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.
Think about creating a checklist question to assess reactions to a commercial. There are
eight items on the checklist: four negative and four positive. It is important that all the
positive items be grouped together and that all the negative items be grouped together.
An interviewer using a CATI system manually determines the next question to ask in a
survey, particularly when skip patterns are involved.
The manufacturer of Huggies Diapers conducts research that finds that disposable
diapers are not an environmental problem. Since Huggies is a name brand owned by a
major corporation, this research should be accepted as credible.
Advertisers often find it very difficult to relate the trends and shifts in
consumer-generated media to their communication program.
In order for causality to be accepted in an experiment, the cause and effect relationship
must be supported and verified by significant outcomes from appropriate statistical
tests.
When developing several online questionnaires, it is possible to skip from one
questionnaire to another.
Think about concept and communication tests. Questions related to affective reactions
primarily try to identify respondents’ likes and dislikes.
A correlation coefficient between “commercial believability” and “brand purchase
intent” is +1. This means that high ratings of commercial believability cause increased
purchase intent.
It is always the case that an experiment seeks to determine the effect of changes in the
dependent variable on the independent variable.
The concept of administrative control is only appropriate for online surveys.
Krathwohl notes that internal validity is greater when the “effect” reinforces rather than
reverses a prevailing tendency or condition.
A self-administered paper survey is commonly used to measure customer satisfaction.
The first step in original segmentation research is to explicitly state the research
question(s).
The FTC has responded favorably to copy test designs that use control groups to help
distinguish prior knowledge from knowledge acquired as the direct result of advertising
exposure.
The end goal of brand concept map creation is a set of maps, each of which represents
the perceptions of a single individual.
The use of segmentation to increase message relevance is particularly true of messages
communicated via e-mail.
Sample size is only a consideration in quantitative research.
The question:
“How many children do you have and what are their ages?
PROBE FOR DETAIL”
is an acceptably written question.
A determination of research cost and timing estimates should always come after the
selection of the data collection method.
A key component of the formula used to compute standard deviation is the subtraction
of the overall mean from each individual score.
For any operational definition there is one, and only one, method for data collection.
Split-run and A/B tests permit an advertiser to compare a current approach to
advertising to one or more potential alternatives.
A correlation is a measure of the covariance between two or more variables.
Eye tracking can help advertisers make more informed decisions with regard to media
selection and ad placement within a specific medium.
When using a bar chart to present nominal or ordinal level data, it is typically best to
order the bars from lowest to highest (or highest to lowest) rather than following the
order of the response options as they appeared on the questionnaire.
Research using perceptual maps has shown that advertising has the power to change the
dimensions consumers use to evaluate brands.
Three groups of individuals each see an ad (labeled Ad1, Ad2, and Ad3 below).
Consider the responses (shown below) to a question that asks whether a respondent was
positive or negative toward the ad viewed.
The mean on this measure for all three commercials is the same. This means that the
standard deviation for all three commercials is also the same.
The research proposal provides an important last opportunity for management to
contribute their thoughts to the research process.
All online survey companies present the same question type in the same way.
The correlation between “commercial relevance” and “message importance” is -.89. The
negative sign indicates that this is a weak correlation that can be ignored.
The first section of a questionnaire contains the main body of information questions.
How many of the behaviors shown below reflect ethical responsibilities toward clients?
– research recommendations should be appropriate
– clients should be kept informed of all study changes
– research budgets should be kept to less than $10,000
– all gathered information is proprietary
A) 0
B) 1
C) 2
D) 3
E) 4
The question: “Which ad has the greatest potential to turn nonusers into users?” is most
related to what type of research?
A) Market
B) Consumer
C) Creative
D) Media
E) Domain-centered
The eye tracking research that named “Google’s Golden Triangle” identified the areas of
Google search results most likely to be ________.
A) viewed
B) ignored
C) found confusing
D) from brand name products
E) in full color
A(n) ________ sample frame occurs when elements of the target population are
excluded from potential participation in the research.
A) over-registered
B) under-registered
C) perfect
Mary is just becoming engaged with social media. She has a Facebook page and she
regularly visits social networking sites. Forrester Research would classify Mary as a
________.
A) critic
B) collector
C) joiner
D) spectator
E) creator
________ refers to the percentage of the valid sample who completed an interview or
survey.
A) Survey ratio
B) Response rate
C) Response ratio
D) Rating completes
E) Respondent ratio
You ask a respondent this question: “What do you think your friends would do if they
could no longer use Facebook?” This is an example of ________.
