When forming segments, it is important that responses to the classification variables be
similar within segments and different across segments.
Most focus group facilities can also assist with participant recruitment.
Respondents’ expectations that their responses will be treated confidentially are
absolute unless they are explicitly informed otherwise.
Your client pays to conduct research among his franchisees, who were promised
confidentiality. At the conclusion of the research the client asks to see the actual
questionnaires with identifying information. Because the client paid for the research, it
is not necessary to remove each respondent’s name or other identifying information
from the questionnaires.
Focus groups begin with the same planning and decisions as other types of research.
An initial review of data quality entails examining the percentage distribution for each
question to see if there is anything “odd” in the pattern of response.
Mood boards and ad creation are primarily verbal projective techniques.
Data summarization in concept and communication tests should include an analysis of
total sample responses as well as the responses of specific subgroups of individuals.
The fMRI is the only approach to monitoring brain activity during advertising exposure.
The creation of a complete problem statement is an optional part of the research
planning process.
There are clear and explicit ethical guidelines for conducting research in online
communities.
Segmentation permits advertisers to increase the relevance and potential impact of their
messages.
Multiple choice questions provide much of the same flexibility as open ended-questions
but without asking respondents to verbalize their thoughts and express themselves.
Think about concept and communication tests. The areas explored in reactions to the
message probe the extent to which respondents feel the message is believable, unique
and easy to understand.
The correlation between “message believability” and “commercial liking” is -.73. This
means that ratings of message believability and commercial liking rise or fall together,
as one increases (or decreases) so does the other.
Pete is monitoring blogs to determine attitudes toward his company. Informed consent
requires that he obtain informed consent from the blog owners prior to conducting this
research.
Individuals participating in a Gallup & Robinson copy test are aware that the goal of the
research is to collect information on commercial effectiveness.
Focus groups are a form of qualitative research. As a result, the generalizations from a
focus group cannot be generalized to the population from which the focus group
participants were drawn.
When constructing a line chart, it is generally not recommended to create the chart so
that the two vertical axes each represent different measures and each line is read against
a different axis.
The Amnesty UK social media campaign used multiple criteria to evaluate the impact
and effectiveness of the campaign.
The demographic component of a target audience definition relates to respondent
characteristics such as social media usage and levels of technology adoption.
Statistical significance does not always imply practical or meaningful significance.
When thinking about advertising strategy, the brand closest to the Ideal brand would
most likely try to defend and maintain its competitive position.
Data collection underlying the creation of a perceptual map requires that every brand be
evaluated on every attribute.
Think about the creation of a brand concept map. Only quantitative research can be
used in the elicitation state.
The analysis of concept and communication test data requires data summarization and
the uncovering of underlying relationships.
Advertisers conducting segmentation expect the same message to appeal to multiple
segments.
The advertising research budget should always be set prior to determination of sample
size.
During a qualitative interview it is acceptable for an interviewer to interject his or her
own opinions and judgments.
There are three patterns of response for a series of checklist items. A respondent can
check: (1) all positive items, (2) all negative items, or (3) a mix of both positive and
negative items.
You are comparing a sample average to a population average. A Z-score of 1.22 is
obtained. This means that the observed difference between the two averages is real and
meaningful and not due to chance.
When beginning the data examination process, it is important not to have any
preconceived notions about key patterns of findings.
Experiments allow researchers to bypass the recall of behavior and actually observe
behaviors in response to a stimulus of interest.
It is unethical to design or conduct a research study in a way that prevents a respondent
from exercising his or her right to withdraw or refuse to answer at any stage of the
interview.
Successful advertising planning always builds upon a research-driven analysis of the
marketplace.
The response options to dichotomous questions must always be “yes” and “no.”
Online surveys can be administered over the Internet and taken on one’s computer.
The search phrases “trends + yogurt” and “trend + yogurt” provide identical results.
A(n) ________ definition expresses a concept’s central or core idea.
A) operational
B) observable
C) conceptual
D) syllogistic
E) intrinsic
Tom is thinking about the focus group he just viewed. Mary, a group member, provided
many interesting insights, but nevertheless, often provided an inconsistent point of
view. Tom should ________.
