Q&A Hero

Q: Which of the following is a characteristic of a creative brief?a. It replaces teamwork with individuality. b. It sets primary goals for the client.c. It allows plenty of room for creativity.d. It results from brainstorming in the creative department.

Q: Maturation is a threat to internal validity that is related to problems associated with ________. A) a pretest survey B) variation in data collection procedures C) the sample D) the study context E) the researcher

Q: All members of an account team are also:a. employees of the client.b. assigned to the creative department.c. team leaders for their own groups of specialists. d. tied with the research team.

Q: Instrumentation is a threat to internal validity that is related to problems associated with ________. A) a pretest survey B) variation in data collection procedures C) the sample D) the study context E) the researcher

Q: Premeasurement is a threat to internal validity that is related to problems associated with ________. A) a pretest survey B) variation in data collection procedures C) the sample D) the study context E) the researcher

Q: Members of all the following teams are part of the IBP account team, EXCEPT:a. accounting.b. public relations. c. direct marketing. d. the client.

Q: An experiment's ________ refers to the extent to which one can eliminate alternative explanations for the observed experimental results. A) internal validity B) external validity C) external reference D) internal reference

Q: Leaders of creative teams do many things, but one thing they should neverdo is to:a. stick to the advertising plan. b. allow an individual to fail.c. jump in and do the real work. d. admit a team mistake.

Q: In order for causality to be accepted in an experiment, the cause and effect relationship must be supported and verified by significant outcomes from appropriate statistical tests.

Q: Juan has just been assigned the role of team leader of his creative group for a new ad campaign. Which of the following should Juan do first?a. He should suppress any disagreements. b. He should meet with the client.c. He should provide a list of his ideas.d. He should build a consensus about goals.

Q: The following two statements refer to experimental causality.I. In order for causality to be accepted in an experiment, changes in the independent variable must precede changes in the dependent variable.II. In order for causality to be accepted in an experiment, only one alternative explanation of the outcome must be eliminated.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II is true

Q: Leadership over creative teams involves at least three main tasks, one of which is:a. excusing shortfalls in team performance when communicating with the client.b. emphasizing individual performances over mutual accountability for team performance. c. contributing ideas without dominating the group.d. suggesting a list of advertising objectives.

Q: It is always the case that an experiment seeks to determine the effect of changes in the dependent variable on the independent variable.

Q: Which of the following is true of individualism in teams? a. An "always look out for number one" mentality can improve teamwork. b. Growing reliance on teams in the workplace means a devaluation of the individual. c. Teams find ways to let each individual bring his or her unique contributions to the forefront. d. Growing reliance on teams in the workplace implies greater emphasis on conforming to what the group thinks.

Q: John is a waiter. He wants to determine if how he greets his customers (specifically whether or not he introduces himself by name) affects his tips. In this situation, the dependent variable would be ________ A) the size of John's tips B) the number of repeat customers C) the presence or absence of John's name in his greeting D) whether or not John's customers address him by name

Q: In their book, The Wisdom of Teams, Katzenbach and Smith offered a number of insights about teams. Which of the following can be inferred from these insights?a. Teams focus on process rather than results. b. Teams operate on mutual synergy.c. Teams always look out for a number one. d. Teams restrict individual decision making.

Q: In the context of advertising, which of the following is true concerning teams?a. They try to blend diverse skills but are rarely successful.b. They have become the primary means for getting things done. c. They squash individuality and creativity all too often.d. They were popular in the 80s and 90s but are now considered a passing fad.

Q: John is a waiter. He wants to determine if how he greets his customers (specifically whether or not he introduces himself by name) affects his tips. In this situation, the independent variable would be ________ A) the size of John's tips B) the number of repeat customers C) the presence or absence of John's name in his greeting D) whether or not John's customers address him by name

Q: Advertising is a (n):a. solo occupation.b. individual competition. c. team sport.d. business rather than an art.

Q: The text describes Peter's pizza experiment. In this experiment the quality of crust texture was the ________ variable. A) dependent B) independent C) causative D) categorical

Q: Which of the following is true of teams in advertising? a. In advertising, teamwork needs no planning. b. Great teamwork is required for great advertising. c. In advertising, teams need no motivation to generate big ideas. d. Teams, by themselves, elevate the creative essence in advertising campaigns.

Q: The text describes Peter's pizza experiment. In this experiment the amount of water was the ________ variable. A) dependent B) independent C) causative D) categorical

Q: Every experiment has at least one manipulation.

Q: In teamwork, the term "synergy' implies that:a. one or two key members of a team are responsible for the creative output of the team, while the others merely follow.b. the output of the creative process is greater than the sum of the talents of individual team members. c. the output of team effort is similar to that of the most talented person in the team working alone.d. the output of the team depends on the negotiating skills of the strongest member of the team.

Q: Survey results become more reliable and valuable for decision making when individuals are asked for introspection in areas of behavior they do not normally think about.

