Think about concept and communication tests. At the end of the test, you want to
explore attitudinal or behavior impact. In this regard, consider the two questions shown
below.
I. Based on what you read, how likely are you to recycle?
II. Based on what you read, would you say that you are now more or less likely to
recycle?
According to the text, which would be the preferred approach?
A) I is preferred
B) II is preferred
C) Either approach is acceptable
The two options below report a focus group finding.
I. 90% of the respondents agreed.
II. Almost all respondents agreed.
Which option, if any, is the correct way to report the finding?
A) I only
B) II only
C) Either I or II can be used
You want to compare a sample average to a population average. The sample population
size is 130. The data table is shown below.
How many of the question marks represent required pieces of data?
A) 1
B) 2
C) 3
D) 4
The primary metric in Mapes and Ross’ copy testing methodology is ________.
A) liking
B) communication
C) persuasion
D) recall
Once it is determined that a sample (versus a census) is needed, the next step in the
sampling planning process is to ________.
A) determine the project budget
B) determine the project timing
C) describe the correct sample frame
D) define the target population
E) determine whether to use a probability or nonprobability approach to sample
selection
Which one of the following is NOT an appropriate objective for focus groups?
A) generate ideas regarding new product ideas
B) understand how consumers talk about a product
C) uncover unexpected consumer needs
D) project the quantity of a new product likely to be sold
________ campaign evaluation is a “point-in-time” evaluation of advertising effects for
advertising typically placed in traditional media.
A) Systematic
B) Tracking
C) Concurrent
D) Sequential
E) Multi-modal
With regard to eye tracking and facial coding, researchers believe that ________.
A) when both techniques are used, only one technique should be used at a time
B) if eye tracking is used, then facial coding is unnecessary
C) important insights can be obtained when eye tracking and facial coding are used
simultaneously
Nominal level measures have ________ defining characteristics.
A) one
B) two
C) three
D) four
E) five
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..
Which commercial, if any, will have the largest standard deviation?
A) 1
B) 2
C) 3
D) The standard deviation for all three commercials will be the same.
The question “What suggestions would you have for Facebook if Jeff Zuckerberg were
sitting across the table from you?” is an example of a(n) ________ question.
A) disjunctive
B) hypothetical-interaction
C) third-person
D) elaborative
E) structural
________ are the most common way that advertisers observe online behaviors.
A) Snapshots
B) Cookies
C) Viral videos
D) Facebook postings
Another name for probability sampling is ________ sampling.
A) random
B) judgment
C) nonrandom
D) snowball
E) quota
Which of the following is NOT a requirement for the respondent instructions in a rank
order question?
A) explicitly state the respondent’s task
B) explicitly state the characteristic the ranking should reflect
C) explicitly state the method that should be used to perform the ranking
D) explain that once a ranking is recorded it cannot be changed
Think about the creation of a brand concept map. The ________ step identifies the most
important brand associations.
A) aggregation
B) mapping
C) elicitation
________ questions allow an individual or observer to reply in his or her own words
without the use of a fixed, predetermined set of answers.
A) Closed-ended
B) Constant sum
C) Ranking
D) Open-ended
E) Rating scale
Consider the holes shown on the target below.
If the holes represent repeated measures, these measures would be considered to be
________.
A) reliable, but not valid
B) valid, but not reliable
C) neither valid nor reliable
D) both valid and reliable
Consider the perceptual map shown below.
Which quadrants represent a mix of brand strengths and weaknesses?
A) I and II
B) I and IV
C) I and III
D) II and III
E) II and IV
When recording individual comments, it is important that these comments be
________.
A) paraphrased
B) recorded verbatim
C) longer than seven words
D) made by the dominant personalities from among those interviewed
E) made by more than one person
Consider the question shown below.
Which brand of laundry detergent did you buy on your last shopping trip?
All
Cheer
Tide
Other
This question is ….
A) exhaustive but not exclusive
B) not exhaustive but exclusive
C) not exhaustive, not exclusive
D) exhaustive and exclusive
A constant sum question takes measurements on the ________ level of measurement.
A) nominal
B) ordinal
C) interval
D) ratio
Crabtree and Miller propose criteria for evaluating the “goodness” of a qualitative
analysis. Which criteria below was NOT recommended by Crabtree and Miller?
A) Are the background, training, and preconceptions of the investigators described?
B) Was an iterative process of collecting and analyzing data used and data saturation
achieved?
C) Did the cost and timing of the research correspond to that stated in the research
proposal?