Mary is the moderator for a focus group. The group consists of many shy individuals.
Mary wants to avoid making these individuals feel uncomfortable, so she decides not to
mention that the groups are being filmed and that individuals are watching the group
from behind a one-way mirror. Would Mary’s omission of this information be
considered ethical?
A research report should exclusively focus on the findings. A discussion of
recommendations and next steps should be placed in a separate document.
If the screener is relatively short, then it is allowable to include additional questions of
interest, even if these questions do not distinguish target from nontarget individuals.
When writing any type of question asking about behaviors it is important to provide a
reasonable time frame.
Krathwohl notes that internal validity is greater when a change in the “cause” is
followed by large changes in the “effect.”
When presenting a quotation in a qualitative report, it is important to provide the full
range of identifying information, for example, age, gender, occupation, and marital
status.
Ordinal level measures arrange characteristics or attributes according to their magnitude
in an ordered relationship along an explicit dimension, for example, from greater to
lesser.
It is not necessary to customize a questionnaire for the specific method which will be
used for data collection; a questionnaire written for a telephone interview will work just
as well when used as a self-administered questionnaire.
Imagine that in preparation for a segmentation study, Mary identified 178 potential
variables. She should incorporate all of these variables into the final questionnaire
without any additional analysis.
Projective techniques can only be used in personal, face-to-face interviews.
Nonresponse error has the potential to distort the findings of survey research.
Qualitative approaches to human observation are always preferable to quantitative
approaches.
When planning a research study, a researcher should always select the data collection
method that has the absolute lowest cost.
Concept and communication tests take place during the final stages of the advertising
development process.
A screener is used to eliminate unwanted individuals from potential participation in the
research. The screener is likely being used because of over-registration in the sample
frame.
A brand concept map allows an advertiser to see important brand associations and how
these associations are connected in the consumers’ mind.
You are examining the patterns of response on a survey prior to data analysis. You find
one question where 100% of the respondents indicated that they ‘strongly agreed” that
the commercial just viewed was entertaining. Since this is a positive finding, no further
examination of the responses to this question is necessary.
Personal contact is essential for longer surveys.
Mapes and Ross’ copy testing methodology does not collect any measures related to
commercial communication.
Problem definitions reflect the difference between what is known and what needs to be
known in order to reduce uncertainty and increase confidence in decisions reached.
Mapes and Ross and Gallup & Robinson measure commercial persuasion in the same
way.
At the beginning of theme identification, the analyst should not have any themes in
mind.
Once metathemes have been created, serendipitous discoveries should be ignored.
The correlation between “commercial relevance” and “message importance” is +.63.
This means that ratings of commercial relevance and message importance rise or fall
together, as one increases (or decreases) so does the other.
The first step in an online search strategy is to ‘state your information need in the form
of one or more declarative sentences.”
Quantitative research is best used to collect background information in an area where
little is already known.
When presenting rating scale data, it is never permissible to combine several response
options, that is, to create a new category “agree” composed of those who ‘strongly
agree” and ‘slightly agree.”
The visual anonymity of online focus groups may reduce social desirability bias,
allowing participants to feel more comfortable to voice their opinions.
Focus group respondents are typically screened and recruited a week prior to the
groups. Once respondents show up for the groups it is recommended that they all be
rescreened.
When drawing a systematic random sample, it is always necessary to begin counting
with respondent #1.
In evaluating the appropriateness of secondary information, it is important to be able to
distinguish opinion from fact.
It is acceptable when writing an open-ended question to include an opinion or point of
view, for example: “Many people believe that saving for retirement is important. What
is your point of view?”
You wish to conduct personal interviews among doctors. You would most likely use
a(n) ________ interview.
A) pre-recruited
B) preplanned
C) intercept
D) interrogation
Research codes of ethics incorporate the principles of autonomy, nonmaleficence, and
________.
A) beneficial planning
B) beneficence
C) parity
D) modesty
E) synchronicity
The text discusses a four-step process for moving from a conceptual definition to an
operational definition. The first step is “explicitly specify the concept of interest.” The
second step is ________.
