M Advertising 3rd Edition Schaefer Test Bank

M Advertising 3rd Edition Schaefer Test
Bank
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Chapter 06
Test Bank
1. Advertising research uncovers the information needed to make advertising decisions.

TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 06-02 Discuss how research can help advertisers select target markets, media vehicles, and advertising messages.
Topic: The Role of Research in Selecting Target Markets, Media Vehicles, and Advertising Messages
Feedback: While marketing research provides the information necessary to make marketing decisions, advertising research uncovers the information
needed for making advertising decisions.
2. Pretesting and posttesting are categories of advertising research.

TRUE
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Topic: Common Research Methods
Feedback: Advertising research serves various purposes, most of which can be grouped into four categories: strategy research, creative concept
research, pretesting, and posttesting.
3. Some of the methods used in posttesting are direct questioning, focus groups, trailer tests, and voice pitch analysis.
FALSE
AACSB: Analytic
Blooms: Understand
Feedback: Direct questioning, focus groups, trailer tests, and voice pitch analysis are techniques used in pretesting. Posttesting techniques often involve
inquiry and attitude tests.
4. Advertising strategy research occurs after the creative work has started, and it typically involves free-association tests and sales tests.
FALSE
AACSB: Analytic
Blooms: Understand
Feedback: Advertising strategy research takes place before creative work begins and involves defining the product concept or assist in selecting target
markets, advertising messages, or media vehicles.
5. Advertising is one of the largest costs in a company’s marketing budget.

TRUE
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: Advertising is one of the largest costs in a company’s marketing budget. No wonder its effectiveness is a major concern!
6. Primary research is the first step in the research process.

FALSE
AACSB: Analytic
Blooms: Understand
6-1
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Learning Objective: 06-03 List the basic steps in the marketing research process.
Topic: Steps in the Marketing Research Process
Feedback: There are five basic steps in the research process: situation analysis and problem definition, secondary research, construction of research
objectives, primary research, and interpretation and reporting of findings.
7. The U.S. Census would be an effective source of secondary data for a health care provider seeking information about locations with high
concentrations of senior citizens.
TRUE
AACSB: Reflective Thinking

Blooms: Apply
Feedback: Secondary data are information that have been previously collected or published, usually for some other purpose.
8. One of the problems with primary data is the high probability of information obsolescence.
FALSE
AACSB: Analytic
Blooms: Understand
Feedback: It’s important to understand that secondary data carry some potential problems. Information may be out of date and therefore obsolete.
Primary data is more current than secondary data.
9. The following question would most likely be part of a qualitative research study: “Do you feel the decorations in the downtown shopping area reflect
the TRUE meaning of the holiday season?”
FALSE

Blooms: Apply
Learning Objective: 06-04 Compare the common methods used in qualitative and quantitative research.
Feedback: Qualitative research usually asks in depth, open-ended questions. This question can be answered with a “yes” or a “no.”
10. The projective technique of qualitative research would typically involve researchers asking questions such as, “What kind of people watch the Saw
movies?”
TRUE

Blooms: Apply
Feedback: Advertisers use projective techniques to understand people’s underlying or subconscious feelings, attitudes, interests, opinions, needs, and
motives. By asking indirect questions (such as “What kind of people do you think shop here?”), the researcher tries to involve consumers in a situation
where they can express feelings about the problem or product.
11. In the observation method, researchers monitor people’s actions.

TRUE
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: In the observation method, researchers monitor people’s actions.
12. When conducting quantitative research, the interviewer should rely heavily on the script provided and should avoid improvising when asking
questions.
TRUE
6-2
AACSB: Analytic
Blooms: Understand
Feedback: With quantitative research, the interviewer’s role is important, but interviewers need only be able to read scripts. They should not improvise
as with qualitative research.
13. Qualitative research is most useful for testing hypotheses and providing data for mathematical modeling and projections.
FALSE
AACSB: Analytic
Blooms: Understand
Feedback: Quantitative research is used for gathering data for mathematical modeling and testing hypotheses. Qualitative data is used to develop
hypotheses and explain survey results.
14. Researchers run clutter tests by showing test commercials along with noncompeting control commercials in order to determine the effectiveness of
the test commercials.
TRUE
AACSB: Analytic
Blooms: Understand
Learning Objective: 06-05 Justify the pretesting and posttesting of advertising messages.
Topic: Proper Effectiveness Research
Feedback: Several methods are used specifically to pretest radio and TV commercials. In central location tests, respondents are shown test commercials,
usually in shopping centers, and questions are asked before and after exposure. In clutter tests, test commercials are shown with noncompeting control
commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses.
15. There is no one best method for pretesting advertising variables.

TRUE
AACSB: Analytic
Blooms: Understand
Feedback: There is no best way to pretest advertising variables. Different methods test different aspects, and each has its own advantages and
disadvantages—a formidable challenge for the advertiser.
16. Aided recall tests, unaided recall tests, attitude tests, inquiry tests, and sales tests are methods used for posttesting ads.
TRUE
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: Most posttesting techniques fall into five broad categories: aided recall, unaided recall, attitude tests, inquiry tests, and sales tests.
17. The final step in the research process is ad posttesting.

