Which of the following is most likely to provide research data on a subscription basis?
A) Custom research supplier
B) Syndicated research supplier
C) Internal research supplier
D) External research supplier
E) All of the above are equally likely
Which part of the research proposal contains a brief synopsis of the key points from
each of the more detailed sections of the proposal?
A) Executive Summary
B) Background
C) Problem Statement
D) Appendix
E) Methodology
A ________ statement presents the agency’s and client’s views of the marketplace niche
they believe the product can most successfully fill.
A) creativity
B) proactive message
C) positioning
D) motivational
E) expositional
Biometric observation is able to collect ________ physiological responses.
A) only voluntary
B) only involuntary
C) both voluntary and involuntary
Crabtree and Miller propose criteria for evaluating the “goodness” of a qualitative
analysis.
A) Was a thorough analysis presented?
B) Does the principal analyst have at least three years experience in conducting and
analyzing qualitative research?
C) Was the appropriate method used to answer the questions motivating the research?
Imagine that a sample size of 300 provides a confidence interval of +/- 4%. If you
wanted to change the confidence interval to +/- 2% you would need to ________ the
sample size.
A) reduce
B) increase
A ________ combines a series of related dichotomous questions into a single question.
A) constant sum question
B) multiple choice question
C) rating scale
D) checklist
Imagine that you want to search for web sites that have the term “milk” in their URL.
Which of the following search phrases would be most appropriate?
A) inurl: milk
B) milk “in” url
C) url + milk
D) intitle: milk
History 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
Which projective technique is considered by many researchers to be the most useful and
reliable of all projective techniques?
A) word association
B) sentence and story completion
C) picture projection
D) mood boarding
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.
A chart of the data and F-test results are shown below.
Which of the following is the correct conclusion to draw from this data?
A) neither factor is significant, no interaction between factors
B) one factor is significant, no interaction between factors
C) one factor is significant, wth an interaction between factors
D) two factors are significant, no interaction between factors
An advertiser is likely to obtain information that is more complete and accurate when it
is obtained from the ________ source.
A) primary
B) secondary
C) tertiary
Which of the following is NOT a requirement of informed consent?
A) Telling respondents what is required for them to participate
B) Telling respondents how long the interview will take
C) Telling respondents the name of the person in charge of the research
D) Telling respondents what will be done with the data
E) Telling respondents what they are expected to do
Brand concept maps focus on ________ brand(s).
A) only one
B) exactly two
C) three or more
The two statements below refer to the focus group discussion guide.
I. The focus group discussion guide presents the questions and topic areas to be
addressed, noting the order of presentation and any required probes.
II. Once a moderator drafts the discussion guide, no additions or modifications are
allowed.
Which, if any, of these statements is (are) correct?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
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 is best labeled “Best/worst for healthy hair?”
A) Factor 1
B) Factor 2
C) Factor 3
One group of individuals watches Commercial A. A different group of individuals
watches Commercial B. After viewing the commercial, each group rates its intent to
purchase the advertised product using a five-point scale where “5” is the best response.
The average for Commercial A is 3.2 while the average for Commercial B is 4.4.
Because there is more than a one-point difference between the two averages, no further
statistical analyses are required to verify that the difference is not due to chance.
________ means that everyone reading the analysis understands how themes were
created.
A) Signal analysis
B) Triangulation
C) Transparency
D) Systemic analysis
You conduct a factor analysis leading to the creation of perceptual maps. Four factors
have been identified. How many perceptual maps, in total, need to be created in order to
plot all combinations of factors?
A) 1
B) 2
C) 4
D) 6
E) 8
The two statements below refer to copy testing methodologies.
I. All copy testing companies collect the exact same set of measurements.
II. All copy testing companies collect data immediately after commercial viewing.
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
Measurement is the way in which concrete observable concepts are linked to ________
events.
A) observable
B) unobservable
C) fictional
D) psychological
E) social
Tom uses the phrase “due to the fact that” in a report. It would have been better to say
________ .
A) significantly noting that
B) instead of
C) because
D) allowing for the fact that
E) as a consequence of
John is a waiter. He wants to determine if how he greets his customers (specifically
whether or not he introduces himself by name) affects his tips. In this situation, the
dependent variable would be ________
A) the size of John’s tips
B) the number of repeat customers
C) the presence or absence of John’s name in his greeting
D) whether or not John’s customers address him by name
Consider the two statements shown below regarding the potential contribution of
secondary research.
I. Secondary research can contribute to questionnaire development.
II. Secondary research can never, on its own, answer an advertiser’s information needs.
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
Nancy is the researcher at the JKO Advertising Agency. She has been asked to test two
different advertising campaigns. The “winning” campaign will be supported by $20MM
in media. Each campaign will be shown to a group of consumers in the brand’s target
audience. Nancy decides to use a series of focus groups to select the “winning”
campaign, as she believes that this form of sampling (convenience) will allow her to
generalize to the broader population from which the focus group participants were
drawn. Do you agree or disagree with Nancy’s point of view? Why?
CGM stands for ________.
A) consumer grandstanding media
B) confidence gained (from) media
C) consumer generated media
D) creative guidelines (for ) media
Think about the criteria that indicate respondent mistreatment. According to the text,
how many of behaviors shown below would be considered respondent mistreatment?
– frequent, repeated attempts to contact the respondent
– overly long surveys not described as such
– asking personal questions for “information’s sake”
A) 0
B) 1
C) 2
D) 3
You conduct research which tests reactions to two commercials (labeled “Commercial
A” and “Commercial B”). One group of 30 individuals saw Commercial A while a
different group of 30 individuals saw commercial B. After viewing each commercial,
respondents were asked to rate the commercial on a four point believability scale. The
number of people selecting each option is shown below.
Create a numeric table that best presents this data.
The Secondhand Smoke research discussed in the text used ________ to collect the
required data.
A) only qualitative methods
B) only quantitative methods
C) both qualitative and quantitative methods
Probability sampling is ________ research.
A) most frequently used in qualitative
B) most frequently used in quantitative
C) equally frequent in qualitative and quantitative
________ designs are appropriate whenever an advertiser needs to determine the
simultaneous effect of relatively few manipulations that have multiple levels (or
aspects) of each manipulation.
A) Quasi-experimental
B) Solomon four-group
C) Full factorial
D) Multivariate
Mystery shopper research utilizes a(n) ________ observer.
A) active
B) passive
When the data being examined is at the interval or ratio level of measurement a(n)
________ can be used to determine if the responses of different subgroups are
statistically significant.
A) F-test
B) r-test
C) Chi-square
D) Z-test