Below are sources of qualitative information.
– verbal text
– written text
– pictures
– video
How many, if any, of these is QUADAS able to code and analyze?
A) 0
B) 1
C) 2
D) 3
E) 4
A confidence interval is an estimate, plus or minus, of the range in which we believe the
true ________ estimate lies.
A) sample
B) census
C) population
D) random
E) target
Which, if any, of the statements shown below are true?
I. The relevance of secondary information increases when there is a
high correspondence between the units of measurement used in the secondary research
and the advertiser’s desired units of measurement.
II. The relevance of secondary information increases when there is a
high correspondence between how an advertiser defines the unit of analysis and
how the unit of analysis is defined in the secondary research.
A) I only
B) II only
C) I and II are both true
D) Neither I nor II is true
The ________ is the number that appears in the middle of an ordered set of data.
A) median
B) mode
C) standard score
According to VALS, ________ have goal-oriented lifestyles and a deep commitment to
career and family. Their social lives reflect this focus and are structured around family,
their place of worship, and work. They live conventional lives, are politically
conservative, and respect authority and the status quo. They value consensus,
predictability, and stability over risk, intimacy, and self-discovery. With many wants
and needs, they are active in the consumer marketplace. Image is important to them.
They favor established, prestige products and services that demonstrate success to their
peers. Because of their busy lives, they are often interested in a variety of time-saving
devices.
A) Achievers
B) Experiencers
C) Makers
D) Thinkers
E) Believers
Think about presenting the results of a segmentation study. A ________ can be created
for each individual segment. This document provides a “literary” description of the
segment and its defining characteristics, values, behaviors, and beliefs.
A) summary sheet
B) persona
C) narrative
D) spec sheet
According to Nielsen-Online, ________ is the single-most important gauge of a brand’s
growth potential.
A) consumer advocacy
B) brand spending
C) the number of Facebook followers
D) the number of Twitter followers
E) brand pricing
The statement “We would greatly appreciate you sharing your thoughts and opinions.”
is most likely to be found in the questionnaire ________.
A) screener
B) introduction
C) addendum
D) closing
E) title section
The text notes three main sources of secondary information: indexed online,
non-indexed online and ________.
A) offline experts
B) offline print
C) online social media
D) mobile applications
Copy testing research is ________ in nature.
A) evaluative
B) diagnostic
C) serialized
D) synergistic
E) symbolic
The following statements refer to the format of print ads used in a communication test.
I. Print ads should be actual size.
II. Print ads can use drawings instead of photographs.
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
All open-ended questions should be ________.
A) single-minded
B) less than 15 words
C) written to allow less than three likely responses
D) vague and diffuse in the request for information
E) written to provide direction for the single correct answer
The text describes several advantages of dichotomous questions. Which of the
following was NOT mentioned as an advantage of this type of question?
A) simple to analyze
B) efficient way to enact skip logic
C) simple to edit and tabulate
D) less costly than other types of questions
________ interviews are most appropriate when both the topic and questionnaire are
complex.
A) Personal, face-to-face
B) Telephone
C) Mail
D) Online
Consider the chart below.
This chart …
A) is totally acceptable as shown
B) exhibits a problem only with the “Y-Axis” – the number of hurricanes
C) exhibits a problem only with the “X-Axis” – the years for which the data is presented
D) exhibits problems with both axes
The text lists five criteria for excellence in research report presentation. List these
criteria.
________ provide information on the rank order of items and an estimate of the relative
distance between items.
A) Classification questions
B) Rating scales
C) Rank order questions
D) Checklist questions
Focus groups are a form of qualitative research. You hold 13 focus groups, all with the
same type of respondent. Given the large number of focus groups, which of the
following is correct?
A) You can generalize the results of the groups to the broader population from which
the focus group respondents were drawn
B) You cannot generalize the results beyond the small group of individuals who
participated in the groups.
Maturation 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
Imagine you want to evaluate the credibility and “goodness” of secondary research. In
this context, which, if any, of the following statements is (are) true?
I. The credibility and “goodness” of secondary research increases when authors and
their affiliations are explicitly provided.
II. The credibility and “goodness” of secondary research increases when author contact
information is provided.
A) I only
B) II only
C) I and II are both true
D) Neither I nor II is true
Which of the following is the best way to determine sample size in nonprobability
samples?
A) Unaided judgment
B) Budget considerations
C) Frame of reference
D) Analytical requirements
You pay respondents $10 at the start of a research study to increase participation. Vern,
a respondent, wants to quit half-way through the survey. What is the appropriate course
of action?
A) Allow Vern to quit and keep the $10
B) Allow Vern to quit but take back the $10
C) Try to talk Vern out of quitting, and tell him you will give him another $10 to
continue
D) Try to talk Vern out of quitting, but provide no additional monetary incentive
E) Tell Vern that if he quits, he will need to pay a penalty of $5
The use of numeric data (for example, 90%) is appropriate ________.
A) only in quantitative reports
B) only in qualitative reports
C) in both qualitative and quantitative reports
The ________ observation of individuals records target behaviors or events in the
context of a fabricated situation.
A) artificial
B) planned
C) natural
D) deterministic
Imagine that you conduct a segmentation study for McDonald’s. Individuals are
assigned to different segments based on the amount of fast food they consume in an
average week. This would be an example of segmentation based on ________.
A) product-related attitudes
B) life stage
C) psychographics
D) product usage
________ questions typically conclude the questionnaire and collect relevant
demographic, brand usage or behavioral questions not collected as part of the screener
or main body of the questionnaire.
A) Category
B) Clarifying
C) Classification
D) Clique
Larry has just completed work on a client-sponsored research project. After the research
is concluded, Larry receives a call from a local newspaper. During the interview Larry
realizes that the client’s research would provide important insights. What should Larry
do?
A) Because of the good publicity, Larry should feel free to discuss the research results
with the reporter.
B) Contact the client and ask for permission to share the results prior to providing the
data.
Statistical significance is reported using the Greek letter ________.
A) alpha
B) beta
C) gamma
D) psi
E) delta
In which phase of the focus group does each member of the group briefly say
something about himself or herself?
A) Prefatory remarks
B) Introductions and personal information
C) Setting the context for discussion
D) General discussion
________ are the conversational, connective material that provide a sense of flow and
continuity to the questionnaire.
A) Transitions
B) Transparent statements
C) Lucid statements
D) Declaratory statements
Bartels presents the idea of an Action Review Interview where eye tracking and a
personal interview both take place. Bartels suggests that the personal interview be
conducted ________.
A) before the eye tracking data is collected.
B) at the same time the eye tracking data is being collected.
C) after the eye tracking data has been collected.
The text discusses areas of focus for a questionnaire pretest. How many of the areas
shown below are problems that should be noted during pretesting?
– Problems with administration
– Problems with type font and paper stock
– Problems related to response options
– Problems related to question demands
A) 1
B) 2
C) 3
D) 4