Consider the correspondence map shown below.
Which attribute shown below is the most valued by consumers?
A) Excellent selection
B) Reliable phones
C) Excellent service
D) Knowledgeable salespeople
The specific planning for focus groups begins with two simultaneous sets of activities.
The first set relates to moderator selection while the second set relates to ________.
A) the research budget
B) research timing
C) group characteristics and facility selection
D) selection of a focus group facility
E) creation of the discussion guide
You are comparing a sample average to a population average. A Z-score of at least
________ is needed in order to conclude that the observed difference between the two
averages is real and meaningful and not due to chance.
A) .05
B) 1.01
C) 1.96
D) 2.56
At what level of measurement is the question below written?
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Yes
No
A) Nominal
B) Ordinal
C) Interval
D) Ratio
A question that asks respondents to compare the ideal brand to a specific brand is a(n)
________ question.
A) specification
B) grand tour
C) structural
D) idealization
E) hypothetical-interaction
Three types of sampling discussed in the text are: simple random, systematic random,
and ________ random.
A) cooperative
B) symbiotic
C) stratified
D) reflective
E) strategic
When preparing body copy for a concept it is important to ________.
A) keep the copy focused and single-minded
B) try and communicate as many product benefits as possible
C) keep each paragraph focused on a different benefit
D) use copy that closely resembles final advertising copy
Mapes and Ross’ copy testing methodology shows the test commercial ________.
A) in the context of an actual television broadcast
B) over a private ROKU channel
C) in the context of a prerecorded program distributed via VHS or DVD
D) via a dedicated YouTube channel
E) after a password protected link is clicked on the Gallup & Robinson website
The text discussed the Pew generational segmentation study. In this research, online and
related behaviors/attitudes were used as ________ variables.
A) evaluative
B) explanatory
C) descriptive
D) classification
E) examination
The text states that “Marketers who understand regional differences in product
preferences can make certain that the characteristics of their products respond to the
needs and desires of a particular region.” Marketers who engage in this type of practice
are most likely to use ________ segmentation.
A) demographic
B) geographic
C) psychographic
D) life stage
E) exploratory
Think about concept and communication tests. In quantitative approaches, reactions to
the message are collected via ________.
A) only closed-ended questions
B) only open-ended questions
C) a combination of both open- and closed-ended questions
Notes and documents from the client meeting held prior to the research are examined as
part of the ________.
A) data immersion process
B) reflection process
C) metatheme identification process
D) problem definition review
E) synthesis process
Eleven individuals respond to a survey question. They are asked to rate commercial
relevance on a scale of 1 to 5. Their responses are: 1,3,1,4,2,4,1,2,1,1,2. The mode in
this set of scores is ________.
A) 1
B) 2
C) 3
D) 4
The two statements below refer to rating scale questions.
I. Rating scales should never use more than five response options.
II. The list of response options appearing on a rating scale must always be balanced.
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
According to the text, a ________ represents the analyst’s intuitive and informed
judgment as to the content and pattern of findings in each topic area.
A) topical
B) testimonial
C) transition
D) theme
E) token
________ are a poor attempt to uncover causal relationships.
A) True experimental designs
B) Quasi-experimental designs
Imagine that you wish to obtain a simple random sample of four individuals from a
population of twenty. Individuals 3, 5 and 7 are selected. The chance of individual 6
being selected is ________ the chance of individual 20 being selected.
A) less than
B) the same as
C) greater than
________ are most appropriate whenever the goal is to compare changes over time.
A) Numeric tables
B) Bar charts
C) Pie charts
D) Line charts
An advertiser wants to use both the repertory grid and laddering. Which technique
should be used first?
A) Repertory grid
B) Laddering
The case of Whole Foods discussed in the text is an example of using the monitoring of
consumer generated media for ________.
A) product pricing
B) crisis management
C) identifying competitive stores
D) product selection
The text identifies several characteristics of human observation research. Consider the
characteristics shown below. How many of these characteristics accurately describe the
dimensions of human observation research?
– Situation: Natural vs. Artificial
– Observer Obtrusiveness: Open vs. Disguised
– Observer Participation: Active vs. Passive
– Data Recording: Structured vs. Unstructured
A) 1
B) 2
C) 3
D) 4
Another name for communication testing is ________ research.
A) copy development
B) creative decision
C) advertising development
D) institutional
E) copy change
The following are potential considerations for A/B testing.
– the length of the test
– rotation of test and control ads
– Characteristics of current and test ads
How many of these are mentioned by the text as important considerations in the
planning of an A/B test?
A) 0
B) 1
C) 2
D) 3
Age and gender are types of ________ variables.
A) demographic
B) psychographic
C) geographic
D) relevant attitude/behavior
________ research can be defined as the monitoring and analysis of physiological
responses to advertising or other visual/verbal stimuli.
A) Biometric
B) Biological
C) Biodemographic
D) Biotic
E) Bionic
In-depth personal interviews and focus groups are representative of what type of
research?
A) Qualitative
B) Quantitative
Imagine that you have developed two ads that are to be placed into rotation in Google
Adwords. While both ads will be shown in response to the same search terms, the ads
differ in the benefit they offer the consumer: the first ad stresses customer service while
the second ad stresses low prices. Adwords lets you monitor the purchase amount
resulting from the click-through for each of the ads. What statistical test is appropriate
for determining whether one ad is statistically superior to the other?
A) F-test
B) t-test
C) Chi-square
D) Z-test
________ research provides a solution to situations in which full factorial designs are
not practical due to a large number of factors and levels. Multivariate testing uses a
subset of all possible combinations in order to estimate the effects of all combinations.
A) Quasi-experimental
B) Solomon four-group
C) Exploded factorial
D) Multivariate
Think about the U.S. Census. When this information is used by Congress, it is
considered to be ________ research.
A) primary
B) secondary
C) tertiary
D) proprietary
E) confidential
Which of the following descriptive statistics is (are) appropriate for nominal level
measures?
A) percentages
B) averages
C) standard deviation
D) all three are appropriate ways to examine nominal level measures
During a qualitative interview the interviewer says “Yes, I see.” According to the text,
this is an example of ________.
A) active listening
B) planned stimuli
C) extroverted commenting
D) simple listening
E) creative commenting
What type of sample includes individuals who are not selected strictly by chance from
the universe of interest?
A) Probability
B) Nonprobability