FALSE
AACSB: Analytic
Blooms: Understand
Feedback: The final step in the research process involves interpreting and reporting the data.
6-3
18. Telephone and mail surveys tend to be more expensive than focus groups and online surveys.
TRUE
AACSB: Analytic
Blooms: Understand
Feedback: Telephone and mail surveys tend to be more costly to run than focus groups and online surveys.
19. For a test to be valid, its results must be free of bias and reflect the true status of the market.
TRUE
AACSB: Analytic
Blooms: Understand
Learning Objective: 06-06 Identify issues that can affect the accuracy and usability of quantitative research.
Feedback: For a test to have validity, results must be free of bias and reflect the true status of the market.
20. Researchers often use probability samples because they are easier, less expensive, and less time-consuming than nonprobability samples.
FALSE
AACSB: Analytic
Blooms: Understand
Feedback: Researchers often use nonprobability samples because they’re easier, less expensive, and less time-consuming than probability samples.
21. A question that asks “What type of paste do you use?” would be an ineffective survey question because it is not focused.
TRUE

Blooms: Apply
Feedback: Constructing a good questionnaire requires considerable expertise. Much bias in research is blamed on poorly designed questionnaires.
Typical problems include asking the wrong types of questions, asking too many questions, using the wrong form of a question (which makes it difficult
to answer or tabulate), and using a poor choice of words. The question could be referring to a variety of different kinds of paste—the respondent could
not tell from the way the question is phrased.
22. Effective survey questions must have focus, they must be clear, and they must be brief.
TRUE
AACSB: Analytic
Blooms: Understand
Feedback: Effective survey questions have three important attributes: focus, brevity, and clarity. They focus on the topic of the survey. They are as brief
as possible. And they are expressed simply and clearly.
23. It’s important for global advertisers to perform research.

TRUE
AACSB: Analytic
Blooms: Understand
Feedback: It’s important for global advertisers to perform research. Competent researchers are available in all developed countries, and major
international research firms have local offices in most developing countries.
6-4
24. Domestic research tends to be more expensive than international research.
FALSE
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: Research overseas is often more expensive than domestic research. Many marketers are surprised to learn that research in five countries costs
five times as much as research in one country; there are no economies of scale.
25. Conducting original international research can be fraught with problems including understanding the nuances of another culture, translating
accurately, and gaining the trust of consumers who may view strangers suspiciously.
TRUE
AACSB: Analytic
Blooms: Understand
Feedback: Conducting original research abroad can be fraught with problems. First, the researcher must use the local language, and translating
questionnaires can be tricky. Second, many cultures view strangers suspiciously and don’t wish to talk about their personal lives. Advertisers need more
than just facts about a country’s culture. They need to understand and appreciate the nuances of its cultural traits and habits, a difficult task for people
who don’t live there or speak the language.
26. The _____ is perceived as a consumer advocate during the advertising planning process.
A. agency
B. art director
C. account planner
D. ad producer
E. ad source
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 06-01 Describe the role of account planners in advertising agencies.
Topic: The Role of Account Planners and Specialized Marketing Communication Organizations
Feedback: By putting the consumer, instead of the advertiser, at the center of the process, account planning changes the task from simply creating an
advertisement to nurturing a relationship between consumer and brand. The account planner’s primary role is to represent the consumer in this process.
27. _____ uses research to focus the creative process in order to nurture a relationship between consumer and brand.
A. Empowerment
B. Account planning
C. Customer transformation
D. Relationship marketing
E. Relationship research
AACSB: Analytic
Blooms: Understand
Feedback: By putting the consumer, instead of the advertiser, at the center ad design, account planning focuses the creative process on nurturing a
relationship between consumer and brand. Account planners are like detectives who uncover clues in the data.
28. Which term refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions?
A. primary market data mining
B. integrated marketing communications
C. marketing research
D. environmental analysis
E. research behavior
AACSB: Analytic
Blooms: Remember
6-5
Difficulty: 1 Easy
Feedback: To help managers make marketing decisions, companies develop procedures for gathering, recording, and analyzing new information. This
is called marketing research.
29. Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads,
and whole advertising campaigns?
A. consumer behavior
B. ethnographics
C. marketing research
D. advertising research
E. strategic marketing
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: Advertising research uncovers the information needed for making advertising decisions. By definition, it is the systematic gathering and
analysis of information to help develop or evaluate advertising strategies, individual ads, and entire campaigns.
30. Before beginning an advertising campaign for its new Snickers Charged candy bar, the Mars Company had to determine if the product’s 60
milligrams of caffeine would lead to initial purchases and brand loyalty. Before developing the creative strategy and the media strategy for the new
candy bar, Mars most likely had to conduct research on
A. the product concept.
B. media selection.
C. promotion methods.
D. messaging formats.
E. the message element.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Advertisers want to know what qualities lead to initial purchases and, eventually, to brand loyalty. Using this information, they try to
establish a unique product concept for their brand—that bundle of values that encompasses both utilitarian and symbolic benefits to the consumer.
31. If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the web surfing habits of various demographic
groups. This would be an example of
A. proliferation research.
B. recall testing.
C. inquiry testing.
D. advertising concept testing.
E. media research.

