One Test of Whether Marketing Research Should Be Done Is

question 197

Multiple Choice

One test of whether marketing research should be done is if

• A) different outcomes will lead to different marketing actions.
• B) multiple changes can be implemented simultaneously.
• C) interpreting the data can be done using a jury of executive opinions.
• D) the decision to undertake it is unanimous.
• E) there is a budget for the research.

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Definitions:

Frequency in Advertising

The number of times an advertisement is presented to the target audience over a specific period.

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.