MT 86013 | Course Paper

Unlock access to all the studying documents.

View Full Document

With regard to eye tracking data, ________ identifies the visual element(s) that

maintain attention.

A) first fixation

B) most fixation

C) total gaze time

D) individual gaze time

According to Mapes and Ross, ________ is a measure of respondents’ ability to link the

advertised brand to the commercial from a category description.

A) unaided recall

B) aided recall

C) unaided persuasion

D) aided persuasion

E) unaided communication

The text recommends that a draft research report go through ________ separate

reviews.

A) two

B) three

C) four

D) five

The following two statements refer to automated observation.

I. One form of automated observation is to use technology to directly monitor consumer

behaviors.

II. One form of automated observation is to use technology to monitor the products of

consumer behaviors.

Which, if any, of these statements is true.

A) I only

B) II only

C) I and II are both true

D) Neither I nor II are true

You have just completed a 12-month advertising test within the city limits of Boston

and wish to determine levels of advertising and product awareness as well as brand

perceptions. You decide to use random digit dialing among prefixes that are identified

as “Atlanta.” These prefixes, as a result, will include individuals living within the

Boston city limits as well as suburban Boston. First, identify the type of registration this

sample frame represents. Next, if the frame has a problem, propose a remedy.

Think about the U.S. Census. When this information is used by an advertising agency to

better understand demographic trends, it is considered to be ________ research.

A) primary

B) secondary

C) tertiary

D) proprietary

E) confidential

Secondary research has two significant advantages over primary research. These

advantages relate to greater efficiencies in terms of ________.

A) cost and quality

B) quality and time

C) time and cost

The amount to be divided in a constant sum question ________ .

A) should always be 20 times greater than the number of items listed

B) should always have a value of 100

C) should always have a value of 25

D) is variable, but should be easily divisible by the number of items

You show a respondent a picture of an individual in front of his computer and then ask:

“Tell me what you think is going through this person’s mind as he tries to find

information on new smart phones?” This is an example of ________.

A) story completion

B) role-playing

C) personification

D) picture projection

E) word association

The statements below refer to the main body of questions in a questionnaire.

I. When thinking about the main body of questions in a questionnaire, within a specific

topic it is best to begin with the most general questions moving later to the more

specific questions.

II. When thinking about the main body of questions in a questionnaire,

sensitive questions should generally be asked earlier in the questionnaire.

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

VALS divides the U.S. population into ________ individual segments.

A) 2

B) 4

C) 6

D) 8

The following two statements refer to response rate.

I. Suggestions for increasing the response rate in mail interviews include using

incentives at appropriate levels and using advance notification.

II. A long, detailed screener is likely to increase response rate in mall

intercept interviews.

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

You ask a respondent this question: “If Pepsi were an animal what animal would it be?”

This is an example of ________.

A) personification

B) anthropomorphism

C) role-playing

D) sensitization

E) word association

You conduct a comparison of the desired sample with the actual sample from a set of

qualitative personal interviews. You find that the actual sample was slightly older than

intended. What is the recommended next step?

A) Stop the analysis and discard all the data.

B) Ask for a refund from the field service that performed the recruiting.

C) Continue with the analysis but note this discovery in the presentation of the findings.

D) Prepare a poor performance evaluation for the interviewer.

E) Prepare a proposal for a new research study.

Consider the two statements below.

I. Focus groups are appropriate whenever it is believed that interaction

among respondents is necessary for obtaining depth of insights.

II. Focus groups are often a good substitute for more complex quantitative research.

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

An online survey contains three components: ________, questionnaire design/posting,

and data collection.

A) invitation

B) standardization

C) cookie development

D) HTML coding

Which type of qualitative interview works best when there is a risk of social pressure

influencing responses?

A) Personal interviews

B) Focus groups

“Test-Retest” and “Alternative Form” are ways to assess a measure’s ________.

A) validity

B) reliability

C) definition

D) criteria

E) creativity

It is always better to obtain secondary information from a ________ source.

A) primary

B) secondary

C) tertiary

The following two statements refer to the sampling in deceptive advertising copy

testing research.

I. The FTC requires a minimum sample size of 250.

II. The FTC requires nonprobability samples.

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

When thinking about the main body of questions in a questionnaire, the most important

questions should be addressed ________ the questionnaire.

A) earlier in

B) later in

C) in the middle of

Consider the two statements regarding the confidence level shown below.

I. The confidence level is the mathematical expression of our confidence that the

population estimate lies within the confidence interval.

II. The confidence level is the range into which the true population parameter will fall,

assuming a given level of confidence.

How may, 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

Under what circumstances is informed consent required?

A) Only when private information is being collected

B) Only when public information is being collected

C) When both public and private information are being collected

D) Informed consent is never required, it is always optional

According to the text, how many of the ways below were presented as good ways to

establish rapport between interviewer and interviewee?

– pay attention and followup on what is said

– offer a large cash incentive for participation

– provide a positive compliment after every question is answered

– let the respondent choose the chair he or she wants to sit in

A) 1

B) 2

C) 3

D) 4

The ethical principal of autonomy means that all individuals involved in the research

have ________.

A) the right to be paid for participation in the research

B) the right to know why the research is being conducted

C) the right to know who is conducting the research

D) the option to review the research results prior to dissemination

E) free deliberation and decision power regarding their participation in the research

Gallup & Robinson asks respondents how much they agree or disagree with the

statement “This commercial is one of the best I’ve seen recently.” This is a measure of

commercial ________.

A) excellence

B) relevance

C) persuasion

D) clutter

E) recall

Mystery shopper research is an example of ________ observation.

A) artificial

B) planned

C) natural

D) deterministic

You ask 100 individuals what brand of auto they most recently purchased. The results

were:

Present a pie chart that presents this data.

A probability sample is one in which the members of the target population ________.

A) can easily be found for survey purposes

B) all have an equal chance of being included in the sample

C) have participated in similar research studies

D) have agreed to accept an incentive to participate in the research

E) can be found in malls and other high-traffic areas

The ________ is a measure of a set of scores’ dispersion.

A) mean

B) median

C) mode

D) standard deviation

Imagine that you are looking for a newsletter named “Smartbrief.” Which of the

companies listed below would be the most likely source?

A) Ad Age

B) Doubleclick

C) Gannett Media

D) New Media Research Inc.

E) Interactive Advertising Bureau

The following two statements refer to the analysis of focus groups.

I. The analyst should always pay more attention to comments made toward the end in

the groups.

II. Distinguishing between the truth and falsity of respondents’ comments is one of the

easier aspects of qualitative data analysis.

Which, if any, of these statements is true?

A) I only

B) II only

C) Both I and II are true

D) Neither I nor II are true