Think about Stanton’s “Bill of Rights” for virtual world research. How many of the
following are part of this “Bill of Rights?”
– the right to know that I am a subject
– the right to learn the benefits of the research
– the right to participate as my avatar
– the right to teleport
A) 0
B) 1
C) 2
D) 3
E) 4
Consider the following two situations:
I. Your ad agency is in the initial stages of developing an advertising campaign and
has developed several concepts that might be used for the advertising. The creative
team wants to better understand the target audience’s views of each concept’s strengths
and weaknesses.
II. Your ad agency has just finished filming two commercials and wants to determine
whichcommercial to select and then actually air on television.
Which of the following best describes these situations?
A) Only I is appropriate for focus groups
B) Only II is appropriate for focus groups
C) Both I and II are appropriate for focus groups
D) Neither I nor II is appropriate for focus groups
A(n) ________ questionnaire hides the purpose and/or sponsor of the research from the
respondent.
A) constrained
B) undisguised
C) pragmatic
D) disguised
Which type of nominal measure is used to classify individuals, attitudes, or other
responses into one of two exhaustive, mutually exclusive groups?
A) dichotomous questions
B) multiple choice questions
C) rating scales
D) checklists
The text discussed the use of observation in the case of Green Globe 21. 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.
When a concept or communication test involves four or more stimuli, these stimuli are
________ .
A) presented one at a time, and each is fully discussed before proceeding to the next
B) presented in pairs, with discussion of both stimuli in the pair taking place at the same
time
C) presented all at the same time, and each is discussed in turn
D) presented all at the same time, and all are discussed at the same time
________ threats to internal validity arise when respondents drop out of the research
between the pretest and the post-test and, as a result, it cannot be determined if
differences between the two tests are the the result of the experimental treatment or are
the result of different group characteristics at the two stages of measurement.
A) Mortality
B) Researcher bias
C) Selection
D) Testing
E) Premeasurement
Think about the U.S. Census. When an advertising agency obtains this information
from a long, analytical article in the New York Times, it is obtaining it from a ________
source.
A) primary
B) secondary
C) tertiary
In a focus group, a self-contradiction might occur when ________.
A) group participants ask the moderator to express her opinion
B) the moderator challenges Mary to better express her opinion
C) Kelly says she likes the brand early in the group, and then later in the group says that
she does not like the brand
D) Jane challenges Mary about an issue of disagreement
E) group members decide to end discussion of one topic and move onto the next topic
A rank order question represents what level of measurement?
A) Nominal
B) Ordinal
C) Interval
D) Ratio
________ asks an individual to quickly respond to the presentation of words or phrases
with the first thing or things that come to mind.
A) Picture projection
B) Quick response
C) Word association
D) Word magnet
E) Word guessing
You ask respondents to view a commercial, after which you ask them their opinions.
This aspect of their participation in the research was fully explained as part of informed
consent. At the end of the survey, you give each respondent three bottles of shampoo as
a “thank you” for participating and no further explanation is provided. These bottles are
also part of the research as you plan to call each respondent a week later to get his/her
reactions to the shampoo. Which of the following best describes this situation?
A) This situation would be considered ethical because respondents are getting products
for free.
B) This situation would be considered ethical because respondents could decide not to
take the shampoo.
C) This situation would be considered unethical because respondents were not fully
informed with regard to this portion of the research.
D) This situation would be considered unethical because not all respondents will
eventually use the shampoo.
E) There is not enough information to determine the ethics of this situation.
After examining each individual’s responses to a survey, you find that one respondent
has failed to answer most of the questions. What is your best course of action?
A) Substitute the mean response on each question for the missing data
B) Recontact the respondent and obtain the missing information
C) Eliminate the respondent from the sample
Which form of nonprobability sampling selects study participants just because they are
readily accessible?
A) Convenience
B) Judgment
C) Quota
D) Snowball
________ experiments tend to have relatively high internal validity but relatively low
external validity.
A) Laboratory
B) Field
What type of research primarily uses open-ended probing questions?
A) Qualitative
B) Quantitative
In which phase of the focus group is there a short series of questions that probe attitudes
and behaviors specific to the group topic?
A) Prefatory remarks
B) Introductions and personal information
C) Setting the context for discussion
D) General discussion
Energy, self-confidence, intellectualism, novelty seeking, innovativeness,
impulsiveness, leadership, and vanity (along with demographics) are used by VALS to
determine an individual’s ________.
A) literacy level
B) technological sophistication
C) resources
D) brand loyalty
A(n) ________ sample frame occurs when there is an exact correspondence between
the sample frame and target population.
A) over-registered
B) under-registered
C) perfect
Mapes and Ross defines commercial ________ as the ad’s ability to change or maintain
preference and interest toward the advertised brand.
A) liking
B) communication
C) persuasion
D) recall
With regard to data analysis, data collected on the ordinal level of measurement is more
limiting than data collected on the ________ level.
A) nominal
B) interval
You show a group of individuals a commercial after which you ask “Which of the
following auto manufacturers do you think has the highest quality?” A ________ would
be used to examine the pattern of response to this question.
A) t-test
B) chi-square test
C) Z-test
D) r-test
According to the text, using probes to add depth during a qualitative interview is an
example of ________.
A) active listening
B) planned stimuli
C) extroverted commenting
D) simple listening
E) creative commenting
There are two main approaches to how respondents are exposed to a commercial in a
copy test. One way is via a VHS or DVD that contains a prerecorded television program
in which the test commercial has been inserted. What is the second approach?
A) Show the test commercial in the context of an actual television broadcast.
B) Show the test commercial over a private ROKU channel.
C) Upload and show the commercial on a dedicated YouTube channel.
D) Invite the respondents to a central facility for viewing.
E) Email the commercial for home viewing.
According to VALS, the Achievement-oriented group consists of the Strivers and
________ segments.
A) Achievers
B) Strivers
C) Experiencers
D) Believers
E) Makers
You conduct a perceptual mapping study. The following data is obtained from the initial
factor analysis.
The question mark should be replaced with ________.
A) 0.0
B) 7.8
C) 8.9
D) 11.1
E) cannot be determined from the information provided
At what level of measurement is the question below written?
What is your gender?
Male
Female
A) Nominal
B) Ordinal
C) Interval
D) Ratio
Which of the following is NOT a nominal level measurement?
A) dichotomous questions
B) multiple choice questions
C) rating scales
D) checklists
A(n) ________ observer has the ability to interact with those being observed.
A) active
B) passive
C) dynamic
D) sensitive
The two statements below refer to ordinal level measures.
I. Numbers used to classify responses to an ordinal level question have some
mathematical meaning.
II. Ordinal level measures provide insights into both the relative standing of ordered
objects and the relative distance between these objects.
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
Think about concept and communication tests. ________ approaches to data collection
begin the interview with open-ended questions.
A) Only qualitative
B) Only quantitative
C) Both qualitative and quantitative