A) ignore Mary’s comments because of these inconsistencies
B) try to understand Mary as a person, rather than focusing on each specific comment
C) only pay attention to the first things Mary said
D) only pay attention to the last things Mary said
A .02 level of statistical significance indicates that we can be ________ certain that the
observed difference or relationship is real and not due to chance.
A) 1%
B) 2%
C) 98%
D) 100%
Consider the following directions for a rating scale.
I. How much do you agree or disagree that ….?
II. How much do you agree that …?
Which, if any, is the preferred method for the lead-in to a rating scale?
A) I is preferred over II
B) II is preferred over I
C) The lead-ins are interchangable and either one can be used; neither is preferred
How many of the characteristics below are appropriate for a written informed consent
form?
– words and terminology are consistent throughout the document
– sentences are short, simple and direct
– avoid the use of personal pronouns
– verbs are in active voice
A) 0
B) 1
C) 2
D) 3
E) 4
What types of research help advertisers make better informed decisions?
A) Primary only
B) Secondary only
C) Both primary and secondary
The diagram below illustrates what type of experimental design
A) quasi-esperimental: one group post-test only
B) quasi-experimental: one group pretest to post-test
C) experimental: one group pretest to post-test
D) experimental: simulated pretest to post-test
What is the best estimate of the correlation shown in the graph?
A) -1
B) -.3
C) 0
D) +.2
E) +.9
The ethical principal of beneficence states that one has an obligation to ________.
A) remove all identifying information from the survey or questionnaire
B) provide detailed information on the research findings
C) remove existing harms, to confer benefits, and to minimize risks wherever and
whenever possible
D) conduct the research in a timely manner
E) conduct the research within the budget
A dimension is a broad descriptor which represents a group of related, individual
product ________.
A) signs
B) attributes
C) symbols
D) names
E) enhancements
The range of a correlation coefficient is ________.
A) 0 to +1
B) – 1 to 0
C) .01 to 1
D) – 1 to +1
Mapes and Ross’ copy testing methodology is named ________.
A) Natural Exposure
B) Copy Exposure
C) NaturalResponse
D) Native Exposure
E) RealTest
Decisions related to focus group characteristics and the logistics of the research are
carried out ________.
A) at the same time the moderator is being briefed
B) before the moderator is selected
C) after the discussion guide has been created
D) after focus groups respondents have been recruited
E) after the field service has been selected
The observation of individuals as they read the labels of canned goods in a grocery
store would be an example of ________ observation.
A) artificial
B) planned
C) natural
D) deterministic
The two main sources of nonresponse error are: ________ and not-at-homes.
A) refusals
B) lack of a landline
C) inability to use mobile apps
D) rise of social media
Intercept approaches to data collection work well to find ________ individuals.
A) low-incidence
B) high-incidence
C) hard to locate
D) random samples of
E) generalizable samples of
Which of the measures shown below is most sensitive to extreme values?
A) Mean
B) Median
C) Mode
The draft discussion guide should be presented to the client and agency ________ the
first set of focus groups.
A) in enough time for feedback and revision prior to
B) immediately before the start of
C) during
The text suggests that the second 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
Consider the ranking data shown in the table below.
What is the “net best ranking” for Sprint?
A) -30%
B) -2%
C) 2%
D) 30%
You conduct a perceptual mapping study for shampoo and decide that it is a three-factor
solution. The computer then determines the extent to which each attribute is associated
with each factor. The data is shown below.
Which factor(s) contain three attributes?
A) Factor 1
B) Factor 2
C) Factor 3
D) Both Factors 1 and 2
E) Both Factors 2 and 3
Which of the following type of online focus group is the closest to traditional focus
groups?
A) Synchronous
B) Asynchronous
C) Hybrid
Think about concept and communication tests. When exploring message or execution
specific issues it is recommended that ________ questions be used.
A) open-ended
B) rating scale
C) multiple choice
D) constant sum
E) semantic differential
The table below shows the responses to a ranking question.
