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Question
Scenario 7-4You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.
One assistant comes in to show you the results of some recognition tests that have been run on a magazine advertisement. She is really excited by the high levels of recognition. You caution her not to get too excited, because high levels of recognition:
a. rarely be judged by normative data.
b. don"t always correlate to higher product sales.
c. can be inaccurate since respondents don't get to see the ad beforehand.
d. calculate feelings about an ad rather than thoughts about an ad.
Answer
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