Q&A Hero

Q: A firm hires an agency to persuade hairdressers, spas, and hair salons to purchase its line of hair care products, grooming equipment, and professional tools. In this case, the agency is specifically involved in:a. psychographic research.b. business-to-business marketing. c. the competitive fieldd. lifestyle segmentation.

Q: The ________ observation of individuals takes place as behaviors unfold at their own pace. A) artificial B) planned C) natural D) deterministic

Q: In recent years skillful marketers have merged information on where people live with the U.S. Census Bureau's demographic data to produce a form of market segmentation known as ____segmentation. a. demographicb. micrographic c. reprographicd. geodemographic

Q: The text identifies several characteristics of human observation research. Consider the characteristics shown below. How many of these characteristics accurately describe the dimensions of human observation research? - Situation: Natural vs. Artificial - Observer Obtrusiveness: Open vs. Disguised - Observer Participation: Active vs. Passive - Data Recording: Structured vs. Unstructured A) 1 B) 2 C) 3 D) 4

Q: As highlighted in the text, "Careful Cooks," "DownHome Stokers," and "Functional Feeders" are all segments identified by Pillsbury based on ____segmentation. a. geopsychographicb. nichec. repositioned d. lifestyle

Q: Qualitative approaches to human observation are always preferable to quantitative approaches.

Q: Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus? a. Este Lauderb. Folgers c. Mobild. Pillsbury

Q: A researcher observes children in a playground and records the childrens' activities on a precoded sheet which lists the range of activities and provides a space to record the time spent on each activity. This would most likely be a ________ approach to human observation. A) qualitative B) quantitative

Q: Why are systems such as PRIZM used widely by advertisers for segmentation?a. because they provide deep segment descriptionb. because they allow for segmentation on the basis of frequency of usage c. because they provide deep insights into consumers' motivationsd. because they emphasize the understanding of consumers' activities, interests, and opinions

Q: A researcher observes children in a playground and takes notes about each child's play as well as his or her own thoughts about the types of activities the children engage in. This is a ________ approach to human observation. A) qualitative B) quantitative

Q: ____ is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers' activities, interests, and opinions.a. Demographicsb. Geodemographics c. Psychographicsd. Micrographics

Q: Human observation research is ________ in nature. A) always quantitative B) always qualitative C) either qualitative or quantitative

Q: Which system has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation?a. Thorson and Moore's modelb. PRIZMc. SIC Codes d. VALS

Q: The text identifies the most appropriate situations for human observation. Consider the situations shown below. How many of these situations represent appropriate situations for human observation? - Where observations of behavior are more insightful than descriptions of behavior - When the timing of a research study is very limited - Where individuals may not be able to verbalize their feelings - When respondents are unavailable to participate in survey research A) 1 B) 2 C) 3 D) 4

Q: Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation.This is the basis of ______ segmentation.a. psychographicb. commitment-level-basedc. geographicd. demographic

Q: ________ observation uses computers or other tracking devices to observe people's behaviors. A) Regulated B) Human C) Automated D) Biomechanical

Q: Which of the following is true about the demographic group known as "woopies"?a. They are identified as free spirits in their 20s and 30s who have yet to commit to long-term careers, relationships, lifestyles, or even geographic locations.b. They represent the youngest demographic segment in the U.S. c. They are identified as consumers over 50 years of age.d. They consist of pre-teens and early adolescents, who will have great buying power within a few years.

Q: ________ observation uses a researcher to observe other people's behaviors. All of the data is collected by a(n) ________ observer. A) Regulated B) Human C) Automated D) Biometric

Q: Characteristics and traits such as age, gender, race, marital status, income, education, and occupation are widely used in ____segmentation.a. geographicb. psychographic c. competitived. demographic

Q: Ultima Inc., a manufacturer of high-end cell phones and laptops, has designed a campaign that specifically targets a group of emergent consumers and aims to persuade them to try its products. This campaign is an example of:a. ambush marketing. b. guerilla marketing.c. heavy-user-focused marketing. d. point-of-entry marketing.

Q: Why is transparency in qualitative data analysis important?

Q: The one key characteristic that all types of ____share is that their brand preferences are still under development. a. variety seekersb. brand-freaks c. heavy usersd. emergent consumers

Q: The theme development process has been described as "circular." What does this mean?

Q: Imagine that you hold two focus groups with the same number and type of individuals. Everyone in the first group preferred Commercial A over Commercial B. Everyone in the second group preferred Commercial B over Commercial A. Is the analyst correct in presenting the finding that "Equal numbers of people preferred each commercial. No real preference emerged."?

