Advertising

Front 1

Identifying the consumer insight is the
responsibility of which person in an
advertising agency?

Back 1

Pg. 172

Front 2

A.C. Nielsen would be a good illustration of a
company that serves as a primary research
supplier.

Back 2

True

Front 3

The type of research that involves a group of
8 to 10 people discussing a product and how
they use the product is a(n):

Back 3

Focus group

Front 4

Studying the behaviors of individuals in their
natural settings is called:

Back 4

Observational research

Front 5

Ethnographic research involves the researcher
in living the lives of the people being studied.

Back 5

True

Front 6

Customized research is most associated with
which of the following research formats?

Back 6

Primary research

Front 7

Sam Nash is interested in forecasting fashion
trends so he can use the most up-to-date
fashions in his fall advertising. Because he
does not have much money for the project,
Sam has decided to go to the library and
examine the last five years editions of several prominent fashion
magazines to make his forecast. Which of the following research
methods is Sam using?

Back 7

Secondary research

Front 8

To determine consumers’ reasons, feelings,
and motivations, researchers use _____________
research methods.

Back 8

Qualitative

Front 9

Reading everything that is available on the
product, company, and industry is an example
of informal intelligence gathering called:

Back 9

Pg. 165

Front 10

The type of research used to gather information needed in planning the use of a variety of
marketing communication tools is called:

Back 10

Pg. 165