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Question
Carey, the agency researcher, conducts research to determine consumers' reactions to the client's latest advertising campaign. Carey remembers that the selection of the campaign's spokesperson was a controversial decision, with the client only grudgingly going along with the agency recommendation. The results show that consumers are very positive toward the campaign with one exception: they absolutely hate the spokesperson. Cary asks: "Since overall reactions are so positive, why don't I eliminate from the full report the survey questions that explore reactions to the spokesperson? Why bring up a controversial issue that everyone agrees is settled?"Is Carey acting ethically?
Answer
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Related questions
Q:
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
Q:
Pete is monitoring blogs to determine attitudes toward his company. Informed consent requires that he obtain informed consent from the blog owners prior to conducting this research.
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Q:
Respondents' expectations that their responses will be treated confidentially are absolute unless they are explicitly informed otherwise.
Q:
A determination of research cost and timing estimates should always come after the selection of the data collection method.
Q:
All primary research is quantitative.
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When you use library resources to answer a client need you are conducting ________ research.
A) primary
B) seconday
Q:
The first stage in the process of advertising research is ________.
A) preliminary discussions and agreements
B) planning and data collection
C) analysis
D) synthesis
E) tactics and actions
Q:
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A) media consulting company
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D) trade organization
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Q:
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
Q:
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A) Market
B) Consumer
C) Creative
D) Media
E) Domain-centered
Q:
The question: "How do perceptions of our brand differ among users and nonusers?" is most related to what type of research?
A) Market
B) Consumer
C) Creative
D) Media
E) Domain-centered
Q:
With regard to target audience definitions, the text notes that populations of individuals are typically defined in some combination of ________, geographic and behavioral characteristics.
A) geoattitudinal
B) geopsychographic
C) demographic
D) physiological
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Q:
The vast majority of research uses a sample of the population of interest.
Q:
A subset of the population that represents the entire group from which it is drawn is known as a ________.
A) population
B) sample unit
C) census
D) sample
E) respondent
Q:
Another name for probability sampling is ________ sampling.
A) random
B) judgment
C) nonrandom
D) snowball
E) quota
Q:
You wish to obtain some secondary information. Is it better to obtain this information from the primary or a secondary source? Why?
Q:
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
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D) New Media Research Inc.
E) Interactive Advertising Bureau
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Q:
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A) The first source
B) The second source
C) Both sources are equal
Q:
Imagine you want to evaluate the credibility and "goodness" of secondary research. In this context, which, if any, of the following statements is (are) true?I. The credibility and "goodness" of secondary research increases when authors and their affiliations are explicitly provided.II. The credibility and "goodness" of secondary research increases when author contact information is provided.A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II is true
Q:
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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
Q:
Which of the following is NOT an advantage of secondary research compared to primary research?
A) is generally quick to obtain
B) is always timely
C) is relatively inexpensive
Q:
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Q:
Karl wants to conduct research. Consider the following situations.I. The research uses a survey to obtain information on television viewing habits.II. The research uses observation of individuals in a park.For which (if any) situations is informed consent required?A) I only requires informed consentB) II only requires informed consentC) Both I and II require informed consentD) Neither I nor II require informed consent
Q:
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
Q:
Codes of ethics are written by members of a specific trade or profession.
Q:
Consider the groups shown below.
- respondents
- management and clients
- society as a whole
- research suppliers
Researchers have an ethical responsibility to how many of these groups?
A) 0
B) 1
C) 2
D) 3
E) 4
Q:
Jane is planning research to determine which of three commercials is the strongest. There is considerable debate at the agency regarding how to define "strongest." Time is short, as the commercial needs to be produced within the next two weeks. Jane decides to go ahead with the research, and then hold meetings at the agency to define "strongest" before data analysis begins. Is Jane's plan acceptable?