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 by the
extent to which it is believed that a respondent will provide biased answers if the
research sponsor and/or purpose is known.
It is not possible to determine the statistical significance of a correlation coefficient.
The quality and validity of generalizations drawn from a research study are only
minimally influenced by its target definition.
DoubleClick’s DART is an example of an ad serving service that tries to increase the
relevance of the advertising which individuals see as they visit different web sites.
One limitation of qualitative research is that it does not allow researchers to “get close
to the data” and see/hear respondents express their thoughts in their own words.
It is illegal for stores to use loyalty cards to monitor and track shoppers behaviors.
Focus groups are a form of nonprobability sampling. It is acceptable to generalize the
results of focus groups to the broader population from which the participants were
drawn.
The text’s discussion of the operational definitions of “attitude toward the
advertisement” illustrates that every conceptual definition should move to one and only
one operational definition.
Premeasurement threats to internal validity occur after exposure to the independent
variable.
The process of online search described in the text recommends that after a number of
searches are completed, you then systematically read key findings and reflect on results
before proceeding with additional, more refined, searches.
A significant interaction indicates that variables work independently while a
nonsignificant interaction indicates that the combined impact of one or more variables
is greater (or less) than the influence of each variable individually.
During the initial phases of qualitative data analysis, the analyst should only pay
attention to comments and statements explicitly appearing in the tapes or transcripts.
Questionnaire pilot or pretesting is not recommended for segmentation research.
For any given research situation, the preferred approach to collecting survey data is the
approach that has the greatest likelihood of providing the most accurate information in
the shortest time at the lowest cost.
After an advertising-related eye tracking study, an advertiser is only able to identify the
elements of the ad which are looked at. Elements which were ignored cannot be
identified.
A concept test headline should closely resemble the headline that will be used in the
final advertisement.
The first step in preparing data for analysis is to compute the mean for each appropriate
measure.
CGM monitoring can provide insights into consumers’ mindsets, attitudes and beliefs.
Inferences of respondents’ belief intensity can be drawn from the manner in which the
belief is expressed.
When faced with comparable parameters, personal interviews (versus other approaches
to data collection) tend to be the most expensive form of data collection.
Qualitative research is very appropriate when there is a need to better define an
advertising problem after quantitative research has been conducted.
The potential for moderator-introduced bias is greater in focus groups versus personal
interviews.
Survey results become more reliable and valuable for decision making when individuals
are asked for introspection in areas of behavior they do not normally think about.
It is unethical to falsely say to a research supplier “If you give us a break on this
research, I know that I can throw a lot of business your way later this year.”
Every experiment has at least one manipulation.
The list of rating scale response options must always contain a neutral option, for
example, “neither agree nor disagree.”
Stanton takes the point of view that conducting research in virtual worlds is unethical
and should be avoided.
It is often advantageous to ask “why” questions when formulating specification
questions.
The interpretation of projective techniques requires that we take an individual’s
responses at face value.
When planning an A/B test, an advertiser has only one option: to have the test ad reflect
a single, incremental change versus the current ad.
The use of visuals and headlines are important, required components of a concept.
Two commercials are tested. Commercial A uses a five-point scale to measure
believability while Commercial B uses a seven-point scale to measure believability. The
different number of scale options prevents a comparison of the two scales’ standard
deviations.
Advocates of CAQDAS note that this software is best used as a tool rather than as a
replacement for analyst skill and judgment.
Which of the following descriptive statistics is (are) appropriate for ratio level
measures?
A) percentages
B) averages
C) standard deviation
D) all three are appropriate ways to examine responses to ratio level measures
There is (are) ________ levels of measurement.
A) one
B) two
C) three
D) four
E) five
The ________ page is a research report’s first or cover page.
A) heading
B) focus
C) inscription
D) title
E) ownership
The question “What are all the different criteria you use to evaluate music blogs?” is an
example of a(n) ________ question.
A) specification
B) grand tour
C) structural
D) idealization
E) hypothetical-interaction
Questions related to a respondents age, gender and income (if not collected on the
screener) would be placed in the ________ of the questionnaire.
A) beginning
B) end
C) middle
A(n) ________ question gives the respondent a predefined set of response options from
which he or she can choose.
A) closed-ended
B) open-ended
The statements below refer to the outcomes of qualitative data analysis.
I. Qualitative data analysis often seeks to uncover areas in which consensus of opinion
does or does not exist among the sample of respondents.
II. Successful qualitative data analysis will uncover the strength of conviction
with which expressed views are held.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) Both I and II are true
D) Neither I nor II are true
When you use a table of random numbers or flip a coin to select members of the
sample, you are using a form of ________ sampling.
A) random
B) snowball
C) judgment
D) nonprobability
E) quota
The ________ component of a target audience definition relates to respondent
characteristics such as usage of Flickr and brand purchase patterns.
A) behavioral
B) demographic
C) democratic
D) geodemographic
E) attitudinal
A ________ focuses on messages and message evaluation outside of the context of
actual executions.
A) creativity
B) concept
C) communication
D) construction
E) centrality
The text presents several recommendations for self-administered questionnaires. Which
of the following was NOT a recommendation?
A) Use 14# paper or heavier paper stock
B) Keep response coding unobtrusive
C) Be certain to distinguish questions from responses
D) Do not continue questions across columns or pages
The first step in the creation of a brand concept map is ________.
A) aggregation
B) mapping
C) elicitation
The process of questionnaire development starts with two simultaneous tasks. One is to
determine the data collection method. The second is to determine ________.
