According to VALS, ________ are motivated by self-expression. They express
themselves and experience the world by working on it – building a house, raising
children, fixing a car, or canning vegetables – and have enough skill and energy to carry
out their projects successfully. They are practical people who have constructive skills
and value self-sufficiency. They live within a traditional context of family, practical
work, and physical recreation and have little interest in what lies outside that context.
They are suspicious of new ideas and large institutions such as big business. They are
respectful of government authority and organized labor, but resentful of government
intrusion on individual rights. They are unimpressed by material possessions other than
those with a practical or functional purpose. Because they prefer value to luxury, they
buy basic products.
A) Thinkers
B) Strivers
C) Achievers
D) Makers
E) Believers
In a research report, the ________ section provides a context for approaching and using
the information gathered by the research. It presents the research objectives and
rationale for the research project in greater detail than that presented in the executive
summary.
A) background
B) primary findings
C) action item
D) accomplishment
E) foundation
The rationale for neuromarketing is that consumer buying decisions are made in split
seconds in the ________ part of the brain.
A) conscious rather than subconscious
B) subconscious rather than conscious
C) inhibited rather than uninhibited
D) uninhibited rather than inhibited
Consider the different types of variables shown below. How many would be considered
demographic variables?
– age
– marital status
– household composition
– life stage
A) 1
B) 2
C) 3
D) 4
Consider the following rating scale question:
How believable or unbelievable was the commercial you just saw?
Strongly agree
Slightly agree
Neither agree nor disagree
Slightly disagree
Strongly disagree
Is this question acceptably written?
A) Yes
B) No
In quantitative research, sample size is determined in light of confidence intervals and
confidence ________.
A) restraints
B) length
C) limitations
D) levels
E) intensity
A .02 level of statistical significance indicates a ________ probability that the observed
difference or relationship is due to chance.
A) 1%
B) 2%
C) 98%
D) 100%
________ observation requires the observer to take events as they come.
A) Active
B) Passive
C) Dynamic
D) Socratic
Which of the following describes itself as the “world’s largest collection of public
records, unpublished opinions, forms, legal, news, and business information?”
A) Google
B) LexisNexis
C) Microsoft Scholar’s Resource
D) Slideshare
In a brand concept map, the ________ the number of lines linking two attributes the
greater the association.
A) greater
B) fewer
C) larger
A research study has a response rate of 75%. The nonresponse rate would be:
A) 15%
B) 20%
C) 25%
D) cannot be determined with the information provided
The two statements below refer to the research conducted by the Pew Research Center.
I. The Pew Research Center’s approach to sample selection for telephone
interviews takes the point of view that a landline only sample is always preferable to a
sample with a mix of landline and cell phone users.
II. The approach to telephone sampling used by the Pew Research Center is labeled a
“Full Dual Frame Sample Design.”
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
A research report’s ________ contains material that is too complex, too detailed, or
otherwise inappropriate for the main sections of the report.
A) appendix
B) letter of transmittal
C) cover memo
D) supplement
Mediamark and Experian Simmons both report an index as part of their data base. An
index of below ________ is considered to be an indication of below average group
composition.
A) 70
B) 80
C) 85
D) 100
E) 115
Consider the following two statements with regard to the use of perceptual maps.
I. Plotting current and potential customers on the same map can make an important
contribution to strategic decision making.
II. The use of before and after perceptual maps can track advertising impact.
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
Ordinal level measures are best used when the measurement goal is to ________ .
A) determine averages
B) put things in order
C) classify
D) determine the distance between measured objects
Communication testing typically ________ concept testing.
A) is conducted at the same time as
B) comes before
C) follows
What type(s) of statistics provide the basis for objectively determining the amount of
confidence you can have in drawing conclusions about differences and relationships
observed in a set of data?
A) Descriptive
B) Inferential
C) Both descriptive and inferential
Consider the Mediamark (MRI) data shown below.
Which brand(s) have an average proportion of women in their user base?
A) Tresbon
B) TresBon and Fident
C) Fident and Islands
D) Islands
A (n) ________ is a storyboard on film or tape accompanied by a rough soundtrack.
A) storyboard
B) animatic
C) photomatic
The test discussed the use of observation related to alcohol shopping behaviors. This
was an example of using observation research when ________.
A) there appears to be a disconnect between attitudes and behaviors
B) self-reported data regarding attitudes and behaviors may not be accurate
C) behavioral rather than attitudinal change is the focus.
The three broad steps in the measurement process are: (1) identify and define the
concept of interest, (2) specify an observable event, and (3) ________.
A) pre-test the survey instrument
B) evaluate reliability
C) evaluate and revise the observable event
D) evaluate validity
According to the text, how many types of information shown below are typically
provided as part of the observation of consumer generated media?
-the number of times a brand is mentioned
– the amount of brand detail
– the advertising value of the posting
– the sentiment associated with the posting
A) 1
B) 2
C) 3
D) 4
You ask respondents to rank order three television programs. You then average the
rankings for each program and report that:
LostAverage ranking: 1.5
FringeAverage ranking: 2.0
Grey’s AnatomyAverage ranking: 2.5
Assuming the math is correct, this is an appropriate way to report ordinal level data.
According to VALS, ________ are motivated by ideals. They are mature, satisfied,
comfortable, and reflective people who value order, knowledge, and responsibility.
They tend to be well-educated and actively seek out information in the decision-making
process. They are well-informed about world and national events and are alert to
opportunities to broaden their knowledge. They have a moderate respect for the status
quo institutions of authority and social decorum, but are open to consider new ideas.
Although their incomes allow them many choices, they are conservative, practical
consumers. They look for durability, functionality, and value in the products they buy.
A) Achievers
B) Thinkers
C) Strivers
D) Makers
E) Experiencers
Kelly puts invisible (to the respondent) identifiers on the survey to keep track of who
has or has not responded. After the research has concluded, the client asks to see the
questionnaires. What should Kelly do?
A) Keep and refuse to send the questionnaires
B) Shred the questionnaires
C) Send the questionnaires without any modification
D) Send the questionnaires after the identifiers have been removed
E) Send the questionnaires without any modification, but only if the client pays
associated costs
Research has shown that the addition of physiological measures (such as heart rate) to
EEG data provides ________ important additional insights.
A) few, if any
B) a significant number of
C) only limited
D) unanticipated but not
Imagine that you want to search just for PowerPoint presentations that relate to mothers
and blogs. Which of the following search phrases would be most appropriate?
A) mothers + blogs:ppt
B) mothers – blogs:ppt
C) blogging mothers:powerpoint
D) mothers who blog:powerpoint
At what level of measurement is the question below written?
What is your year in school?
Freshman
Sophomore
Junior
Senior
A) Nominal
B) Ordinal
C) Interval
D) Ratio
In a research report, the ________ section summarizes the specific decisions related to
sampling and data collection. There is a description of: who participated in the research,
why these individuals were selected for participation, key questions asked, how the data
was collected, and
when the research took place.
A) background
B) primary findings
C) methodology
D) outcomes
E) planning
Amy uses the phrase “in accordance with the preponderance of the analytical results” in
a report. It would have been better to say ________
A) the planned analysis shows an overwhelming trend toward
B) the results indicate
C) the data and subsequent analyses provide insights into
D) the significant and key insights provided by the data are
Imagine that you conduct a segmentation study for McDonald’s. Individuals are
assigned to different segments based on the reasons why they eat at fast food
restaurants. This would be an example of a segmentation based on ________.
A) product-related attitudes
B) brand loyalty
C) needs or benefits
D) psychographics