The search phrase “trends + yogurt” will return identical results when used on Google
and Bing.
Mapes and Ross’ copy testing methodology measures commercial persuasion by
comparing pre-exposure brand preferences to post-exposure brand preferences.
A passive observer typically takes part in the activities being observed.
When presenting research findings, it is important that the presentation of findings
follows the order of the survey questions, that is, present the results of Question 1,
followed by Question 2, etc.
You are examining the patterns of response on a survey prior to data analysis. As a
general rule of thumb, you should closely examine any question that has a relatively
low overall completion rate.
The vast majority of research uses a sample of the population of interest.
You are creating a skip pattern for a series of questions. Those who answer “yes” to Q1
continue with Q2. Those who answer “no” to Q1 skip to Q3. The recommended way to
show the skip pattern for Q1 is:
1. Did you eat any pizza yesterday?
Yes
No ———-> SKIP TO Q3
When writing multiple choice questions, it is important that the question either be
exhaustive or exclusive. It is not necessary for both characteristics to be present at the
same time.
Online focus groups are always a poor substitute for real (traditional) focus groups.
Eye tracking records where an individual looks, for how long, and the order in which
items are looked at.
When thinking about focus group member compatibility, demographics are always the
most important consideration.
A semantic differential question asks a respondent to rate multiple objects on a single
five-point scale.
According to Bruckman, when faced with a trade-off between the needs of subjects and
the integrity of the research, priority should be given to the integrity of the research.
Personification is a technique that asks individuals to take a leap of imagination in order
to relate a brand or company to a well-known person or fictional character.
Current approaches to eye tracking are unobtrusive and allow the respondent to act in a
natural manner.
At an advertising agency, only individuals in the research department are concerned
with research findings.
The Video Consumer Mapping Study had affective, cognitive and behavioral observer
training goals.
The creation of a perceptual map begins with a list of specific category attributes.
In an online questionnaire, pictures can be used to add visual appeal even if they do not
have a real and meaningful link to the question being asked.
Online white papers and research reports typically present perspectives and research
findings related to a company’s area of focus and expertise.
Think about the creation of a brand concept map. It is advantageous to have different
types of individuals in the mapping and elicitation stages of data collection.
All but the shortest research reports require a table of contents.
Sample selection bias occurs when members of the population of interest are selected in
violation of the rule of equal chance of selection.
The Healthy Eating research discussed in the text was designed to select the “winning”
concept. This winning concept would then be produced without modification.
Media-focused associations are an excellent source for research focused on one specific
medium.
Once the discussion guide is used in the first set of groups, it should not be changed
until it has been used in at least half of the groups.
Correspondence maps, similar to perceptual maps, provide explicit insights into the
dimensions consumers use to evaluate brands.
Segmentation contributes to more effective communications planning because it is
usually easier to create and take advantage of new versus pre-existing segments.
The body copy in a communication test should be identical to that proposed for the
finished advertisement.
The qualitative interview guide does not indicate the initial order in which questions are
to be asked.
As discussed in the text, Jello is an example of an advertiser using segmentation to
identify and take advantage of a small, but untapped, consumer segment.
The VERB campaign was able to use the same questionnaire for both their child and
parent samples.
A statistically significant correlation indicates causation.
The purpose of the moderator briefing is to try to make the moderator an expert in the
area being researched.
When writing any type of question, it is important to avoid response options such as
“frequently” or ‘sometimes.”
Tom is conducting research with children. Some of the children recruited for the
research are very hesitant to participate once they hear what they must do. Tom
promises these children a toy if they change their minds. Tom’s actions would be
considered ethical.
In a concept or communication test, after the stimulus is presented and read, it is then
removed prior to the start of the interview or group discussion.
You are creating a checklist question to assess reactions to a test commercial. You are
reasonably certain that respondents will like the commercial. As a result, it is
appropriate and acceptable to have twice as many positive as negative items on the
checklist.
Which of the following is NOT an advantage of secondary research compared to
primary research?
A) is generally quick to obtain
B) is always timely
C) is relatively inexpensive
________ statistics help a researcher determine whether the observed relationship
between two or more measures is not due to chance.
A) Nomadic
B) Inferential
C) Synergistic
D) Descriptive
E) Multimodal
A split-run test is a variation of the ________ research design.