A) personification
B) anthropomorphism
C) role-playing
D) sensitization
E) word association
What is the first step in the “Research Planning and data Collection” process?
A) Specify type of research
B) Determine sampling plan
C) Select data collection method
D) Estimate cost and timing
E) Obtain approvals
With regard to focus group stages, prefatory comments are followed by ________.
A) projective techniques
B) payment of the incentive
C) an introduction to individuals viewing in the back room
D) group participant introductions and personal information
E) a break for participants to select their snacks and drinks
________ threats to internal validity can result from repeated administrations of the
same survey, when the survey is given once before the treatment and once again after
the treatment.
A) Interaction
B) Testing
C) Instrumentation
D) Historical
E) Researcher bias
According to Gallup & Robinson, “favorable buying attitude” is a key measure of
commercial ________.
A) persuasion
B) believability
C) intrusiveness
D) relevance
E) appeal
Consider the Mediamark (MRI) data shown below.
What percent of all women use Islands?
A) 1.6%
B) 6.1%
C) 74.4%
D) 143%
The text discusses several advantages of personal interviews. Which of the following is
noted as one of the advantages versus other data collection methods?
A) lower in cost
B) quicker to collect data
C) works well with long or complex questionnaires
D) easy to obtain nationally representative samples
The moderator briefing takes place ________ the first set of focus groups.
A) well before
B) immediately before
C) immediately after
Think about concept and communication tests. An investigation of message recall is
carried out through the use of a(n) ________.
A) open-ended question
B) rating scale
C) dichotomous question
D) semantic differential
E) constant sum question
Imagine that the AAA agency needs to survey 500 individuals. Which of the following
could the agency turn to for data collection?
A) Field service
B) Field analyst
C) Media company
D) Syndicated research company
E) All of the above are equally appropriate choices
A complete problem statement contains a problem definition, a justification for the
research and ________.
A) the cost of the research
B) the timing of the research
C) the client or agency approval to conduct the research
D) the specification of informational needs
E) the name of the person supervising the research
According to VALS, ________ are successful, sophisticated, take-charge people with
high self-esteem. Because they have such abundant resources, they exhibit all three
primary motivations in varying degrees.
A) Innovators
B) Believers
C) Strivers
D) Thinkers
E) Makers
Human observation research is ________ in nature.
A) always quantitative
B) always qualitative
C) either qualitative or quantitative
Consider the question shown below.
How much do you agree or disagree with the statement “Political advertising is too
negative.”?
Strongly agree
Slightly agree
Slightly disagree
Strongly disagree
In this question, it is assumed that the distance between strongly agree and ________ is
the same as the distance between slightly agree and slightly disagree.
A) slightly agree
B) slightly disagree
C) strongly disagree
A(n) ________ interview recruits respondents “on the spot.”
A) online
B) pre-recruited
C) intercept
D) interrogation
Questions on the ________ level measure objects, beliefs and behaviors on a continuum
that has a fixed, zero origin.
A) interval
B) ratio
C) ordinal
D) nominal
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 findings and F-test results are shown below.
Which of the following is the correct conclusion to draw from this data?
A) A female spokesperson is always more effective versus a male; the presence or
absence of humor does not make a difference.
B) A male spokesperson is always more effective versus a female; the presence or
absence of humor does not make a difference.
C) A female spokesperson is always more effective versus a male; the presence of
humor results in more effective commercials versus those where humor is absent.
D) A male spokesperson is always more effective versus a female; the presence of
humor results in more effective commercials versus those where humor is absent.
A concept or communication test gives respondents ________ to initially read the
stimulus.
A) five minutes or less
B) up to ten minutes
C) up to fifteen minutes
D) an unlimited amount of time
________ are most appropriate whenever you need to visually represent a share or
segment of the whole, for example, a proportion or a percentage.
A) Numeric tables
B) Bar charts
C) Pie charts
D) Line charts
The question “What are the most important reasons why you read your school
newspaper?” is an example of a(n) ________ question.
A) specification
B) grand tour
C) structural
D) idealization
E) hypothetical-interaction
Think about grand tour questions. How many of the suggestions shown below
specifically apply to the use of this type of question?
– Keep the focus on the past
– Keep the time spent on this question to under 10 minutes
– Don’t lose focus on the process
– Don’t allow the respondent to ask any questions about what is expected
A) 1
B) 2
C) 3
D) 4
The synthesis of research findings leads to a determination of ________.
