Ch. 6-7
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
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| show | True
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| show | True
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| show | False
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| show | True
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| The first step in the research process is exploratory research. | show 🗑
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| show | False - because it is not an open ended question
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| show | True
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| In the observation method, researchers monitor people's actions. True False | show 🗑
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| show | True
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| Five methods for posttesting ads are aided recall tests, unaided recall tests, attitude tests, inquiry tests and sales tests. | show 🗑
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| The final step in the research process is ad post-testing. | show 🗑
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| For a test to be valid, its results must be free of bias and reflect the true status of the market. | show 🗑
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| Researchers often use probability samples because they are easy, less expensive and less time-consuming than other sampling methods. | show 🗑
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| show | True
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| show | True
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| show 🗑
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| 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 | show 🗑
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| The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads. A. empowerment B. account planning C. customer transformation D. relationship marketing E. relationship research | show 🗑
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| _____ is the systematic gathering, recording and analysis of new information to help managers make marketing decisions. A. Market analysis B. A data assessment C. Marketing research D. Environmental analysis E. Research behavior | show 🗑
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| show | Advertising Research
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| show | Marketing research
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| show | Product concept
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| show | pretesting
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| _____ 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. | show 🗑
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| show | analyze the situation and define the problem
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| show |
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Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
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