moriartyadvimc9tif市场营销Word格式.docx
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moriartyadvimc9tif市场营销Word格式.docx
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Skill:
Concept
Objective:
6-1
2)WhichofthefollowingisNOTatypeofresearchusedinplanningadvertisingandmarketingcommunication?
A)marketresearch
B)consumerresearch
C)advertisingresearch
D)strategicresearch
E)segmentationresearch
E
2PageRef:
3)________identifiespeoplewhoareinthemarketforaproductintermsoftheircharacteristics,attitudes,interests,andmotivations.
E)Copyresearch
C
4)________focusesonmessagedevelopmentresearch,mediaplanningresearch,andevaluation,aswellasinformationaboutcompetitors'
advertising.
A
5)________uncoverscriticalinformationthatbecomesthebasisforstrategicplanningdecisionsforbothmarketingandmarketingcommunication.
A)Segmentationresearch
D
6)Backgroundresearchthatreliesuponavailablepublishedinformationaboutatopiciscalled________.
A)strategicresearch
B)quantitativeresearch
C)primaryresearch
D)secondaryresearch
E)qualitativeresearch
164
7)Governmentorganizationsandtradeassociationsarebothsourcesof________data.
A)primary
B)secondary
C)ethnographic
D)subscription
E)unregulated
8)RadioFacts,publishedbytheRadioAdvertisingBureau,isanexampleof________.
A)qualitativeresearch
B)primaryinformation
C)atradeassociationreportthathelpsadvertisersmakebetterdecisions
D)areportdevelopedbyasecondaryresearchsupplier
E)agovernmentreportthathelpsadvertisersmakebetterdecisions
9)TheSurveyofCurrentBusinessfromtheU.S.DepartmentofCommerceisanexampleof________.
10)Lexis-NexisandDowJones'
Factivaarebothexamplesof________.
A)qualitativeresearchsuppliers
B)primaryresearchsuppliers
C)tradeassociations
D)secondaryresearchsuppliers
E)reportssuppliedbygovernmentagencies
11)WhichofthefollowingstatementsisFALSEregardingsecondaryresearch?
A)Itiscalledsecondarybecauseitisinformationthathasbeencollectedandpublishedbysomeoneelse.
B)Manystatisticsusedbyadvertiserscomefromgovernmentcensusrecordsonthepopulation'
ssize,geographicdistribution,age,income,occupation,education,andethnicity.
C)SecondaryresearchfoundontheInternetisnotvalid.
D)Tradeassociationsareareliablesourceforsecondaryresearch.
E)Secondaryresearchsuppliersgatherandorganizeinformationaroundspecifictopicareasforotherinterestedparties.
165
AACSB:
Useofinformationtechnology
12)Informationthatiscollectedforthefirsttimefromoriginalsourcesiscalled________.
E)governmentresearch
13)Whencompaniesdotheirowntrackingandmonitoringoftheircustomers'
behavior,whichtypeofresearcharetheyconducting?
C)supplier
D)experimental
E)sample
14)A.C.Nielsenisalargecompanythatconductsresearchforclients.Asthemajorsupplierofprogramratingsinthetelevisionindustry,italsomonitorstelevisionviewinghabits.Theseratingsareusedbytelevisionnetworksandstationstodeterminethepriceofadvertisingtimeduringaspecificprogram.WhattypeofresearchdoesA.C.Nielsenperform?
A)primary
C)qualitative
E)A,B,andC
15)Firmsthatspecializeininterviewing,observing,recording,andanalyzingthebehaviorofthosewhopurchaseorinfluencethepurchaseofaparticulargoodorservicearecalled________.
A)secondaryresearchsuppliers
C)traderesearchsuppliers
D)advertisingresearchsuppliers
E)certifiedresearchsuppliers
16)WhichofthefollowingorganizationssurveyslargesamplesofAmericanconsumers,askingquestionsaboutconsumption,possession,anduseofawiderangeofproducts,services,andmedia?
A)Lexis-Nexis
B)Off-the-ShelfPublications
C)DialogInformationServices
D)DowJonesFactiva
E)SimmonsMarketResearchBureau
3PageRef:
17)________researchprovidesinsightintotheunderlyingreasonsforhowconsumersbehaveandwhy,usingtoolssuchasobservation,ethnographicstudies,in-depthinterviews,andcasestudies.
A)Secondary
B)Quantitative
C)Qualitative
D)Neural
E)Experimental
167
18)Whichofthefollowingstatementsistrue?
A)Primaryresearchcanbequantitativeorqualitative,butnotexperimental.
B)Primaryresearchcanbequantitative,qualitative,orexperimental.
C)Primaryresearchisexperimental,notqualitativeorquantitative.
D)Primaryresearchisqualitative,notquantitativeorexperimental.
E)Primaryresearchisquantitative,notqualitativeorexperimental.
167-168
19)________researchdeliversnumericaldatasuchasnumberofusersandpurchases,theirattitudesandknowledge,theirexposuretoads,andothermarket-relatedinformation.
20)Whatarethetwoprimarycharacteristicsofquantitativeresearch?
A)largesamplesizesandquotasampling
B)smallsamplesizesandrichdata
C)primaryandsecondarydata
D)smallsamplesizesandconsumerinsights
E)largesamplesizesandrandomsampling
21)Experimentalresearchisusedto________.
A)testhypothesesaboutcause-and-effectrelationships
B)gatherpreliminaryinformationthatwillhelpdefineproblems
C)uncoverinformationinanunstructuredway
D)describemarketingproblemsorsituations
E)quantifyobservationsthatproduceinsightsunobtainablethroughotherformsofresearch
168
5-4
22)________isformalresearch,suchassurveys,in-depthinterviews,observationalmethods,focusgroups,andalltypesofprimaryandsecondarydatausedtodevelopamarketingplanand,ultimately,provideinformationforanadvertisingplan.
A)Marketingresearch
B)Mediaresearch
C)Consumerinsightresearch
D)Semioticanalysis
E)Concepttesting
169
23)WhichofthefollowingisLEASTlikelytobeabenefitofconductingmarketingresearch?
A)assessingmarketpotentialandmarketshare
B)understandingcustomersatisfactionandpurchasebehavior
C)measuringtheeffectivenessofaccountingpractices
D)measuringtheeffectivenessofpromotionactivities
E)understandingcustomermotivation
24)________includesanassessmentofabrand'
sroleandperformanceinthemarketplace,aswellasaninvestigationofhowpeopleperceivebrandpersonalitiesandimages.
A)Competitiveanalysis
B)Brandexperienceresearch
D)Mediaresearch
25)Whenanagencygetsanewclient,thefirstthingtheagencyteamshoulddoislearnaboutthe________.
A)competition
B)socialmedia
C)networkofassociations
D)brand
E)validityofpreviousresearch
26)Whenconductinga________,theadvertisingplannerwilleitherformallyorinformallybeginanassignmentbycollectingeverypossiblepieceofadvertisingandotherformofmarketingcommunicationbythebrand,aswellasitscompetitors'
andotherrelevantcategoriesthatmayhavelessonsforthebrand.
A)mediaaudit
B)semioticanalysis
C)brandexperienceaudit
D)marketingcommunicationaudit
E)competitiveanalysis
171
27)Whenconductinga(n)________,accountteammemberswillbuyandtestotherproductsinabrand'
scategory.
B)semioticanaly
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