According to Gallup & Robinson, levels of recall are the key measures associated with
commercial ________.
A) persuasion
B) believability
C) intrusiveness
D) relevance
E) appeal
The following may or may not describe acceptable practice in the writing of concept
test tag lines.
– Be highly focused
– Use a brief phrase
– Be single-minded
– Be believable
How many, if any, of these recommendations are allowable when writing a concept test
tag line?
A) 0
B) 1
C) 2
D) 3
E) 4
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
Concepts such as ________ provide few measurement problems or challenges.
A) age and gender
B) love and hate
C) attitude toward the ad
D) brand loyalty
E) social media engagement
The ________ voice in report writing increases interest, brevity, and clarity.
A) formal
B) active
C) passive
D) technical
Consider the two statements below with regard to online panels.
I. “Opt-in” panels are preferred over invitation-only panels.
II. Panels should aggressively identify and eliminate “professional respondents.”
Which, if any, statement is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
Consider the two charts shown below.
These charts are examples of ________.
A) acceptable, visually interesting charts
B) junk charts
Your client comes to you and says: “We need research to determine changes in
consumers’ attitudes toward our brand and our three primary competitors.” The first
question you should ask the client is:
A) Who are your three primary competitors?
B) How long do we have to collect this information?
C) How is this information going to be used?
D) What is the budget?
E) Who do you think is the best person to plan the research?
Think about concept and communication tests. ________ precedes the collection of
affective reactions.
A) Reactions to the graphic design
B) Reactions to the message
C) Reactions to the interviewer
D) The answering of any respondent questions
Consider the survey question shown below.
One hundred people answer the question after seeing Commercial A and a different 100
people answer this question after seeing Commercial B. The mean response on this
measure for both commercials is 2.3. The standard deviation for Commercial A is 1.1
and the standard deviation for Commercial B is 1.9.
This means that dispersal of scores for Commercial B is larger than the dispersal of
scores for Commercial A.
The text identifies the most appropriate situations for human observation. Consider the
situations shown below. How many of these situations represent appropriate situations
for human observation?
– Where observations of behavior are more insightful than descriptions of behavior
– When the timing of a research study is very limited
– Where individuals may not be able to verbalize their feelings
– When respondents are unavailable to participate in survey research
A) 1
B) 2
C) 3
D) 4
The text described Mary and John’s sampling of opinion in Dr. Newson’s class. Mary
obtained more accurate results than John. This is because Mary used ________
sampling while John used ________ sampling.
A) random, haphazard
B) random, convenience
C) census, convenience
D) census, haphazard
The purpose of concept and communication tests is to ________.
A) select a “winner”
B) identify the “losers”
C) collect diagnostic information on strengths and weaknesses
Which of the following would be the best way to ask about visits to Facebook?
A) How often do you visit Facebook?
B) How often did you visit Facebook in the last 30 days?
C) How often did you visit Facebook in the last 7 days?
D) How often did you visit Facebook yesterday?
Which of the following is NOT a main component of a questionnaire?
A) directions for data analysis
B) screener
C) main body of information questions
D) classification questions
What type of activity clearly presents key research information in a way that allows
advertisers to understand not only the “what” but also the “why” of interrelated research
findings and insights?
A) Synthetic analysis
B) Signal detection
C) Synthesis
D) Scientia analysis
E) Discriminative analysis
The text discusses characteristics of excellent focus group moderators. How many (if
any) of the statements below describe these characteristics?
– active listeners
– inquisitive about “what makes people tick”
– at least five years of experience conducting groups
– aware of and able to control their own biases
A) 0
B) 1
C) 2
D) 3
E) 4
Dichotomous questions should be used when ________.
A) there are only two known reasonable responses
B) the full range of reasonable responses is known to be three or more
C) the full range of reasonable responses is unknown
According to the text, how many (if any) of the following situations are an appropriate
use of focus groups?
– determining the percentage of individuals who use a particular product
– exploring reactions to current approaches to brand and category advertising
– determining if there are statistical differences in attitudes between groups of
consumers
– developing and refining hypotheses regarding consumer motivations
A) 0
B) 1
C) 2
D) 3
E) 4
Imagine that you want to search for mentions of social media, but are not interested in
any mentions of advertising. Which of the following search phrases would be most
appropriate?
A) ‘social media” + advertising
B) ‘social media” but not “advertising”
C) ‘social” + “media” – “advertising”
D) ‘social media” – advertising
Bonnie is unsure of how to probe and explore some key attitudes in an upcoming
research study. Bonnie’s first step should be to ________.
A) hold focus groups
B) talk informally with target audience respondents
C) conduct a search of secondary information to see what others have done
D) eliminate the problem areas from the primary research study
Jason wants to conduct research. Consider the following situations.
I. The research uses a survey to obtain information on the use of social networking
sites.
II. The research uses observation to track brand comments in Tweets.
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
The suggestions below refer to increasing report clarity and conciseness.
– eliminate unnecessary words
– use formal language; don’t write like you talk
– avoid long run-on sentences
How many of these suggestions should be followed when writing a research report?
A) 0
B) 1
C) 2
D) 3
E) 4
The text discussed the Pew generational segmentation study. In this research, age was
used as the sole ________ variable.
A) evaluative
B) explanatory
C) descriptive
D) classification
E) examination
You conduct a perceptual mapping study and decide that three dimensions are required.
Then, as part of data analysis, you divide the sample into two groups: younger men and
older men. The ratings of both groups for your brand, as well as the Ideal brand, are
shown below. The scale range is +3 to -3.
The two groups of men ________ that all three dimensions are important in the
purchase decision.
A) agree
B) disagree
Imagine that you are looking for a white paper related to digital marketing technology
and services. 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
Which of the following is not an advantage of online focus groups over traditional
focus groups?
A) no physical set up is necessary
B) participants do not all have to be from the same location
C) participants are comfortable in their homes/offices
D) participants’ “body language” can be easily observed
Consider the data shown in the table below. The table shows responses to a checklist
question.
What percent of the respondents found the commercial valuable?
A) 29%
B) 49%
C) 145%
D) cannot be determined from the data provided
Consider the correspondence map shown below.
Your client, who does not appear on the map, asks if the company should stress the
reliability of their phones or excellent value. What is your recommendation?
A) stress reliability
B) stress excellent value
C) either attribute is equally good to stress
A respondent expresses an opinion in clear, unambiguous, forceful language. This is
typically an instance of a respondent expressing a ________ opinion.
A) strongly held
B) confused
C) weakly held
D) nonsensical
E) short-term
Two secondary sources each address the issue of teen’s use of social media. The first
source provides the entire data set in its report, while the second source provides a
summary of data it finds the “most interesting” for advertisers. Which secondary source
is considered to be the better source?
A) The first source
B) The second source
C) Both sources are equal
Consider the question shown below.
What is your year in school?
Freshman
Sophomore
Junior
The lack of “Senior” on this list of responses violates the rule of ________.
A) response exclusivity
B) response exhaustiveness
C) response latency
D) response attribution