Imagine that you are conducting research to explore the effects of different
manipulations on responses to online advertising. You are using a 2 x 2 x 3 design. How
many different versions of the ad would be needed?
A) 4
B) 6
C) 7
D) 12
Think about the guidelines for creating an informed consent document. According to
the text, how many of the guidelines shown below apply to this document?
– use 14 point fonts
– present the study purpose early in the document
– use words that are familiar to the reader
– organize the text into just a few large blocks of text
A) 0
B) 1
C) 2
D) 3
E) 4
Karl wants to conduct research. Consider the following situations.
I. The research uses a survey to obtain information on television viewing habits.
II. The research uses observation of individuals in a park.
For which (if any) situations is informed consent required?
A) I only requires informed consent
B) II only requires informed consent
C) Both I and II require informed consent
D) Neither I nor II require informed consent
________ threats to internal validity refer to data outcomes that are not the result of the
experimental manipulation, but are instead the result of changes in the data collection
instrument.
A) Interaction
B) Testing
C) Instrumentation
D) Historical
E) Researcher bias
Consider the correspondence map shown below.
Which brand most closely competes with Brand A?
A) Brand B
B) Brand C
C) Brand E
D) Brand F
The following question was asked on an advertising test:
Ten people answer this question with the following responses: 1,2,3,2,3,3,2,1,5,5. What
is the average relevance rating?
A) 2.0
B) 2.7
C) 10.0
D) 27.0
A ________ distribution results in a median and mean higher than the mode.
A) symmetrical
B) left-skewed
C) right-skewed
________ statistics help a researcher determine whether the observed difference
between two or more measures is real and meaningful.
A) Inferential
B) Descriptive
C) Nomadic
D) Synergistic
E) Multimodal
According to the Atlas Institute and Coremetrics, the best way to evaluate an online
advertising campaign is to ________.
A) assign 100% of the influence for conversion to the last ad seen
B) assign 100% of the influence for conversion to the first ad seen
C) assign 50% of the influence for conversion to the last ad seen and assign 50% of the
influence for conversion to the first ad seen
D) assign a percentage of influence to all advertising seen prior to conversion
Think about concept and communication tests. In quantitative approaches, affective
reactions are collected via ________.
A) only closed-ended questions
B) only open-ended questions
C) a combination of both open- and closed-ended questions
Once the target population is defined, the next step ________.
A) selects the sampling method
B) determines the project budget
C) identifies the questions to be used on the survey
D) sets parameters for study timing
E) determines the appropriate procedures for data analysis
The ________ is the number in a set of scores that appears most often.
A) median
B) mode
C) standard score
A successful segmentation study results in groups which are internally ________.
A) homogeneous
B) heterogeneous
C) homological
D) heterological
CAQDAS stands for Computer Assisted ________.
A) Qualitative Display of Analytical Statements
B) Qualitative Data Analysis Software
C) Quality Data Analytical System
D) Question Demand Analysis Software
E) Quote Documentation Analytical Shareware
Which type of data provides information that has been collected by the researcher
specifically for the current research project?
A) Syndicated data
B) Primary data
C) Secondary data
D) Evaluative data
You give a respondent a number of pictures and ask her to make two piles: one pile
containing pictures of people who are loyal to a specific brand and the second pile
containing pictures of those who actively avoid the same brand. This technique is called
________.
A) story completion
B) projective pictures
C) picture sorts
D) picture projection
E) word association
Consider the perceptual map shown below.
Which brand is in the weakest competitive position?
A) Myspace
B) Bebo
C) Zanga
D) Zorpia
E) Yahoo! 360
The two statements below refer to the use of PowerPoint for research presentations.
I. PowerPoint slides should be used as the jumping-off point for more detail and should
not be viewed as the complete communication.
II. The use of PowerPoint forces a reconsideration of your argument in the same way as
a written document does.
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
Max and Tom have heard that if you drop Mentos into bottles of Diet Coke an
explosion occurs. They conduct an experiment in which they vary the number of
Mentos dropped into a bottle and the size (in ounces) of the Diet Coke bottle. This
would be an example of a ________ experiment.
A) simulated pretest – post-test
B) Solomon four group
C) factorial
D) pretest to post-test with control
Which part of the research proposal contains a brief statement of the situational and
informational needs that led to the decision to conduct the research?
A) Executive Summary
B) Background
C) Problem Statement
D) Appendix
E) Methodology
The process of ________ comes after all themes have been identified.
A) self-analysis
B) refraction
C) comment coding
D) reflection
E) report writing
On his last exam, Dennis missed 12 questions out of 50 possible. What percentage of
the questions did Dennis answer correctly?
A) 24
B) 62
C) 72
D) 76
Which type of data provides information that has been collected by other than the
researcher for a purpose other than the current research project?
A) Syndicated data
B) Primary data
C) Secondary data
D) Evaluative data
The need for clarity and conciseness in report preparation apply ________.
A) only to the written portion of the report
B) only to the visuals used in the report
C) to both the written and visual portions of the report
The collection of eye tracking data ________.
A) is fully under human control
B) is a combination of automation and human control
C) is fully automated
Think about the creation of a brand concept map. The ________ step is where a
researcher codes the maps created by each individual respondent and then, based on the
data obtained, uses a set of decision rules to combine the individual maps in one master
exemplar map.
A) aggregation
B) mapping
C) elicitation
The circular process of theme identification and creation is ________.
A) a process that is only used by novice qualitative analysts
B) optional and can be used or not, at the discretion of the qualitative analyst
C) time consuming and should be avoided
D) intentional and important
E) only of value for the analysis of focus group data
Personal interviews are almost always the ________ form of data collection.
A) slowest
B) least expensive
C) least interesting
D) most complex
In stratified random sampling, once each strata is defined then independent random
samples are drawn from each strata.
Imagine that you are looking for information regarding new television advertising
campaigns. Which of the companies listed below would be the most appropriate?
A) Ad Age
B) Doubleclick
C) Gannett Media
D) New Media Research Inc.
E) OneStop
Mapes and Ross’ copy testing methodology collects data ________ commercial
viewing.
A) immediately after
B) 12 hours after
C) the day after
D) two days after
E) one week after