A) tactics and actions
B) the research budget
C) research timing
D) the selection of a field service
E) questionnaire length
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 female spokesperson is always more effective versus a male. There is an
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.
The ethical principal of nonmaleficence states that one has an obligation to ________.
A) remove all identifying information from the survey or questionnaire
B) complete the research project within the agreed upon time frame
C) remove existing harms, to confer benefits, and to minimize risks wherever and
whenever possible
D) avoid intentionally inflicting harm on others
E) conduct the research within within the budget
Imagine that a multivariate e-mail test has been conducted by the American Savings
Association (ASA). The results are shown below. The five manipulations appear as the
column headers while the data beneath each column notes the contribution (to
click-through) made by that manipulation when it is present or absent.
Mary and Peter look at the results. Mary says that “Our next e-mail should not have
recipient personalized, but should have images, a short subject line, a personalized from
address, and be short in length.” Peter says that “Our new e-mail should have recipient
personalization, and it should not have images. In addition, the e-mail should have a
long subject line, a personalized from address, and be long in length.” Who is making
the better recommendation? Why?
Consider this question:
Into which of the following age groups do you fall?
Under 18
18 to 49
50 to 64
65 and older
What type of question is this?
A) dichotomous question
B) multiple choice question
C) rating scale
D) checklist
Instrumentation is a threat to internal validity that is related to problems associated with
________.
A) a pretest survey
B) variation in data collection procedures
C) the sample
D) the study context
E) the researcher
When thinking about an e-mail invitation to an online survey, which of the following is
NOT a recommended guideline?
A) reassure people regarding privacy and confidentiality
B) make certain the survey link is clickable
C) avoid personalization or the use of real names in the “From” field
D) keep it short
Briefly describe two reasons why advertisers use segmentation.
Provide three examples of ways to increase response rate in personal interviews and
telephone surveys.
Below are responses to six checklist questions. An “x” indicates an item was checked.
Directions to the respondent said “Check all items that complete this sentence for you:
The commercial made me feel “”
The first three items are considered negative, the second three items are considered
positive.
What percentage of respondents expressed some opinion about the commercial?
Briefly describe four criteria that advertisers use to select segments .
You are debating whether to conduct groups online or in person. The groups will
address adolescent sexual and drug-related behaviors. The participants will be
adolescents aged 12-15. Which approach would you recommend?
The KLOP Advertising Agency has produced and aired a series of commercials aimed
at reducing bullying in elementary schools. Betty, the agency CEO, suggests that the
agency should use a survey to determine the success of the campaign. Jack, the agency
researcher, recommends observation as the means for data collection. Who do you think
has the better recommendation? Why?
Mary has written a long telephone survey and, because of the length, many respondents
are hanging up before the survey is completed. Mary has asked her interviewers to try
to talk respondents out of quitting by referring to their “obligation” to complete the
survey. Would Mary’s actions be consistent with the criteria for the ethical treatment of
respondents? Why or why not?
List and briefly describe the four levels of measurement.
Explain the importance of the ‘synthesis” step in the research process.
Write a question to collect information on a respondent’s age on both the nominal and
ratio levels. Which question type is preferred?
You want to measure respondents’ “engagement” with Facebook. Provide two
operational definitions.
The data below shows ratings after viewing a commercial. All measures are measured
on a scale of “1” being the most positive to “5” being the least positive.
What percent of the sample found the commercial to be both Believable and Relevant?
An advertiser conducts a taste test of Cherry Coke versus Cherry Pepsi and Dr. Pepper.
Ten respondents rate Coke and another ten rate Pepsi and another 10 rate Dr. Pepper.
The scale used is:
Excellent taste (1)
Good taste (2)
Neither good nor bad taste (3)
Poor taste (4)
Very poor taste (5)
The ratings are shown below.
Denny, the researcher, concludes that reactions to Cherry Pepsi and Dr. Pepper are
identical. Is this conclusion correct? Why?
You have been asked to write an agree-disagree rating scale. Write the response options
for a four-point scale and for a five-point scale.
Why are the initial questions in a concept or communication test asked in an
open-ended way?
Why are random assignment and the use of control groups requirements for more
powerful true experimental designs?
Pete wants to determine whether changing the form of a paid search ad affects
click-through. He wants to change both wording and type color. He plans to run one
experiment focusing on just the change in wording and a second experiment focusing
on just the change in type color. What is the better alternative to this plan?