________ 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 were discovered: Picture Quality and
Sound. The average ratings for different brands, as well as the Ideal brand, on each
dimension is shown below. The scale range is from + 3 to -3.
Which brand has the least developed brand image?
A) A
B) D
C) E
D) G
E) H
Easily observable concepts present ________ measurement challenges.
A) large
B) minimal
C) unknown
D) unanticipated
E) synergistic
When conducting segmentation research, ________ variables are used to describe the
internal characteristics of each segment after they are formed.
A) evaluative
B) explanatory
C) descriptive
D) classification
E) articulation
A research report’s executive summary should contain information related to how many
of the following?
– study background and purpose
– study budget
– methodology
– client and agency personnel involved in the research
A) 0
B) 1
C) 2
D) 3
E) 4
A researcher observes children in a playground and takes notes about each child’s play
as well as his or her own thoughts about the types of activities the children engage in.
This is a ________ approach to human observation.
A) qualitative
B) quantitative
Consider the two descriptions of a qualitative interview shown below.
I. A qualitative interviewer must cover the same topics, in the same order, using the
same questions, with each respondent participating in a personal interview.
II. A qualitative personal interview is a free-flowing, yet structured
conversation between the interviewer and the respondent.
Which, if any, of the prior statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neiher I nor II are true
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 F-test results are shown below.
Which of the following is the correct conclusion to draw from this data?
A) When humor is present the gender of the spokesperson does not affect reactions to
the commercial, but when humor is absent, reactions are much more positive when the
commercial uses a male versus female spokesperson.
B) A male spokesperson is always more effective versus a female. There is no
interaction between factors.
C) When humor is absent, the gender of the spokesperson does not affect reactions to
the commercial, but when humor is present, reactions are much more positive when the
commercial uses a male versus female spokesperson.
D) A male spokesperson is always more effective versus a female. There is an
interaction between factors.
Focus groups typically consist of about ________ individuals.
A) 1 to 3
B) 4 to 6
C) 2 to 6
D) 7 to 12
E) 13 to 19
Consider the two questions shown below.
I. Have you seen more or less than three commercials in the past hour?
II. How many commercials did you see in the past hour?
Which, if any, is the preferred method for collecting information related to commercial
viewing?
A) I is preferred over II
B) II is preferred over I
C) The questions are interchangeable and either one can be used; neither is preferred
The following two statements refer to the creation of themes during qualitative data
analysis.
I. The development of themes is a circular process entailing continuous
data examination and revision.
II. Once a theme is identified it is static and not subject to revision upon further review
of the data.
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
The text identifies three issues which must be considered when a researcher begins to
physically construct the questionnaire. These issues relate to: (1) visual appearance, (2)
transitions, and (3) ________.
A) interviewer/respondent instructions
B) the paper the questionnaire will be printed on
C) client approval
D) procedures for determining layout reliability and validity
The repertory grid is based on the notion that consumers use ________ to help reduce
the complexity of attitudes which guide consumer behavior.
A) tri-bonded dimensions
B) bipolar constructs
C) biannual evaluations
D) prefatory constructs
The goal of an online search is to locate information on how individuals over the age of
65 relate to and use mobile apps for their banking needs. Which of the following is the
most appropriate way to state an information need in the first step of an online search?
A) What’s happening with seniors and banks?
B) What are the trends regarding seniors’ use of mobile banking?
C) Seniors and banking
D) What are current developments in the areas of banking and how are senior citizens
using and responding to these banking trends?
A perceptual mapping study was conducted to explore consumers’ perceptions of
various brands of television sets. Two dimensions were discovered: Picture Quality and
Sound. The average ratings for different brands, as well as the Ideal brand, on each
dimension is shown below. The scale range is from + 3 to -3.
The brand that is best positioned to meet consumers’ preferences is brand ________.