Blooms: Apply
Feedback: Agencies subscribe to syndicated research services (such as Nielsen, Arbitron, Experian Simmons, or Standard Rate & Data Service) that
monitor and publish information on the reach and effectiveness of media vehicles—radio, TV, newspapers, and so on—in every major geographic
market in the United States and Canada.
32. Which of the following would most likely involve testing ad slogans prior to production?
A. advertising strategy research
B. creative concept research
C. storyboard testing
D. posttesting
E. pretesting
AACSB: Analytic
Blooms: Understand
6-6
Feedback: Once it develops an advertising strategy, the company (or its agency) will begin developing creative concepts for the advertising. Research is
helpful in determining which concepts, such as slogans, to use.
33. To increase the likelihood of preparing the most effective advertising messages, companies use
A. pretesting.
B. inquiry tests.
C. attitude tests.
D. posttesting.
E. unaided recall.
AACSB: Analytic
Blooms: Understand
Feedback: To increase the likelihood of preparing the most effective advertising messages, companies use pretesting. Inquiry tests, attitude tests, and
unaided recall are all posttesting methods.
34. _____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad
campaign after it runs.
A. Pretesting
B. A trailer test
C. A clutter test
D. Posttesting
E. A galvanometer
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: Posttesting is testing the effectiveness of an advertisement after it has been run.
35. The first step in the research process is to

A. quantify the desired findings.
B. conduct exploratory research.
C. determine research mode.
D. define the problem.
E. set a budget.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: There are five basic steps in the research process: situation analysis and problem definition; secondary research; construction of research
objectives; primary research; and interpretation and reporting of findings.
36. Celia has developed a website for seniors to get together and watch live videos of birds while the seniors talk in chat rooms. Before she runs an
advertising campaign, Celia should conduct
A. a situation analysis of seniors’ use of the Internet, live bird videos, and chat rooms to define any problems.
B. secondary research on seniors who identify as birders.
C. an interpretation of census data on seniors with charts and a report of findings.
D. a validity assessment on the reliability of the website performance and live streaming videos.
E. primary quantitative research with seniors who identify as birders around the nation.

Blooms: Apply
Feedback: The first step in the marketing research process is to analyze the situation and define the problem.
6-7
37. An MIS (Marketing Information System) is a
A. sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions.
B. system used to ensure that none of the steps in the research process is ignored or applied incorrectly.
C. hierarchical chart for categorizing the relevance of different types of primary data.
D. process used to assess and prioritize internal environmental strengths, weaknesses, unidentified opportunities, and threats.
E. set of complex procedures used for gathering information and converting it into manageable secondary data for making advanced advertising
decisions.
AACSB: Analytic
Blooms: Understand
Feedback: Often the marketing department also maintains a marketing information system (MIS)—a sophisticated set of procedures designed to
generate a continuous, orderly flow of information for use in making marketing decisions.
38. Casper Mattresses made a website to ask consumers questions about how they feel about their current mattress, their daily sleep patterns, and how
much they would be willing to pay for a new mattress. Casper was collecting
A. qualitative information.
B. primary data.
C. projective data.
D. advertising information.
E. secondary data.

Blooms: Apply
Feedback: Primary data refer to information collected from the marketplace about a specific issue.
39. A disadvantage of collecting primary data is that it is

A. not available freely.
B. difficult to interpret.
C. usually outdated.
D. overly quantitative.
E. typically expensive.
AACSB: Analytic
Blooms: Understand
Feedback: Primary data is typically expensive and time-consuming, unlike secondary data.
40. Jad is an advertising manager for a new line of vitamins. He needs to research other competitors’ current expenditures on advertising, so he looks
into information from www.statista.com, which most likely contains
B. primary data.
C. projective data.
E. secondary data.

Blooms: Apply
41. Most nursing home lawsuits are settled out of court and never go to trial, so little public information is available about the total money expended by
nursing homes and their insurance companies on litigation-related costs. One national study questioned lawyers and found that 88% of all nursing home
cases were resolved through settlements and that the average recovery of claims was $406,000. The information gathered by this study would be an
example of
6-8
B. primary data.
C. projective data.
E. secondary data.

Blooms: Apply
Feedback: Primary data refer to information collected from the marketplace about a specific issue.
42. In comparison to primary data, secondary data

A. are more costly to gather.
B. are always valid even if they are not always reliable.
C. are more time-consuming to gather.
D. availability guarantees the researcher will do a better job.
E. can be gathered from internal sources as well as external sources.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
Feedback: Secondary data is available both internally and externally. Much information is available, sometimes at little or no cost, from the
government, market research companies, trade associations, various trade publications, or computerized databases. Primary data are more expensive
and more time-consuming to gather than secondary data.
43. Square Space ran a research study to see how consumers use existing website building platforms. In the study, they cited findings from Google that
tracked consumers’ behavior as they built websites through several different services. The information Square Space pulled from Google’s survey is
B. primary data.
C. projective data.
E. secondary data.

Blooms: Apply
44. Once a research project on the viability of a cable channel designed to meet the needs of the Hispanic market has concluded its secondary research,
it should next
A. engage in qualitative research.
B. determine the target market size.
C. establish research objectives.
D. conduct a competitive analysis.
E. hire a product manager.
AACSB: Analytic
Blooms: Understand
Feedback: Once the exploratory research phase is completed, the company may discover it needs additional information that it can get only from doing
primary research. To do so, the company must first establish specific research objectives.
45. A question such as “Why do you allow your child to have a pet?” would most likely be a part of a(n) _____ research project.
A. experimental
B. quantitative
C. observational
D. secondary
6-9
E. qualitative

Blooms: Apply
Feedback: To get people to share their thoughts and feelings, researchers use qualitative research that elicits in-depth, open-ended responses rather than
yes or no answers.
46. Which question would be used to gather qualitative research?