Q: Which segment specifically offers marketers an important opportunity to build future business by luring first-time buyers?a. switchersb. brand-freaks c. lead usersd. emergent consumers

Q: Why is it important to examine sample characteristics prior to beginning data examination?

Q: As a segment, variety seekers tend to a. be extremely committed to a brand.b. buy brands based on sales, discount coupons, or other incentives. c. need little encouragement to continue purchasing a brand.d. be unusually enthusiastic and often excessive in their purchasing activities.

Q: The consumers termed ____ turn out to be a costly target segment; much can be spent in getting their business merely to have it disappear just as quickly as it was won. a. brand freaksb. lead users c. switchersd. heavy users

Q: Describe the relationship between themes and metathemes.

Q: Below are sources of qualitative information. - verbal text - written text - pictures - video How many, if any, of these is QUADAS able to code and analyze? A) 0 B) 1 C) 2 D) 3 E) 4

Q: What is a downside to adopting a heavy-user-focused segmentation plan? a. Heavy users usually form less than one percent of users by volume. b. Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand. c. Heavy users are a costly target segment and much can be spent in getting their business merely to have it disappear just as quickly as it was won. d. Heavy users have little knowledge of the brand and negligible social influence.

Q: Advocates of CAQDAS note that this software is best used as a tool rather than as a replacement for analyst skill and judgment.

Q: _____are consumers who are so committed to a brand that their consumer behavior toward it borders on the pathological.a. Emergent consumers b. Variety seekersc. Switchersd. Brand-freaks

Q: One of the criticisms of CAQDAS noted in the text relates to its ________ literal content. A) high cost to code B) awkward data bases used to store coded C) lack of speed in analyzing D) inability to code E) emphasis on

Q: For most products and services, some users will purchase much more, and more frequently, than others. These consumers are called _____.a. lead users b. switchersc. emergent consumers d. variety seekers

Q: CAQDAS stands for Computer Assisted ________. A) Qualitative Display of Analytical Statements B) Qualitative Data Analysis Software C) Quality Data Analytical System D) Question Demand Analysis Software E) Quote Documentation Analytical Shareware

Q: In STP marketing, the term _____refers to an attempt to give a brand a certain meaning relative to its competitors. a. segmentationb. redistribution c. positioningd. targeting

Q: Think about the presentation of qualitative findings. Which situation described below does NOT increase transparency. A) When it is clear that there is an absence of bias in data selection. B) When it is clear that there is an absence of bias in the selection of themes. C) When there is proof that analysts read all of the transcripts. D) When it is clear that there is sufficient evidence to support each theme. E) When it is clear that there is rigor in the way the analysis was carried out.

Q: What does the acronym STP mean?a. Sales, Target, Product b. Sell To Peoplec. Segmenting, Targeting, Positioning d. Sell The Product

Q: ________ means that everyone reading the analysis understands how themes were created. A) Signal analysis B) Triangulation C) Transparency D) Systemic analysis

Q: The Folgers team aligned its marketing mix in a design that would represent a particular identity, showcasing certain themes and values, shaped to gain distinctive approval from the just-graduated-20-somethings. This demonstrates the process ofa. switching.b. commoditization. c. segmenting.d. singularization.

Q: What is the first step in STP marketing?a. market segmentation b. position strategyc. benefit positioning d. target marketing

Q: Crabtree and Miller propose criteria for evaluating the "goodness" of a qualitative analysis. A) Was a thorough analysis presented? B) Does the principal analyst have at least three years experience in conducting and analyzing qualitative research? C) Was the appropriate method used to answer the questions motivating the research?

Q: Crabtree and Miller propose criteria for evaluating the "goodness" of a qualitative analysis. Which criteria below was NOT recommended by Crabtree and Miller? A) Are the background, training, and preconceptions of the investigators described? B) Was an iterative process of collecting and analyzing data used and data saturation achieved? C) Did the cost and timing of the research correspond to that stated in the research proposal?

Q: What does T stand for in the term STP marketing?a. Tangibleb. Technology c. Targetd. Territory

Q: When recording individual comments, it is important that these comments be ________. A) paraphrased B) recorded verbatim C) longer than seven words D) made by the dominant personalities from among those interviewed E) made by more than one person

Q: The Folgers brand team looked at the diverse market of all coffee drinkers, then broke it down by age. When the team chose to focus on just-graduated-20-somethings, it wasa. benefit positioning. b. positioning.c. targeting.d. segmenting.

Q: Once metathemes have been created, serendipitous discoveries should be ignored.