A) pretest – post-test
B) post-test only
C) Solomon four group
D) factorial
The data shown in the table below reports the attitudes of two groups of individuals
toward Mustang. One group was exposed to Mustang advertising while the other was
not. How many measures show a statistically significant impact of advertising
exposure?
A) 0
B) 1
C) 2
D) 3
E) 4
A ________ helps one understand the relationships between individual themes.
A) metatheme
B) metaphor
C) metacomment
D) megatheme
The Interactive Advertising Bureau is an example of a ________.
A) media consulting company
B) research specialist
C) field service
D) trade organization
E) syndicated research company
A response rate is calculated by dividing the number of respondents ________ by the
number of respondents in the valid sample.
A) contacted
B) completing the survey
C) in the sample frame
D) in the population of interest
________ are moral principles that help determine when a course of action is either
right or wrong.
A) Platitudes
B) Metaphors
C) Ethics
D) Analogies
E) Syllogisms
The “think-aloud” method is a form of ________ interview.
A) Creative
B) Cognitive
C) Compulsary
D) Complex
You are conducting research on college students’ engagement with brands via social
media. You want to use purposive (nonrandom sampling). List two ways in which
individuals might be selected.
The two statements below refer to the use of PowerPoint for research presentations.
I. When preparing PowerPoint slides, it is important that each slide focus on a single
idea.
II. Use the “build” function to control information flow and focus attention.
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
With regard to eye tracking data, ________ is the amount of time spent looking at each
specific element.
A) first fixation
B) most fixation
C) total gaze time
D) individual gaze time
Consider the data shown in the table below. The table shows responses to a
classification question.
What percent of the sample is currently enrolled in college at the undergraduate or
advanced degree level?
A) 45%
B) 64%
C) 320%
D) cannot be calculated from the data shown
The “Magic Face” case study discussed in the text used two important measures. One
was “time to first fixation” while the second was ________.
A) time to initial gaze
B) time to final fixation
C) average gaze time
D) average time between fixations
Consider the two questions below regarding focus group moderators.
I. When choosing a moderator for a set of groups, it is important to make certain that
the moderator is an expert in the area being explored.
II. When considering the selection of a group moderator, it is important to find
a moderator whose demographic characteristics match those of the group participants.
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
Imagine that you hold two focus groups with the same number and type of individuals.
Everyone in the first group preferred Commercial A over Commercial B. Everyone in
the second group preferred Commercial B over Commercial A. Is the analyst correct in
presenting the finding that “Equal numbers of people preferred each commercial. No
real preference emerged.”?
The text discusses several advantages of telephone versus personal interviews. Which
of the following is NOT noted as an advantage of telephone versus personal interviews
as a data collection method?
A) lower marginal costs
B) easier to incorporate visual stimuli into the interview
C) easier to administer complex skip patterns
D) easier to obtain nationally representative samples
On the interval level of measurement, it is assumed that the distance between response
options is ________.
A) subject to individual interpretation
B) equivalent
C) dependent upon the length of the question
D) reflects the question writer’s biases
E) minimal
Which question type is not likely to be available at all online survey companies?
A) single-selection multiple choice
B) checklist
C) rating scale
D) constant sum
________ control refers to the extent to which a researcher can control who responds to
a survey.
A) Administrative
B) Survey
C) Sample
D) Interview
Research-related problem statements arise from different research needs. How many of
the statements shown below reflect a type of problem statement?
i. there is a need to evaluate the “goodness” of alternative actions
ii. there is a need to compare the current research budget to prior, similar studies
iii. there is a need to identify problems and opportunities
iv. there is a need to broaden understanding of the consumer or marketplace
A) 0
B) 1
C) 2
D) 3
E) 4
Which of the following is NOT a recommended format for the communication testing
of television ads?
A) storyboard
B) animatic
C) photomatic
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.
The attribute “untangles hair” is most closely related to which other attribute (from the
list below)?
A) Repairs split ends
B) Makes hair easy to style
C) Revitalizes hair
D) One bottle lasts a long time
E) Renews hair’s natural vitamins
After an examination of all of the findings, a researcher must decide which of the
findings provide important insights and which are merely interesting. The former
should be in the findings section; the latter should be placed in ________.
A) a separate report
B) the appendix
C) the cover memo
D) a follow-up e-mail
VALS includes three primary motivations that matter for understanding consumer
behavior: ideals, achievement, and ________.