A. Would you pay $69.98 annually for movie-on-demand capabilities?
B. Do you watch cable television more than ten hours per week?
C. Have you ever felt like you watch too much cable television?
D. How would you describe your ideal cable television channel?
E. Do you currently have access to satellite television?

Blooms: Apply
Feedback: To get people to share their thoughts and feelings, researchers use qualitative research that elicits in-depth, open-ended responses rather than
yes or no answers.
47. Hype International manufactures fragrances used in a variety of products. When the firm develops a new fragrance, it asks consumers to create
collages based on how the smell makes them feel. Highly experienced researchers are needed to interpret the consumers’ subconscious feelings, but
Hype believes the expense is worth it. Which term best describes the method Hype uses?
A. involvement sampling
B. projective technique
C. focus group sampling
D. open-ended research
E. interrogative sampling

Blooms: Apply
Difficulty: 3 Hard
Feedback: Researchers using projective techniques ask indirect questions or otherwise involve consumers in a situation where they can express
subconscious feelings about the problem or product.
48. To help food advertisers produce more effective advertising, the Food Marketing Institute did a study that asked respondents which of four reasons
best explained why they wanted to eat more nutritiously: to lose weight, to prevent health problems later in life, to follow their doctor’s advice, or to
manage an existing medical condition. The answer to this question is an example of _____ research.
A. qualitative
B. informal
C. experimental
D. quantitative
E. observational

Blooms: Apply
Feedback: Advertisers use quantitative research to gain reliable, hard statistics about specific market conditions or situations. This research was
designed to get hard numbers about why people want to eat more healthful foods.
49. RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated
with the safe adoption of UV technology in a range of industries, including automotive, fresh produce, and household products. A trained moderator led
the group’s unstructured discussions and guided the participants to reveal their true feelings about the use of ultraviolet technology. This was an
example of the use of the _____ technique associated with qualitative research.
A. projective
B. instructive
6-10
C. intensive
D. manipulative
E. informative

Blooms: Apply
Difficulty: 3 Hard
Feedback: One of the most common intensive research techniques is the focus group, in which the company invites six or more people typical of the
target market to a group session to discuss the product, the service, or the marketing situation. The session may last an hour or more. A trained
moderator guides the often freewheeling discussion, and the group interaction reveals the participants’ true feelings or behavior toward the product.
50. Kraft Foods brought together a group of twenty mothers to discuss their views of Kraft Singles in comparison to less expensive brands. The
conversation was run by a trained researcher who led the _____ to reveal the participants’ true feelings about the products.
A. experiment
B. simulation
C. observations
D. focus group
E. survey sample

Blooms: Apply
Feedback: A focus group is a qualitative method of research in which six or more people, typical of the target market, are invited to a group session to
discuss the product, the service, or the marketing situation for an hour or more.
51. The three basic research methods used to collect quantitative data are
A. observation, experiment, and survey.
B. observation, simulation, and experiment.
C. role-playing, simulation, and observation.
D. field tests, market tests, and laboratory tests.
E. survey, role-playing, and market tests.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: There are three basic research methods used to collect quantitative data: observation, experiment, and survey.
52. The observation method of data collection

A. seeks in-depth, open-ended responses from targeted groups.
B. is a projective technique that relies on highly skilled experts.
C. monitors the actions of people being studied.
D. is the most common way to gather primary data.
E. is designed to measure cause-and-effect relationships.
AACSB: Analytic
Blooms: Understand
Feedback: In the observation method, researchers monitor people’s actions. They may count the traffic that passes by a billboard, measure a TV
audience through instruments hooked to television sets, or study consumer reactions to products displayed in the supermarket.
53. A researcher became a chef with a resort hotel chain for six months to observe food-handling practices. He saw food preparers using the same towel
to wipe their hands, the counter, the food slicer, and cooking utensils during one food preparation session. In addition, he found the chefs tasted the food
using their fingers. The researcher used _____ research to determine that more monitoring is needed to make sure that food handlers comply with
sanitary regulations.
A. observational
B. simulation
C. experimental
6-11
D. manipulation
E. survey

Blooms: Apply
Difficulty: 3 Hard
Feedback: In the observation method, researchers monitor people’s actions. They may count the traffic that passes by a billboard, measure a TV
audience through instruments hooked to television sets, or study consumer reactions to products displayed in the supermarket.
54. The development of ______ facilitated the collection of observation data.

