Advertising and Promotion Research Solved
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Course Introduction
Advertising and Promotion Research explores the methodologies and strategies used to measure and evaluate the effectiveness of advertising and promotional activities. The course examines both qualitative and quantitative research techniques, including surveys, focus groups, experiments, and digital analytics, to assess consumer attitudes, behavior, and recall. Students will learn how to design, conduct, and interpret research studies, as well as how to apply insights to improve campaign planning and decision-making. Emphasis is placed on ethical considerations, current trends in media consumption, and the impact of emerging technologies on research practices within the field of advertising and promotion.
Recommended Textbook
Essentials of Marketing Research 2nd Edition by Jr
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Chapter 1: Marketing Research for Managerial Decision Making
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Q1) A manufacturing firm in the Beverages sector wants data pertaining to its nutritious drink, Health-O. A relevant market analysis study would involve all of the following, EXCEPT:
A)talking to dieticians and experts in the field of nutrition.
B)analyzing information available on national databases.
C)looking for "tweets" or "threads" in websites relating to health drinks and dieting, and analyzing them.
D)taking a survey on the 'Significance of Health drinks in daily diet'.
E)looking for information in an investor's business daily magazine.
Answer: E
Q2) It's acceptable to collect information on consumer preferences using Cookies, while at the same time maintaining consumer privacy with respect to identity.
A)True
B)False
Answer: True
Q3) Black-box methodologies are proprietary.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Process and Proposals
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Q1) Which of the following section in a research proposal discusses the method used to collect the needed data, including the various types of scales?
A)Definition of the target population
B)Sample design
C)Data collection method
D)Specific research instruments
E)Definition of the sample size
Answer: D
Q2) Which of the following helps generate insights that will help define the problem situation confronting the researcher?
A)Exploratory research
B)Descriptive research
C)Causal research
D)Assessment research
E)Pilot research
Answer: A
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4
Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Q1) Which of the following statements about hypotheses is false?
A)If the null hypothesis is rejected, we conclude that the variables are not related.
B)Researchers always test the null hypothesis.
C)The alternative hypothesis states that there is a relationship between variables.
D)A null hypothesis refers to a population parameter.
E)A null hypothesis is developed so that its rejection leads to an acceptance of the alternative hypothesis.
Answer: A
Q2) John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them?
A)Beginning and ending inventory levels
B)Sales receipts
C)Point-of-purchase displays
D)Consumer attitudes toward store displays
E)In-store promotions
Answer: D
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Q1) An advantage of focus groups includes all of the following, EXCEPT:
A)spontaneous, unrestricted group interaction among members.
B)eliciting wide-ranging participant responses.
C)high reliability of the results.
D)energetic atmosphere for focus group discussions.
E)ability to bring together difficult groups who normally would not participate in a study.
Q2) It is common to do all of the following during the beginning of a focus group session,
EXCEPT:
A)participants are told that only one person should speak at a time.
B)participants should try their best to give the right answers.
C)participants are asked to briefly introduce themselves.
D)participants are given some refreshments and an opportunity to engage in some small talk.
E)participants are told that everyone's opinions are equally valued.
Q3) Observations conducted for a formal research study can either be structured or unstructured.
A)True
B)False
Q4) Discuss the major benefits and limitations of observation data.
Page 6
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Chapter 5: Descriptive and Causal Research Designs
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Q1) Martha sends out 300 mail surveys to a representative group of respondents. Of these, 175 fill out the survey and mail it back to her. She realizes that those who responded were significantly more educated and had higher incomes than the general population. This is an illustration of:
A)response error.
B)nonresponse error.
C)sampling error.
D)interest error.
E)representation error.
Q2) Define independent variables, dependent variables, control variables and extraneous variables.
Q3) Compared to lab experiments, field experiments are characterized by all of the following, EXCEPT:
A)field experiments are more realistic.
B)field experiments are more controllable.
C)field experiments take longer to complete.
D)field experiments are more expensive to conduct.
E)field experiments can allow your competitors to learn about your initiatives (that are being field-tested).
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Chapter 6: Sampling: Theory and Methods
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Q1) Jamie Nelson is interested in determining the satisfaction of people with the service provided by their telephone company (for landline customers only). She decides to draw her sample from the telephone directory. For Jamie's research, the telephone directory is serving as a(n):
A)sampling unit.
B)element chart.
C)sampling frame.
D)element.
E)census.
Q2) All of the following are examples of sampling as witnessed in everyday life, EXCEPT: A)an interviewer making a judgment about a job candidate based on a good first impression.
B)a person flipping through television channels to find a program worth watching.
C)a person buying a house to live in with his family.
D)a person flipping through pages of magazines at a book store to determine which magazine to buy.
E)a person test driving a car before buying.
Q3) Discuss the advantages of quota sampling.
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Chapter 7: Measurement and Scaling
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Q1) What type of scale structure is being used in a question that asks the respondent to check either: Male or Female?
