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 is
administered. Many of the respondents just want to get home, and so give only
superficial answers to the post-test questions. This situation reflects a ________ threat
to internal validity.
A) maturation
B) selection
C) mortality
D) testing
E) researcher bias
The question: “What are key trends in the competitive environment?” is most related to
what type of research?
A) Market
B) Consumer
C) Creative
D) Media
E) Domain-centered
The research conducted by One to One Insight showed a direct relationship between
engagement (as measured by a range of physiological plus brain measurements) and
brand ________.
A) sales
B) purchase intent
C) recall
D) perceptions
E) social media presence
The following statements refer to the use of survey results.
I. Survey results become less reliable and less valuable for decision making when
individuals are asked to use memory to attribute cause and effect.
II. Survey results become less reliable and less valuable for decision making when there
are believed to be complex, multiple, or interrelated
influences on behavior.
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 text discusses criteria for selecting a data collection method. How many of the
criteria shown below are recommended criteria?
– cost
– timing requirements
– client preference
– field service expertise
A) 1
B) 2
C) 3
D) 4
When creating the complete problem statement, which step takes place at the same time
as “Define problem?”
A) Select field service
B) Justify research
C) Set research timing
D) Set research budget
E) Select individual to have primary responsibility for project
A(n) ________ sample frame contains all of the elements in the target population, plus
additional elements.
A) over-registered
B) under-registered
C) perfect
Eleven individuals respond to a survey question. They are asked to rate commercial
relevance on a scale of 1 to 5. Their responses are: 2,3,5,4,2,4,2,2,1,1,2. The median in
this set of scores is ________.
A) 1
B) 2
C) 3
D) 4
The areas of viewing within Google’s Golden Triangle most resemble the letter
________.
A) B
B) T
C) F
D) C
E) K
You conduct a research study where 75% of the sample agrees with a particular
statement. The confidence interval is +/- 5%. This means that the true percentage of
those agreeing is likely to be no less than ________.
A) 5%
B) 65%
C) 70%
D) 80%
Neuromarketers using fMRI assume that activation of the brain area known for
“reward” would be a ________ outcome of advertising exposure.
A) positive
B) negative
C) unanticipated
D) low priority
The following two statements refer to online questionnaires.
I. When creating an online questionnaire, all of the questions should appear on the same
web page when the questionnaire is relatively short.
II. On relatively long online questionnaires, the dropout rate increases dramatically after
the third page.
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 text suggests that the third review of a research report focus on ________.
A) content and material
B) mechanics and organization
C) spelling, grammar and sentence structure
D) fonts and margins
E) layout and visual appeal
________ are most appropriate for displaying data trends, especially trends over time.
A) Numeric tables
B) Bar charts
C) Pie charts
D) Line charts
Hybrid online focus groups begin as ________ groups and then shift into the ________
mode.
A) synchronous, asynchronous
B) asynchronous, synchronous
With regard to eye tracking data, ________ is the sum of all gaze times and reflects
how engaged an individual is with the stimulus overall.
A) first fixation
B) most fixation
C) total gaze time
D) individual gaze time
Think about the screener used to recruit focus group participants. How many (if any) of
the following describe a function of the screener?
– identify desired respondents
– assign respondents to a specific group
– identify and eliminate “undesirable” respondents
– identify individuals who would be good candidates for future groups
A) 0
B) 1
C) 2
D) 3
E) 4
Statistical tests are ________ for use in qualitative data analysis.
A) inappropriate
B) appropriate
Which true experimental design controls for all internal threats to internal validity?
A) Solomon four group
B) pretest to post-test with control
C) simulated pretest – post-test
D) post-test only with control
The following two statements refer to conceptual definitions.
I. When faced with multiple conceptual definitions, a researcher should use consensus
to determine the “best” definition.
II. A conceptual definition directly leads to decisions regarding how the concept of
interest will actually be measured.
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
What type of question is a good way to introduce a new topic area in a survey or
interview?
A) closed-ended
B) constant sum
C) ranking
D) open-ended
E) rating scale
Which type of qualitative interview is generally quicker to conduct and analyze?
A) Personal interviews
B) Focus groups
Consider this question:
Did you like the pizza?
Yes
No
What type of question is this?
A) dichotomous question
B) multiple choice question
C) rating scale
D) checklist
________ allow advertisers to compare reactions to their test commercial to an
objective, external criterion.
A) Paradigms
B) Calibration
C) Criteria
D) Norms
E) Research rules
________ observation uses computers or other tracking devices to observe people’s
behaviors.
A) Regulated
B) Human
C) Automated
D) Biomechanical
________ is used to determine the number of dimensions consumers use to evaluate
brands.
A) Factor analysis
B) Chi-square
C) Analysis of variance
D) Multi-modal analysis
E) Hybrid analysis
The two statements below refer to the process of qualitative data analysis.
I. An analyst examining the responses of focus group participants should always take
the comments at face value.
II. An analyst examining the responses of focus group participants should always try to
understand the intensity of respondents’ feelings and points of view.
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
Imagine that you have three strata, the size of each is shown below.
Strata 1: 200 individuals
Strata 2: 300 individuals
Strata 3: 500 individuals
You wish to draw a final sample of 100 individuals with at least 25 individuals selected
from each strata. Which sampling method would be used?
A) proportionate stratified sampling
B) disproportionate stratified sampling
C) simple random sampling
D) systematic random sampling
The two statements below address theme development.
I. Once all themes have been written and made explicit, the analyst then examines and
codes all data that is in support of or in opposition to the theme.
II. Once all comments relevant to a theme have been recorded, the analyst should then
begin to write the report. No further evaluation of the theme is necessary.
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
What type of nominal level question presents three or more exclusive and exhaustive
categories of response?
A) dichotomous question
B) multiple choice question
C) rating scale
D) checklist
The VERB campaign was a communication campaign designed to increase ________
physical activity.
A) teens’
B) adults’
C) tweens’
D) only girls’
E) only boys’
________ segmentation assumes that what people think, how they are motivated, and
how they lead their lives are often strong determinants or predictors of their use of
specific types of goods and services as well as their choice to participate (or not
participate) in certain behaviors.
A) Pseudographic
B) Psychogeneral
C) Psychographic
D) Segraphic
Francis has taken two exams in her advertising class. Both exams consisted of 100
questions. On the first exam, Francis answered 57 questions correctly. On the second
exam, she answered 93 questions correctly. What is Francis’ overall average?
A) 70
B) 75
C) 93
D) 150
The best method for collecting complete and considered responses is ________
interviews.
A) personal, face-to-face
B) telephone
C) mail
D) online
Two individuals visiting the same web site at exactly the same time (but from different
computers) will always see exactly the same advertising.
A) True
B) False