Advertising and Marketing Research Multiple Choice Questions
1. Men who read sports magazines are ________. Is an example of ?
a. word completion.
b. sentence completion.
c. question completion.
d. story completion
Answer: a
b. sentence completion.
2. A technique in which a consumer is asked to assume the role/behaviour of an object or another person.
a. third- person technique.
b. cartoon test.
c. role -play.
d. personification
Answer: a
c. role -play.
3. Data collected on field.
a. secondary data.
b. internal data.
c. external data
d. primary data
Answer: a
d. primary data
4. Questions that ask respondents to provide a rating on a specific matter on a scale of 1-10 or in a scale of ‘poor’ to ‘good’ is an example of which scale?
a. rank order scaling
b. the staple scale question
c. sematic differential scale
d. rating scale questions
Answer: a
d. rating scale questions
5. What proceeds Analyzing and interpreting the outcomes in steps of experimental research methods?
a. reporting results
b. drawing the conclusion
c. measuring the outcomes/ collection of data
d. administration of test/carrying out the study
Answer: a
c. measuring the outcomes/ collection of data
6. In census the data is collected through ———-
a. standardised tests
b. interviews
c. secondary data
d. observations
Answer: a
b. interviews
7. The ____________________ is the basic unit containing the elements of the population to be sampled.
a. sampling frame
b. population
c. sampling
d. sampling unit
Answer: a
d. sampling unit
8. A probability sampling technique in which each element in the population has a known and equal probability of selection is known as simple _________.
a. random sampling
b. purposive sampling
c. quota sampling
d. cluster sampling
Answer: a
a. random sampling
9. For Devising a Good Questionnaire
a. technical or specialized words be used
b. use long sentences
c. the wording must be kept simple
d. writing style should be inaccurate.
Answer: a
c. the wording must be kept simple
10. Ratio Scale:
a. the most common examples of ratio scales are currency
b. the most common examples of ratio scales are weight, age, height, and money.
d. the most common examples of ratio scales are products
Answer: a
b. the most common examples of ratio scales are weight, age, height, and money.
11. Attitude scales are used to measure:
a. attitudes, opinions or values
b. people attitudes
c. attitudes, opinions
d. attitudes
Answer: a
a. attitudes, opinions or values
12. Eye movement camera is used for
a. theater test
b. positive image building for long term recall
c. tracking movement of the eye over press advertisements
d. sales effect test
Answer: a
d. sales effect test
13. Which one of the following is NOT used in advertising research?
a. copy testing
b. voting intention
c. pre-testing
d. post-testing
Answer: a
b. voting intention
14. To assess if advertisement has achieved its objectives, we will use
a. literature review
b. sampling techniques
c. post testing methods
d. secondary data research
Answer: a
c. post testing methods
15. Slogan Testing is the method of which research?
a. copy research
b. copy testing
c. pre-testing
d. post-testing
Answer: a
a. copy research
16. Which is the greatest limitation of Pre-testing?
a. ample of concepts
b. halo effect
c. excellent recall
d. expert jury members
Answer: a
b. halo effect
17. What is the purpose of copy Research?
a. to make communication more effective
b. to spot errors in the copy
c. idea generation
d. to find out its comprehension
Answer: a
c. idea generation
18. Which test is conducted at the end of the creation process?
a. copy research
b. copy testing
c. pre-testing
d. post testing
Answer: a
b. copy testing
19. After the data analysis, the next step is to test the_______.
a. sample design
b. questionnaire designing
c. hypothesis testing
d. presentation
Answer: a
c. hypothesis testing
20. In __________ questionnaires are send to the respondents, they fill it up and send it back
a. telephonic survey
b. personal interview
c. mall intercept
d. mail survey
Answer: a
d. mail survey
21. An____________ is a scale of measurement where the distance between any two adjacent units of measurement intervals is the same but the zero point is arbitrary
a. attitude scale
b. likert scale
c. interval scale
d. numerical scale
Answer: a
c. interval scale
22. Marketing research is continuous and ________process.
a. knowledge
b. systematic
c. specialized
d. promotional
Answer: a
b. systematic
23. New product development research helps companies refine their __________.
a. marketing strategy
b. promotion strategy
c. media strategy
d. product design
Answer: a
d. product design
24. The health of a brand is measured by its _________.
a. brand equity
b. brand loyalty
c. brand logo
d. brand association
Answer: a
a. brand equity
25. ______________Research of a product is conducted in the laboratory in order to develop a product with latest design.
a. market research
b. advertising research
c. technical research
d. media research
Answer: a
c. technical research