A. research heuristics
B. cross-tab capabilities
C. UPC labeling
D. MIS
E. test marketing specifics
AACSB: Technology
Blooms: Understand
Feedback: Technology has greatly facilitated the observation method. One example is the Universal Product Code (UPC) label, an identifying series of
vertical bars with a 12-digit number that adorns every consumer packaged good. By reading the codes with optical scanners, researchers can tell which
products are selling and how well.
55. The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships.
A. stimulus-response
B. results-oriented
C. observation
D. experimental
E. source-based
AACSB: Analytic
Blooms: Understand
Feedback: To measure actual cause-and-effect relationships, researchers use the experimental method.
56. To better understand if an ad campaign for the Keurig coffeemaker was acceptable to consumers, the company sponsored _____ research. A test
market was established in Portland, Oregon, where the new ads for the coffeemaker ran, and then sales in the area were compared to national sales
where the ad did not run. The research showed sales increased in Portland, so the company moved forward with a national rollout of the new campaign.
A. results-oriented
B. experimental
C. observational
D. stimulus-response
E. regional
AACSB: Analytic
Blooms: Understand
Feedback: The experimental method of conducting marketing research is designed to measure actual cause-and-effect relationships.
57. Kraft Foods aired a new advertisement “The Calcium They Need” in five _____, including Austin, Olympia, and Raleigh. They found a 10 percent
increase in sales where the ad ran. Following the successful experimental research, the company rolled out the new ad nationally.
A. probability samples
B. surveys
C. test markets
D. nonprobability samples
E. target markets
6-12
Blooms: Apply
Feedback: A test market is an isolated geographic area used to introduce and test the effectiveness of a product, an ad campaign, or a promotional
campaign prior to a national rollout. The ad campaign was tested in these areas prior to a national rollout.
58. Forrester Research carried out an evaluation of ShoeSource.com. Users of the ShoeSource website were asked questions about the ease of using the
website and their perceptions of the site. Which research method was most likely used to learn consumer’s perceptions of ShoeSource.com?
A. experimental
B. simulation
C. observation
D. ethnographic
E. survey

Blooms: Apply
Feedback: The most common method of gathering primary quantitative research data is the survey, in which the researcher gains information on
attitudes, opinions, or motivations by questioning current or prospective customers (political polls are a common type of survey). Surveys can be
conducted by personal interview, telephone, mail, or on the Internet. Hence, survey was the research method most likely used to learn consumer’s
perceptions of ShoeSource.com.
59. A shopper at Whole Foods was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked the shopper if
the ad seemed credible. What method of pretesting was the researcher using?
A. portfolio analysis
B. central location testing
C. focused questioning
D. direct questioning
E. observational research

Blooms: Apply
Feedback: Direct questioning asks specific questions and is often used in the early stages of ad development.
60. An advertising researcher would most likely use _____ to measure the effectiveness of a television commercial in getting attention and increasing
brand awareness.
A. portfolio tests
B. clutter tests
C. perceptual meaning studies
D. paired-comparison methods
E. order-of-merit tests

Blooms: Apply
Feedback: Several methods are used specifically to pretest radio and TV commercials. In clutter tests, test commercials are shown with noncompeting
control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses.
61. Participants were asked whether a Budweiser beer commercial using the Clydesdale horses created a favorable image for Budweiser. This is most
likely an example of a(n) _____ being used to posttest an ad.
A. inquiry test
B. projective interview
C. attitude test
D. sales test
E. recall test
6-13
Blooms: Apply
Difficulty: 3 Hard
Feedback: Some advertisers use attitude tests to measure a campaign’s effectiveness in creating a favorable image for a company, its brand, or its
products. Presumably, favorable changes in attitude predispose consumers to buy the company’s product.
62. During _____, an advertising researcher would be most likely to use aided recall, sales tests, and inquiry tests.
A. strategy determination
B. posttesting
C. pretesting
D. marketing integration
E. concept development
AACSB: Analytic
Blooms: Understand
Feedback: Most posttesting techniques fall into five broad categories: aided recall, unaided recall, attitude tests, inquiry tests, and sales tests.
63. Following its latest ad campaign, Mail Chimp asked consumers a series of direct and unstructured questions to measure if the campaign created a
positive image for the company. The company conducted a(n)
A. inquiry test.
B. projective interview.
C. attitude test.
D. sales test.
E. recall test.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Attitude tests measure the effectiveness of an advertisement or a whole advertising campaign in creating a favorable image for a company,
brand, product, or idea.
64. When Jonas was asked to list all of the commercials he remembered seeing when he watched the SEC football game between Alabama and Auburn,
he was participating in a(n)
A. recall test.
B. projective interview.
C. focus interview.
D. attitude test.
E. inquiry test.

Blooms: Apply
Feedback: Recall tests reveal the effectiveness of ad components, such as size, color, or themes. But they measure what respondents noticed and
remembered, not whether they actually intend to buy the product.
65. EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how to create a customized closet.
The ads will run in the December edition of Martha Steward Living magazine. The ad that generates the most responses will be considered most
effective and will be run in future publications. What kind of a test is the firm conducting?
A. advertising pretest
B. sales test
C. recall test
D. inquiry test
E. attitude test

Blooms: Apply
6-14
Feedback: An inquiry test measures an ad’s attention-getting value, readability, and ability to be comprehended.
66. If advertising is the dominant element in a company’s marketing mix, then a(n) _____ test is the best type of posttest to use.
A. sales
B. clutter
C. differential
D. attitude
E. inquiry
AACSB: Analytic
Blooms: Understand
Feedback: When advertising is the dominant element or the only variable in the company’s marketing plan, sales tests are a useful measure of
advertising effectiveness.
67. Which of the following statements about the experimental method of data collection is true?
A. It is the most commonly used method for quickly gathering primary research data.
B. The method is preferred by researchers because it is inexpensive and easy to use.
C. It is commonly used to test market new products in isolated geographic areas.
D. It is useful in obtaining information on consumer interests and opinions.
E. It is commonly used to gather external secondary data.
AACSB: Analytic
Blooms: Understand
Feedback: The experimental method is commonly used to measure cause-and-effect relationships. This type of research is used primarily for new
product and new campaign introductions. It is used to gather primary data and can be expensive and difficult to use. The most commonly used method
is a survey.
68. For a quantitative test to be valid, the test must