A) self-expression
B) selflessness
C) self-determination
D) self-indulgence
VALS divides the U.S. adult population using two primary dimensions. One dimension
is motivation. The second dimension is ________.
A) literacy level
B) technological sophistication
C) resources
D) brand loyalty
The two statements below refer to CGM monitoring.
I. Evaluating consumers’ response to an advertising campaign is one way in which
advertisers use CGM monitoring.
II. CGM monitoring allows advertisers to monitor their own brand’s image and track
any changes in image versus key competitive brands.
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
At the end of your survey, you ask a classification question regarding respondent
gender. The response options are “male (coded 1)” and “female (coded 2).” Which of
the following descriptive statistics is (are) appropriate for this question?
A) percentages
B) averages
C) standard deviation
D) all three are appropriate ways to examine responses to this question
Consider the chart below.
This chart …
A) is totally acceptable as shown
B) exhibits a problem only with the “Y-Axis” – the test scores
C) exhibits a problem only with the “X-Axis” – the names of the schools
D) exhibits problems with both axes
Imagine that you want to search for all sources that mention teens and diets. Which of
the following search phrases would be most appropriate?
A) teens with diets
B) dieting teens
C) teens – diet
D) teens + diet
Two important activities take place in the initial stage of qualitative data analysis. One
of these activities is ________.
A) a cost/benefit analysis of the research project
B) a review of the moderator’s performance
C) an evaluation of the screener used to identify respondents
D) a review of the problem definition
Concept and communication tests ________
A) can only be be conducted by specialized research companies
B) can only be conducted by the advertising agency
C) can be conducted either by the advertising agency or by a specialized research
company
In which type of questionnaire is the introduction likely to be longer and more detailed?
A) Mail
B) Telephone
Pretesting is a(n) ________ step in the questionnaire development process.
A) unrecommended
B) important and recommended
C) optional, but not recommended
D) time-consuming and unnecessary
________ random sampling is the better choice whenever you have a situation where
you think that a large variation in what you are studying is due to specific respondent
characteristics.
A) Simple
B) Systematic
C) Stratified
Consider the perceptual map shown below.
Yahoo!360 wants to move closer to the Ideal, but realizes that it is best to address only
one dimension at a time. With regard to Yahoo!360’s first actions, would you
recommend that it try to improve perceptions of it’s “cutting-edge” new web site, or
instead focus on the new web site’s “ease of use?”
Explain “hybrid design.” Provide an example of how this design might be used.
List and briefly describe the four dimensions that distinguish between different
company’s approaches to television advertising copy testing.
Briefly explain the importance of Google’s Golden Triangle for advertising planning.
Nielsen-Online argues that consumer advocacy is the single-most important gauge of a
brand’s growth potential. Paraphrase their point of view as to why they believe this is
so.
You are conducting research among a group of senior citizens who have just purchased
their first cell phone. The purchase was made after a visit to the mobile phone
company’s store. Write a grand tour question to learn about the purchase process.
Explain why questionnaire pretesting is important.
List three different types of problem statements.
Explain sample selection bias.
What role does a communication test play in the advertising development process?
Provide an example of where qualitative research would be appropriate prior to the
conduct of survey research.
Explain the concepts of “mutually exhaustive” and “mutually exclusive.” Provide an
example that illustrates each concept.
Why is it important to examine sample characteristics prior to beginning data
examination?
Carey, the agency researcher, conducts research to determine consumers’ reactions to
the client’s latest advertising campaign. Carey remembers that the selection of the
campaign’s spokesperson was a controversial decision, with the client only grudgingly
going along with the agency recommendation. The results show that consumers are
very positive toward the campaign with one exception: they absolutely hate the
spokesperson. Cary asks: “Since overall reactions are so positive, why don’t I eliminate
from the full report the survey questions that explore reactions to the spokesperson?
Why bring up a controversial issue that everyone agrees is settled?”
Is Carey acting ethically?
Peter is working on a press release for a research study his agency has just conducted.
The press release notes that a full report is available. John plans to only include in the
report the data that is favorable to his agency. Is this an ethical practice?
The theme development process has been described as “circular.” What does this mean?
Your client has never before attended focus groups. List three guidelines that you would
discuss with the client to enhance the viewing experience.