Only ________ sampling allows you to make valid generalizations about the population
from which the sample was drawn.
A) random
B) judgment
C) nonrandom
D) snowball
E) quota
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
Ad Age and Clickz are examples of ________ publishers.
A) print newsletter
B) online newsletter
C) online social media
D) print social media
________ data recording is best used when the researcher knows the specific types of
behaviors to be observed in advance of the observation.
A) Unstructured
B) Passive
C) Structured
D) Serendipitous
The question: “What are changes in teen attitudes over the past five years?” is most
related to what type of research?
A) Market
B) Consumer
C) Creative
D) Media
E) Domain-centered
For any particular identified concept, there ________ conceptual definition(s).
A) is only one
B) are four or less
C) are a large number of
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.
The findings and F-test results are shown below.
Which of the following is the correct conclusion to draw from this data?
A) A female spokesperson is always more effective versus a male; the presence or
absence of humor does not make a difference.
B) A male spokesperson is always more effective versus a female; the presence or
absence of humor does not make a difference.
C) A female spokesperson is always more effective versus a male; the presence of
humor results in more effective commercials versus those where humor is absent.
D) A male spokesperson is always more effective versus a female; the presence of
humor results in more effective commercials versus those where humor is absent.
The diagram below illustrates what type of experimental design?
A) simulated pretest – post-test
B) post-test only with control
C) pretest to post-test with control
D) factorial design
The response to questions requesting personal information is improved when such
requests are ________.
A) placed at the very beginning of the questionnaire
B) explained and justified
C) written to communicate the interviewer’s bias
D) kept to under 10 words
E) scattered throughout the questionnaire
The repertory grid and laddering are examples of ________ techniques.
A) literal
B) process
C) proprietary
D) outdated
E) unreliable
Consider the two descriptions of qualitative research below.
I. Qualitative research is characterized by relatively small sample sizes.
II. Qualitative research is characterized by the use of standardized,
closed-ended questions.
Which, if any, of the prior statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
With regard to eyetracking reporting, a(n) ________ uses colors to represent the
amount of time spent viewing specific areas of the visual stimulus.
A) gaze path
B) heatmap
C) opacity chart
The diagram below illustrates what type of experimental design?
A) simulated pretest – post-test
B) post-test only with control
C) pretest to post-test with control
D) factorial design
The following two statements refer to the types of variables used in a segmentation
study.
I. When conducting a segmentation study, demographics must always be used as a
classification variable.
II. When conducting a segmentation study, psychographics must always be used as a
descriptive variable.
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
Which type of validity is estimated by determining the extent to which performance on
one variable (measured today) accurately predicts performance on another variable (to
be measured in the future).
A) face validity
B) concurrent validity
C) predictive validity
Danny’s teacher assigns grades as follows:
90% and over: A
80% to 89%: B
70% to 79%: C
69% or below: D
Danny answers 41 questions correctly out of 50 possible. What is Danny’s grade?
A) A
B) B
C) C
D) D
How many of the practices below reflect unethical behaviors with research suppliers?
– issuing a call for bids after a supplier has been selected
– using the proposal process to obtain free advice
– making false promises to lower costs
– issuing a call for more than three proposals
A) 0
B) 1
C) 2
D) 3
E) 4
The data below shows the distribution of men and women responding to a survey.
What percentage of the respondents were women?
A) 17
B) 33
C) 34
D) 66
According to VALS, ________ are motivated by self-expression. As young,
enthusiastic, and impulsive consumers, they quickly become enthusiastic about new
possibilities, but are equally quick to cool. They seek variety and excitement, savoring
the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports,
outdoor recreation, and social activities. They are avid consumers and spend a
comparatively high proportion of their income on fashion, entertainment, and
socializing. Their purchases reflect the emphasis they place on looking good and having
“cool” stuff.
A) Innovators
B) Believers
C) Experiencers
D) Achievers
E) Thinkers
The numbers used to code responses on the ________ level of measurement have real
meaning and may be averaged.
A) nominal level
B) nominal and ordinal level
C) ordinal and interval
D) interval and ratio
During a qualitative interview the interviewer says “Can you tell me more about why
you think the brand is only average.” According to the text, this is an example of
________.
A) active listening
B) planned stimuli
C) extroverted commenting
D) simple listening
E) creative commenting
Imagine that you have three strata, the size of each is shown below.
Stratum 1: 100 individuals
Stratum 2: 200 individuals
Stratum 3: 700 individuals
You wish to draw a final sample of 100 individuals. Proportionate stratified sampling
would result in how many individuals selected from Strata 3?
A) 10
B) 20
C) 33
D) 70
Krispy Kreme has 1,251 franchisees in the United States. Lance wants to conduct
interviews with every one of the franchisees. This would result in a ________ of the
franchisees.
A) sample
B) census
The ________ observation of individuals takes place as behaviors unfold at their own
pace.
A) artificial
B) planned
C) natural
D) deterministic
Consider the criteria shown below. How many of these criteria does the text recommend
be used to evaluate a segment’s characteristics for communication targeting?
– size
– use of social media
– technological sophistication
– potential message responsiveness
A) 1
B) 2
C) 3
D) 4
When conducting segmentation research, ________ variables represent the basis for
segment formation.
A) evaluative
B) separation
C) descriptive
D) classification
E) articulation
Gallup & Robinson define commercial ________ as the commercial’s ability to break
through the clutter and communicate an advertiser or brand name.
A) congruity
B) relevance
C) intrusiveness
D) salience
E) appeal
With regard to eyetracking reporting, a(n) ________ uses “openings” to represent the
amount of time viewing specific areas of the visual stimulus.
A) gaze path
B) heatmap
C) opacity chart
Two important activities take place in the initial stage of qualitative data analysis. One
of these activities is ________ .
A) an evaluation of the study sample
B) a review of the research cost and timing
C) an evaluation of the services provided by the field service
D) an examination of audio and/or video tapes
According to the text, which of the following is NOT part of a questionnaire
introduction?
A) an implicit or explicit reference to the importance of the research
B) reassurance that the task of participating will not be difficult
C) a request for truthful answers
D) an explanation of the incentive if one is being used
The following two statements refer to the length of an A/B test.
I. The length of an A/B test should reflect the amount of time required for participants
to take action.
II. The length of an A/B test should reflect the amount of time required for a sufficient
sample size to be obtained.
How many, 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 VALS, the Self-Expression group consists of the Experiencer and
________ segments.
A) Believers
B) Makers
C) Strivers
D) Achievers
E) Thinkers
Facial ________ records the degree of emotional response generated by a stimulus as
reflected in the use and movement of facial muscles.
A) recognition
B) coding
C) implant
D) referencing
E) modeling
A(n)________ questionnaire allows the respondent to discern the purpose and/or
sponsor of the research.
A) constrained
B) undisguised
C) pragmatic
D) disguised
________ campaign evaluation typically requires a reference group in order to
adequately evaluate campaign effects.
A) Systematic
B) Tracking
C) Concurrent
D) Sequential
E) Multi-modal