A. use a random sample of the population.
B. be cost-efficient.
C. reflect the true status of the market.
D. be open-ended.
E. be repetitive.
AACSB: Analytic
Blooms: Understand
Feedback: For a test to have validity, results must be free of bias and reflect the true status of the market.
69. A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be
financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in
communities larger than 250,000, the sample would most likely lack
A. reliability.
B. bias.
C. clarity.
D. standardization.
E. validity.

Blooms: Apply
Feedback: The test will be invalid because the results will not be free of bias and will not reflect the true status of the market because of the nature of the
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sample. The tests would not include those inns in smaller communities.
70. For a quantitative test to be reliable, the test must

A. use a random sample of the population.
B. be cost-efficient.
C. reflect the true status of the market.
D. be open-ended.
E. produce the same results each time it is administered.
AACSB: Analytic
Blooms: Understand
Feedback: For a test to be reliable, it must be repeatable—it must produce approximately the same result each time it is administered.
71. A marketing research firm is testing consumer reactions to odorless charcoal briquettes by asking people in the community to test the briquettes and
then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general
population give remarkably different survey results. The firm’s test most likely lacks
A. reliability.
B. distinctiveness.
C. clarity.
D. standardization.
E. validity.

Blooms: Apply
Feedback: For a test to be reliable, it must be repeatable—it must produce approximately the same result each time it is administered.
72. Levis wants to know what college-aged consumers think about their new ad campaign for their Desperado style jeans. The college-aged consumers
polled for this marketing research are known as a population or a(n)
A. reliability quotient.
B. focus group.
C. sample.
D. universe.
E. validity quotient.

Blooms: Apply
Feedback: When a company wants to know what consumers think, it typically can’t ask everybody. But its research should as nearly as possible reflect
the universe (the entire target population) of prospective customers.
73. Forrester Research has carried out an evaluation of European online retailers by asking consumers how well the websites helped them achieve their
goals. Forrester surveyed only a _____, a small portion of the people that represent consumers who shop online.
A. probability universe
B. pretest population
C. target market
D. mini-universe
E. sample

Blooms: Apply
Feedback: The sample is the group of people selected by researchers to represent the characteristics of a larger population.
74. Lance, an advertising researcher, is selecting potential survey participants from a list of all the people who have ordered HMR dietary products by
mail since January 2012. The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs. Since
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every person in the target population has an equal and known likelihood of being picked, the group he selects will be a
A. projective group.
B. probability sample.
C. nonprobability sample.
D. focus group.
E. mini-universe.

Blooms: Apply
Feedback: The greatest accuracy is gained from probability samples (sometimes referred to as random samples) because everyone in the universe has a
quantifiable chance of being selected. Every unit (person) must be known, listed, and numbered so each can be given an equal chance of being selected.
75. What is a characteristic of nonprobability samples?

A. highly valid
B. universe equality
C. ease of use
D. time-consuming
E. very expensive
AACSB: Analytic
Blooms: Understand
Feedback: Nonprobability samples are easier to use as well as less expensive and time-consuming than random samples.
76. Which of the following is a good guideline to use for developing an effective questionnaire?
A. Posttest the questionnaire frequently.
B. Write lengthy questions to keep respondents interested.
C. Avoid developing specific research objectives.
D. Put demographic questions at the end of the questionnaire.
E. Ask leading questions to get the desired results.
AACSB: Analytic
Blooms: Understand
Feedback: Putting the demographic questions (age, income, education) and any other personal questions at the end of the questionnaire is a good way of
developing an effective questionnaire.
77. Effective survey questions have three important attributes. They are
A. completeness, clarity, and measurability.
B. timeliness, directness, and efficiency.
C. clarity, focus, and brevity.
D. specificity, measurability, and timeliness.
E. completeness, timeliness, and specificity.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Feedback: Effective survey questions have three important attributes: focus, brevity, and clarity.
78. On a survey, students were asked to answer “yes” or “no” to the following questions: (a) Do you ever have to do homework outside of school? (b)
Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions.
A. open-ended
B. multiple choice
C. dichotomous
D. bipolar
E. tabulation
6-17
Blooms: Apply
Feedback: The four most common types of questions are open-ended, dichotomous, multiple choice, and scale. Dichotomous questions require yes/no
responses. Open-ended questions require more than yes/no responses.
79. To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents which reason
best described why they wanted to eat more nutritiously: (a) to lose weight; (b) to prevent health problems later in life; (c) to follow their doctor’s
advice; or (d) to manage an existing medical condition. This was more than likely an example of a(n) _____ question.
A. open-ended
B. multiple choice
C. dichotomous
D. bipolar
E. tabulation

Blooms: Apply
Feedback: The four most common types of questions are open-ended, dichotomous, multiple choice, and scale. Participants were asked to choose
among four answers, so the question was a multiple choice.
80. A marketing researcher designed a questionnaire that asked, “In your opinion, how should the government take a more active role in making sure
that your food is handled properly?” This is an example of what type of question?
A. open-ended
B. multiple choice
C. dichotomous
D. closed-ended
E. tabulation