Q: According to John Sweeney, if you"re working with a pool of talented people, they"ll produce their best work if you:a. hand them over to the account executive. b. keep them out of any conflicts that arise. c. give them some structure.d. just agree with them.

Q: 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

Q: Which of the following best describes the reason why account executives should not be fired even when ad agencies face lean times?a. They have the critical role of bridging the gap between clients and creatives. b. They execute sophisticated advertising and IBP campaigns.c. They do not get involved in struggles over control of the creative product. d. They have the vital responsibility of judging the work of the creatives.

Q: Renee's job in an advertising agency involves talking to the clients to identify their goals and then conveying these goals to the creative team, which creates strategies to accomplish these goals. Her job often involves explaining the client's perspective to the agency and explaining the agency's creative strategy to the client. Renee is likely to be a(n):a. ad designer. b. media buyer. c. copywriter.d. account executive.

Q: The following statements refer to the use of survey results.I. Survey results become less reliable and less valuable for decision making when individuals are asked to use memory to attribute cause and effect.II. Survey results become less reliable and less valuable for decision making when there are believed to be complex, multiple, or interrelatedinfluences on behavior.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Experiments allow researchers to bypass the recall of behavior and actually observe behaviors in response to a stimulus of interest.

Q: What is the function of the account executive in an advertising agency?a. To assess the effectiveness of advertising communication developed by the agency b. To execute the advertising concepts developed by the creativesc. To ideate about possible creative concepts for advertisementsd. To negotiate with clients and convey client instructions to the agency

Q: Which of the following best illustrates the concept of causality? A) show a respondent an ad and then ask questions about reactions to the ad B) give a respondent a sample product and then conduct an interview to determine satisfaction C) vary the amount of advertising exposure to determine changes in sales

Q: Who is the liaison between the two main parties involved in promotionthe client and the agency?a. The agency ownerb. The research department c. The creative directord. The account executive

Q: ________ allows a researcher to determine the effect of changes in one area on one or more other areas. A) Causality B) Correlation C) Creativity D) Brainstorming E) Synergy

Q: Which of the following is true about the roles of creatives and account executives in an advertising agency? a. Account executives work for awards; creatives work to please the client. b. Account managers must be generalists, whereas creatives must possess expertise in a single area. c. Creatives are more likely to see the goal of the communication as achieving some predetermined objective in the marketplace. d. Creatives serve as a liaison between the client and the advertising agency.

Q: 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

Q: Various personnel view ads in different ways. People in the creative department tend to see an advertisement as a way to:a. go easy on their ambitions.b. showcase a personal ideology.c. grow the market share for the brand. d. reflect the client's thinking.

Q: Most research concerning the contentious environment in the world of advertising places the ___ in a central position as a focus of the conflict.a. account executiveb. creative department c. clientd. agency owner

Q: List two areas in which pretesting can identify problem areas on a questionnaire.

Q: Which of the following is a problem with childlike thinking?a. The thinker starts to dislike being an outsider.b. The thinker is self-effacing and gives up personal goals in favor of collective goals. c. The thinker becomes charming even when his or her ambitions are not met.d. The thinker's social behavior becomes selfish.

Q: Explain why questionnaire pretesting is important.

Q: The following comments were overheard at a huge party thrown by a well-known ad agency for its biggest corporate client. Which of the following comments is the most accurate representation of the way the corporate world views creative people? a. "They"re way overratedwhat has creativity ever done for business, anyway?" b. "Nobody wants a creative employeeit's just not a valued trait anymore." c. "We all need thembut nobody really knows who they are or how they do it." d. "They"re simple to spotthe smiling ones who get along with everybody."

Q: You wish to interview the following sample using mall intercept: Men who are aged 25 to 34 Women who are full-time students Write the screener.

Q: You want to only interview men and women who are aged 18 to 24 earning less than $15,000 annually. Write the screener.

Q: Creativity reflects:a. following social norms.b. adopting structured thinking. c. retaining childlike thinking.d. conforming to everyday logic.

Q: List three components of a questionnaire introduction.

Q: During Gardner's work in identifying seven of the most creative people of the 20thcentury, he identified some negative sides to their lives. Which five characteristics did they appear to have in common?a. egotistical, narcissistic, obsessed, socially isolated b. delusional, irrational, antisocial, psychoticc. inattentive, unfocused, impatient, hyperactive d. dysfunctional, clingy, codependent, impulsive

Q: Describe the difference between a disguised and undisguised questionnaire. Provide an example of when each type of questionnaire is best used.

Q: Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20th century shared. He found that these individuals were all:a. shy.b. easygoing. c. social.d. conventional.

Q: According to Howard Gardner's research, creative people are more likely to be:a. self-effacing. b. self-confident.c. emotionally stable. d. self-giving.

Q: The VERB campaign was able to use the same questionnaire for both their child and parent samples.