What percentage should replace the question mark?
A) 6
B) 66
C) 76
D) cannot be determined from the data provided
You want to compare the performance of your current banner ad against the
performance of a potential new ad. You would use a(n) ________ methodology.
A) split-run
B) A/B
C) multivariate
D) multi-modal
The two statements below refer to the sample evaluation phase of qualitative data
analysis.
I. The goal of sample evaluation prior to qualitative data analysis allows the analyst to
make certain that characteristics of the planned sample were actually present in
the recruited sample.
II. Discrepancies between the planned and recruited samples in a qualitative study need
to be communicated to all involved with the research.
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
Consider the perceptual map shown below.
Which brand is in the strongest competitive position?
A) Bebo
B) Facebook
C) Myspace
D) Zanga
You want to compare a sample average to a population average. There are 140 people in
the sample. You would use a ________ to determine statistical significance.
A) t-test
B) r-test
C) stat-test
D) Z-test
Research suggests that the quantity and quality of information obtained in online focus
groups ________ that obtained in the traditional group setting.
A) in most cases greatly exceeds
B) is rarely comparable to
C) can often be comparable to
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.
Which manipulation has the greatest overall effect on click-through? Which
manipulation has the least overall effect? Why?
VALS is an example of a syndicated ________ segmentation.
A) psychographic
B) demographic
C) geodemographic
D) life stage
________ interviews are most appropriate for relatively simple topics with or without
questionnaire complexity.
A) Personal, face-to-face
B) Telephone
C) Mail
D) Online
________ research is the recording of objects, events, situations, or people’s behaviors.
A) Observation
B) Physiological
C) Survey
Mediamark and Experian Simmons both report an index as part of their data base. An
index of ________ and above is considered to be an indication of above average group
composition.
A) 90
B) 100
C) 110
D) 115
E) 135
You ask a respondent this question: “If Pepsi were a famous person who would it be?”
This is an example of ________.
A) personification
B) anthropomorphism
C) role-playing
D) sensitization
E) word association
List three components of a questionnaire introduction.
Marge wishes to conduct an observation study of individuals eating meals at
McDonald’s. Does she need to obtain informed consent from those being observed?
Write the introduction to a rank order question designed to measure soft drink
preferences. The brands are: Coke, Pepsi, Dr. Pepper, and Sprite.
You wish to interview the following sample using mall intercept:
Men who are aged 25 to 34
Women who are full-time students
Write the screener.
Describe the difference between a disguised and undisguised questionnaire. Provide an
example of when each type of questionnaire is best used.
You conduct an eye tracking evaluation of a print ad. The ad has five key components.
The key components and the time to first fixation is shown in the chart below.
What recommendation(s) for revision would you make based on this data?
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 negative sentiment toward the
commercial?
Briefly list two important considerations to keep in mind when communication research
is done in a focus group setting.
You wish to obtain some secondary information. Is it better to obtain this information
from the primary or a secondary source? Why?
Qualitative research typically uses nonprobability samples. Why?
Briefly discuss the three objections raised in opposition to neuromarketing.
Jane is planning research to determine which of three commercials is the strongest.
There is considerable debate at the agency regarding how to define ‘strongest.” Time is
short, as the commercial needs to be produced within the next two weeks. Jane decides
to go ahead with the research, and then hold meetings at the agency to define ‘strongest”
before data analysis begins. Is Jane’s plan acceptable?
Paul is writing a set of specification questions for an upcoming research project. The
project is designed to uncover the role mobile phones play in the lives of college
students. One of Paul’s questions is: “Why did you buy your current phone?” Is this
question acceptable? Why? If not, propose an alternative.
You receive a draft discussion guide from your selected focus group moderator. The
moderator says “The guide is perfectly complete. There is no need for client or agency
review.” You’ve used this moderator before, and trust her judgment. Do you follow the
moderator’s advice? Why?
The Video Consumer Mapping Study used observation rather than survey data
collection. Why was observation chosen as the better data collection technique?
List the major stages of a focus group and briefly describe what happens during each
stage.