact is essential for longer surveys.

Q: Scenario 7-5The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.Solutions Group executives may consider trying ____, the popular technique in which people's buried thoughts about brands are drawn out by having them define their feelings creatively with other visual representations.a. ZMETb. ISSP c. AIO d. ACS

Q: Scenario 7-5The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.The Solutions Group likes to ask its clients' potential customers a wide variety of questions so they can share their thoughts about themselves, their lives, and all the daily elements that are important to them. What type of research does this represent?a. Dialogue balloon b. Frame-by-frame c. Projectived. Lifestyle

Q: ________ interviews are most appropriate for relatively simple topics with or without questionnaire complexity. A) Personal, face-to-face B) Telephone C) Mail D) Online

Q: ________ interviews are most appropriate when both the topic and questionnaire are complex. A) Personal, face-to-face B) Telephone C) Mail D) Online

Q: Scenario 7-4You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.An assistant is working with a company that heard about using UPC data from packages to generate information on how households turn information from advertising into actual purchases. She's never heard of it. What type of research is this? a. Inquiry/direct response measures b. Frame-by-frame testingc. Single-source trackingd. Split-transmission testing

Q: The best method for collecting complete and considered responses is ________ interviews. A) personal, face-to-face B) telephone C) mail D) online

Q: Scenario 7-4You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.One research assistant is drafting a proposal for a research project. The client's primary objective is to find out whether the new ad rings true with consumers, or whether they feel the way the ad wants them to feel. The employee wants to know what test would specifically explore this aspect of the ad. You reply that would be best.a. thought listingb. resonance testing c. recall testingd. recognition testing

Q: The concept of administrative control is only appropriate for online surveys.

Q: Scenario 7-4You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.One assistant comes in to show you the results of some recognition tests that have been run on a magazine advertisement. She is really excited by the high levels of recognition. You caution her not to get too excited, because high levels of recognition:a. rarely be judged by normative data.b. don"t always correlate to higher product sales.c. can be inaccurate since respondents don't get to see the ad beforehand. d. calculate feelings about an ad rather than thoughts about an ad.

Q: Scenario 7-4You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.An assistant comes in and says that she can find relevant secondary information about the U.S. quickly because she is familiar with government web sites, but she is not sure about finding information from all over the world. You give her the Web address for:a. Eurobarometer. b. the Census.c. International Social Survey Programme. d. Current Population Survey.

Q: ________ control refers to the degree to which a researcher is able to monitor interviewer quality. A) Administrative B) Survey C) Sample D) Interview

Q: Scenario 7-4You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.An assistant comes in and says she needs some advice. One of the smaller clients of the agency needs some market information done very quicklyand very inexpensively. You tell her:a. to set up focus group interviews with consumers. b. to call a commercial service.c. to use direct mail surveys.d. to look through social media data.

Q: Consider the two statements below. I. Personal and telephone interviews provide the greatest degree of interview control. II. Mail and online surveys provide weak sample control. Which, if any, of these statements is (are) correct? A) I only B) II only C) I and II are both true D) Neither I nor II are true

Q: Scenario 7-3After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts have helped turn the company in the right direction.("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)Allowing consumers to look at advertisements in a group can be a powerful indicator of their true feelings toward a particular ad. Peer influence can be observed, and hopefully, some level of post-test screening can be done to create increased validity. These elements are characteristic of what kind of studies?a. Attitude studiesb. Cognitive response studies c. Behavioral studiesd. Quantitative studies

Q: ________ control refers to the extent to which a researcher has control over the circumstances in which a respondent provides his or her answers to a survey. A) Administrative B) Survey C) Sample D) Interview

Q: Scenario 7-3After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts have helped turn the company in the right direction.("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)One technique used in the focus group involves the researcher presenting a scenario, and then the members of the group completing a phrase or sentence regarding the scenario. This technique is used in order to: a. create confusion within the group.b. let the researcher establish a dominant presence. c. create opportunities for idea development.d. understand consumers and observe the data being collected.

Q: ________ control refers to the extent to which a researcher can control who responds to a survey. A) Administrative B) Survey C) Sample D) Interview

Q: Personal interviews are almost always the ________ form of data collection. A) slowest B) least expensive C) least interesting D) most complex

Q: Scenario 7-3After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts have helped turn the company in the right direction.("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)GM relied heavily on focus groups to learn about some of its product shortfalls. Although focus groups may serve as a good source of qualitative information, many quickly downplay their overall effectiveness. One common criticism of focus groups is:a. they provide a great deal of insight. b. they are never valid.c. they are very low in reliability.d. focus group members feel compelled and pressurized.

Q: Telephone and ________ surveys generally require the least amount of time to collect the data. A) online B) personal, face-to-face C) mail

Q: Scenario 7-3After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts have helped turn the company in the right direction.("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)In its research, GM hoped to find why consumers liked certain features in their cars and disliked others. GM inquired about consumer wants and needs, and then looked to apply its findings to product development. This process is called:a. developmental advertising. b. design thinking.c. concept testing.d. audience profiling.

Q: When planning a research study, a researcher should always select the data collection method that has the absolute lowest cost.

Q: Scenario 7-2You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months. There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing of the teams. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.All the Rhode Island Runners' advertisements feature a phone number to get more information and to order tickets. This allows you to use ____ to assess advertising effectiveness. a. brand-talkb. split-cable and split-run testing c. inquiry/direct responsed. single-source tracking

Q: When faced with comparable parameters, personal interviews (versus other approaches to data collection) tend to be the most expensive form of data collection.

