CAA: QUESTIONS AND ANSWERS, LATEST UPDATE. ALREADY GRADED
A+
1) ________ compiles information about the product, the product category, and other details of the
marketing situation that will impact the development of advertising strategy.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Segmentation research
B
2) Which of the following is NOT a type of research used in planning advertising and marketing
communication?
A) market research
B) consumer research
C) advertising research
D) strategic research
E) segmentation research
E
3) ________ identifies people who are in the market for a product in terms of their characteristics,
attitudes, interests, and motivations.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
C
4) ________ focuses on message development research, media planning research, and evaluation, as
well as information about competitors' advertising.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
A
5) ________ uncovers critical information that becomes the basis for strategic planning decisions for
both marketing and marketing communication.
A) Segmentation research
B) Market research
C) Consumer research
,D) Strategic research
E) Copy research
D
6) Background research that relies upon available published information about a topic is called
________.
A) strategic research
B) quantitative research
C) primary research
D) secondary research
E) qualitative research
D
7) Government organizations and trade associations are both sources of ________ data.
A) primary
B) secondary
C) ethnographic
D) subscription
E) unregulated
B
8) Radio Facts, published by the Radio Advertising Bureau, is an example of ________.
A) qualitative research
B) primary information
C) a trade association report that helps advertisers make better decisions
D) a report developed by a secondary research supplier
E) a government report that helps advertisers make better decisions
C
9) The Survey of Current Business from the U.S. Department of Commerce is an example of ________.
A) qualitative research
B) primary information
C) a trade association report that helps advertisers make better decisions
D) a report developed by a secondary research supplier
E) a government report that helps advertisers make better decisions
E
10) Lexis-Nexis and Dow Jones' Factiva are both examples of ________.
A) qualitative research suppliers
B) primary research suppliers
C) trade associations
D) secondary research suppliers
E) reports supplied by government agencies
, D
11) Which of the following statements is FALSE regarding secondary research?
A) It is called secondary because it is information that has been collected and published by someone
else.
B) Many statistics used by advertisers come from government census records on the population's size,
geographic distribution, age, income, occupation, education, and ethnicity.
C) Secondary research found on the Internet is not valid.
D) Trade associations are a reliable source for secondary research.
E) Secondary research suppliers gather and organize information around specific topic areas for other
interested parties
C
12) Information that is collected for the first time from original sources is called ________.
A) market research
B) quantitative research
C) primary research
D) secondary research
E) government research
C
13) When companies do their own tracking and monitoring of their customers' behavior, which type
of research are they conducting?
A) primary
B) secondary
C) supplier
D) experimental
E) sample
A
14) A. C. Nielsen is a large company that conducts research for clients. As the major supplier of
program ratings in the television industry, it also monitors television viewing habits. These ratings are
used by television networks and stations to determine the price of advertising time during a specific
program. What type of research does A. C. Nielsen perform?
A) primary
B) secondary
C) qualitative
D) experimental
E) A, B, and C
A
15) Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those
who purchase or influence the purchase of a particular good or service are called ________.
A) secondary research suppliers
A+
1) ________ compiles information about the product, the product category, and other details of the
marketing situation that will impact the development of advertising strategy.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Segmentation research
B
2) Which of the following is NOT a type of research used in planning advertising and marketing
communication?
A) market research
B) consumer research
C) advertising research
D) strategic research
E) segmentation research
E
3) ________ identifies people who are in the market for a product in terms of their characteristics,
attitudes, interests, and motivations.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
C
4) ________ focuses on message development research, media planning research, and evaluation, as
well as information about competitors' advertising.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
A
5) ________ uncovers critical information that becomes the basis for strategic planning decisions for
both marketing and marketing communication.
A) Segmentation research
B) Market research
C) Consumer research
,D) Strategic research
E) Copy research
D
6) Background research that relies upon available published information about a topic is called
________.
A) strategic research
B) quantitative research
C) primary research
D) secondary research
E) qualitative research
D
7) Government organizations and trade associations are both sources of ________ data.
A) primary
B) secondary
C) ethnographic
D) subscription
E) unregulated
B
8) Radio Facts, published by the Radio Advertising Bureau, is an example of ________.
A) qualitative research
B) primary information
C) a trade association report that helps advertisers make better decisions
D) a report developed by a secondary research supplier
E) a government report that helps advertisers make better decisions
C
9) The Survey of Current Business from the U.S. Department of Commerce is an example of ________.
A) qualitative research
B) primary information
C) a trade association report that helps advertisers make better decisions
D) a report developed by a secondary research supplier
E) a government report that helps advertisers make better decisions
E
10) Lexis-Nexis and Dow Jones' Factiva are both examples of ________.
A) qualitative research suppliers
B) primary research suppliers
C) trade associations
D) secondary research suppliers
E) reports supplied by government agencies
, D
11) Which of the following statements is FALSE regarding secondary research?
A) It is called secondary because it is information that has been collected and published by someone
else.
B) Many statistics used by advertisers come from government census records on the population's size,
geographic distribution, age, income, occupation, education, and ethnicity.
C) Secondary research found on the Internet is not valid.
D) Trade associations are a reliable source for secondary research.
E) Secondary research suppliers gather and organize information around specific topic areas for other
interested parties
C
12) Information that is collected for the first time from original sources is called ________.
A) market research
B) quantitative research
C) primary research
D) secondary research
E) government research
C
13) When companies do their own tracking and monitoring of their customers' behavior, which type
of research are they conducting?
A) primary
B) secondary
C) supplier
D) experimental
E) sample
A
14) A. C. Nielsen is a large company that conducts research for clients. As the major supplier of
program ratings in the television industry, it also monitors television viewing habits. These ratings are
used by television networks and stations to determine the price of advertising time during a specific
program. What type of research does A. C. Nielsen perform?
A) primary
B) secondary
C) qualitative
D) experimental
E) A, B, and C
A
15) Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those
who purchase or influence the purchase of a particular good or service are called ________.
A) secondary research suppliers
