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Question
Nancy is the researcher at the JKO Advertising Agency. She has been asked to test two different advertising campaigns. The "winning" campaign will be supported by $20MM in media. Each campaign will be shown to a group of consumers in the brand's target audience. Nancy decides to use a series of focus groups to select the "winning" campaign, as she believes that this form of sampling (convenience) will allow her to generalize to the broader population from which the focus group participants were drawn. Do you agree or disagree with Nancy's point of view? Why?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.
Q:
Tom is conducting research with children. Some of the children recruited for the research are very hesitant to participate once they hear what they must do. Tom promises these children a toy if they change their minds. Tom's actions would be considered ethical.
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.
Q:
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:
John works in the NewWave Advertising Agency research department. John has been asked to design a very sophisticated research study using a design and questioning technique with which he is unfamiliar. John is most likely to turn to a ________ for assistance.
A) media consulting company
B) research specialist
C) field service
D) trade organization
E) research advocate
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:
The question: "Which ad has the greatest potential to turn nonusers into users?" is most related to what type of research?
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
E) democratic
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
C) Gannett Media
D) New Media Research Inc.
E) Interactive Advertising Bureau
Q:
The search phrase "trends + yogurt" will return identical results when used on Google and Bing.
Q:
In evaluating the appropriateness of secondary information, it is important to be able to distinguish opinion from fact.
Q:
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
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:
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
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:
Consider the two statements shown below.I. Secondary research can help to clarify, redefine, or refocus a planned primary research study.II. Secondary research obtained from multiple sources typically requires a synthesis of findings before it is useful.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true
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?