A) sample characteristics
B) the need for disguise
C) the process which will be used to pre-test the questionnaire
D) the schedule for internal and client review
Consider the two statements below with regard to focus group administration.
I. Most focus groups are held at the agency’s or client’s office.
II. Regardless of where they are held, most focus group facilities use the
conference room setting.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
Think about the U.S. Census. When an advertising agency obtains this information
from the U.S. Census Bureau, it is obtaining it from the ________ source.
A) primary
B) secondary
C) tertiary
________ level questions ask respondents to order a list of items in terms of a
prespecified characteristic.
A) Nominal
B) Ordinal
C) Interval
D) Ratio
The following two statements refer to online data collection.
I. Online data collection is especially appropriate when the questionnaire has one or
more complex skip patterns.
II. Online data collection costs are relatively higher than other methods when one needs
to interview members of rare or hard to locate populations.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) I and Ii are both true
D) Neither I nor II are true
Which type of qualitative interview is generally more stimulating and exciting for
participants?
A) Personal interviews
B) Focus groups
The PLK Advertising Agency has created three new ads for its client. Research is
needed to determine the strongest of the three ads, which will be the only one produced
and placed into media. Focus groups would be a good method for selecting the one ad
to produce.
The text noted limitations of secondary research. How many of the following were
noted as limitations?
– availability
– relevance
– cost
A) 0
B) 1
C) 2
D) 3
Statistical significance is expressed as a number between ________.
A) – 1 and 0
B) -1 and +1
C) 0 and +1
D) – 10 and 0
E) -10 and 10
It is recommended that research reports be written in the ________ voice.
A) formal
B) active
C) passive
D) technical
________ is the label given to the use of brain observation for marketing purposes.
A) Neurotracking
B) Mental tracking
C) Mind mapping
D) Neuroadvertising
E) Neuromarketing
The revised ad in the “Magic Face” case study was stronger than the original because
more time was spent looking at the ________.
A) model’s eyes
B) model’s face
C) brand name
D) tagline
The two statements below refer to factorial designs.
I. A factorial design allows you to make judgments about the simultaneous influence of
two or more variables.
II. Factorial designs allow you to determine if there is an interaction between the
variables.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
With regard to online surveys, all response formats for closed-ended questions are
equivalent and will provide identical data.
The following statements refer to potential limitations of A/B testing.
I. When single changes are instituted sequentially, A/B testing takes a significant
amount of time in order to continuously test and compare modified ads to the
current “best” ad.
II. When multiple changes are made all at once, it is impossible to say which
specific changes affected the outcome.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
The ________ level of measurement has a true zero point.
A) nominal
B) ordinal
C) interval
D) ratio
You conduct a factorial research study which has two variables with two aspects of each
variable. The variables and their aspects are: gender of spokesperson (male or female)
and humor (present or absent). The goal of all four ads is to improve attitudes toward
the brand, using the measure “How much do you agree or disagree with the statement:
This is a brand for me” as the key measure. A five point-scale was used where higher
scores indicate more agreement.
The data and results of the F-test are shown below.
Which of the following is the correct conclusion to draw from this data?
A) neither factor is significant, no interaction between factors
B) one factor is significant, no interaction between factors
C) one factor is significant, with an interaction between factors
D) two factors are significant, no interaction between factors
The two principal techniques for measuring brain wave patterns are ________.
A) fMRI and EKG
B) FMRI and EEG
C) fMPRand EEG
D) fMPR and EKG
Consider the perceptual map shown below.
What are three options open to Facebook should it want to improve its competitive
position.
What role does a concept test play in the advertising development process?
Propose two ways in which you could take a systematic random sample of your class.
What is a factorial design? What is the primary advantage of conducting an experiment
using a factorial design versus simultaneous or sequential experiments with single
factor manipulations in each experiment?
Why does one have to be cautious in using research obtained from a trade association?
Write the introduction to a checklist question designed to measure reactions to a
commercial.
Why is it important to be single-minded in concept test body copy?
The text provided an example of the Luckie Snacking Industry report. Why would an
advertiser subscribe to this type of report rather than collecting the information for
him/herself?
Briefly explain why it is important to conduct an online search using several different
search engines.
The correlation matrix below provides the results of a recent commercial test. A *
indicates a statistically significant correlation.
The researcher concludes: “This is good news. The more we increase the commercial’s
believability the more we can cause purchase intent to rise.”
Do you agree or disagree with this conclusion?
Provide a brief description of a yellow pages split run test.
Within the context of online advertising, explain what is meant by “the last ad model is
an inappropriate way to evaluate the impact of various elements and media used in a
campaign. Attributing 100% of conversion influence to the last ad seen is very
misleading.”
Explain the role of motivation and resources in the creation of VALS segments.
You want to test three advertising concepts in order to identify the strengths and
weaknesses of each. You are not concerned about obtaining a random sample as this
research is diagnostic in nature. The questionnaire is long, and several questions have
typically been difficult for respondents to answer. Would you recommend conducting
this research via telephone, online, or in-person?
Explain the concept of ‘statistical significance.”
You are observing a personal interview and the following exchange takes place:
Respondent: I don’t believe that to be the case.
Interviewer: Well, in this case you’re wrong. I know that it is , in fact , the case.
Is the interviewer’s comment acceptable? Why or why not?
Imagine that you have come across a web site with information relevant to your
secondary information search. List three criteria that can be used to determine the
accuracy of the provided information.
Describe the relationship between themes and metathemes.
List two areas in which pretesting can identify problem areas on a questionnaire.