A) narrow alternative operational definitions to the three best
B) evaluate and select the best operational definition
C) explicitly state what can be observed
D) explore different aspects of the concept’s meaning
A(n) ________ test permits an advertiser to compare a current approach to online
advertising to one or more potential alternatives.
A) A/B
B) Split-run
C) Bi-modal
D) Multi-modal
E) Split-synergy
There are two different approaches to theme identification. Which one of the
approaches shown below is recommended by the text?
A) data → theme → evaluation → revision
B) theme → data → evaluation → revision
C) theme → theme → revision → evaluation
D) data → evaluation → theme → revision
Couper recommends avoiding ________ in online surveys.
A) radio buttons
B) scrolling drop down boxes
C) drop boxes for well-known target answers (for example, your country of residence)
Consider the following two statements regarding the repertory grid.
I. According to the repertory grid, construct systems are static and unchanging once
they are formed.
II. According to the repertory grid, construct systems have very little influence on
consumers’ expectations and perceptions.
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
The Video Consumer Mapping Study is an example of ________ observation.
A) automated
B) human
What is the name given to a research design that combines two or more approaches to
data collection, for example, collecting data through both online and telephone
interviews.
A) Composite
B) Metacombined
C) Hybrid
D) Heterogeneous
The diagram below illustrates what type of experimental design?
A) quasi-esperimental: two group post-test only
B) quasi-experimental: two group post-test with control
C) experimental: two group post-test only
D) experimental: two group simulated pretest to post-test
Questionnaire ________ refers to the extent to which the purpose and/or sponsor of the
research is known to the respondent.
A) disguise
B) format
C) bias
D) integration
E) observation
Telephone and ________ surveys generally require the least amount of time to collect
the data.
A) online
B) personal, face-to-face
C) mail
Physiological and survey research are representative of what type of research?
A) Qualitative
B) Quantitative
Which form of nonprobability sampling uses current study participants to recruit new
participants?
A) Convenience
B) Judgment
C) Quota
D) Snowball
Witte conducted research to determine views toward endangered species. Respondents’
views were more supportive of endangered species protection when pictures of
________.
A) animals were not present
B) non-endangered species were present
C) endangered species were present
The best way to avoid errors in constructing a questionnaire is to take a ________
approach.
A) controlled
B) pragmatic
C) systematic
D) realistic
The two types of personal interviews are: pre-recruited and ________.
A) online
B) preplanned
C) intercept
D) interrogation
Consider the question shown below.
How many pets do you have?
1 to 2
3 to 4
4 or more
This question is ….
A) exhaustive but not exclusive
B) not exhaustive but exclusive
C) not exhaustive, not exclusive
D) exhaustive and exclusive
The three primary approaches to syndicated segmentation are: psychographic, product
usage, and ________.
A) residential geographic
B) geopsychographic
C) geopolitical
D) geodemographic
An ________ pie chart does not draw visual emphasis to any one specific segment.
A) unexploded
B) articulated
C) exploded
D) unarticulated
E) integrated
The text suggests that the first (initial) review of a research report focus on ________.
A) content and material
B) mechanics and organization
C) spelling, grammar and sentence structure
D) fonts and margins
E) layout and visual appeal
You inform respondents that all their information will be treated confidentially. Under
which (if any) circumstances can the explicit assurance of data confidentiality be
broken?
A) It can never be broken.
B) It can be broken after the data is more than a year old.
C) It can be broken in order to maintain good client relations.
D) It can be broken if the data released is not personal in nature.
E) It can be broken if no harm is done to the respondents.
Betty wants to conduct research. Consider the following situations.
I. The research uses a observation to track brand comments in online blogs.
II. The research uses focus groups to learn about brand perceptions.
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
Milward Brown’s “Dynamic Tracking Study” helps advertisers understand the strengths
and weaknesses of an advertising campaign ________ .
A) before it is placed in the marketplace
B) while it is running in the marketplace
C) after it has run in the marketplace
D) in its early stages of development
E) from the client’s perspective
Which type of qualitative interview works best when extensive, detailed probing of
attitudes, beliefs, motivations or needs is required?