A) A
B) B
C) D
D) F
E) H
Imagine that you are planning to conduct a survey via the mail. Which of the following
is NOT an advantage of using a mail panel versus a mailing to a random sample of the
population.
A) response rates tend to be higher
B) respondents are “fresh” and have never before participated in a survey research study
C) cost efficiencies tend to be greater
D) pre-screening of low incidence populations can be efficiently conducted
________ are most appropriate for providing exact figures on either a single topic or
multiple related topics.
A) Numeric tables
B) Bar charts
C) Pie charts
D) Line charts
The discussion of the sleepy driver focus groups pointed out that as group
characteristics and research goals change ________.
A) the same discussion guide can nevertheless be used for all groups
B) the discussion guide needs to be customized for different groups
Larry is soliciting proposals from seven research suppliers. What is the ethical course of
action in this situation?
A) Inform all companies that theirs is one of seven proposals being solicited.
B) Inform none of the companies that other proposals are being solicited.
C) Inform only the losing companies that theirs was one of seven proposals solicited.
D) Inform only the winning company that theirs was one of seven proposals solicited.
The question “Why have you stopped visiting your Facebook page?” is an example of
an ________ question.
A) closed-ended
B) constant sum
C) ranking
D) open-ended
E) rating scale
Eye tracking data uses a stop motion camera to record a respondent’s gaze ________.
A) once per second
B) 10 times per second
C) 50 times per second
D) 100 times per second
E) continuously throughout the test
A(n) ________ is a simple, written expression of a positioning, benefit, reason for
being or unique communication proposition.
A) ad sketch
B) communique
C) creative
D) concept
E) ad outline
________ are used in an attempt to match advertising shown to an individual with that
individual’s interests.
A) Memes
B) Phantom pixels
C) Cookies
D) Icons
E) Ghosts
A consumer ________ study seeks to break down a population of individuals into
smaller subgroups where individuals in a specific subgroup are similar to each other in
terms of important characteristics and possess characteristics different from individuals
in other groups.
A) response
B) reduction
C) segmentation
D) insights
E) selection
Consider the two statements below regarding qualitative data analysis.
I. Qualitative data analysis is guided by a set of well-agreed upon, externally objective
techniques and rules.
II. The goal of qualitative data analysis is the identification of underlying patterns and
themes.
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 is true
Which level(s) of measurement can be used for “classifying”?
A) ratio only
B) interval and ratio
C) ordinal, interval, and ratio
D) all four levels: nominal, ordinal, interval, and ratio
When you use library resources to answer a client need you are conducting ________
research.
A) primary
B) seconday
________ observation occurs when the presence of the observer is explicitly known.
A) Disguised
B) Closed
C) Transparent
D) Open
Which of the following is NOT a component of informed consent?
A) Making it clear you are asking for participation in a research study
B) Explaining the purpose of the research
C) Noting who is conducting the research
D) Explaining research timing and budget
E) Explaining what is required to participate in the research
Consider the response options for the rating scale shown below.
Strongly agree
Slightly agree
?
Slightly disagree
Strongly disagree
With what should the ? be replaced?
A) “Neither agree nor disagree”
B) “No opinion”
C) Either option A or option B is acceptable
The Harrison Research Company has just completed a study of senior citizens’ use of
social media. They want the report to be disseminated as much as possible. In addition
to posting the study’s report on its web site, the company is likely to upload the report to
________.
A) Google
B) Flickr
C) Slideshare
D) YouTube
You conduct a perceptual mapping study. The following data is obtained from the initial
factor analysis.
What would be the most appropriate number of factors to select for the next step of the
analysis.
A) 1
B) 2
C) 3
D) 4
The following may or may not be a required component of a numeric table.
– a descriptive title on the top of the table
– the number of respondents in each group is shown
– all numbers are rounded to the same level of precision
– decimal points are aligned
How many of the prior are actual requirements for a properly prepared numeric table?
A) 0
B) 1
C) 2
D) 3
E) 4