Chapter 3 Research in Marketing Terms Quiz

A survey is a marketing approach used to gather and then combine feedback to better understand the provided responses

• true

• false

Brand recognition is

• represented in how a consumer feels about a given brand

• when you recognize Geoffrey the Giraffe, and know he represents Geoffrey's Toy Box (previously Toy R Us)

• when a consumer sees a brand logo or some other brand respresentation or prompt and knows the corresponding brand

Brand perception is how a consumer feels about a given brand

• true

• false

Secondary research is

• the act of gathering information relative to a company's actions

• original research, or research carried out and planned by a sponsoring organization

• previously gathered research being used in context other than that of its original representation

The following statement(s) is/are true about "channels"

• modes uses to deliver messaging

• television is used to deliver messaging

• radio ads are used to deliver messaging

Data can be described as:

• secondary research information

• multiple pieces of information that represent and help explain an entity, behavior, or event

• primary research information

closed end questions are:

• are used in surveys and questionairres

• have determined responses which do not allow for explanation

• both other responses are correct

Individuals who are looked to and respected in the industry as having valuable insights and perspectives are called:

• moderators

• thought leaders

• respondents

Respondents are those who participate in research collections activities by answering questions, providing feedback, etc.

• False

• True

The following is true about Data Analysis

• The process of understanding gathered information

• Gathered information can be quantitative or qualitative

• Both other responses are correct