Q: Scenario 7-2You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months. There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing of the teams. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.Tracking studies will be good tools for this campaign, since they follow the apparent effect of the advertising over time, and this type of followup is required throughout the first year of this baseball team's campaign. Tracking studies are usually done in which format?a. Focus group b. Surveyc. Projective test d. Readership test

Q: The text discusses factors which can influence the cost of a survey. How many of the factors noted below were noted as influencers of cost. - the cost of long distance telephone calls - required response rate - sample characteristics - degree of client participation in research planning A) 1 B) 2 C) 3 D) 4

Q: Scenario 7-2You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months. There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing of the teams. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.You have determined that the major competitors in the family leisure market are movies, theme parks, and outdoor festivals. You use a theater test to measure attitude change resulting from a TV commercial being tested for the Runners. The spot does not do very well in the test. Still, your gut instincts say that the commercial is a good one. When reporting the results to the team owners, you should point out that:a. the commercial shouldn"t run as is, despite your own opinion of it.b. this kind of research is all too rarely useful to measure actual behavior. c. the identification of competitors may have been inaccurate.d. theater audiences are not considered scientifically reliable.

Q: The text discusses criteria for selecting a data collection method. How many of the criteria shown below are recommended criteria? - cost - timing requirements - client preference - field service expertise A) 1 B) 2 C) 3 D) 4

Q: Scenario 7-2You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months. There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing of the teams. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.Your team has determined the main appeal that must be communicated in the advertisingthat going to the ballpark is an affordable way to bring families closer together. Several print ads are in near-finished format. You want to directly measure the immediate and spontaneous responses of consumers, as ideas and reactions pop into their heads while viewing the ads and shortly afterwards. In this case, a good technique to use is: a. physiological measurement.b. thought listing. c. copy testing.d. attitude study.

Q: Multi-modal designs have the potential to increase data quality through ________. A) increased response rate B) lower cost per respondent C) higher percentages of target audience selection

Q: Scenario 7-2You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months. There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing of the teams. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.In designing the new marketing campaign, developmental advertising research would be helpful in a number of areas. When considering its marketing goals, the Rhode Island Runners staff want to execute it because the most important service developmental research provides is:a. ad acceptance data. b. product description. c. audience profiling.d. scientific evaluation.

Q: What is the name given to a research design that combines two or more approaches to data collection, for example, collecting data through both online and telephone interviews. A) Composite B) Metacombined C) Hybrid D) Heterogeneous

Q: Scenario 7-1Scheduled to be released in the first quarter of 2011, Nintendo's portable 3DS gaming system will likely revolutionize the video game industry. The 3DS is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new featuresincluding 3dimensional technology that does not require the use of any special viewing goggles or glasses. The new system will also allow consumers to play classic games from older generations of Nintendo products, watch 3D movies, and create fictional "Mii" characters that were made famous by Nintendo's Wii. Nintendo hopes its new gaming system will once again put Nintendo at the top of the video game industry, having lost some of its market share to Sony and Microsoft in recent years.Before the 3DS was released, Nintendo created a series of television commercials and print ads to promote the product. The ads are shown to a group of study participants, and then the participants are asked to express how they felt about the advertisement. This is an example of a:a. survey.b. recall test.c. communication test. d. recognition test.

Q: The following two statements refer to online data collection.I. Online data collection is especially appropriate when the questionnaire has one or more complex skip patterns.II. Online data collection costs are relatively higher than other methods when one needs to interview members of rare or hard to locate populations.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and Ii are both trueD) Neither I nor II are true

Q: Scenario 7-1Scheduled to be released in the first quarter of 2011, Nintendo's portable 3DS gaming system will likely revolutionize the video game industry. The 3DS is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new featuresincluding 3dimensional technology that does not require the use of any special viewing goggles or glasses. The new system will also allow consumers to play classic games from older generations of Nintendo products, watch 3D movies, and create fictional "Mii" characters that were made famous by Nintendo's Wii. Nintendo hopes its new gaming system will once again put Nintendo at the top of the video game industry, having lost some of its market share to Sony and Microsoft in recent years.In order to gather secondary research to support the company's own primary research, Nintendo visited a number of social media sites hoping to find online communities with knowledge of the video game industry. This intense Internet searching is referred to as:a. web mining.b. tracking software.c. commercial browsing. d. normative test scoring.

Q: An online survey contains three components: ________, questionnaire design/posting, and data collection. A) invitation B) standardization C) cookie development D) HTML coding

Q: Scenario 7-1Scheduled to be released in the first quarter of 2011, Nintendo's portable 3DS gaming system will likely revolutionize the video game industry. The 3DS is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new featuresincluding 3dimensional technology that does not require the use of any special viewing goggles or glasses. The new system will also allow consumers to play classic games from older generations of Nintendo products, watch 3D movies, and create fictional "Mii" characters that were made famous by Nintendo's Wii. Nintendo hopes its new gaming system will once again put Nintendo at the top of the video game industry, having lost some of its market share to Sony and Microsoft in recent years.To determine which features to include in the 3DS, Nintendo did a large amount of research probing consumer opinions towards video games. To do so, Nintendo used a(n) ____ that allowed consumers to be the "judge and jury" in evaluating the quality of their new idea.a. concept test b. attitude studyc. frame-by-frame testd. physiological assessment