Q: Materials sent to a field service should always be accompanied by a cover letter that provides detailed information on the research, commitments, agreements, and particulars of the methodology.

Q: ____ is the ability to consider and hold together seemingly inconsistent elements and forces, making a new connection.a. Reasonb. Creativity c. Motivation d. Synergy

Q: Mia, Simone, Jackson, and Carlos work at the cutting-edge Zanadu Agency. Based on the common personality traits and professional characteristics of the seven greatest creative minds of the 20th century, which one probably works in the creative department?a. Mia, who is quiet, calm, humble, conforming, and friendly to everyone in the room b. Simone, who is self-effacing, timid, intelligent, and a great partner to clientsc. Jackson, who is self-confident, alert, unconventional, hard-working, and driven to the point of obsession d. Carlos, who is edgy, intense, goal-oriented, logical, and focused on the bottom line

Q: The "think-aloud" method is a form of ________ interview. A) Creative B) Cognitive C) Compulsary D) Complex

Q: Which individuals did Howard Gardner highlight in his book, CreatingMinds, in his pursuit of the most creative people of the past century?a. Edison, Einstein, Twain, Roosevelt, Gandhi, Disney, and Vonnegutb. Picasso, Bernstein, Van Gogh, Nureyev, Frost, Hemingway, and Einstein c. Eliot, Bradbury, Ellington, Graham, Churchill, Wright, and Edisond. Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, and Gandhi

Q: ________ interviews are suggested by the text as the best way to pretest a questionnaire. A) Creative B) Cognitive C) Compulsory D) Complex

Q: The text discusses areas of focus for a questionnaire pretest. How many of the areas shown below are problems that should be noted during pretesting? - Problems with administration - Problems with type font and paper stock - Problems related to response options - Problems related to question demands A) 1 B) 2 C) 3 D) 4

Q: Creativity:a. enriches personal lives and creates emotional stability. b. enables forming conventional decisions in life.c. makes social life or hobbies significant factors.d. reflects early childhood experiences and cognitive styles.

Q: 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

Q: Though it is almost impossible to define, creativity is essentially the ability to:a. see the world in a structured way.b. hold together seemingly inconsistent elements. c. think in terms of "the way things have to be." d. be conventional and hardworking.

Q: Which of the following purposes does creativity serve in advertising?a. It makes people work in a structured manner. b. It creates competing agendas in an agency.c. It gives meaning to a brand by making emotional connections with consumers. d. It makes people timid so that they can contribute more to work.

Q: 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

Q: A popular fast food chain notices that its ads are indistinguishable from those of other fast food companies. All the ads usually feature young people enjoying fast food. As a result, this fast food chain launches a creative advertisement which shows elderly people buying food from it and acting like youngsters. The message that people get from this advertisement is that it is allowable for even old people to have fun. In the context of this scenario, what was the purpose of this advertisement for the fast-food chain?a. To reinforce the company's brand imageb. To generate repeat sales from the company's customersc. To present logical reasons for customers to prefer the brandd. To break through the ad clutter and get attention

Q: When developing several online questionnaires, it is possible to skip from one questionnaire to another.

Q: You are creating a skip pattern for a series of questions. Those who answer "yes" to Q1 continue with Q2. Those who answer "no" to Q1 skip to Q3. The recommended way to show the skip pattern for Q1 is: 1. Did you eat any pizza yesterday? Yes No ----------> SKIP TO Q3

Q: Robert Sternberg's suggestions for boosting creativity stress that you should learn to see problems the way other people see them. a. Trueb. False

Q: 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

Q: Robert Sternberg has found that to be more creative, you need to spend time gaining knowledge but also avoid getting mired in so much knowledge that creativity is stifled. a. True b. False

Q: ________ are the conversational, connective material that provide a sense of flow and continuity to the questionnaire. A) Transitions B) Transparent statements C) Lucid statements D) Declaratory statements

Q: There is a right way and a wrong way to brainstorm. a. Trueb. False

Q: Interpersonal abrasion is beneficial to creativity, while creative abrasion is not. a. Trueb. False

Q: Which question type is not likely to be available at all online survey companies? A) single-selection multiple choice B) checklist C) rating scale D) constant sum

Q: The creative brief provides guidelines for the creative process, which, unfortunately, defeats the purpose and ends up restricting creativity. a. True b. False

Q: All online survey companies present the same question type in the same way.

Q: Couper recommends avoiding ________ in online surveys. A) radio buttons B) scrolling drop down boxes C) drop boxes for well-known target answers (for example, your country of residence)

Q: The creative brief sets up the goal for any advertising effort in a way that gets everyone moving in the same direction. a. True b. False

Q: The most creative advertising results from individual effort rather than teamwork; teamwork does not generate synergy in advertising. a. True b. False

Q: With regard to online surveys, all response formats for closed-ended questions are equivalent and will provide identical data.