A)Ordinal
B)Nominal
C)Ratio
D)Interval
E)Likert
Q2) A scale has four response descriptors (such as "Strongly agree," "Somewhat agree," etc.). This scale is more likely to be a nonforced-choice scale.
A)True
B)False
Q3) It is inappropriate to use nominal scales to calculate range.
A)True
B)False
Q4) As part of the measurement process, researchers can assign either numbers or labels to phenomena they measure.
A)True
B)False
Q5) What are the two factors that drive the use of multi-item scales in research?
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Chapter 8: Designing the Questionnaire
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Q1) Questions should contain qualifying phrases.
A)True
B)False
Q2) What is the purpose of pretesting a survey?
Q3) The quality of data obtained is unaffected by the format and layout of the questionnaire.
A)True
B)False
Q4) All of the following are guidelines for writing good questions for a survey, EXCEPT:
A)questions should avoid qualifying phrases.
B)question response categories should be overlapping.
C)questions and scale items should be meaningful to the respondent.
D)questions should be simple and straightforward.
E)questions should avoid technical or sophisticated words.
Q5) Discuss the advantages and disadvantages of unstructured questions as compared to structured questions.
Q6) Self-administered surveys are used because of their high response rate (>50%).
A)True
B)False
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Chapter 9: Qualitative Data Analysis
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Q1) Which of the following statements is false about the process of iteration?
A)The iterative process may uncover issues that were previously undiscovered.
B)The iterative process must occur before integration.
C)The iterative process may involve additional data collection.
D)An important part of the iterative process is memoing.
E)One should deliberately look for contradictory evidence during the iterative process.
Q2) Which of the following statements is incorrect about categorization and coding in the data reduction step of qualitative data analysis?
A)Categories may be labeled with either names or code numbers.
B)Categories may be determined before the study itself.
C)The same sections of data may be categorized in multiple ways.
D)Some portions of a transcript may not be coded at all.
E)Once established categories cannot be modified as data analysis continues.
Q3) All of the following are valid means of triangulation, EXCEPT:
A)using multiple methods of data collection.
B)using multiple data sets.
C)having multiple researchers analyze the data.
D)collecting data in different time periods.
E)analyzing data at two different time periods.
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Page 11
Chapter 10: Preparing Data for Quantitative Analysis
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Q1) Cross-tabulation is most often used with nominally or ordinally scaled data.
A)True
B)False
Q2) If a researcher makes a subjective judgment about classifying a response into a predefined category, the researcher is working on which aspect of the data editing process?
A)Courtesy and respect
B)Accurate recording of answer
C)Correct screening questions
D)Reponses to open-ended items
E)Probing for a deeper response
Q3) All of the following statements are true about coding, EXCEPT:
A)coding can be tedious if certain issues are not addressed prior to collecting the data.
B)a well-planned questionnaire can reduce the amount of time spent on coding.
C)for open-ended questions, a coding process should be prepared before collecting data.
D)numerical codes are easier to input than alphanumeric codes.
E)coding involves grouping and assigning values to responses to the survey questions.
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) When one independent variable is studied across three or more groups, this is known as a one-way ANOVA.
A)True
B)False
Q2) Perceptual maps are visual representations of respondents' perceptions of a company, product, service, brand, or any other object in three dimensions.
A)True B)False
Q3) Which of the following statements is false regarding hypotheses?
A)Hypotheses may be derived from previous research, theory, or the current business situation.
B)A hypothesis is an unproven supposition.
C)Hypotheses are developed prior to data collection.
D)The alternative hypothesis states that there is a difference between group means.
E)The null hypothesis is typically not tested.
Q4) Distinguish between independent samples and paired samples?
Q5) How are sample statistics different from population parameters?
Q6) When would you use ANOVA instead of a chi-square test?
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Chapter 12: Examining Relationships in Quantitative Research
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Q1) "As the ownership of DVD players goes up, DVD rentals at Blockbuster will also go up." This statement illustrates the concept of:
A)co-dependence.
B)co-alteration.
C)covariation.
D)co-existence.
E)convergence.
Q2) A problem area for marketing researchers in multiple regression is when the independent variables are highly correlated among themselves.
A)True
B)False
Q3) In a regression analysis, the horizontal distance between the estimated regression line and the actual data points is the unexplained variance called error.
A)True
B)False
Q4) Bivariate regression has only one independent variable. A)True
B)False
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Chapter 13: Communicating Marketing Research Findings
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Q1) Both t-tests and ANOVAs can be displayed on bar charts created in SPSS.
A)True
B)False
Q2) The section on research methods and procedures should include all of the following, EXCEPT:
A)research hypotheses.
B)research design used.
C)types of secondary data used.
D)sampling unit used.
E)sample size.
Q3) Discuss five problem areas that may arise when writing a marketing research report.
Q4) Reports can be used for comparison purposes.
A)True
B)False
Q5) Discuss the organization format common to all marketing research reports.
Q6) Information in the appendix is cited in the report to guide the reader to further technical or statistical detail.
A)True
B)False
Page 15
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