Q: The process of cutting a market into pieces and focusing on the piece or pieces that make the most sense is termed a. segmentationb. integrationc. rationalization d. differentiation

Q: The strategic planning triangle suggested by Thorson and Moore features as its three main aspects the campaign's segments, its value proposition, and its persuasion tools. a. Trueb. False

Q: A ________ helps one understand the relationships between individual themes. A) metatheme B) metaphor C) metacomment D) megatheme

Q: The two statements below address theme development.I. Once all themes have been written and made explicit, the analyst then examines and codes all data that is in support of or in opposition to the theme.II. Once all comments relevant to a theme have been recorded, the analyst should then begin to write the report. No further evaluation of the theme is necessary.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.a. Trueb. False

Q: A brand's value proposition is a statement of the benefits of the brand that provide value to its target consumers and includes functional, emotional, and self-expressive benefits. a. Trueb. False

Q: Once a theme is identified, then specific comments are located and coded as being either in support of or in opposition to that theme.

Q: The basic premise of a positioning strategy must be simple and distinctive if it is to be communicated effectively to the target segment. a. True b. False

Q: The circular process of theme identification and creation is ________. A) a process that is only used by novice qualitative analysts B) optional and can be used or not, at the discretion of the qualitative analyst C) time consuming and should be avoided D) intentional and important E) only of value for the analysis of focus group data

Q: LivTo Inc. is a company that manufactures cosmetic products for women. It claims to have the best customer care services and is prompt to address the grievances of its customers. To be internally consistent, the company should invest in a better Research and Development department and also create a new image for its products. a. True b. False

Q: According to the text, a ________ represents the analyst's intuitive and informed judgment as to the content and pattern of findings in each topic area. A) topical B) testimonial C) transition D) theme E) token

Q: Bayt Caf is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd. The campaign alone will be enough to gain the loyalty of the younger segment. a. True b. False

Q: At the beginning of theme identification, the analyst should not have any themes in mind.

Q: The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools. a. True b. False

Q: There are two different approaches to theme identification. Which one of the approaches shown below is recommended by the text? A) data theme evaluation revision B) theme data evaluation revision C) theme theme revision evaluation D) data evaluation theme revision

Q: When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.a. Trueb. False

Q: A collection of themes can be used to form a ________. A) supratheme B) metatheme C) master theme D) controlling theme E) maxitheme

Q: Haley Inc. is a company that manufactures products for babies and toddlers. It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core. This is an example of consistent positioning approach. a. True b. False

Q: The following two statements refer to the creation of themes during qualitative data analysis.I. The development of themes is a circular process entailing continuous data examination and revision.II. Once a theme is identified it is static and not subject to revision upon further review of the data.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: A gourmet ice cream franchise advertises itself as offering thick, creamy, gooey treats, calling them delectable, desirous, and decadentthe richest and sweetest desserts found anywhere in America. The owner of the local shop buys ads focusing on extended hours and friendly service. This is an example of internal consistency. a. True b. False

Q: With regard to qualitative data analysis, a ________ is defined as the expression of a consistent and recurring idea found either explicitly or implicitly in the data. A) comment B) summarization C) theme D) corpus

Q: Any meaningful positioning strategy needs to include several broad elements in its messageincluding attention getting, variety, flexibility, and complexity. a. Trueb. False

Q: The process of ________ comes after all themes have been identified. A) self-analysis B) refraction C) comment coding D) reflection E) report writing

Q: One drawback of niche marketing is that a company often has to reduce the price of its product due to the smaller volume of sales it can expect. a. True b. False

Q: The following two statements refer to the analysis of qualitative data.I. There are times when respondents do not spontaneously mention or comment on a topic. This may happen because they assume that the topic is so important it is unnecessary to mention.II. There are times when respondents do not spontaneously mention or comment on a topic. This may happen when the topic is highly personal or sensitive.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: If an advertiser sees a large potential segment being served by a competitor with a big budget, it might consider identifying and targeting smaller groups within that large segment. a. True b. False

Q: Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses. a. True b. False

Q: During the initial phases of qualitative data analysis, the analyst should only pay attention to comments and statements explicitly appearing in the tapes or transcripts.

Q: Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles. a. True b. False

Q: The following two statements refer to the analysis of focus groups.I. The analyst should always pay more attention to comments made toward the end in the groups.II. Distinguishing between the truth and falsity of respondents' comments is one of the easier aspects of qualitative data analysis.Which, if any, of these statements is true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: Demographics are rarely used to describe or profile target segments that have already been identified as prospects by other variables. a. True b. False

Q: In a focus group, a self-contradiction might occur when ________. A) group participants ask the moderator to express her opinion B) the moderator challenges Mary to better express her opinion C) Kelly says she likes the brand early in the group, and then later in the group says that she does not like the brand D) Jane challenges Mary about an issue of disagreement E) group members decide to end discussion of one topic and move onto the next topic