The Observation Method

question 44

Multiple Choice

The observation method

• A)cannot measure all consumer characteristics precisely but can give very good estimates for awareness,intentions,motivations,and past behavior.
• B)is limited in that only behaviors can be observed.
• C)is considered to be more objective than the communication method.
• D)is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared,and observers can quickly record many observations.
• E)requires development of sophisticated procedures to be effective.

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Definitions:

IMC Campaign

Integrated Marketing Communications campaign, a strategic approach that seeks to unify and coordinate all marketing communication tools, channels, and sources into a seamless program that maximizes the impact on consumers at a minimal cost.

GRPs

Gross Rating Points, a measure in advertising that represents the percentage of the target audience reached multiplied by the frequency of exposure.

Reach

In marketing, the total number of individuals exposed to a particular advertisement or campaign over a specific period of time.

Bloomberg Businessweek

A weekly business magazine that provides information about current business events, market insights, and economic analyses.