A) Personal interviews
B) Focus groups
There is ________ consensus that neuromarketing is an ethical approach to the use of
technology for advertising and marketing purposes.
A) extensive
B) limited
C) unknown
________ online focus groups build the discussion over time because all group
participants are not required to be online at the same time.
A) Synchronous
B) Asynchronous
C) Hybrid
Which of the following descriptive statistics is (are) appropriate for interval level
measures?
A) percentages
B) averages
C) standard deviation
D) all three are appropriate ways to examine interval level measures
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) neither factor is significant, no interaction between factors
B) one factor is significant, no interaction between factors
C) two factors are significant, wth a significant interaction between factors
D) neither factor is significant, with a significant interaction between factors
You are searching for relevant web sites and have found a very relevant and informative
site. The URL of this site is “www.seniorsandmobileads.com” You want to find other
sites that link to this site. Which of the following search phrases would be most
appropriate?
A) what sites link to ‘seniorsandmobileads.com”
B) destinations: www.seniorsandmobileads.com
C) link: www.seniorsandmobileads.com
D) outto: www.seniorsandmobileads.com
The following two statements refer to the analysis of qualitative data.
I. There are times when respondents do not spontaneously mention or comment on a
topic. This may happen because they assume that the topic is so important it
is unnecessary to mention.
II. There are times when respondents do not spontaneously mention or comment on a
topic. This may happen when the topic is highly personal or sensitive.
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
Consider the two statements below with regard to focus group participants.
I. An “undesirable” focus group participant would be one who attended seven focus
groups in the past month.
II. Focus group participants are almost always paid for their participation.
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 ________ question is a ratio measure that requires a respondent to divide a preset
quantity among two or more objects or attributes in a way that reflects the respondent’s
relative preference for each object.
A) checklist
B) rating scale
C) constant sum
D) ranking
The KPLKY Advertising Agency has produced and aired a series of commercials aimed
at encouraging healthy eating choices in elementary schools. It has been decided that
observation (specifically food choice in the lunch room) would be used to collect data
to evaluate the campaign’s impact. Think about the four dimensions of observation
research. Use these dimensions to describe your recommended approach. Provide a
brief rationale for each recommendation.
You conduct a perceptual mapping study for automobiles and decide that it is a
three-factor solution. The label assigned to each factor is shown in the Table below. The
table also shows the average rating of each brand (plus the Ideal brand) on each factor
using a scale of -5 to +5.
Which brand is in the strongest competitive position? Which brand is in the weakest
competitive position? Why?
You want to determine consumers’ subconscious reactions to, and processing of, a
trailer to a new film. Would you recommend eye tracking or fMRI for data collection.
Provide two conceptual definitions for “brand loyalty.”
Calculate the response rate given the data shown below.
Number in original sample: 1,250
Number not valid: 200
Failed to meet sample definition: 50
Refusals: 50
Not at home: 200
Define “independent” and “dependent” variable.
John wants to report the research findings as “Our advertising awareness increased
200%.” Mary wants to say “Our advertising awareness increased from 3% to 6%.”
Provide a point of view on which approach is the preferred approach.
There are six important measures used in eye tracking research. Name and briefly
describe two of these measures.
Explain what is means to “collect data at the highest level of measurement.” Why is this
important?
List the four key dimensions of information typically provided by CGM observation.
Briefly define each.
What are the four primary steps in conducting an experiment?
You wish to learn all you can about the role that advertising plays in the developing
self-image of adolescent girls. This is likely to be a topic in which rapport between
interviewee and interviewer is of great importance. It is also likely to be a topic that will
require a great deal of conversation before the “real” issues emerge. Given this
situation, would you recommend focus groups or personal interviews as the data
collection procedure? Why?
Think about brand concept maps. What actions are likely for an advertiser in an
instance where their desired positioning matches consumers’ perceptions?
The correlation matrix below provides the results of a recent commercial test. A *
indicates a statistically significant correlation.
What conclusions can you draw about (1) age and (2) ratings of ad believability?
Define reliability and validity.
You want to only interview men and women who are aged 18 to 24 earning less than
$15,000 annually. Write the screener.
Why is it important to examine the data prior to starting formal data analysis?