The last step in the creation of a brand concept map is ________.
A) aggregation
B) mapping
C) elicitation
According to VALS, ________ are trendy and fun loving. They are concerned about the
opinions and approval of others. Money defines success for those in this segment, who
don’t have enough of it to meet their desires. They favor stylish products that emulate
the purchases of people with greater material wealth. Many see themselves as having a
job rather than a career, and a lack of skills and focus often prevents them from moving
ahead. They are active consumers because shopping is both a social activity and an
opportunity to demonstrate to peers their ability to buy. As consumers, they are as
impulsive as their financial circumstances will allow.
A) Believers
B) Strivers
C) Makers
D) Innovators
E) Experiencers
Which approach uses judgment and personal expertise to assess a measure’s validity?
A) face validity
B) concurrent validity
C) predictive validity
The ________ observation of individuals is appropriate when the target behaviors are
repetitive, frequent and/or occur within a reasonably short time frame.
A) artificial
B) planned
C) natural
D) deterministic
The following two statements refer to conducting research via the mail.
I. One strength of mail surveys is their high response rate.
II. Mail surveys should be avoided when the questionnaire is long and/or complex.
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
Consider the two questions with interviewer instructions shown below.
I. What are your feelings toward the advertisement you just saw?
Interviewer: Make certain to probe responses
II. What are your feelings toward the advertisement you just saw?
Interviewer: PROBE responses.
III. What are your feelings toward the advertisement you just saw?
PROBE RESPONSES
Which, if any, is/are the recommended way(s) to provide instructions to the
interviewer?
A) I
B) II
C) III
D) All three approaches (I, II and III) are equally acceptable
How many of the following belong on a research report’s title page?
– research project title
– date report was prepared
– restrictions related to distribution or confidentiality
– the research budget
– the names of primary agency and client personnel involved in the research project
A) 1
B) 2
C) 3
D) 4
E) 5
The creation of correspondence maps requires that data be collected at the ________
level of measurement.
A) nominal
B) ordinal
C) interval
D) ratio
The following two statements refer to checklist questions.
I. It important for a checklist question to explicitly explain the criteria on which items
on the checklist are to be selected.
II. When writing a checklist question, it is important to point out that the respondent
must check at least one of the items.
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 mean and mode, versus an average, are better descriptors of a distribution when
________.
A) the sample is not randomly selected.
B) the survey question has fewer than five options.
C) there are over 2,000 respondents in the sample.
D) the distribution is highly skewed.
________ interviews must always occur in a face-to-face setting.
A) Personal
B) Periodic
C) Focus group
D) Hybrid
E) Dynamic
According to VALS, ________ are motivated by ideals. They are conservative,
conventional people with concrete beliefs based on traditional, established codes:
family, religion, community, and the nation. Many express moral codes that are deeply
rooted and literally interpreted. They follow established routines, organized in large part
around home, family, community, and social or religious organizations to which they
belong. As consumers, they are predictable; they choose familiar products and
established brands. They favor American products and are generally loyal customers.
A) Believers
B) Makers
C) Strivers
D) Experiencers
E) Achievers
Consider the two statements below regarding EEG.
I. An EEG uses magnetic resonance scanners to produce sets of cross-sections of the
brain during exposure to an ad or other stimulus.
II. An EEG measures and records the brain’s electrical activity during exposure to an ad
or other stimulus.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) I and II are true
D) Neither I nor II are true
Consider the two descriptions of qualitative research shown below.
I. The goal of qualitative research is to get “beneath the surface” and obtain
in-depth insights into a respondent’s attitudes, beliefs, motivations , and lifestyles.
II. Qualitative research is very appropriate for situations in which preliminary
or background information is scarce and little is known about the topic of interest.
Which, if any, of the prior statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
Fifty individuals responded to a survey. The percentage of men and women is shown
below.
How many survey respondents were men?
A) 10
B) 35
C) 45
D) 90
You are using a multiple choice question to identify where an individual last ordered a
take-out pizza. It is important to put the list of pizza company names in ________.
A) random order
B) alphabetical order
C) order from shortest to longest name
Which of the following type(s) of data collection allow(s) a researcher to determine
causality?
A) surveys
B) experiments
C) both surveys and experiments work equally well to determine causality
Questionnaire review by the client prior to 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
Research suggests that the self-disclosure of sensitive information tends to be greater in
the ________ setting.
A) traditional focus group
B) online focus group
Eye-tracking data which reports the order in which elements in an ad are observed are
an example of ________ level measurement.
A) nominal
B) ordinal
C) interval
D) ratio
The first step in conducting an experiment is to ________.
A) identify what you need to learn
B) begin the experiment by taking the relevant actions
C) determine the research budget
D) hire a field service to collect the data
The text provides recommendations for viewing focus groups. How many of the
recommendations below were discussed in the text?
– Form opinions early
– Listen to everyone
– Don’t be distracted by the buffet
– Don’t be biased by dominant personalities
A) 0
B) 1
C) 2
D) 3
E) 4
________ research examines data gathered by others for a research need other than the
current one.
A) Primary
B) Secondary
Jeff is supervising a research project. Over the weekend he realizes that a change needs
to be made in the questionnaire because respondents are having a difficult time
answering several questions. His client, for whom the research is being conducted,
cannot be reached until Monday. What should Jeff do?
A) Allow the project to continue as is and then talk with the client on Monday
B) Stop the research and then talk with the client on Monday about solutions
C) Change the questionnaire and inform the client of the changes on Monday
A ________ is an invented name for a property of an object, person, state, or event.
A) production
B) metaphor
C) syllogism
D) concept
E) fallacy
The statement “Your responses will be kept confidential.” is most likely to be found in
the questionnaire ________.
A) screener
B) introduction
C) addendum
D) closing
E) title section
________ threats to internal validity occur whenever an interview administered before
the start of an experiment affects a respondent’s sensitivity or responsiveness to the
independent variable.
A) Premeasurement
B) Historical
C) Interaction
D) Selection
E) Researcher bias
Gallup & Robinson’s copy testing methodology shows the test commercial ________
A) in the context of an actual television broadcast
B) over a private ROKU channel
C) in the context of a prerecorded program distributed via VHS or DVD
D) via a dedicated YouTube channel
E) after a password protected link is clicked on the Gallup & Robinson website
In a qualitative report ________ are only useful if they can be quickly and successfully
related to the appropriate report content.
A) numeric charts and tables
B) statistical analyses
C) quotations
Calvin wrote the following in a research report: “The identified factor which has been
determined to exert a significance influence.” It would have been better for Calvin to
say ________
A) an unrelated factor
B) a factor of known influence
C) an influential factor
D) a factor which the research determined to be influential
The following criteria refer to aspects of copy testing of television advertising.
– the naturalness of the viewing situation
– the number of advertising exposures
– the amount paid to respondents
– the timing of data collection
According to the text, how many of these criteria are valuable in distinguishing
different approaches to copy testing?
A) 0
B) 1
C) 2
D) 3
E) 4
With regard to eye tracking reporting, a(n) ________ shows each individual search path
through a visual stimulus.
A) gaze path
B) heatmap
C) opacity chart
Maturation is closely related to what other threat to internal validity?
A) Instrumentation
B) Interaction
C) History
D) Mortality
E) Researcher bias
Which approach to sampling might use a coin toss or a table of random numbers to
select members of the population for participation in the research study?
A) simple
B) systematic
C) stratified
D) synergistic
E) symbiotic
The two statements below refer to the use of PowerPoint for research presentations.
I. No more than five fonts should be used.
II. A picture or other visual/graphic should appear on every slide.
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