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 research fall into one of four broad categories. These
categories are: demographics, geography, psychographics, and relevant
attitudes/behaviors.
Think about concept and communication tests. When exploring affective reactions, it is
recommended that a respondent always be asked “What did you like?” prior to asking
“What did you dislike?”
Commercial copy testing companies provide norms to help advertisers interpret their
results.
The repertory grid helps identify the attributes and benefits consumers use to
differentiate between brands and products.
Research played only a limited role in the development of the VERB campaign.
Eye tracking is the ________ controversial form of biometric research.
A) most
B) least
Which type of qualitative interview works best when there is a need to stimulate greater
depth and detail of discussion?
A) Personal interviews
B) Focus groups
In which phase of the focus group does the moderator explain the purpose of the group,
discuss rules for participating, and note any taping or observers?
A) Prefatory remarks
B) Introductions and personal information
C) Setting the context for discussion
D) General discussion
Think about data collection for either a concept or communication test. It is appropriate
to ________.
A) only use a qualitative approach to data collection
B) only use a quantitative approach to data collection
C) use either qualitative or quantitative approach to data collection
Open-ended questions tend to provide ________ variability in response versus
closed-ended questions.
A) more
B) less
C) about the same
You conduct a perceptual mapping study and decide that three dimensions are required.
Then, as part of data analysis, you divide the sample into two groups: younger men and
older men. The ratings of both groups for your brand, as well as the Ideal brand, are
shown below. The scale range is +3 to -3.
Consider the following two statements:
I. The two groups of men have similar images of your brand.
II. You could improve your brand’s position in the marketplace for both groups of men
if you improve your brand’s image on Dimension 3.
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
Consider the three statements shown below. How many of these statements correctly
describe the contribution of secondary research to a planned primary research study?
– Secondary research can answer some of the questions originally addressed in the
primary research study, making the explorations of these areas unnecessary.
– Secondary research can identify new areas to explore.
– Secondary research can cause a change in the primary research study’s
hypotheses.
A) 0
B) 1
C) 2
D) 3
The ________ observation of individuals permits a researcher to speed up the data
gathering process by initiating the observational situation rather than waiting for it to
occur.
A) artificial
B) planned
C) natural
D) deterministic
Consider the two descriptions of qualitative research shown below.
I. Qualitative research should always be interpreted as “directional” rather than
“definitive.”
II. Qualitative research is appropriate when numeric descriptions of the results are
important.
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
A(n) ________ question allows you to move beyond a discussion of content into one of
process.
A) specification
B) grand tour
C) structural
D) idealization
E) hypothetical-interaction
Which level(s) of measurement can be used for “determining ratios”?
A) ratio only
B) interval and ratio
C) ordinal, interval, and ratio
D) all four levels: nominal, ordinal, interval, and ratio
Tom is trying to summarize the housing values in his neighborhood. There are ten
houses in total which fall into the following value ranges:
Which summary measure is most appropriate to summarize this data?
A) mean
B) median or mode
The AAA agency is conducting focus groups on behalf of its client, Microsoft. The
________ typically has primary responsibility for the drafting of the discussion guide.
A) field service
B) focus group facility
C) AAA research supervisors
D) Microsoft brand manager
E) focus group moderator
An advertiser is considering a multivariate test. The test will manipulate eight
characteristics with two aspects (or levels) of each characteristic. In total, the advertiser
needs to create ________ different stimuli.
A) 2
B) 4
C) 5
D) 8
E) 9
________ maps provide a visual representation of consumers’ attitudes, typically in
terms of the perceived strengths and weaknesses of brands that compete in the same
category.
A) Perceptual
B) Personification
C) Symbolic
D) Judgment
E) Picture
Think about data analysis for a concept or communication test. The statements below
refer to exploring the relationship between two measures.
I. Correlation is an appropriate statistical technique.
II. It is acceptable to cross-tabulate an open-ended question with a
closed-ended question.
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
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 an 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) a male spokesperson is more effective versus a female, humor does not make a
difference
C) a female spokesperson is more effective versus a male, humor does not make a
difference
D) types of spokesperson and humor both affect commercial effectiveness
A researcher needs to be very concerned about the visual appearance of ________
questionnaires.
A) self-administered
B) telephone
C) interviewer-administered
________ have been written to help advertisers determine the most appropriate course
of action.
A) Codes of situations
B) Codes of ethics
C) Statements of situational ethics
D) Ethical metaphors
E) Ethical syllogisms
________ allows a researcher to determine the effect of changes in one area on one or
more other areas.
A) Causality
B) Correlation
C) Creativity
D) Brainstorming
E) Synergy
Imagine the following research study: The research manipulates two factors: ad
placement on the page and ad shape. “Placement” has three manipulations: absolute top
of page above all content, integrated with content in center of page, standing alone on
right-hand side of page. “Shape” has three manipulations: rectangular, small square and
large square. What type of factorial design is this?
A) 2 x 2
B) 3 x 3
C) 2 x 2 x 2
D) 3 x 2 x 3
Which of the following is NOT recommended when writing a concept?
A) use puffery
B) avoid exaggeration
C) avoid salesmanship
D) present the core idea simply
E) present the core idea realistically
Consider the two statements shown below.
I. Concept tests can be used to identify and then compare the strengths and weaknesses
of alternative benefits or positionings.
II. Concept tests can be used to identify the strengths and weaknesses of alternative
approaches to communicating a selected positioning.
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 true experimental design is both the most powerful and the most
resource-intensive?
A) Solomon four group
B) pretest to post-test with control
C) simulated pretest – post-test
D) post-test only with control
Geographic diversity for focus groups become ________ important when the groups are
designed to assist in questionnaire development.
A) more
B) less
Think about a constant sum question. When determining the average number of points
allocated to a particular object, you divide the total number of points given to that
object (by all respondents) by the number of respondents answering the question.
A) True
B) False
________ information is information that has already been collected for purposes other
than the current information need.
A) Primary
B) Secondary
C) Tertiary
Which of the following descriptive statistics is (are) appropriate for ordinal level
measures?
A) percentages
B) averages
C) standard deviation
D) all three are appropriate ways to examine ordinal level measures
Which of the following best illustrates the concept of causality?
A) show a respondent an ad and then ask questions about reactions to the ad
B) give a respondent a sample product and then conduct an interview to determine
satisfaction
C) vary the amount of advertising exposure to determine changes in sales
Eye tracking used in the “Magic Face” case study showed that consumers spent very
little time looking at either the product image or ________.
A) model’s eyes
B) model’s face
C) brand name
D) headline