Blooms: Apply
Feedback: Open-ended questions require more than yes/no responses, unlike closed-ended or dichotomous questions.
81. Distinguish between marketing research and advertising research.
Marketing research is the systematic gathering, recording, and analysis of information to help managers make marketing decisions. Advertising
research is the systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and
commercials, and media campaigns.
AACSB: Analytic
Blooms: Understand
82. Describe what marketing research does.
Marketing research is the systematic gathering, recording and analysis of information to help marketers make marketing decisions. Marketing research
does a number of things: It helps identify consumer needs and market segments; it provides the information necessary for developing new products and
devising marketing strategies; and it enables managers to assess the effectiveness of marketing programs and promotional activities.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
83. What are the five basic steps in the marketing research process?
The five basic steps in the marketing research process are situation analysis and problem definition, secondary research, refinement of research
6-18
objectives, primary research, and interpretation and reporting of findings.
AACSB: Analytic
Blooms: Understand
84. List at least five frequently used external sources of secondary data.
Library reference materials, government publications, trade association publications, research organizations and their publications, consumer/business
publications, computer database services, and Internet search engines are frequently used external sources of secondary data.
AACSB: Analytic
Blooms: Understand
85. What are projective techniques? How are they useful in conducting advertising research?
In marketing research, projective techniques involve asking indirect questions or otherwise involving consumers in a situation where they can express
subconscious feelings about the problem or product. The purpose is to get an understanding of people’s underlying or subconscious feelings, attitudes,
opinions, needs, and motives.
AACSB: Analytic
Blooms: Understand
86. What is ethnographic research?
Ethnographic research is an intensive research technique that has been gaining in popularity among advertisers. It involves trying to understand
behavior and culture by going out and talking to people wherever they are, while they’re doing whatever it is they do.
AACSB: Analytic
Blooms: Understand
87. What three basic research methods are used to collect quantitative data?
There are three basic research methods used to collect quantitative data: observation, experiment, and survey.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
88. Why do marketing researchers use nonprobability samples that may not be representative of the universe being studied?
Nonprobability samples are used because they are cheaper and less time-consuming than random probability samples. Also, random sampling is
sometimes not feasible.
AACSB: Analytic
Blooms: Understand
89. Describe the three most important attributes of effective survey questions.
Effective survey questions have three important attributes: focus, brevity, and clarity. They focus on the topic of the survey. They are as brief as
possible. And they are expressed simply and clearly.
AACSB: Analytic
Blooms: Understand
90. What are the four types of questions most commonly used in surveys?
6-19
The four most common types of questions are open-ended, dichotomous, multiple choice, and scale.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
91. What are the roles and responsibilities of account planners?
An account planner is an individual at an advertising agency who is responsible for injecting a wealth of information into the planning process,
monitoring the creative development, and testing the finished product to determine if it has achieved its goal of communicating with the intended
audience. The account planner’s primary role is to represent the consumer in this process.
AACSB: Analytic
Blooms: Understand
92. Advertising research can be used in basically four different categories of advertising decision making. List and briefly describe each.
The four different categories are (a) advertising strategy research, (b) creative concept development research, (c) pretesting, and (d) posttesting.
• Advertising strategy research is used to help define the product concept or to assist in the selection of target markets, advertising messages, or media
vehicles.
• Creative concept research is used to measure the target audience’s acceptance of different creative ideas at the concept stage.
• Pretesting of ads is used to diagnose possible communication problems before a campaign begins.
• Posttesting of ads enables marketers to evaluate a campaign after it runs.
AACSB: Analytic
Blooms: Understand
93. Compare the benefits and drawbacks of primary and secondary data.
Information collected from the marketplace about a specific problem is called primary data. Acquiring it is typically expensive and time-consuming.
Secondary data is information previously collected or published, usually for some other purpose, by the firm or some other organization. This
information is readily available, either internally or externally, and can be gathered more quickly and inexpensively than primary data. However, it does
not always focus on the specific issue an agency might hope to learn more about.
AACSB: Analytic
Blooms: Understand
94. Differentiate between quantitative and qualitative research.
Qualitative research is conducted to get a general impression of the market, the consumer or the product. This enables marketing researchers to gain
insight into both the population whose opinion will be sampled and the subject matter itself. To get hard numbers about specific marketing situations,
researchers may perform a survey or use some other form of quantitative research.
AACSB: Analytic
Blooms: Understand
95. How has the development of product labels with the Universal Product Code (UPC) benefited the observation method of conducting marketing
research?
Technology has greatly facilitated the observation method. One example is the Universal Product Code (UPC) label, an identifying series of vertical
bars with a 12-digit number that adorns every consumer packaged good. By reading the codes with optical scanners, researchers can tell which products
are selling and how well. The UPC label not only increases speed and accuracy at the checkout counter; it also enables timely inventory control and
gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising.
AACSB: Technology
Blooms: Understand
Difficulty: 3 Hard
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96. What is a focus group? How do focus groups contribute to research studies?
A focus group is a qualitative method of research in which six or more people from the target market are invited to a group session to discuss the
product, the service, or the marketing situation for an hour or more. Focus groups don’t represent a valid sample of the population, but the participants’
responses are useful for several purposes. They can provide input about the viability of prospective spokespeople; determine the effectiveness of
visuals, concepts, and strategies; and identify elements in ads that are unclear or claims that don’t seem plausible.
AACSB: Analytic
Blooms: Understand
97. Distinguish between direct questioning and experimental method.
Direct questioning is a method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative
advertisements in the early stages of development. Experimental method is a method of scientific investigation in which a researcher alters the stimulus
received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus.
AACSB: Analytic
Blooms: Understand
98. Describe the effectiveness of inquiry tests in posttesting ads.
By using inquiry tests—in which consumers respond to an ad for information or free samples—researchers can test an ad’s attention-getting value,
readability, and understandability. These tests also permit fairly good control of the variables that motivate reader action, particularly if a split-run test
is used. Unfortunately, inquiries may not reflect a sincere interest in a product, and responses may take months to receive.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
99. Why is it important that tests used to gather information for advertising research be both valid and reliable?
The test must truly measure what it is intended to measure. The degree to which it accomplishes this goal determines its validity. For a test to have
validity, results must be free of bias and reflect the true status of the market. In addition, the test must produce approximately the same results each time
it is administered. When this goal is accomplished, the test is deemed reliable.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
100. Discuss the challenges faced by international marketers in collecting primary research data.
When marketers conduct primary research, there is always one legitimate concern—the accuracy of the findings. This is especially TRUE when
conducting quantitative research and when doing research in international markets. International marketers face a number of challenges when they
collect primary data. For one thing, research overseas is often more expensive than domestic research. Many marketers are surprised to learn that
research in five countries costs five times as much as research in one country; there are no economies of scale. But advertisers must determine whether
their messages will work in foreign markets. Advertisers need more than just facts about a country’s culture. They need to understand and appreciate the
nuances of its cultural traits and habits, a difficult task for people who don’t live there or speak the language. Conducting original research abroad can be
fraught with problems. First, the researcher must use the local language, and translating questionnaires can be tricky. Second, many cultures view
strangers suspiciously and don’t wish to talk about their personal lives. Despite these problems—or perhaps because of them—it’s important for global
advertisers to perform research. Competent researchers are available in all developed countries, and major international research firms have local
offices in most developing countries.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
Category # of Questions
AACSB: Analytic 64
6-21
AACSB: Reflective Thinking 34
AACSB: Technology 2
Accessibility: Keyboard Navigation 80
Blooms: Apply 34
Blooms: Remember 15
Blooms: Understand 51
Difficulty: 1 Easy 15
Difficulty: 2 Medium 74
Difficulty: 3 Hard 11
Learning Objective: 06-01 Describe the role of account planners in advertising agencies. 3
Learning Objective: 06-02 Discuss how research can help advertisers select target markets, media vehicles, and advertising messages. 15
Learning Objective: 06-03 List the basic steps in the marketing research process. 14
Learning Objective: 06-04 Compare the common methods used in qualitative and quantitative research. 29
Learning Objective: 06-05 Justify the pretesting and posttesting of advertising messages. 14
Learning Objective: 06-06 Identify issues that can affect the accuracy and usability of quantitative research. 25
Topic: Common Research Methods 36
Topic: Proper Effectiveness Research 36
Topic: Steps in the Marketing Research Process 14
Topic: The Role of Account Planners and Specialized Marketing Communication Organizations 3
Topic: The Role of Research in Selecting Target Markets, Media Vehicles, and Advertising Messages 11
6-22

