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Materials sent to a field service should always be accompanied by a cover letter that provides detailed information on the research, commitments, agreements, and particulars of the methodology. The decision whether or not to disguise a questionnaire is primarily influenced […]

________ refers to the smooth flow of thoughts in a research report. A) Systemics B) Congruence C) Synchronization D) Harmony E) Coherence A perceptual mapping study was conducted to explore consumers’ perceptions of various brands of television sets. Two dimensions […]

You are examining the pattern of response on a survey prior to data analysis. The examination of the data on the question level should be followed by a review of each individual respondent’s pattern of response. Variables used in segmentation […]

At the start of an experiment everyone is excited about their participation. Everyone takes a great deal of care in completing the pretest survey. The experiment takes five hours to complete. At the end of the experiment, a post-test questionnaire […]

With regard to neuromarketing, there is widespread agreement that the EEG is a superior approach to brain monitoring versus fMRI. A well written informed consent statement makes it clear that participation in the research is voluntary. Answer: TRUE Think about […]

Below are sources of qualitative information. – verbal text – written text – pictures – video How many, if any, of these is QUADAS able to code and analyze? A) 0 B) 1 C) 2 D) 3 E) 4 A […]

When forming segments, it is important that responses to the classification variables be similar within segments and different across segments. Most focus group facilities can also assist with participant recruitment. Answer: TRUE Respondents’ expectations that their responses will be treated […]

Think about concept and communication tests. At the end of the test, you want to explore attitudinal or behavior impact. In this regard, consider the two questions shown below. I. Based on what you read, how likely are you to […]

Which of the following is most likely to provide research data on a subscription basis? A) Custom research supplier B) Syndicated research supplier C) Internal research supplier D) External research supplier E) All of the above are equally likely Which […]

Consider the correspondence map shown below. Which attribute shown below is the most valued by consumers? A) Excellent selection B) Reliable phones C) Excellent service D) Knowledgeable salespeople The specific planning for focus groups begins with two simultaneous sets of […]

Which type of sampling process allows you to confidently generalize the research findings to the population from which the sample was drawn? A) Convenience sampling B) Probability sampling C) Nonprobability sampling D) Snowball sampling E) Quota sampling Peg gives everyone […]

Imagine that you are conducting research to explore the effects of different manipulations on responses to online advertising. You are using a 2 x 2 x 3 design. How many different versions of the ad would be needed? A) 4 […]

Only ________ sampling allows you to make valid generalizations about the population from which the sample was drawn. A) random B) judgment C) nonrandom D) snowball E) quota Consider the holes shown on the target below. If the holes represent […]

The search phrase “trends + yogurt” will return identical results when used on Google and Bing. Mapes and Ross’ copy testing methodology measures commercial persuasion by comparing pre-exposure brand preferences to post-exposure brand preferences. Answer: TRUE A passive observer typically […]

Which of the following descriptive statistics is (are) appropriate for rating scales? A) percentages B) averages C) standard deviation D) all three are appropriate ways to examine responses to a rating scale Think about concept and communication tests. Initial questions […]

The questionnaire ________ explains the purpose and goals of the research and asks for respondent participation. A) screener B) introduction C) classification questions D) synopsis The following two statements refer to the structure of experiments. I. An experiment can only […]

According to VALS, ________ are motivated by self-expression. They express themselves and experience the world by working on it – building a house, raising children, fixing a car, or canning vegetables – and have enough skill and energy to carry […]

Mary is the moderator for a focus group. The group consists of many shy individuals. Mary wants to avoid making these individuals feel uncomfortable, so she decides not to mention that the groups are being filmed and that individuals are […]

According to Gallup & Robinson, levels of recall are the key measures associated with commercial ________. A) persuasion B) believability C) intrusiveness D) relevance E) appeal The following may or may not describe acceptable practice in the writing of concept […]

Think about Stanton’s “Bill of Rights” for virtual world research. How many of the following are part of this “Bill of Rights?” – the right to know that I am a subject – the right to learn the benefits of […]

Consider the two statements below with regard to focus group planning. I. When planning for the number of groups to be held, it is generally unwise to hold only one group per city. II. The number of locations selected for […]

The last step in the creation of a brand concept map is ________. A) aggregation B) mapping C) elicitation According to VALS, ________ are trendy and fun loving. They are concerned about the opinions and approval of others. Money defines […]

With regard to eye tracking data, ________ identifies the visual element(s) that maintain attention. A) first fixation B) most fixation C) total gaze time D) individual gaze time According to Mapes and Ross, ________ is a measure of respondents’ ability […]