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Exam 23: Marketing-Mix Measures

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Question 61

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In the Bruzzone Research test, over 70% of those recognizing the commercial can correctly select the correct brand from the list of three.

A) True
B) False

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Question 62

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A major advantage of using causal models over time series models is that, unlike time series models, the former do not solely rely on historical data.

A) True
B) False

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Question 63

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In selecting test cities, a researcher should consider the degree to which a city is isolated from outside media.

Forecasts can differ by

If a company decides to price its products at a point at which the profits are the greatest until the changes in the market conditions or supply costs dictate a price change, then the company follows a

Strong evidence that a product will be successful should exist before a test market is attempted.

In the through-the-book method, a respondent is asked whether he or she looked at a copy within the past week of a weekly publication.

The disadvantage of store audit data in providing accurate sales figures is that it is sensitive to inventory fluctuations.

In the TEC Audit, each woman in a panel of 3,000 keeps a record of all television commercials that she sees during one day each month.

A test of a commercial mock-up will always be less useful than a test of a finished commercial.

The laboratory test market includes a simulated store where respondents who have been exposed to advertising are asked to make purchases.

In DAR, a viewer is not recorded as recalled the ad unless he or she can recall something specific about it such as the plot or sales message.

ABC Incorporated is test marketing a product in some midwest cities. Salespeople in that area have stepped up their sales effort to ensure the maximum possible sales.The results of the test market can reliably be projected to the entire midwest region.

Advertisers are more likely to run reduced level budget split-cable tests than increased levels because of the potential to save money.

In the Behavior Scan Split-Cable testing, for each member of a panel of 3,000 people in each test town, each supermarket purchase is known, in addition to what channel their TV sets were turned to at all times.

Which of the following research methods provides a test of recognition?

Eye movement machines are used to measure ad recall.

DAR is a particularly good measure of "feeling" commercials.

It is generally expected that a concept test will prove that a concept is sound or faulty or will demonstrate definitively how it should be altered.

Regression analysis of historical data to determine the budget level is difficult because