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M Advertising 3rd Edition Schaefer Test

1. Advertising research uncovers the information needed to make advertising decisions.

2. Pretesting and posttesting are categories of advertising research.

5. Advertising is one of the largest costs in a company’s marketing budget.

6. Primary research is the first step in the research process.

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

11. In the observation method, researchers monitor people’s actions.

Feedback: In the observation method, researchers monitor people’s actions.

15. There is no one best method for pretesting advertising variables.

17. The final step in the research process is ad posttesting.

AACSB: Reflective Thinking

23. It’s important for global advertisers to perform research.

AACSB: Reflective Thinking

AACSB: Reflective Thinking

35. The first step in the research process is to

AACSB: Reflective Thinking

AACSB: Reflective Thinking

39. A disadvantage of collecting primary data is that it is

AACSB: Reflective Thinking

AACSB: Reflective Thinking

42. In comparison to primary data, secondary data

AACSB: Reflective Thinking

AACSB: Reflective Thinking

46. Which question would be used to gather qualitative research?

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

52. The observation method of data collection

AACSB: Reflective Thinking

54. The development of ______ facilitated the collection of observation data.

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

68. For a quantitative test to be valid, the test must

AACSB: Reflective Thinking

70. For a quantitative test to be reliable, the test must

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

AACSB: Reflective Thinking

75. What is a characteristic of nonprobability samples?

AACSB: Reflective Thinking

AACSB: Reflective Thinking

81. Distinguish between marketing research and advertising research.

82. Describe what marketing research does.

86. What is ethnographic research?

91. What are the roles and responsibilities of account planners?

94. Differentiate between quantitative and qualitative research.

97. Distinguish between direct questioning and experimental method.

98. Describe the effectiveness of inquiry tests in posttesting ads.

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